Rohit Bhargava’s Tips for Better Marketing Content

Rohit Bhargava - Content Marketing StrategiesBlog Posts. Video. Infographics. The pressure to “create content” can be a huge burden on marketers with no editorial or creative training.

In his Content Unleashed webinar, Likeonomics” author Rohit Bhargava shared a variety of ways to avoid rookie mistakes and create (or curate) great content.

With so much packed into the webinar, let’s focus on some of the most common content mistakes that Rohit schooled us to avoid.

Want all of Rohit’s strategies? Register for his on-demand webinar now!

How to Avoid Five Deadly Content Mistakes

1. Don’t assign content marketing based on job title

The title “marketing director” doesn’t indicate that that person’s the best content producer in your company. Often marketers have trained to create self-serving marketing messages akin to shouting at someone.

Instead of a self-serving message, the content you produce should provide value for the customer. Find your most knowledgeable, skilled workers and determine if they have content creation skills.

2. Don’t always aim for conversations

Engaging your customer in conversation may seem like a great goal, but often people don’t want a conversation. They always want more value, though.

For example, a cruise line responded to a customer who announced they booked a trip on Twitter with a tweet that said they looked forward to seeing them soon. Rohit says the cruise line missed a great opportunity to provide value for the customer by sending them information about their destination.

3. Don’t abandon social platforms

Whether closing a blog or claiming your name on the network du jour, you can’t leave it behind as a content graveyard.

If you decide to shutter or move your blog, leave a post up that directs people to your preferred platform. Want to claim a space on the hot new social network but don’t have time to actually use it? Create a profile that reads: “This is the official brand page of (your business). If you want to engage us, come over here.”

Though many platforms exist, don’t feel that you need to claim and put content on them all.

“It’s a mistake that people make thinking that we need to create content everywhere,” Rohit says.

4. Don’t try to control what people create and share

When you try to exert too much control about the messages about your brand, you can become selfish.

For instance, when a company offers an ebook in exchange for an email address, they often demand too much information.

“Collect the information that you need, not what you have space for,” Rohit says. “If you’re never going to fax them, don’t ask for their fax number.”

5. Don’t expect engagement without offering incentives

“We go from one platform to another thinking that if we didn’t get the content engagement from one place, we’ll get it from another,” Rohit says.

The truth is people don’t engage with content because of the platform or because you want them to. People engage with content because you have created a winning content marketing strategy.

Bonus Tip: When you can’t create, curate!

Content Curator v. Content Creator - Content Marketing Strategies

Content curators and content creators both play valuable roles in marketing.

“Content curation allows you to find, group, organize and share the best and most relevant content on a specific issue without having to create it yourself,” Rohit says.

Here are five different types of content curation:

1. Aggregation – Gather and present the most relevant information about a topic related to your industry.

2. Distillation – Curate information into a simpler format to share only the most important or relevant details for your audience.

3. Elevation – Develop a new idea based on work that other people have created. For example, Rohit collects interesting stories throughout the year, determines macro trends and publishes a piece of content on the year based on his findings.

4. Mashups – Identify content that has related pieces of interesting information and pool the value of the content by creating something new.

5. Chronology – Track down pieces of content about a specific topic and show how the understanding of that topic has evolved over time.

Want more free webinars? See what we have upcoming and on-demand!

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