Your brand is the expert on what you do. Nobody knows more about your category. So creating a story or infographic and distributing it on your website, your blog, and on other websites and social media services is a great way to spread the word. But it must not be too narrowly focused or too self-serving.
The best way to ensure your story will get read is by providing “news you can use.” A majority of your story should contain tangible, non-promotional information that readers can turn into action in their daily lives. Think tips, advice and how-tos.
Remember, this shouldn’t be news that your company can use, but news your customers can use! Plus, your brand benefits by connecting with consumers as a trusted expert.
Go Broad or Go Home
Yes, every brand can now be a content provider, but you need to craft content that will appeal to the majority of people who come in contact with it. This is especially true if you are trying to place your story on other consumer websites – or via mat releases – into consumer print newspapers and on media websites. Even if you offer an esoteric product there are ways to broaden your story’s appeal by positioning your product as part of a larger story.
Of course, if you are aiming your content marketing at trade publications or niche consumer media publications, that’s a different story.
In the days and weeks ahead, we will explore the top tips on crafting a mat release or an infographic that will actually get read by users, picked up by the media and shared virally by readers.
We also will look at the pitfalls and top mistakes people make when crafting their stories. Stay tuned…