Finally, All the Answers You Need About What Content Marketing Is (And How to Do It)

It develops name acknowledgment: A great chunk of my existing customers have actually come naturally. They see something I published for another client and wish to work with me in a comparable capacity. Things would not work that way if I was discussing whatever from health care to ecommerce, as my track record would be too broad..

Starts relationships with new consumers.
Boosts brand name awareness and loyalty.
Establishes and strengthens trust.

It establishes reliability: Youre one individual, and you cant know something about everything. By picking a niche, you can construct your knowledge about the specific subjects you want to compose about. Plus, the more you write about a certain industry or subject, the more youll establish yourself as an expert in your field.

Process: The process of writing a piece varies from publication to publication. Some outlets enable reporters to run with a story with little supervision, while others take a more collaborative method where editors work carefully with reporters to shape the piece.

If youre having a hard time to determine your own niche, I recommend following this idea process:.
What industries or topics are you interested in blogging about?

Like I mentioned above, theres a lots of resources and properties that can fall under the “material” umbrella. However, in this post, were going to focus specifically on written content– like post, ebooks, case research studies, whitepapers and more..
How does material marketing differ from journalism?.
I have good news for you: If you consider yourself a tried and true press reporter or reporter, youre absolutely capable of moving over into material marketing..
Good writing is excellent writing, and a great deal of the principles youve gotten in your journalism profession will still apply to content marketing. You require to be able to string sentences together in a meaningful and appealing way.
Nevertheless, material marketing does have some notable distinctions you ought to know– which Ive adoringly coined “the three ps”:.

Exists money to be made in material marketing?
Definitely. Thats my short answer, however lets expand on it a bit.
All of the scary stories of publications slashing spending plans, laying off staff or perhaps shutting their doors completely suffice to have you shaking in your boots..
Its real that journalism has had a hard time in recent years. Bench Research Center found that U.S. papers have removed half of their newsroom staff members because 2008.
While it appears like things are heading in the incorrect instructions for journalists, there are still various writers who manage to build prospering careers in journalism. I assure theyre out there. I d venture to think that lots of others have actually started to move over to content marketing– or at the very least, theyve dipped a toe in.
Its a rapidly growing profession field, and research study from HubSpot found that the companies they surveyed invested 46% of their budget on content production. As journalism gigs continue to be harder and harder to come by (particularly for newbies), content marketing is ripe with chance..
What about the cash? Similar to any other career, just how much you can expect to make will depend on your experience, specific niche and a lots other factors..
PayScale claims that the median salary of a material author (one working in-house for a single employer) is around $49,000..
I think most independent material authors earn substantially more than that. Personally, Ive cracked the six-figure-milestone two times as a freelance writer whos focused primarily on content marketing– and Im on track to do so again this year..
4 pointers to transition to a material marketing career.
If youve been banging your head against your keyboard and growing progressively annoyed with the seeming lack of journalism opportunities, material marketing may be the open door youve been longing for.
Like I discussed previously, good writing is good writing and making the shift to focus more on content marketing isnt as drastic of a leap as your inner critic would have you think.
With that said, there are a couple of nuances youll need to be familiar with. Here are 4 tips to remember as you alter gears..
1. Comprehend the distinction between a strategist and an author.
Before you start non-stop pursuing brand-new freelance gigs, its crucial to make the distinction between a material strategist and a material writer..
A content strategist is going to do a lot of the behind-the-scenes work. Theyll develop audience personalities, dig into keyword research study, hash out a material technique and calendar, and after that appoint pieces out to authors. They might do some writing work too, but the bulk of their energy and time is committed to, well, planning.
The author is focused on– you guessed it– writing. By the time a project gets to me, the customer (whether its their handling editor, marketing department or a freelance strategist theyre working with) has currently laid that groundwork.
2. Find your specific niche.
A lot of freelancers bristle up at the concept of zoning in on a specific niche. I get it– theyre concerned that theyre going to rule out potential customers and projects. Shouldnt they be open to all opportunities?
Not necessarily. I credit specifying my niche with skyrocketing my profession as a freelance writer. When I fine-tuned my focus, my client base and earnings really increased. Its counterintuitive, however true. Thats because finding a specific niche offers the following advantages:.

Purpose: Journalism aims to educate individuals about a certain topic, and thats usually real for material marketing. However, because the content youre developing is connected to marketing objectives (and eventually, sales), there will be a more specific purpose youre intending for– such as getting newsletter signups, boosting free trials, increasing sales and more.

My head was filled with the exact same visions that nearly everybody has when I started my journey as a freelance author over 6 years earlier.
I imagined myself in the corner table of my favorite coffee store, my fingers flying over the keyboard as I cranked out stories I was passionate about. I assumed I d land shiny magazines, regular columns and prominent publications. Extremely Carrie Bradshaw-esque, right?.
After a few months of unproductive pitching, I was annoyed. I had gotten rejection after rejection– or perhaps worse, radio silence. I was at a standstill and royally confused about how anyone handled to hack a career as an author.
Just as I was about to wave my white flag from the fetal position under my desk, I came across a task posting trying to find a freelance author to produce weekly article about storage unit insurance. Yes, you read that properly: storage unit insurance.
I was desperate, so I tossed my hat into the ring. And you know what? I landed that gig..
It was then I had an important awareness: Maybe all of these writers I was shamelessly coveting on social media werent actually making their living with attempted and real journalism. Perhaps a good portion of their earnings was originating from material marketing..
Lets back up … what is content marketing?
Envision you require to acquire something– for simplicitys sake, lets state youre beginning your search for a new pair of running shoes..
You wish to make a smart choice, so you begin with some research. You type “how to discover the best-fitting running shoes” into Google, and you find a post that provides all sorts of handy sizing tips..
You discover that the post youre reading was really released by a shoe company when you get to the bottom. You click through their stock and end up buying a new pair from them.
Thats an extremely basic example, but its content marketing in action. Material marketing includes developing informative and valuable online products (believe things like post, podcasts, infographics, videos and more) to get new customers engaged with a company or brand name (or into the “funnel,” as we state in the biz)..
When done well, content marketing:.

It focuses your efforts: Rather than going after down any chance under the sun, you can spend your time finding gigs and jobs that are a good suitable for you and your proficiency.

People: In many cases, your journalism audience is quite broad. When youre covering a subject, your audience might be anyone whos interested in that subject. In contrast, content marketing generally includes writing with a really specific audience in mind. For my writing tasks, the target market has actually been as narrow as, “A group manager at a mid-sized marketing company whos actively looking for a brand-new project management tool.”.

What topics do you have unique proficiency in?
What overlap exists between your answers to the above 2 concerns?

Generally, the more skimmable your content is, the more appropriate it is for online consumption. That can be a challenging switch to make, depending on the writing style you utilized for previous journalism assignments..
I understand its heart-wrenching to believe that people will not read every among your carefully-crafted words. However, its the truth these dayss rapid-scrolling world. A tremendous 81% of people skim online content, rather than read it in its whole..
Desire to broaden your writing career? State “hey there” to content marketing.
Today, I d state about 95% of my freelance writing work is associated with content marketing. I still do the occasional reported piece for a print or online publication, but the bulk of my recurring work (and as an outcome, my earnings) originates from content marketing.
In all sincerity, the lines in between journalism and material marketing are currently a little blurry– and theyre just going to become blurrier..
Thats a great thing. It indicates making the switch to content marketing from other types of composing isnt that big of a leap..
So, if youre tired of dealing with inbox crickets and wondering whether all of the writing gigs have actually dried up and vanished, attempt your hand at content marketing. You may be amazed by the method it raises your writing career..
Picture via Dean Drobot/ Shutterstock.

In contrast, content marketing generally includes composing with an extremely specific audience in mind. I d venture to think that lots of others have actually begun to move over to content marketing– or at the really least, theyve dipped a toe in.
A content strategist is going to do a lot of the behind-the-scenes work. Theyll establish audience personas, dig into keyword research study, hash out a material strategy and calendar, and then appoint pieces out to authors. By the time a project gets to me, the customer (whether its their handling editor, marketing department or a freelance strategist theyre working with) has already laid that groundwork.

About the Author: Kat Boogaard.
Kat Boogaard has been a freelance author for over 6 years, and focuses mainly on careers, performance, task management, and entrepreneurship material. Shes worked with a number of popular customers including Atlassian, Trello, Toggl, and QuickBooks and her byline has actually appeared in many publications, consisting of The New York Times.
Website|@kat_boogaard.

Wherever theres overlap, thats a prospective niche for you. See? Its not so hard after all..
3. Ask the ideal concerns.
In order to do content marketing right, youll require to get your hands on some crucial details. Clients who have actually fine-tuned content marketing processes up and running will likely provide this for you in an innovative quick.
If not, take the initiative to ask for the information you require to compose a reliable piece. Here are some nuts and bolts concerns to ask:.

Depending on the intricacy of their material method, theres much more you might go into. Nevertheless, those are enough to get you begun on the right track..
4. Refine your design.
Theres a large variety of journalistic styles, however the majority of are primarily focused on compelling storytelling..
The best material marketing weaves that in too (its not as simple as it sounds), however internet marketing content has the included difficulty of attracting search engines and holding the attention of unfocused internet surfers.
That suggests it has some notable functions in regards to format and design, consisting of:.

What audience are we talking to?
Are we targeting a keyword for this piece? Which one?
Whats the objective for this piece? How are we measuring success?
Are we going for a specific word count?
Exists a specific call to action (CTA) you d like me to include?
Are there any internal resources you d like me to link to?

Brief sentences and paragraphs.
Subheads and headers to separate text.
Bullet indicate present principles in an absorbable method.

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