Welcome to The World of Blogs: Everything You Need to Know
I sort of fell into marketing a few years ago when I started working at boogie as a Technical Writer and Social Media Manager, but with that, I also fell in love with marketing. I fell for the endless capabilities of marketing’s reach and how much influence marketers have over their blog audiences’ beliefs.
After I graduated from college, I decided to continue with a career in marketing. And now 3 years in and the VP of Strategy at boogie, I still feel like there’s a lot to learn; our industry changes so much every day. I’ve set out on a mission to learn as much as I possibly can outside of the physical classroom in order to stay in the know. I constantly take Skillshare courses (courtesy of boogie), Google EVERYTHING, and read (or listen to) all the blogs, whitepapers, articles, ebooks and audio books that I can get my hands (and ears) on. As I’m constantly reading, listening, and developing, I share tidbits with my strategy team and recommend books and blogs they should read and subscribe to.
The most recent audio book I
read listened to, trumped just about everything the Internet has taught me over the last few years: Epic Content Marketing by Joe Pulizzi. It challenged me to think about content marketing as a value-driven process. It affirmed some of my thoughts and challenged others to the point where I was even questioning myself on simple things like- what is a blog? Here’s what I’ve learned about epic content marketing and why your content marketing should be nothing short of well, epic.
A blog is a piece of content with a clear point of view while an article answers a key question(s) with hard facts. Both pieces of content require research, so you should know what (or who) you’re talking about, but a blog allows you more flexibility to insert your own thought leadership opinion into the mix. Both pieces of content provide value but articles are ‘safer’ options when submitting to other networks for guest blogging purposes.
Joe Pulizzi’s book also helped me to validate a lot of the things I already knew. So, while writing boogie’s internal Content Marketing Guide, I went back to review a few of the principles Pulizzi discusses in Epic Content Marketing:
1. Fill a need. Know your audience and then get to know them more. It’s not enough to rattle of demographics, you should be aware of their psychographic behaviors as well. Selecting a niche market to communicate with will help you to fill a need and answer your audience’s unanswered questions.
2. Be consistent with content. It’s not enough to just post a blog (or article?) here and there but it’s doing way too much if you’re overloading your audience with content. Put your content on a strict schedule and stick to it.
3. Be human. Your audience members are not reading to count how many big words you can use- they are reading to actually understand. Don’t be a robot and spew information. Get to know your audience members and speak to them on their level.
4. Have an opinion. Generally yes,
speak write your mind. It’s not worth it to regurgitate information from Google and spew Wikipedia articles out to the masses. Take a stance and defend it with real facts.
5. Avoid jargon and sales-speak. This, just like being human is so important when producing content for communication. As human’s we’re not interested in the technical terms for things. Using jargon is just going to drive your audience away.
These principles of epic content marketing are just the beginning but they’re a great start for any brand, startup, or small business to take note of.
I’m no expert and as I said, I’m always challenging myself to learn more about this ever-changing industry. So for all of you industry experts out there… help me out: is this a blog?
Let me know your thoughts.