"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
The one-stop resource for creating irresistible content and building a loyal following, revised and updated
How do you create the stories, videos, and blog posts that cultivate fans, arouse passion for your products and services, and ignite your brand? Content Rules equips you for online success as a go-to guide to the art and science of developing content that people care about. Case studies show how companies have successfully spread their ideas through blogs, YouTube, Facebook, Twitter, Google+, and other platforms—and used them to establish credibility and build a loyal customer base.
This revised and updated edition shows you how to:
Find an authentic "voice" and craft bold content that will resonate with prospects and buyers and encourage them to share it with others
Use social media to get your content and ideas distributed as widely as possible
Get to the meat of your message in practical, commonsense language, and define the goals of your content strategy
Powerfully communicate your service, product, or message across various web media and mobile platforms
Boost your online presence and engage with customers like never before with Content Rules. Find out more at ContentRulesBook.com.
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