--This text refers to the
"What To Talk About When There's Nothing to Say," from the authors of Content Rules
How do you create content when you don't have breaking news to share regularly? If you want to remain relevant, you need to find a way to converse much more frequently than when you have big news. Consider these 10 approaches:
- Chat with customers.
Ask customers a single question, such as "What's your biggest marketing challenge?" or "What's a strategy you used to grow your business this year?"
- Interview luminaries.
Q & A interviews with thought leaders, strategic partners, or flat-out interesting creative thinkers make for compelling text, audio, or video content.
- Share real-time photos.
Upload photos from industry events, meetups, or other gatherings. Fresh content matters here, and the faster you can get your photos up, the more likely they will be shared.
- Monitor search keywords.
What keywords are people using to find your blog or website? Those keywords can inform your content stories and suggest new opportunities based on what customers are already interested in.
- Trawl industry news.
Share an opinion about a recent news story that's affecting your industry or audience. Be timely; you could benefit from the extra boost of being one of the first to comment on the topic.
- Go behind the scenes.
Show things that your readers or followers don't usually get to see. Share photos that give an insider's view of your company, or tease some new, compelling content, product or event that you'll be launching soon.
- Go to an event.
Take session notes, conduct interviews, or take photos. Real-time blog or tweet the sessions that offer value to your community, and share with your audience what you learned, enjoyed, or were surprised at.
- Share best practices or productivity tips.
People are always looking for efficiencies, and this type of content is always highly useful and shareable.
- Invite guest posts.
Give your readers or employees or an expert in the industry the chance to guest post for your blog. Don't limit yourself to written content.
- Create a regular content series.
A themed series is a great way to help you create regular content. Pick a day of the week and post the same type of content on that day.
From the Back Cover
To market your business, reach new customers, and create long-lasting loyalty, you need one indispensable element: CONTENT.
Whether it's bite-sized tweets that allow you to forge relationships on Twitter, blog posts that give your readers must-have advice, ebooks or white papers that engage (and don't bore), videos that share the human side of your company, interactive webinars that deliver a valuable learning experience, or podcasts that can be downloaded and listened to on the fly (and more!) . . . now more than ever, content rules!
Today, you have an unprecedented opportunity to create a treasury of free, easy-to-use, almost infinitely customizable content that tells the story of your product and your business, and positions you as an expert people will want to do business with.
Ann Handley and C.C. Chapman, business writers, speakers, and marketing thought leaders for clients such as The Coca-Cola Company, HBO, and Verizon Fios, show you how to leverage all of today's tools to create content that truly speaks to your audience. They'll show you how to:
Understand why you are generating content—getting to the meat of your message in practical, commonsense language, and defining the goals of your content strategy
Explore ways to integrate searchable words into your content without sounding forced (or sounding like "Frankenspeak")
Write in a way that powerfully communicates your service, product, or message across various Web mediums
Create a publishing schedule that allows you to create different kinds and types of content at once
Offering examples of businesses using content effectively across a wide range of industries and fascinating explanations of how you might approach your own content strategy, Content Rules is the essential field guide to creating your story, finding the right balance of humor and humanity in your content, and building a portfolio of value that will keep delivering for the long haul.