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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.
Let me share some of the traits of successful content marketers. First and foremost, they are conversational. They are comfortable having a conversation with you. They are not talking down to you, or at you; they are talking with you. They are having a conversation. Another trait is that they listen really well. No matter how big your company is, you have to listen to what's being said about you out there, and react appropriately. And finally, you're consistent. You are creating on a consistent basis. People want to know what they're going to get from you. Yeah, you might have a one hit wonder.
You might have that video go crazy, and that's all you ever have to do. But let's face it; that's luck, and you cannot depend on luck. If you are going to be successful, you've to create on a regular basis. You have to be conversational, and you have to be able to listen to people out there. The skills you need to be a successful content marketer are very similar to what you need to be a journalist, or a storyteller. You've got to be able to dig out the stories from any situation. Some companies aren't as exciting as others, and finding those stores is hard.
So figuring out how to discover a story, and then how to craft it, and share it is the most important skill you can have. On top of that, figure out social media. Really spend time in it; the nuances of what's different about the platforms, how people interact, how the Internet as a whole works. All those things are going to be very, very important. And then on the top of it, you're going to need basic business skills. You're going to have to understand the business world, or whatever world you want to work in; you've got to understand that industry, because there are specific things about that. Or you can be a generalist, and just kind of go with the flow, but the best thing is just learn your craft, learn how to find those stories, learn how to tell them, and then how to create on all sorts of mediums.
The more you can create in, the better you'll be. An example of a brand that I think has done really well in the content marketing space, and is a small business, so they've done it on a limited budget is GORUCK. GORUCK makes a line of backpacks and gear that's built for military quality, but made for everybody to wear. What I love about it is they are small manufacturing firm in Montana. It's started by guy who is ex-special forces. He puts his story out there.
He has his dog Java, that if you go to their Web site, or any of their marketing materials, you'll see this chocolate lab there with the product, so already you're kind of connected with this brand. Everything they do exemplifies their brand. They are small business; they are American-made, so he likes, on his blog, to visit other factories, and show other American-made products. Obviously there is a military connection, so he goes out and interviews soldiers, or shows people using their product. They're doing content from the heart.
Their brand is based on their products, but it's also based on their beliefs, and they have done a really nice job of balancing the two of those things.
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