Magazine Your Content Marketing
In the Visual Marketing: 8 Tips From Vogue Haiku Deck below I shared one of my favorite web marketing secrets – stealing from Vogue and other magazines. Today’s post goes even further. In Magazine-ing Content we discuss what every online merchant is learning – Content Is King.
Content is king because Google wants it. Content is also king because we live in a social, mobile and connected time when our best customers should also be our collaborators, product developers and anything else we can think of and they are willing to take on. The tribe is the thing. The faster you build yours the more success your ecommerce website will have.
May seem strange to suggest the kingdom of content in a “content shock” time, but, despite author Mark Schaefer’s correct read of our current content glut, great, intimate and honest content remains a CSF (Critical Success Factor) to form an online community.
Best to separate Content Shock into two ideas: content necessary to create trust and content needed to cut through Schaefer’s “Content Shock”. This post shares 5 tips to do the former – create content to develop community, trust and move visitors to become buyers.
5 Tips To Magazine Your Online Store’s Content
Thinking like Anna Wintour, the Devil Wears Prada Vogue editor, is beyond most online merchants. Good news is any ecommerce team can become great at content marketing by thinking a little like a magazine editor and following these 5 tips:
How Online Merchants Can Magazine Content
- Find 3 – 5 content groups that interest your visitors.
- Decide your schedule (we recommend monthly updates at first because that is a big commitment that must be kept to gain trust).
- Curate content from trusted sources such as brands, manufacturers and even competitors.
- Automate at least one of your content groups with feeds.
- Find and nurture free visual media sources such as Haiku Deck.
Your Magazine’s Sections
We’ve been working on Moon-Audio.com’s first magazine – Chord Hugo Magazine (coming soon). We saw several categories of information that would be of interest to Moon’s customers such as:
- News & Features (will curate this with Scoop.it).
- Company Profile (and founder profiles within that).
- Contests and Games.
- Questions and Answers
Moon Audio manufactures audio cables called Dragons that make high-end headphones sound even better. These “magazine” content categories go across every brand. Moon-Audio.com is run by its founder Drew Baird, his wife Nichole and a small team. Creating content is important but so is shipping customer orders.
As is true for most Small to Medium Sized Businesses Moon-Audio.com’s content needs to be “self supporting” as much as possible. Self supporting, in this context, means finding ways to engage Moon Audio Ambassadors, use feeds and curate content from readily available and highly credible sources such as brands, fellow audio manufacturers, crowdfunding boards, trade shows and even competitors.
Google is agnostic about information so we should curate relevant and hot content from any source we can. One of our favorite content curation tools is Scoop.it. Scoop.it creates polished “magazines” from your curated content. Even more valuable is Scoop.it’s social search spider.
Scoop.it’s social search spider searchers the social web based on keywords and source URLs you give it. The resulting scrum of content is easily sorted and you can refine the tool eliminating spam or weak sources. A little tuning and you have a powerful curation assistant searching the web for relevant content.
Once you find relevant content curating into a “magazine” you can easily incorporate into your site takes little time nor much effort. We suggest adding snippets of context explaining why you curated a specific link. We also suggest alerting those you curate from. Always a good idea to give credit back to the source of great content.
Attribution is more than good manners. Content marketing’s quid pro quo is sharing. You share my content and I share yours is the web’s reciprocity. Reciprocity also builds your tribe. When you follow others follow you and so on.
Finding Your Magazine’s Content
Magazines have “evergreen” content they organize into regular sections and “NEWS” they stay open to right up until they go to press (back in the day when there were presses). Find and test your “evergreen” content. Evergreen content is content your readers consistently share more, engage with and comment upon.
Reviewing shares and views data from my Scoop.it showed how much traction infographics receive. Infographics were among the most viewed, shared and commented upon content in every one of the 12 different kinds of content I curate (on Scoop.it).
The data spoke to the power of visual marketing. Visual marketing and infographics would be great “evergreen” content for Curagami. Reviewing data is a great way to align your online marketing with voices provided by customers. Alignment means your are more likely to generate the kind of engagement and loyalty needed to generate Return On Investment (ROI).
What is your “evergreen” content? How did you find your “magazine” content? Share your content marketing success tips and stories and we will include in this and other posts.
Moon-Audio.com’s Chord Hugo Magazine is now live. Check out how Moon Audio Magazined their content marketing and let us know how you and your team are thinking like a magazine editor.