New media is changing us from channel surfing and page turning content consumers into content creators.
That’s a good thing, right?
More control, more voice, more…work.
Now that we’re our own media companies, how do we tap into the Mitch Joel in us?
When I heard Craig Silverman was doing a presentation at Social Media Breakfast Montreal, titled: A No-Bullshit Discussion About Good Content, And How To Create It, I got my ticket right away.
I had the pleasure of interviewing Craig last month in preparation for a content marketing discussion panel that I was moderating as part of the Mark Schaefer Workshop I helped organize.
Here’s his response to my question: Which of the best elements of journalism should be utilized in content marketing?
“In order to produce good, relevant useful content, you need to spend the time to dig into and research the areas that relate to your business, your message. It’s important to create a workflow and culture that takes the facts and applies a solid process to turn them into stories that are engaging, useful and informative. And to do so without a self-promotional bent. – Make the story king.”
This is great advice for an actual media company or large enterprise with PR departments should work but how does a small business without staff dedicated to researching and writing content find the resources to mount and maintain a content marketing strategy?
As brands, we don’t have much choice.
Helpful, consistent and authentic content is one of the three pillars to SEO that form the foundation of a SEO strategy.
Creating content for a company blog is as indispensable now as having a website was over a decade ago.
He cites 5 characteristic of media companies that we should adopt:
Content (mass amounts)
Recency ( real-time)
Omnipresent (dominate search results)
Agile (editorial freedom)
“Relevancy” seems to me, the most relevant for most companies.
While Craig’s list of 9 steps for content creation is influenced by his years working in a newsroom and as an author, they are applicable whether you’re a freelancer or part of a content marketing media machine.
1. Think about what you know
2. Find good sources
4. Save things
5. Hold an editorial meeting (be sneaky if you gotta)
6. Give yourself deadlines.
8. Get edited
Craig Silverman is an entrepreneurial journalist and director of content for Spundge, a content curation and creation platform used by newsrooms, brands and agencies. He is founder and editor of Regret the Error, which is now part of the Poynter Institute. Craig’s writing has been recognized by the U.S. National Press Club, National Magazine Awards, Canadian Online Publishing Awards, Crime Writers of Canada and the Mirror Awards.
What’s your biggest challenge to producing online content?
About Ray Hiltz
Ray Hiltz is a Google Plus Specialist and Social Media Strategist helping small businesses establish their brands and build their communities on the social web. A strong proponent for the power of collaborative communication and "humanized" digital networking, Ray writes about social media, social business and Google Plus. His clients include hotels, restaurants, consulting firms, entrepreneurs, writers and individuals just trying to make sense of "social". Ray is a popular speaker on Social Media, Social Business and Google+.