An excerpt from http://www.sitepoint.com/bring-devops-spirit-non-engineers/, by @
This post was originally published on Paul Jarvis’ Medium blog, which you can find here.
People call me a “content marketer” often (not sure if it’s a compliment or insult), so let’s talk about how you can use the articles you write to sell the products or service you’ve got.
Too often, clients, friends, and confidants (i.e. people I talk to on Slack) tell me that they don’t have time to write articles that support their business.
Then, in their next (digital) breath, they tell me how their business could be doing much better. When I mention to them that useful content could support and grow their business, and they could do a lot better if they made time for writing, they reply that they don’t have time to write. This, my friends, is known as a total logic fail.
Let’s start with what content marketing isn’t. It’s not simply blogging.
Otherwise, there’d be thousands of teenagers on Tumblr who could put “content marketer” on their resume (although I’m sure some do, those pesky teens!). If you’re writing entirely for yourself, that’s a journal — there’s nothing wrong with that, but it won’t be effective for selling anything.
Content marketing is the intersection of where the writing you do serves the audience and you, the creator, equally.
Your audience wants value from timely, useful, and engaging information. You need your business to grow (whatever growth means to you), make money, and be continually exposed to new audiences.
With this type of writing, there’s always an intended next step. Buying something, signing up for a list, registering for a webinar, sharing something socially, ranking in a search engine for a term, etc. There’s some explicit action that happens after someone has consumed what they just read. Because they made it all the way to the end, they’re finishing reading now, and are looking for what to do next.
The reason I’m called a “content marketer” is because my weapon of choice for selling what I create is writing. I choose this weapon because it suits me the best, and aligns with what I like do and how I like to show up in the world.
As a writer, I know I can write. Whereas if I had to make cold calls or give speeches, I’d be a sweaty mess of “uh’s” and “hmm’s.” Writing has consistently and strategically grown my product business (books, courses, online events) to make up more than 50% of my income in less than three years.
So maybe you want to be a content marketer, too? Maybe it’s not such a dirty term after all. And maybe, just maybe, it’s not as much work as you think.
Continue reading this article on SitePoint