Over the last month, I’ve been learning and thinking a lot about content and content strategy – honestly a topic that I haven’t really considered in too much depth before. In fact, if I did start to venture down the path of “content strategy” the tasks were typically centered around specific channels. Asking myself questions such as:
“What information should I include in my monthly e-mails for the rest of 2012?”
“What is my blog posting schedule for next month?”
“Are there articles online that I find interesting and can share on my Facebook page?”
“Should I become more active on Pinterest and share visual content that I’m drawn to?”
Flipping the Construct
As I start to read and learn more in this space, I’m starting to realize the value in having a strategy behind the content that we produce.
In addition to creating products that we believe our target customers will be interested in, we are creating other things that our customers see as valuable – blog posts, tutorials, treasuries on Etsy, and more. The “ah-ha” that has struck me is that we need to be just as strategic about the content we create as we are about the content we place in our marketing channels. Along my journey, I found this definition of content marketing by Copyblogger that really struck a chord:
Content Marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you. – Copyblogger
So, content marketing becomes the creation and publishing of relevant and interesting content that attracts a defined target audience.
I am still early in my learning curve on content strategy, but want to share two ideas on how to focus on your content to make everything you produce searchable and shareable.
We have had many business posts stressing the importance of product photography on Etsy. Great photos on the site are your key to sales, favorites, and inclusion in treasuries. These days, that is just the beginning for your photography. With the explosion of Pinterest and other visual curation sites, you have the opportunity for your photos to be picked up and “shared” across the web. This sharing immediately increases your exposure and brand awareness.
Many Etsy sellers have a personal blog that connects to their Etsy shop. I’ve seen many different blog approaches – focusing on the design process, telling personal stories from everyday life, providing advice for living a greener lifestyle, and more.
When considering your future blog posts, keep your target in mind….are you writing for other artists, parents, eco conscious consumers. This audience should drive the direction of the content you produce – focusing on stories they will find interesting and relevant in their daily lives. Ideally, the more you write, the stronger your following becomes and the more likely that your posts begin to show up at the top of the list on Google.
As I mentioned several times in this post, I’m still early in my content strategy journey. I’ve found a number of resources along the way that were valuable to me. If this post has peaked your interest in learning more about content marketing, here are a few resources to consider:
Book – Managing Content Marketing by Robert Rose and Joe Pulizzi
Post Image Credits……
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