Mark Ragan understands content marketing success. With five websites, 50 employees and more than 3,000 communicators attending his conferences annually, this highly regarded CEO and publisher at the helm of Ragan Communications has built a renowned empire with one weapon: strong content.
At Ragan’s recent Content Marketing Workshop in NYC, Mark shared insights on what makes his media empire so successful – tips anyone can use to create a strong content marketing platform that will help drive online visits and conversions. Here are the top five takeaways:
- Stop obsessing about channels. You don’t need a Facebook strategy. You need a CONTENT strategy. Brands need to focus on developing or curating great content before they focus on the channels they will use to distribute that content. If the content isn’t strong, the social network strategies will fall apart. Find your brand voice, decide what unique opinion or point of view you have to offer, and then develop creative ways to share.
- You need great metrics to have great editorial. Knowing which stories are most popular will help define your editorial approach. Mark and his team of editors and writers are constantly reviewing their analytics. When a story pulls in lots of traffic, they repurpose it to death – creating quizzes, contests, white papers, videos, and follow-up articles to capitalize on its success. In order to stay in tune with what your audience wants, you need to stay in tune with your stats.
- Email is still key. Ragan Communications has 16+ emails that it sends to fans of its five websites – and most of the traffic to their sites still comes from these emails. Mark believes in daily emails, even if you’re just sharing one story, in order to stay top-of-mind with your audiences.
- Headlines! Teasers! Mark believes the greatest copy is scannable copy – and for good reason. He gets the most ROI from articles written as lists (i.e., 3 secrets to viral content from Sesame Street; Personal branding: 5 components to help you land a job). Make sure your headlines and teasers are engaging yet straightforward. They should describe the benefits of the story. Opt for usefulness over clever.
- Never bore people. This may seem obvious, but it’s important to remember that whether you’re writing about the Academy Awards or changing the oil of a car, you need to make it interesting and appealing to your audiences. Cut out the jargon. Get to the point. And adding a funny picture won’t hurt.
Any tips to add?
(Image via. Author: Emily Cretella)