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Discover the secrets of a veteran content marketer. In this interview-style course, author C.C. Chapman teaches how storytelling—creating a compelling narrative around your content or product—is at the heart of both marketing and business, using examples from his own career. Learn about the goals of content marketing, the tools and skills you'll need to run a successful campaign, and how to leverage social media and mobile technology to promote your message. C.C. also touches on the importance of dealing with negative feedback gracefully and maintaining relationships in social media communities.
Using social media to get your content seen is a core part of content marketing. Let's face it; you want to give your content wings and routes, you want to get it out there for people to see, and social media makes that possible. In the past, when you put a print ad in a magazine, or a television commercial, there wasn't a way for me to easily share it with others. Social media is all about sharing. So make sure when you put your stuff out there, little things, like make sure that it's watermarked, or has your URL somewhere on the video or the photo, so people can find you later.
Put it on the social networks that are relevant for your audience. Put it up on Facebook, and YouTube, and Vimeo, and Flickr, and all these other services, so that people can see it, they can like it, they can comment on it, and they can take it and share it, and embed it on their own sites. That's where social media is so important to content marketer, because suddenly not only do you have the megaphone of the Internet, but everybody who sees every piece of your content also has that megaphone, and they can share whatever they find from you that they like, they can share with the world.
Your community is vital to your content marketing success, because those people are already, they are predisposed to you; they know you. When you push out something, they're probably already seeing it, because they're following you on the proper channels, they are subscribed to your newsletter, they read your blog, or other channels. But the key to content marketing is them sharing it beyond; them sharing it with their own communities. What you subscribe to and what I subscribe to are different. I spend time on different networks. I have different friends. I have different communities I'm part of. So your hope is that the people that are part of your community are going to share what you create, what resonates with them, out to their communities.
They are going to say, hey! Take a look at this; this is awesome. You need to check out this service. I love what they're doing. That's where the real magic of having a community of your own shines forth, and it's where content marketing goes. That's what the success is, is sharing it with others. As you think about creating mobile content, also keep in mind location. Our phones, our tablets, even our laptops now, know where we were physically located while we're consuming content.
That's going to become very important in the very near future. I'm going to walk into a town, and I might pull out my phone, and I might say, I am looking for dinner tonight, where could I go? If your content is tagged with geolocation, perhaps your video pops up, and says hey! We're the best pizza joint down the road from you. Come visit us. That technology is right on the cusp of happening right now, so think about it as you're producing your content. Is there something we can do where we specifically want this content to address local people to where we are.
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