Here are the last three items on our content checklist. (Click here for items 1-3 and here for items 4-7.) Now that you’ve taken care of the basics, you’re ready to add some important finishing touches.
8. Develop an online presence beyond your own website. Guest blogging is a great way to find new readers; so are interviews, Q&A sessions via Twitter or Facebook, and webinars. If you’ve got solid content on your own site that shows your credibility, look for others who could benefit from your expertise.
The good news is that everyone is always looking for quality content (as you’ve undoubtedly found out yourself!). Check with trade organizations or other professional groups. Put out the word that you’re available on LinkedIn and your other social media networks. Depending on your industry, check with your customers/clients or your vendors — or both! — to see if the perspective from elsewhere in the supply chain would be of interest.
Any of these sources might be interested in a reciprocal arrangement, either for single posts or as an ongoing relationship. This would not only get your name out to their followers, but provide you with fresh material for your own site.
9. Don’t forget to sell, but don’t be obnoxious about it, either. Create landing pages that quickly and clearly explain who you are and what you have to offer. Provide links to your marketplace area, but don’t try to sell something on every page. Rely on the effective call to action that you’ve honed through split testing.
10. Now you can start using social media effectively. There is no point to trying to gather Facebook “likes” until you have developed effective content for people to like. By following the advice in this checklist, you will have that content. Remember, however, that though both Twitter and Facebook followers will appreciate being informed of new content on your site, you should continue to provide value to your followers with other kinds of links as well.
There you have them, the basics of effective content marketing. We’ll be dealing with several of these points in more detail in the future — is there any topic you’d especially like more information on? Let us know in the comments.