Are you ready to create an awning piece of content that will take your blog and organic search rankings to the next level?
We recently attended an awning making and promoting webinar, that tutored what is referred to as everything from “big rock,” “trailblazing,” and “home-run” to “marquee” content—you apprehend, that one piece of content that puts you on the map.
This was chalk-full of data and tips for content marketers and business homeowners alike.
Step One: Finding the Right Content to Own
First and foremost, you have got to understand what pain points your audience has and thus what you would like to write down regarding.
It recommends that rather than beginning with customer personas, content creators ought to embark their project with keyword analysis. If you employ Moz, they need an excellent keyword tool designed into their software system. If you don’t, check out Bulk Auto Suggest to get some great keyword recommendations.
You can also decide on a topic from conducting customer interviews and/or surveys, from social listening, Linkedin groups, your sales department and SDRs, product team, verticals, and/or “geos” (geographically-specific problems/pain points).
Step Two: Create the Framework
Before sitting down to write, you need to plan your course of action. We suggests the following framework:
- Outline: Create an outline of your eBook, article, white paper, tip sheet, etc.
- Socialize: Tell others what you’re working on and gather information from multiple sources.
- Share: Share your outline with others within your company to give input.
- Feedback: Collect feedback from the people you’ve selected.
- Set a Deadline: Set a strict deadline for collaborators to get you feedback. If it’s not in by that day, push ahead without it.
Step Three: Write the Big Rock
Here are some things to keep in mind during the actual writing process:
- Don’t make it an instruction manual. People would rather go to YouTube for that content.
- Use a conversational tone.
- Pull in supplemental data from different sources and fact check.
- Run it through an editor for grammar, spelling, and to flush out unfinished ideas.
Step Four: Invite Influencers
It’s vital to incorporate influencer input in your marquee content.
First, determine trade specialists. Then use a five-question interview that features 3 queries that are constant for everybody and 2 that are distinctive to the knowledgeable. When you have got your responses, pull out quotes and sound bites from them.
Lastly, before you unharnessed your lovely piece of content to the general public, provide the influencers who contributed an exclusive preview of it (make bound to add one thing like an “exclusive preview” stamp on the duvet and raise them to not share it with others).
Step Five: Launch Your Big Rock
When the time involves launch your piece of content, launch it sort of a product. After all, you’ve invested with plenty of your time and cash into it.
Use everything at your disposal to unfold the word. This might include:
- Email: internal/within company and to employee advocates, customers, partners, influencers, press, etc.
- LinkedIn InMail
- Company page
- Sponsored updates
- Add a link to your marquee content in your email signature (use a banner image)
Step Six: Carve Up the Turkey
We suggests that you simply think about your content as a left over Thanksgiving turkey (or any turkey, really).
Essentially, you utilize your turkey (your “big rock” piece of content) in as some ways doable by carving it up. You’ll be able to carve it up within the style of info-graphics, blog posts, webinars, slide decks, videos, etc. and use it in your content promoting strategy.
Remember, your huge rock is gated, thus use these graven items as bait for those who won’t wish to provide away their contact info simply however. This may assist you keep prime of mind, reinforce the worth you offer, and persuade the hesitators to transfer your content (and become leads).
Step Seven: Keep the Thunder Rolling
Now that you’ve graven up and repurposed your content, don’t persuade you to buy once and so let it sit there. Keep promoting those graven bits and pushing your actual piece of content in order that it reaches as many folks as doable.
Step Eight: Measure Success
Last however not least, it’s vital to live your results out of the gate—from after you 1st launch your content to the following promotions you run.
Remember, the complete purpose of you making this marquee content within the 1st place is to induce higher quality leads, faster. If you’re not obtaining those leads, you would like to evaluate your method and determine what’s not operating (and keep doing what is).
Ultimately, that trailblazing piece of content won’t solely drive traffic and results in your website, however can label you because the definitive supply on it issue, increasing your organic search ranking.