<strong></strong>If you haven’t heard already: Content is King. This has been a bit of a buzz phrase in digital marketing for some time, but right now – being able to offer top quality content to influencers isn’t just desirable, it’s essential.
If you haven’t heard already: Content is King. This has been a bit of a buzz phrase in digital marketing for some time, but right now – being able to offer top quality content to influencers isn’t just desirable, it’s essential. The best content will open the doors and build relationships and that doesn’t mean churning out hundreds of generic articles that will stick out like a sore thumb on a hosting site. Gone are the days when unique meant ‘won’t be picked up as an exact match elsewhere online’ now it’s all about what it always should have meant – bespoke tailored content that adds value to a site and builds clients’ brands and identities. So, how do you go about placing and creating this type of content? With a specially trained media-savvy content team of course! If you are looking to place content on a blog or publication you need to go a lot further than creating a wishlist of top hitters and offering them a generic piece that they could read almost word for word elsewhere; you need to demonstrate that they can trust you and that you can supply something of interest to their audience. Here’s how you do it: Tailor your approach Don’t blanket email all of the people on your wishlist – start at the top and analyse their site from a content perspective. Work out who their audience is, what the tone of their site is and base your approach on this. Sometimes it’s worth suggesting a few ideas for potential guest posts based on your findings and supporting this application with examples of similar content you have produced. Or, ask the webmaster/publisher about topics they would like covered. Tailor your content When producing content for a website I always treat it the same as if I’d been commissioned by a magazine to write a piece for them. I work to a brief of dos and don’ts supplied by the site and I create content in a tone, style and format that fits with both their readership and the site. Not only does this produce higher quality and importantly unique content, it helps to build relationships with site owners who are happy to work with you in future or to recommend your skills to others. When provided with topics for content by hosts, our team acts in the same way a journalist in a newsroom or on a features team would; we brainstorm ideas for relevant content based on the brief. Sometimes this will involve coming up with feature, article or even design-led ideas. These can be written solely by ourselves, or incorporate information from clients – using the knowledge of their staff who are very often experts in their fields. These experts may not be best placed to write guest posts themselves, but with coaching and editing the content they produce not only helps to build links, but also helps to establish them as a leader in their field and hopefully go some way towards expanding the brand’s digital footprint. There are so many ways digital marketers can improve their content offering and these are merely the very basics of producing bespoke content to build relationships - there’s simply too much to cover in just one post. However, to those looking to employ in-house copywriters I would always stress the importance of employing trained writers that not only write well, but can idea generate too.