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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.
A crucial part of content marketing is having a schedule, and producing content on a regular basis. The way you do that is by creating an editorial calendar. Magazines have used them for years. You need to start thinking like a publisher. For those of you don't know, an editorial calendar is what you're going to use to plan your next weeks, months, and years of content. We always talk about thinking like a publisher. Magazines do this all time; they know what the next issue is going to be about before they publish it. So figure out what you want to cover over the next days and weeks, and lay them out in a simple spreadsheet -- it doesn't have to be anything high-tech -- and figure out what platforms you're going to publish to, what content you're going to create, and when you're going to publish it.
Each individual or company has to figure out for them what's the right level of sharing. The key, though, is to think upfront, what are we not going to talk about. Having those conversations, especially as an organization, or with your small company, is really important to have it upfront. Start with what are we not going to talk about. As an individual, I know lots of people don't talk about their children, or their family. If you're in a regulated industry, you have to think about what are we not allowed to talk about. Have those conversations upfront, and then use them as your guide as you go forward of what shouldn't we talk about, and the more you do it, the more you're going to have to stop and think, should I be talking about this? Do I want to talk about this? Because things you're going to come up that you weren't ready for.
But look at this way: if you put it out there, what really is the worst that can happen? People enjoy that; it allows you to see that you're a human. People love connecting with that.
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