Tag: content marketing

CMWorld Interview: Ann Handley Shares the Secrets to Her Success (with Sass)

We all have the same number of hours in each day. But every once in awhile you find someone that come across a content marketing maven that seems to have the amazing ability to slow down the clock. It’s amazing to witness the things they are able to accomplish before you’ve even finished your morning avocado toast.

While this year’s Content Marketing World conference is filled with amazing marketers that can do just that, there is one content captain that sticks out in particular.

This marketer is one of my favorite speakers (and humans) of all time and is none other than the amazingly talented Ann Handley.

In addition to being one of the smartest and most accomplished marketers on the planet, Ann is a delightful combination of wit, humor and charm. So if your goal is like mine, “to be a little more Handley”, then buckle up and get ready for the ride of your life.

What does your role as Chief Content Officer at MarketingProfs entail?

I am gently awakened in the morning by the sweet calls of the downy-throated songbirds welcoming me into a new day.

I arise and dine on a firm scramble of eggs laid at dawn by my cluck of heirloom chickens, while I sip coffee from the rarest Kopi Luwak bean, harvested deep in the Sumatran jungle.

It’s hand-picked.

By monkeys.

So, after that… you can imagine that I flit to my desk, dip the nib of my fountain pen in the corner inkwell, and the marketing insights spill out of me onto the page with the same intensity as the yolks of those heirloom eggs spread onto my breakfast plate.

Or: I wake up, sit down at my computer, and force myself awake by scrolling through Twitter. (I have zero chickens and no songbirds. In case anyone is wondering.)

What does your day look like? What do you like best?

Most of my time at MarketingProfs is spent…

  1. In meetings with speakers, content creators, writers, MarketingProfs staffers (or, as I call that last group, “the Navy SEAL team of Modern Marketing.” See below.)
  2. Dealing with the relentless crush of email. (Least favorite thing.)
  3. Focusing on more substantive work in my backyard Tiny House. It’s really a tiny office. But it’s a dedicated space that helps me focus and do the work I need to get done. (Most favorite thing.)

(I’m here right now, in this Tiny House, because you’ve already extended the deadline for this interview. So I need to get my butt in gear.)

You have a fulltime job at MarketingProfs, speak around the world and still seem to find time to write bestselling books. How do you balance all of these priorities?

I have a Franklin Planner and a label maker.

I’m kidding. I have a lot of help on the MarketingProfs front. I have an entire team of whatever the marketing version is of Navy SEALs: highly trained and talented human specimens who are also the finest people I know.

What do you mean when you encourage marketers to “slow down” with their marketing?

Close to 90 percent of B2B companies we surveyed are using content in their marketing. Yet just 34 percent of business-to-business marketers say that their content marketing is truly effective.

What’s up with that?

It’s important to slow down our marketing to get the basics right.

Like developing a documented content strategy.

Like doing the required research.

Like developing robust, non-one-dimensional Flat Stanley buyer personas.

Like articulating your bigger story.

Like investing in quality: excellent writing (and editing) and storytelling.

It’s also important for Marketing more generally to be that voice of reason within our organizations, to be the voice of sanity. We need to be the ones whose hands put up a TIME OUT signal to stop play on dumb plans, non-customer-centric programs, or technology “innovations” that ultimately erode the customer experience and disrespect the very people we need to serve.

And it’s important not just because we want to sell more stuff to people who love us but also because we need to sustain ourselves as people—to be proud of what we create, and embrace our own value at our companies. I believe that a disrespect for Marketing is in part why CMOs on average have the shortest tenure among all the C-suite roles.*

*I know this is a complex topic. But let’s start somewhere, shall we?

Why is it important for content marketers to “find their squad”?

Most every brand needs #squadgoals.

(Side note: I’m tempted to say “every brand” needs a squad, categorically. But there’s an exception to everything, isn’t there? Life isn’t black and white. It’s more nuanced than that, with shades of gray and taupe and rainbow, too.)

But anyway: It’s far more valuable to connect with a smaller squad that loves you—far more valuable to foster a shared mindset—than it is to try to appeal to a broader, less-engaged group of people who can take you or leave you.

Said algebraically:

smaller squad >> broad audience

(a smaller squad is much greater in value than a broad audience)

What are the 3 most important things marketers need to do to create a memorable content experience?

Be empathetic. Develop next-level, pathological empathy for your customer, your prospects, your audience.

Be brave. Take risks. Face your fears. Stare down your critics. Be a little weird.

Zig when others zag. Look what others are doing, and then do the opposite. Or look at what others are doing in other industries but not in yours, and do that. Or what’s the thing everyone says is over, out, done, dead, kaput…? Go for it.

What do you see as the biggest content marketing opportunity that many marketers aren’t taking full advantage of?

Tone of voice.

I’ve been saying this for so many years that I’m starting to hate my own droning, repetitive, broken-record tone of voice on this topic… but still: Tone of voice is still vastly undervalued by almost every brand or company or organization I meet in my daily jog around the Internet.

Has there been a defining moment in your career that you credit for your success, and if so, what was it?
You mean the time Oprah mentioned Everybody Writes in her book club?

Or when my speaker reel went viral?

Or when I sat next to Malcolm Gladwell on an airplane and he was so intrigued by our erudite conversation then he gushed about me on Jimmy Fallon that night?

None of those things happened.

So, no: there was no one defining moment.

Success is less a one-time ignition and more a deliberate, slow burn fueled by love for the work, a need to understand (and to be understood), and the ability to shut off the incessant prattle of the Internet because enough already I need to get stuff done.

By the way, I almost quibbled with your characterization of me as successful. Another key is this: I never think of myself in those terms.

First, because describing oneself as “successful” is like calling yourself a good friend, or a good parent, or a marketing influencer. Claiming such terms for yourself is arrogant: It’s more meaningful when others call you any of those things.

And, second, because calling myself a “success” somehow would mean that I’ve somehow stopped working toward something. I’ve already reached a pinnacle. Or checked a box. Or unlocked an achievement or level in some weird professional gaming system somewhere.

Life isn’t like that. You never really stop trying to accomplish, no matter how accomplished you or others believe you might be.

Which speaker presentations are you looking forward to most at Content Marketing World 2017?

Is anyone still reading this?

I have been at every single Content Marketing World since its inception—which was, what… #CMW1973?

So I’ve seen a lot of the great speakers who have been there year after year like I have… and who are back again this year. People like Andrew Davis, Lee Odden, Michael Brenner, Doug Kessler, Ardath Albee, Jay Baer, Heidi Cohen, Marcus Sheridan, and that’s just off the top of my head.

Rock stars, all of them. Any of them individually is worth the entire price of admission.

But my strategy this year is to go support the newbies and the first-timers. There are a lot of them this year, too.

So I’m going to hit as many as I can, and I’m going to clap the loudest.

Want More?

Thank you for taking the time to share your content marketing smarts with us Ann!

To get more content marketing insights from Ann Handley and 11 of her fellow Content Marketing World speakers, be sure to check out the second eBook in our series, The In-Flight Content Guide: Creating a Memorable Content Experience.

Still need more from your CMWorld flight crew? Check out our recent interviews featuring Adele Revella and Amanda Todorovich.

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CMWorld Interview: Ian Cleary Talks Technology & Engaged Online Audiences

Successful marketers aren’t born overnight. It takes grit, determination and hard work to navigate your way from noob to expert.

Additionally, the experiences that you have and the lessons you learn outside of the marketing field can impact how you look at and approach your marketing. A shining example of someone that has built a successful marketing career after working in a vastly different field is none other than RazorSocial Founder, Ian Cleary.

Like many speakers at Content Marketing World, Ian is a delightful mix of marketer and technology expert. I was able to catch up with Ian recently and gain some insights into his past in the software industry, his favorite marketing tools and his taken on building an engaged community.

How do you think your experience in the software industry has guided your career as a marketer?

Yes it certainly has.  I had 15 years working in technical roles in the software industry prior to becoming a marketer and having all that technical knowledge and capability helped a lot because of how technical marketing has become. It took me a while to get comfortable being called a marketer!!!

What inspired you to start your current company, RazorSocial?

I had a failed software startup and I wanted to build an international company but I didn’t have an idea for another piece of software! So I decided to build a blog and then build a business around this. Now I get a chance to do content marketing consultancy and training with a lot of global brands and get to speak at conferences around the world. Who ever thought content could be this powerful!!!

As someone that creates and shares a lot of content about which tools to use (and how to use them) what are a few of your favorite content tools and why?

Here are a few of my favorite tools:

SEMRush – This is a great SEO tool.  I use it quite often for competitor and keyword research and for identifying issues on my site.

Buzzsumo – When I want ideas for creating or promoting content I use this.

Agorapulse – when you create great content you want to distribute it to social channels.  This is my tool of choice for social media management.

Optinmonster – When I get visitors to my content I want to build email subscribers and there’s no better tool than Optinmonster.

What is one secret to building an engaged online community?

You need to deliver what your audience has a hunger for and to get engagement you need to engage. An engaged community is when your audience feels they have a relationship with you and a relationship is built through conversation.

What are the 3 most important things marketers need to do to create a memorable content experience?

  1. Get your audience to take action on what you share
  2. Get your audience to subscribe so you can build on that experience
  3. Provide content relevant to the audience.

What do you see as the biggest content marketing opportunity that many marketers aren’t taking full advantage of?

Doing more outreach. We create all this content and share a lot on social media but we don’t do enough to reach out to build relationships, promote content and generate leads.

In your presentation at Content Marketing World you’ll be sharing insights into how marketers can better utilize content marketing tools to optimize their results. Without giving it all away, what will attendees learn from your session?

The 3 things they will learn and tactics, tools and tips. I always like delivering a practical session where you’ll leave the room with action items to implement.

Which speaker presentations are you looking forward to most at Content Marketing World 2017?

I am looking forward to so many.  Here are a few.

Jay Acunzo, Jay Baer,Andy Crestodina, Andrew Davis, Chris Goward, Ann Handley, Mark Schaefer, Donna Moritz, Pierre-Loic Assayag, Jon Burkhart and Michael Brenner and Deana Goldasich. There are so many great speakers at the event.

Want More?

Thank you for sharing your marketing insights Ian!

If you’d like to learn more from Ian and 11 of his fellow Content Marketing World speakers, check out the second eBook in our series, The In-Flight Guide: Creating a Memorable Content Experience.

For more from our CMWorld flight crew, see our recent interviews with Ann Handley, Adele Revella and Amanda Todorovich.

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Cozy Up With Your New Company: 7 Tips to Transition Into Your New Marketing Role

Think back to your first day of school (that you can remember), and take a moment to relive some of those feelings: excitement, worry, happiness, fear and maybe a little nausea. There were a lot of new faces and some familiar ones which helped ease the initial panic.

Now, fast forward to “adulthood”. You’re starting a new marketing position at a new company, and the “first day of school” feelings are resurfacing. Only this time, there are no familiar faces. It’s mentally and physically exhausting wondering if you’re going to fit in, wanting to make a great impression and also exciting because you have a lot to offer, you’re smart and your new company goals align with your career path.

This is exactly how I felt (almost) when I started my new marketing role at TopRank Marketing. Although, I don’t remember feeling nauseous. The excitement far outweighed the worry, and I was very happy to find a professional work environment that supported my personal goals and emphasized personal growth and company growth in tandem. I knew I could bring a lot to the role of marketing copywriter, and there was a lot of potential for growth and learning.

Even though there was enormous opportunity, being the “new kid” isn’t easy. I was nervous about how the transition was going to go, and knew I had to act quickly to understand the ins and outs of the brand, produce results and assimilate into the new company culture gracefully.

So, how do you successfully transition into your new marketing role and show your value?

To help answer this question, here’s a list of 7 tips that I’ve learned to get you accustomed to your new marketing role. Whether the specialty is in content marketing, digital advertising, social media or influencer marketing, you’re going to want to slip on your Snuggie and discover how to quickly get comfortable in your new company.

#1 – Research

Familiarizing yourself with as many aspects of the company, as quickly as you can, will have a  huge impact on your transition. While any and all research is helpful, try to focus on the following three types of research at the beginning:


  • Company – Understanding the story behind the company, the types of customers it serves and the primary goals and objectives will help you get a better understanding of who you are representing and how your specific job duties fit into the grander scheme of things.  
  • Culture – The environment in which you work in on a daily basis will dictate certain behaviors, processes and actions you will take in your new company. It’s important to identify what’s appropriate, how the team works together and understand where you fit into the mix.
  • Audience – As a professional marketer, you need to understand who the company is targeting. Researching detailed information about your ideal audience from a company perspective will help you provide value in your role.


All of this research should be done in a number of ways: talking to coworkers, reading the company website and seeing what other people are saying about the company, to name a few.

#2 – Become the Brand

Once you get a clear understanding of what your company stands for, how it provides solutions to your customers and day-to-day processes and procedures, you’ve got to immerse yourself in the brand and become an active participant. Share news, exciting updates and spread the word on social media. When you’re not at work, be open to opportunities to advocate for your brand in a respectful and appropriate way.

#3 – Find a Mentor

Making connections with coworkers isn’t easy, especially in the beginning. It takes time to get to know who someone is on a professional level, and weaving in bits of personal information takes skill and emotional intelligence. Remember, you don’t have to be best friends, but you do have to nurture a respectful professional relationship because you’re going to rely on these people to be successful in your role, and vice versa.

Finding a mentor is a great way to get advice and an outsider’s perspective on situations and experiences. This person could be inside or outside of your organization, and depending on which you choose (could be both), the relationship may vary:

Outside Your Company: Bounce ideas off of this person, get advice and sometimes, you’ll just use them as a sounding board. Be open to what they have to say because being removed from the situation allows them to offer you unbiased opinions and advice.

Inside Your Company: Learn, listen, pick their brain, ask questions and don’t forget to thank them. Keep it professional and use this as an opportunity to increase your knowledge and skills.

#4 – Get Out of Your Comfort Zone

While it feels safe to just sit back and slowly get acquainted with your new surroundings, team members and job duties, one way to quickly make an impression is by stepping outside of your comfort zone and taking initiative to make connections. If you are in a meeting and have questions, don’t be afraid to ask them, if one of your team members seems really interesting, strike up a conversation be friendly. Putting yourself out there (in a respectful way) will help your team get to know you better, and you’ll produce better work and results together.

#5 – Learn the Ropes

This might go without saying, but to successfully transition into your new marketing role, you must learn quickly. This includes any tools, software, processes and skills that are required. It’s important to take the lead and acquire as much information as you can (and retain it). Seeking out additional training opportunities (internal and external) and learning from your peers are great ways to speed up the process.

Also take this time to learn about yourself. In your new marketing role, think about time management, how you work best and what you can share with your coworkers to maximize productivity.

#6 – Voice Your Ideas

The biggest factor that often times gets in the way of voicing your ideas is the fear of the unknown: not knowing how others will interpret your ideas, not knowing if what you say will come out the way you intended and not knowing if your idea is “good”.

In any industry, especially marketing, creativity is necessary to thrive. Like any other skill, creativity requires practice. By overcoming your fear, you’ll be able to perform your job duties to the best of your abilities, and be a contributing member of the team. Not every idea is going to be amazing, and that’s okay. Just keep calm and carry on.

#7 – Be Yourself

Last, but definitely not least, be yourself. It’s tempting when you start a new job to hold back a little bit so you don’t embarrass yourself, and you might think it’s easier to “fit in”. But remember, you were hired for a reason and the brand sees the potential in you.

Staying true to yourself will help your co-workers get to know you, the real you. It creates genuine connections which will improve your collaboration and enable you to perform your best at all times.

Using these 7 tips, the transition into your new marketing position should be smooth sailing, however, don’t forget to account for some rough waters at times. It can’t all be sunshine and rainbows. Maybe bring a raincoat instead of a Snuggie. This is a learning experience for everyone involved, and taking initiative and being yourself will get you through even the toughest of times.

Ready to Make a Smooth Transition into a New Marketing Career?

TopRank Marketing is hiring! Check out our open positions below, join our amazing team and best of all, be yourself!

Digital Advertising Manager

Content Marketing Manager

Content Marketing Strategist

Social Media & Influencer Relations Specialist

Applying is easy! Simply email your resume to hr@toprankmarketing.com, and don’t forget to include additional details explaining why you’re excited about the position.

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The Big Top: A New Model for SEO-Driven Content

For over a decade now, the fundamental unit of content marketing has been the blog post. Your post may be a block of text, an infographic, or a listicle about memes, but the underlying structure is the same. A regular cadence of posts to the company blog is the foundation of most content marketing strategies.

The problem is, each individual blog post has only a small window of effectiveness for SEO. A post might go viral, get hundreds of shares, and then sit in your archives for eternity. Identifying and promoting evergreen content can get more mileage out of a good post. But by nature and design, these posts aren’t built to be an enduring SEO resource. Think about it: When was the last time you clicked through on a blog post that was over a year old?

That’s not to say you should stop blogging altogether, of course. Blogs generate subscribers, help promote gated assets, contribute to thought leadership—all worthwhile goals for content marketers. But as SEO continues to evolve, it’s time for new models of SEO-driven content.

At TopRank Marketing, we’ve been working on a new way to integrate SEO and content to build longer-lasting, more valuable resources. Essentially, it’s reverse-engineering evergreen content, purposefully building well-supported “tentpole” content with SEO baked in.

Here’s how to design a content strategy I’m calling the “Big Top” model.

#1: Create Your Tentpole(s)

The tentpole content is the big asset that the rest of your strategy will be supporting. It should be a comprehensive take on a single topic relevant to your business and your audience, one with plenty of opportunities to crosslink with supporting content.

Research topics and keywords for your tentpole the way you would any best answer content: listen to customers, evaluate competing content, and use tools like Bloomberry and UberSuggest.

What will make your content into a tentpole instead of a blog post are a few distinguishing features:

  • A tentpole should be between 1500 and 3000 words.
  • Your tentpole will cover multiple aspects of your topic, divided into 250-300 word sections, each section based on long-tail keywords.
  • This last one is key. Your tentpole will not live on your blog. It should have a permanent place of pride, preferably not more than two clicks deep into your site, with a short URL. A “Resources” section is the ideal place.

You can break up the sections in your tentpole with eye-catching visuals, embedded SlideShare or video content, even CTAs to gated content.

Your tentpole is a prime location or influencer engagement as well. Curate quotes from influencers to highlight in the text—or, better yet, reach out to influencers to co-create and cross-promote the content.

Here’s a good example of a tentpole piece our client LinkedIn Marketing Solutions published earlier this year: How to Advertise on LinkedIn. Notice it’s not a post on their blog; it’s a standalone resource. This piece is currently ranking at the top of the SERP for “How to advertise on LinkedIn.”

You don’t have to limit your strategy to a single tentpole, either. If you have multiple topics that you can cover in depth and at length, create a pole for each one.

#2: Create Your Stakes

Your “stakes” are blog posts that will connect to the tentpole, driving traffic to it from your blog and boosting the blog’s SEO as well. There are several ways to create a supporting stake:

  • Take one 200-300 word section and expand it with supplemental material to 750 words or so, as the content requires
  • Cover a related topic that naturally links to your tentpole
  • Create an announcement post for the tentpole launch
  • Do an influencer roundup on a topic related to your tentpole

Each stake should have a CTA to the tentpole. If you have anchor links for navigation, as in our example above, you can also link to specific subsections that are relevant to the post.

#3: Connect Your Guylines

Guylines connect the stakes to the tentpole, providing stability and structure. In content terms, that means creating links from your supporting content to the tentpole and vice versa. The goal is to create a destination that users can explore, following their interest through multiple pieces of content, back and forth from the pole. This kind of structuring provides value for your readers, and increases positive search engine signals like time-on-site and session length.

As you develop more tentpoles, look for opportunities to link them together. Make sure each link is a logical next step for your reader. Over time, your “content big top” can become a full-fledged three-ring circus.

#4: Say, “Come One! Come All!”

Support your tentpole launch with all the amplifying force you have:

  • Use stats or quotes to make social media ads
  • Publish excerpts (or one of your stakes in its entirety) on sites like LinkedIn and Medium
  • Encourage influencer amplification
  • Seek out guest posting opportunities

These promotional efforts will build on your tentpole’s native SEO value, giving it some momentum that will help build external links and bring in organic results.

Make Your Content the Greatest Show on Earth

The Ringling Brothers have put up their big top for the last time, but your big top content can last for years to come. Just remember to keep it relevant; plan for regular updates and revisions (which are a great opportunity to re-promote the content).

The humble blog post is still a fundamental unit of content marketing. But when you supplement the blog with SEO-optimized tentpole content, the results can be… in tents.

Want to learn more about best answer content? Check out these 6 inspiring examples.

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How 7 Startups Skyrocketed to Success with Content Marketing

[Editor’s Note: Please join me in welcoming Anne Leuman to TopRankBlog.com. Anne is a Copywriter that joined TopRank Marketing earlier this year and specializes in creating awesome B2B content for some of our amazing Enterprise clients.]

I’d venture to guess that you’re no stranger to content marketing. Content Marketing Institute reports that 89% of all organizations use content in their marketing efforts. But is content your main driver of growth? It might not be, and that’s okay, but we’re here to show you how successful content can be.

Take a look at startups for example. Startups are known for viral growth. To attract or keep investors, they need to grow at staggering rates. So how do they do it? A lot of them rely on content marketing. And with good reason.

There is no denying that content marketing is one of the most cost effective marketing tactics. In fact, Demand Metric reports that content marketing costs 62% less than traditional marketing and generates three times the leads. Yet, 52% of companies don’t have a formal content strategy.

If you’re looking to double down on your content strategy, see how these seven startups skyrocketed to success with content:

#1 – HubSpot

It’s hard to imagine HubSpot as a startup, but back in 2006 they were a fresh-faced business. And they grew on the back of quality, innovative content. They earn our #1 spot because over 75% of their generated leads come from content.

HubSpot accomplished this by offering free white papers, case studies, eBooks, and webinars, and hiding them behind a form. In order for visitors to get the free content, they had to provide their information and become a lead. In addition, HubSpot added a call to action at the bottom of every blog post. An action that tripled the amount of leads generated by their blog, according to HubSpot CMO Mike Volpe.

#2 – Blue Apron

Blue Apron, an ingredient and recipe delivery service, grew 500% in 2015. And they attributed that success to their content marketing strategies.

Blue Apron wanted to get subscribers excited about recipes before they showed up at their door, creating a more satisfying product experience. To do this, they created educational, fun cooking content including recipe histories, cooking techniques, and kitchen timesavers. With this method, they have engaged over 1.7 million Facebook fans to date.

Beyond engaging a larger audience and creating a better experience, educational content allowed Blue Apron to form more meaningful relationships with their subscribers. They became the go-to source for anything kitchen related, building trust and loyalty among their customers.


#3 – Mint

Content put the pressure on Mint’s competitors. When Mint, a personal finance app, started in 2007, blogging wasn’t widely adopted by companies. And if they did adopt it, they weren’t blogging often. Mint created the MintLife blog and steadily produced finance tips, videos, and news roundups. This gave Mint a competitive edge and allowed them to rank on search engines ahead of market leaders—including ranking number one for personal finance.

Oh, and this all happened before the launch of their product. With this strategy, they were able to have 20,000 subscribers before releasing their application. This allowed them to drive substantial traffic to the app on launch day. By 2009, Mint would be purchased by Intuit for $170 million. An achievement partially credited to their content strategy.

#4 – Buffer 

Buffer, one of the most widely used social media tools today, was launched with content. At first, they pitched their app to well-known blogs and media outlets, hoping they would write about the tool and gain a large audience. But the big players turned them down. This forced their founder, Leo Widrich, to try gaining an audience another way.

Leo started guest blogging. He wrote over 150 posts on social media and published them on numerous blogs. By creating guest blogging relationships, Buffer gained the audience of other blogs and grew to 100,000 users in just 10 months. Guest blogging was the strategy that gave them the most initial growth.



#5 – Design Pickle 

Imagine if your first 1,200 customers were generated solely by content. That was the case for Design Pickle and its founder Russ Perry.

Design Pickle was created to make graphic design a more convenient and available service. They started a subscription service where subscribers could receive unlimited graphic design help for one easy, flat rate.

Perry’s launch strategy centered around employing guest blogging. Russ wrote blog posts on marketing and design and posted them on affiliate blogs. Inside each post, Russ was able to offer promotions and information about his services. With this strategy, Design Pickle was able to capture their first 1,200 customers. They have now served over 100,000 project requests.



#6 – KISSmetrics

KISSmetrics, a marketing analytics platform, is one of the most popular marketing brands today. But it was a struggle to get it off the ground in 2008. Hiten Shah, co-founder of KISSmetrics, attributes their initial success to content curation and the new (at the time) microblogging platform, Twitter.

Blogging wasn’t popular when KISSmetrics was getting started—they didn’t even have one. So how did they gain an audience? They used curated content from Twitter and hashtags to reach large audiences and gain a following. Hiten says, “Sharing other marketers’ content was the perfect way to spread goodwill, promote great content, and build our own Twitter audience.” Eventually, their website was beaming with Twitter referrals. Since then, KISSmetrics has evolved to become blogging experts, with blogs accounting for over 70% of their leads and 82% of their website traffic.

#7 – Glossier 

Experts in all things beauty, Glossier started out as a beauty blog called Into The Gloss, which still exists today. But it quickly grew into something more. Known for providing great advice from real women—Into The Gloss, started by Emily Weiss—was one of the largest skincare and makeup blogs. With a passion for beauty and a captive audience, Emily decided to use her blog to launch her own beauty line.

In writing her blog, Emily already had all of the market research she needed and began producing skincare and makeup products. She then directly involved Into The Gloss’s audience in her new venture by teasing her new brand, Glossier, and documenting the process. By the time she officially launched, Glossier had 15,000 followers who didn’t even know what it was. Her stellar content and engaged audience (including 500,000 Instagram followers) allowed her blog to turn into a successful retailer.



Implementing content marketing and doing it well has the power to propel your business to success. The (former) startups above are a testament to that. Check out these 10 infographics to elevate your content marketing even further.

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Contagious Content Marketing: How to Give Your Content Viral Potential

For some marketers, going viral is the holy grail of content marketing. It’s easy to see why. You put out content, people organically start sharing it, and it takes off until you’ve racked up millions of views. Millions of brand impressions without a penny in paid promotion. You can’t blame marketers for chasing that particular dragon.

That said, it’s important to get one thing straight: “Going viral” is not a content marketing strategy. It’s a pleasant side effect that can happen with well-crafted content, yes. But the chance of virality is no substitute for well-researched, relevant content amplified to the most relevant audience through organic, paid, and influencer channels.

If you’re planning on going viral to get your content seen, you’re playing the lottery instead of investing in your brand’s future.

However, by happy coincidence, the attributes that give your content viral potential are also hallmarks of great content. Creating shareworthy content as part of your overall strategy is a great idea, whether or not you hit the viral jackpot.

Here are six ways to create great content that just might go viral, complete with examples to inspire you.

#1: Make Data Beautiful

The average person today has more data available to them than anyone has at any other point in history. It’s an ocean of facts, figures, and statistics, and most of us are drowning instead of surfing. If you can take information that’s relevant to a large audience and display it in a beautiful, functional form, you have a good chance at racking up the shares.

Example 1: Infant Sleeping Patterns

This example is from an individual rather than a brand, but it’s too good to leave out. Redditor Andrew Elliot tracked his newborn infant’s sleep patterns for the first four months of her life, then charted the data in a unique circular format. The circle represents a 24-hour clock, with midnight at the top and noon at the bottom. A spiraling line tracks the infant’s sleeping and waking cycles, blue for sleep and orange for awake, starting in the center. Each complete revolution represents a single day.

At a glance, you can see how the early days are chaotic, but by the latter revolutions, the daytime hours are mostly awake and nighttime is mostly asleep. Andrew’s data visualization hit the front page on Reddit, and is still the top rated post in /r/informationisbeautiful, with over 51,000 upvotes.

Example 2: The Daily Routines of Famous Creative People

For a more commercial example, project management software company Podio converted a blog post into an interactive visualization of how famous creative types spent their days.

Not only is the graphic beautiful and informative (and the interactivity is top-notch), it’s relevant to Podio’s potential audience. They help people organize time to be more productive, so someone with an interest in how famous creatives managed their time might also be interested in their solution.

Podio’s nifty visualization picked up over 45,000 shares on Facebook.

#2: Take a Stand

A recent survey of over 1,000 consumers sought to discover what makes people form an emotional connection with a brand. The top two reasons people connected with a brand were:

  1. I feel like they care about people like me.
  2. I feel like they are making a positive difference in the world.

If we want to make an emotional connection with our audience—and who doesn’t—it’s important to think beyond the product-pain point interaction. Content that takes a stand on an important issue covers both of the two reasons above, and definitely has viral potential.

Example 1: REI, #OptOutside

In 2015, sporting goods retailer REI created a viral marketing campaign by doing something truly unexpected: Closing its doors on the busiest retail day of the year. The brand announced that its stores would stay closed on Black Friday. Then they introduced the #optoutside campaign to encourage people to enjoy the great outdoors the day after Thanksgiving, instead of trampling people to buy a flat-screen TV.

It was a bold decision, not without backlash, and missing the day’s revenue was definitely a sacrifice for the chain. But the campaign went viral, with thousands trading the hashtag and signing up for the #optoutside movement on REI’s microsite.

REI’s stand resonated with their target audience and caught a wave of popular sentiment. The campaign is still going strong two years after the fact.

Example 2: Always, #LikeAGirl  

I’ve written about this campaign before, but it deserves a mention in any discussion of viral branded content. It’s a stellar example of how far a brand can stray from their product offering and still be hyper-relevant to their target audience.

Always sells feminine hygiene products. Therefore, their audience is women. Therefore, anything that’s relevant to women is relevant to the brand.

So Always took a firm stand on the way women are subtly demeaned in society, taking the epithet “you [do something] like a girl” and turning it into empowerment:

Always’ target audience loved the message and shared it, and the video racked up more than 64 million views. And it still makes me cry.

#3: Get Silly

One of my favorite quotes about humor in marketing comes from Tim Washer: “For those of you who think comedy won’t work for your brand, ask yourself: Will it work for your customers?”

By my estimation, 99.9% of people enjoy a good laugh. It only takes a few people to like and share your hilarious content to start it on the way to full-fledged virality. Granted, humor can be tricky—there’s tone, audience, and appropriateness to consider. But when you get it right, you can create something that’s sublimely silly and still gets your message across.

Example 1: Old Spice, “The Man Your Man Could Smell Like”

How do you communicate through a computer monitor the way your body wash smells? Old Spice seems to have considered the problem, and opted to punt. They built a commercial around “the man your man could smell like,” a studly muscle man who travels through a rapid-fire set of wish-fulfillment scenarios, from a shower to a boat to horseback in 30 seconds.

This video was inescapable back in 2010, with over 55 million views on YouTube, and it helped launch an entirely new creative direction for Old Spice.

Example 2: Metro Trains Melbourne, “Dumb Ways to Die”

The traditional form of railway public safety ads is to introduce a smiling couple, or a cheeky kid, then have them brutally killed in a grisly railway accident. They’re not ads meant to be enjoyed; they’re meant to scare the pants off of you.

Metro Trains Melbourne decided to trade the horror for something silly and adorable instead, and “Dumb Ways to Die” was born:

The catchy tune and cartoon mayhem earned over 100 million views on YouTube, the song landed in the Top 10 Downloads chart on iTunes, and a spinoff app got over 10 million downloads. Best of all, the content actually accomplished a purpose beyond virality: Metro Trains Melbourne says the campaign helped reduce train accidents by 30%.

#4: Warm Some Hearts

Think about consumer-produced content that goes viral. Now subtract the cute animal videos and the “hilarious injury” stuff. What’s left is heartwarming human-interest stories. Think Chewbacca Mom, or the kid who loves garbage trucks, or 95% of the stuff on Upworthy.

How can brands bring a little heartwarming human interest to the mix? Here are two of my favorite examples.

Example 1: Volkswagen, “The Fast Lane”

This viral video from Volkswagen works on two levels. First, they did a real-life publicity stunt: They installed a slide on the stairs at a busy commuter train hub and encouraged people to use it. Then they filmed people’s responses and edited together an uplifting video:

There are kids delighted to see the slide, adults a little scared of the slide, and business executives in three-piece suits taking a ride, briefcases on their laps. You can sense how much fun the stunt was for everyone involved, and if the video doesn’t make you smile, your face may be on too tight.

Example 2: American Greetings, “World’s Toughest Job”

What would you say to a job with no salary, no benefits, and 24-hour on-call demands? Would your response even be printable? That’s the question American Greetings asked unsuspecting consumers in this video. The reveal: The thankless, uncompensated job is being a mother. Watch the reactions when people figure it out, and have a hankie nearby:

The message is clear from a brand standpoint. Buy a card and send it to mom. But the human interest elevates it beyond a promotional message—as more than 27 million viewers demonstrated.

Aspire to Virality – But Don’t Ditch the Strategy

I’ll say it one more time: going viral is not a valid content marketing strategy. Viral is not a go-to amplification channel. If someone asks you to create viral content, tell them as much. And if someone promises to make something go viral for you, take that with an entire shaker of salt.

Instead of counting on going viral, take lessons from widely-shared content and use them to build content that will succeed with your target audience, whether or not it hits the zeitgeist and ends up on Ellen. Telling stories with data, taking a stand, and adding humor and human interest are all fundamental building blocks of great content marketing.

Learn more about creating a stellar content experience with our new quiz.

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In-Flight Content Guide: Making the Most of Your Content Journey

What does content marketing success look like to you? Is a healthier pipeline? Increased client retention? Or something completely different? While every marketing team might have a slightly different goal for content, the message is the same: You have to create a predictable way to gauge the impact of your content.

The content marketing journey can be perilous at times. At every turn there is a new competitor, shiny object or new “best practice”. This can cause teams to get so caught up in the creation of a quantity of content, that content amplification strategies are an afterthought, or even worse, not executed at all.

We appreciate that you’ve travelled 1,000’s of miles with us on this content marketing adventure. We’ve packed and prepped for our content expedition through developing a content strategy and hiked our way to creating a memorable content experience. But what good is content strategy and creation if you don’t have a plan to get your content in front of the RIGHT people?

While it can be tempting to end your journey once you’ve developed content, it’s really just the first leg of the adventure. Now it’s time to focus on top amplification and co-creation opportunities to make your content soar.

For this edition, please join me in thanking our crew of experts including: Peg Miller, Arnie Kuenn, Jessica Best, Lee Odden, Deana Goldasich, Amisha Gandhi, Maureen Jann, Cathy McPhillips, Pierre-Loic Assayag, Justin Levy, Zerlina Jackson, Robert Rose and Anna McHugh!

Share Insights From Our Content Crew Members

If you’d like to share tips from your favorite crew members, simply click below to tweet!

Stay close to your customer & sales team, & you’ll never run out of content ideas. @PegMiller
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Set aside a budget to amplify your content to improve reach. @ArnieK
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The most engaging content is a response. @bestofjess
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Ask prospective customers for preferences & invite them to share topical expertise. @leeodden
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You must be committed beyond the spray & pray posting of content. @goldasich
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Create memorable experiences with interactive content that adds value. @AmishaGandhi
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Messages must be crafted to fit both consumption mode & the marketing funnel. @MaureenOnPoint
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Make it easy for your influencers to share content with prewritten messaging. @cmcphillips
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Partnering with influential experts is crucial to creating engaging content. @pierreloic
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Paid social can help greatly improve reach & engagement if used properly. @justinlevy
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Develop strategies to deliver content beyond your website. Zerlina Jackson
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Better work inherently drives deeper engagement. @Robert_Rose
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Be passionate about the content you’re creating and truly believe in the value. @amchughredhat
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What’s Next?

It’s time to book your ticket for Content Marketing World 2017!

Content Marketing World 2017

To connect with this content marketing crew of experts in person, be sure to check out the agenda for the 2017 Content Marketing World conference.

You can also follow along and participate in conversations via Twitter by using the hashtag #CMWorld, by following CMI on Twitter (@CMIContent) or by subscribing to our blog.

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© Online Marketing Blog – TopRank®, 2017. |
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Interactive Quiz: 5 Steps to Creating a Stellar Content Experience for Your Audience

This month marks exactly 181 years since the first advertisement was ever published. The ad in question appeared in the French newspaper, La Presse, and other papers quickly began following suit. For the first time in history, businesses were using “content” distributed to a large audience to formally promote their products and services.

Clearly a lot of time has passed since that initial ad in 1836, but has our approach to content evolved at a similar pace? True, many advancements have been made in the way we deliver content and marketers have gotten better at attempting to deliver meaningful insights to their audience. But, one thing that many marketers still haven’t been able to nail, is creating a great content experience.

It’s no surprise that content has become the epicenter of modern marketing strategies. And while an integrated digital marketing strategy performs best, any marketing strategy that does not include content will likely not see the light of day.

But when 90% of today’s data was created in the last two years alone, how can marketers cut through the noise?

To earn the eyes, hearts and wallets of the modern customers, marketers need to do more to stand out. Now that doesn’t necessarily mean that we need to be creating MORE content. Instead, we need to focus on creating content that has impact and creates a great experience for our audience.

To help answer what it takes to create a great content experience, our team at TopRank Marketing partnered with SnapApp to bring you our new interactive quiz: 5 Steps to Creating a Stellar Content Experience for Your Audience

In addition to an opportunity to test your content engagement smarts, you’ll also gain access to exclusive tips and insights from leading industry experts including Ardath Albee, Seth Lieberman, Amisha Gandhi, Mari Smith and Lee Odden. 

If you’re ready to test your knowledge, get started below:

Please enable javascript!

Stellar Content

When content isn’t performing.

Right before launching a campaign.

Prior to developing your content strategy.

When you have time.

Create content that is creative, engaging and visual.

Keep doing what you’re doing. They’ll catch on.

Follow what other brands are doing.

Test every single content type to see what works.

Pay for better content distribution.

Co-create content with influencers.

Ensure all brand standards are met.

Explain to the audience why the content is credible.

They consume and share the content.

You can just tell.

There were no negative comments.

The content was credible so of course they liked it.

Providing answers customers are searching for, where they’re searching for them.

var s = document.createElement(‘script’);
s.type = ‘text/javascript’;
s.async = true;
var host = (document.location.protocol == ‘http:’) ?
‘cdn.snapapp.com’ : ‘scdn.snapapp.com’;
s.src = ‘//’ + host + ‘/widget/widget.js’;
s.id = ‘eeload’;

Is Your Content Experience a Hit or Miss?

How did you score on the content experience quiz? While some of these answers may have seemed like a no-brainer, you’d be surprised at how many marketers often overlook the very basic elements required to create a stellar content experience.

At the core, a successful content experience should delight your audience and turn skeptics into fans and fans into advocates. It doesn’t matter how much time and money you put into optimizing and advertising your content, if it doesn’t create a good experience for your audience, they’ll quickly abandon your carefully crafted words and move on to the next opportunity.

What steps have you taken to improve the content experience for you audience? Share in the comments below!


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Interactive Quiz: 5 Steps to Creating a Stellar Content Experience for Your Audience | http://www.toprankblog.com

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Don’t Skip Leg Day: 7 Content Marketing Must-Haves for Healthcare Marketers

Never skip leg day.

That is, when you’re working out, it’s important to change it up. Vary your routine and work different sets of muscles. It’s the difference between looking incredible, and looking like Mr. Incredible.

Your healthcare marketing needs just as much variety as your fitness routine does. Different types of content will appeal to different audiences, or the same audience in different ways. Stick with a single content marketing strategy—whether it’s white papers, webinars, or trade events—and you may see gains in one area. But you’re skipping leg day, and you’re going to end up top-heavy.

Fortunately, there’s plenty of variety to be had in healthcare content. With the content types below, you can build a well-rounded workout that will improve your content marketing’s overall fitness.

#1: Data Stories

Modern healthcare is all about data. We’re looking for more efficient ways to capture patient data, make it more widely available across the health system, and use that data for better-informed patient care.

Healthcare marketing is similarly data-driven. We don’t have to wonder how many radiology scans a certain hospital does, or how much cloud storage hospitals need—all that data is captured and available. Odds are your organization is sitting on a wealth of data. But it’s not just the data; it’s how you use it.

Strive to bring context, narrative, even emotion to your data. Don’t just list the stats and figures. Say your solution increased efficiency in the Emergency Department by 5%. What did that mean to patients in the ED? What do the physicians that work there say about it? What can the hospital do with that 5%?

Data provides the logical proof for your solution, but tying it to emotion makes it far more likely to inspire change.

#2: Infographics

If your marketing is mostly white papers and blog posts, odds are your audience could use a little visual stimulation. Infographics are a compelling way to present data for any B2B audience. Healthcare audiences are no different; we’re all people, and we all enjoy a good infographic.

Good graphic design can help your data shine. This 2017 trends infographic is a good example of a clean and simple presentation of a metric ton of information.

healthcare marketing trends

Keep these tips in mind for creating your own infographics:

  • Keep the design simple – one or two colors is enough
  • Organize your data left-to-right, top-to-bottom
  • Optimize your image for mobile – avoid blocks of tiny text & huge file sizes
  • Include a logical CTA – they’ve seen your data, now what should they do?

#3: The Patient Perspective

In B2B healthcare marketing, it’s easy to get overly focused on the hospital or physician’s perspective. On one level, that makes sense. You’re selling to radiology department leaders, or the hospital’s C-suite, so the majority of your content addresses them directly.

However, as in all B2B, it’s important to keep your customer’s customer in mind. Our client McKesson Medical Imaging realized their target audience was hungry for that patient perspective and we helped create content to meet that demand. The resulting blog post and infographic, A Tale of Two Patients, is one of the top-shared articles in the blog’s history. It continues to drive traffic nearly a year after it was posted.

When you talk about the difference your solution can make to a health system, take it a step further: How does your solution improve patient care? You can make it a mental exercise, or even better, find patients who can share their experience with your audience.

#4: Your Customers’ Voices

There are few marketing forces more powerful than a customer’s rave review. That holds true for anything from the latest trendy restaurant to a multi-million-dollar PACS system. Your satisfied customers hold tremendous potential to persuade their peers and colleagues.

How do you get your customers’ voices in your marketing? Ask them! Ask for an interview for your latest case study. Feature their expertise in your blog content. Include them in your latest eBook, or grab a quote for your snazzy new infographic.

In short, treat your customers like the influencers they are. Help promote them, celebrate their successes, and ask their opinions. Not only will you get more compelling content, you will strengthen your relationships with your most valuable customers

#5: The Latest News & Trends

It’s ironic that as the healthcare industry moves towards holistic patient care, healthcare marketing still struggles with tunnel vision. Creating content that doesn’t directly address your business’ solution can be a tough sell to both the marketing team and management. There’s a definite preference for bottom-of-funnel content aimed at matching your solution to specific pain points.

Healthcare marketers should follow the lead of health systems and treat the patient, not just the problem. Content that may seem irrelevant to the buyer’s journey is actually crucial, provided it meets a potential customer’s needs.

Include news and trends in your content to keep your customers informed, establish your organization’s thought leadership, and raise brand awareness. Provide the insights your buying committee needs to succeed at their jobs, and they’re far more likely to consider you when the committee convenes to make a decision.

#6: Interactive Content

B2C healthcare marketers already understand the benefit of interactive content. There’s no shortage of calculators, quizzes, and social media challenges to engage healthcare users. It’s high time that B2B healthcare marketing joins in on the fun.

Interactive content is yet another powerful way to tell stories with data. A calculator or quiz can help personalize your marketing to each potential customer’s specific use case. User-generated content campaigns can help you surface and promote compelling client stories.

#7: Influencer Content

What does influencer content even mean for healthcare marketing? Is it Kim Kardashian posting your latest MRI machine on Instagram? LeBron James posing with your Vendor Neutral Archive? The glamorous world of influencer marketing and the less-glamorous reality of B2B healthcare marketing may seem like an odd fit.

The key is that influencers are those who are influential to your audience. Taylor Swift won’t convince a hospital CEO to buy your solution. But there are people in the industry who that CEO respects and trusts, and they might. Your influencers might not have millions of followers, but their hundreds (or dozens) of followers are the people you want to reach.

Unlike sports stars and pop musicians, your potential influencers may not immediately see the value in creating content with you. Start by recognizing and promoting them, as we did in this healthcare marketer roundup. Follow them on social media, share their content, and then reach out with a small request. Continue to build the relationship, and you can move to interviews, guest blog posts, even full co-creation on a major content asset.

Give Your Healthcare Content A Full-Body Workout

Is your content addressing the diverse needs of your diverse audience? Or are you still skipping leg day? Expand your audience, and better engage your existing followers, with the different content types in this post. You will be better equipped to engage at the top of the funnel, develop relationships, and ultimately drive purchase decisions with a holistic content fitness routine.

For more healthcare content marketing advice, check out our recent interview with Amanda Todorovich.

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Creating Breakthrough Content: There Ain’t No Magic Feather #SMMW17

If you want to write amazing content like Ann Handley, don’t be a Dumbo.

Dumbo was convinced he could only fly while holding a “magic feather.” When he lost the feather mid-flight, he plummeted toward the ground. It wasn’t until he believed he could fly without the feather that he was able to take off again.

Too many would-be content creators are searching for their magic feather–the book, online course, or perfect antique typewriter that will make them a writer. And while they search, they can’t or won’t write.

So Ann began her session at Social Media Marketing World by asking us all to recite a pledge out loud:

“I don’t believe in unicorns, fairies, or Santa. There is no magic feather.”

Despite the slander against Mr. Claus (who I have on good authority is very real), it’s a crucial first step. You have to know that good writing is a learned skill, not something magically bestowed on those with the right talisman.

You can do it. You can get better at it.

Here are Ann Handley’s five tips for writing “ludicrously spectacular” content.

#1: It Starts with Not Writing

At least half of the writing process doesn’t look anything like writing. Now, you may be thinking, “frequently what I’m doing while I’m supposed to be writing is not writing.” That’s not quite what Ann means, though.

“Not writing” means being in idea-gathering mode all the time, when you’re out in the world, bingeing on Netflix, or just daydreaming at work. Writers should gather ideas like squirrels gather nuts–always on the lookout, never passing one up, and stashing them where we can get at them later.

The difference between a productive writing session and a frustrating hour staring at a blank screen is having a stash of ideas to go through. Whether you keep them in a notebook, or a service like Evernote or OneNote, commit to hoarding at least five ideas a day.

When you’re ready to write, snag an idea from your stash and, as Ann puts it, “explore the daylights out of it.” Use tools like BloomBerry, Board Reader, and Buzzsumo to see how people are talking about the idea, so you can develop your own approach.

#2: Write an Ugly First Draft

When you do start to write your first draft, silence your inner critic and focus on getting the words from your brain to the screen. Know that you will revise the work at least once–probably more–before you publish. It’s incredibly freeing to accept that your first draft will be bad.  As Ann puts it, “You can’t write well without first writing spectacularly badly.”

That first draft doesn’t have to be a fully-fleshed out draft, either. It could be a list of points you want to cover, a really informal summary of the piece, or even something you dictate into your phone. The point is to give yourself something you can build on. It’s a giant leap from nothing to something–anything you do after that first leap will be easier. So whatever it takes to get something on the page, go for it.

After you finish your ugly first draft, let it rest for a while. Give your brain a little time off and let the piece sit. You’ll be better equipped to edit if you have some distance.

#3: Screw & Do

It’s not as salacious as it sounds: first, identify the ‘screw,’ the one key point for your reader that your whole piece revolves around. Second, do the editing you need to get to the screw as quickly and compellingly as possible.

How do you find your screw? Develop pathological empathy for your reader. Ann recommends the “so what?” process. Start with the statement you want to make, then imagine your reader shouting “SO WHAT?” Keep asking “SO WHAT?” and refining your message, and you will find the purest version of what you want to say, expressed in terms of benefit to the reader.

For the editing process, start with a self-edit by chainsaw. Ann says, “make every paragraph earn its keep.” In the first pass you’re trying to carve out huge chunks of writing that, while they may be very pretty or witty, aren’t serving your screw. Seek to create momentum for the reader by cutting out the junk that slows them down.

Then break it down to the sentence level. Edit with your scalpel, making sure each sentence is earning its keep. Edit for voice–when you read it out loud, does it sound like a person with a point of view wrote it? As Ann says, “If the label fell off, would they know it’s you?”

After the content is in fighting trim, then you can edit for grammar, formatting, all the small stuff. But the grammar should be the last consideration. There’s no point in repainting a condemned house. Get it structurally sound first.

#4: Write a Killer First Line

“Your reader is always looking for reasons NOT to read,” Ann says. You know it’s true–we’re always looking for the next distraction. A boring first line does your reader a favor; it gives them permission to move on.

Your first line needs to captivate the reader. Always lead with something that can capture attention. It could be a funny line, a wild statistic, or even just a strong point of view. Don’t be afraid to evoke an emotion, whether it’s amusement, wonder, or even fear.

#5: It’s All about the Voice

Your voice–or brand voice–can be a major differentiator in a sea of same-y content. Your voice should express:

  • Who you are
  • Why you do what you do
  • What you are like to deal with

Which means, of course, you need to know the answer to these questions before you start.

Marketers are often encouraged to ask, “If your brand were a person, would you want to hang out with it?” When you’re writing brand content, you’re asking people to hang out with your brand. Not every brand needs to be the life of the party, but your voice should communicate why your brand is a worthy companion.

Take the Spectacular Writing Pledge

Even in the age of infographics and videos, good writing and great content excel. From landing pages to blog posts, eBooks to ad copy, let’s pledge to create ludicrously spectacular content.

Feel free to stand up wherever you are and repeat out loud Ann Handley’s pledge:

“I will collect & hoard 5 ideas a day. I will not hit backspace while writing a first draft. I will not go straight from writing to publishing. I will have pathological empathy for the reader. I will not sound like everyone else. And there ain’t no magic feather!”

And if you do stand up and say it out loud, please take a video and tag Ann @MarketingProfs when you post it.

The post Creating Breakthrough Content: There Ain’t No Magic Feather #SMMW17 appeared first on Online Marketing Blog – TopRank®.