Sometimes you just want to scream.
Fill your lungs full of air and blast your office space with something that resembles that of a freight train horn.
No need for that.
Although I know where you’re coming from.
I have made that noise countless times, and then hear my son pipe up in the living room and say “Choo choo!”
There are many reasons why you may feel you need to shout above the noise of content marketing, but this is the accepted reaction one has when they feel a little overwhelmed by all of the content shock around them.
There is so much of it, how does one get noticed in this overcrowded industry?
The Content Problem
The problem is we want our content everywhere that is relevant.
You want new eyeballs browsing through your site, giving us more pageviews, more subscribers, more sales, but you don’t quite understand how to get them there with all of the other noise around you.
The problem isn’t the noise, but how you hear it in your content creation process.
As stated many times, social listening is one of the best ways to produce content that people will “hear” from you.
More and more often I see the problem usually stems from people not listening to what people want to read/know/learn about and rather producing content that they feel is necessary for their followers.
That’s a big mistake.
You can’t guess at this.
Sure the path to influence is paved with original thoughts and ideas, but you can’t produce influencer-style articles every time, so in all reality, you may be beating the air with a stick with your content writing when you’re not listening to your audience.
There are three aspects that always works with content writing.
Let’s talk about them.
The first aspect of content amplification is to acknowledge the people.
Give credit where credit is due.
Your content is nothing without them and you have to first understand the people before your content will be amplified.
Go beyond understanding them and, start unfolding relationships with the people in your niche.
People are the tools that you can use to help your content be more amplified and it’s through a process called collaboration.
You can meet people various ways, but here are some tips to help your content find the amplification that it needs.
- Communities, tribes, groups, lists, etc. These are all great ways to show your content’s worth to the public. Find a group of people that you want to be connected to and start building a relationship with them here.
- Curation. Half the battle of building your amplification starts with learning what the people want to know about. Then it’s your job to give them that information. Even if it means sending them somewhere else.
- Communication: This goes beyond social listening. This is the exercise where you are needed to speak as well. Learn to communicate with your followers to have the best chances to make your content reach far and wide.
Never forget about the people.
They will always be first.
Since the dawn of marketing we have slowly separated ourselves from the people, and we should be focusing on bringing our brand closer to them, not further away.
From the first marketplace in the Dark Ages, people have learned to accept a human to human experience.
Around 1439 everything changed. The printing press was invented and flyers, newspapers and magazines soon followed. This ushered an era of advertisement which was significant because we took our first steps away from the person-to-person interactions that were the very foundation for buying and selling. –Social Media Explained by Mark Schaefer
It’s not about how many people you can reach, but about how much the content is amplified in one person that it will induce a reason, nay an action, to share your post to someone else because it has been so helpful to them.
Anyone can have reach, but it takes a person that is desperate to get back to the personal touches to help others understand how much their content needs to be read.
That is what will explode your message.
It’s also about how you go about doing that too…
That leads us to the second point in this amplification journey.
There is no need to reinvent the wheel.
What have you done in the past that has brought readers to your site, private messages of thanks, and a boatload of reshares?
It’s as simple as understanding what your process is.
That magic formula that you have locked somewhere deep in your brain.
It’s important to understand the content writing process with which you will bring to the table every time you sit down to publish.
As a writer, you face many challenges that come against you every time you take up pen in hand and begin your scribe-like art form.
- Has someone else written about this?
- Am I just reiterating AGAIN?
- How can I bring this across to help someone?
- What’s for dinner?
- Should I free-write or lay out an outline?
- How can I make this perfect?
The list is a long one.
A long line of questions that you may have about your content, but you have to get that out of your head.
-More than likely someone else HAS written about the topic you’re going to write.
-Yes, you may sometimes fall into the trap of repeating yourself in articles.
-The fact that you’re worried about helping someone with your content is a good sign.
-Whatever makes you feel froggy, and no one is perfect.
Now that I have answered all of your questions, go write!
Trust the process. There is stability in the process that you have learned all of these years of writing. If you are a beginner and need some help, here are some tips about writing processes I like to do every time:
- Free Write: Write for 10 minutes without stopping. Don’t give your brain time to think. Pick a topic and just go. Don’t stop, don’t look around, just write. You can always go back later and edit the content. You will find a bit of freedom when you do this and it really helps me a lot. I’m not the greatest writer, and I know that, but this allows me to let it all hang out, so to speak, and create a voice for myself.
- Outline or No? Determine whether or not this article needs an outline. Some people prefer one, while others are good enough to keep their thoughts and ideas in their heads. Me, I like using Evernote to keep everything together. This way, I can accumulate ideas 24/7 and not have to worry about losing them.
- New Eyes: When you have completed your article, get a set of fresh eyes on the content. You are more than welcome to edit your own content, but I highly recommend that you allow someone else to edit as well. This will help your writing, learn some new techniques, and keep you from messing up in the future.
- Schedule: The schedule is part of the writing process. Understand it. Learn it. Don’t deviate away from it. The schedule will keep your writing strong, help you with your readership on your site, which also helps you build trust and authority. Set a schedule and stick with it!
Don’t undervalue the process of content writing.
This one is so important I thought I would give it it’s own heading tag.
It would just there blandly, like a knot on a log.
That’s why it’s so important to collaborate with the relationships that you have made over time and help each other reach their content amplification goals.
When I first “got it” I remember my wife asking me why I was sharing everyone else’s content?
That wasn’t making me any money.
Over time, however, there were certain people that I had built relationships with that started to promote my content, then a few more, then a few more after that.
Collaboration is a great strategy because in the long run you are looking to help people.
Content amplification is playing the long game.
It’s not something that will happen overnight, but rather, something that comes with time and consistency.
I know you have heard this before build your tribe, and, while you are not unfamiliar with this saying, you may be wondering how in the world you begin to do this.
Start by finding people that have the same interests, the same goals, possibly even some of the same content you could see yourself writing in the future and build relationships with them.
Collaboration father’s amplification, but relationships birth collaboration effectively.
So start building relationships for an effective content marketing strategy that will keep you from ever shouting above the noise again.
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