Four no-nonsense content marketing resources for language professionals
Last Friday, I nervously stood up and gave a talk at the Together conference for freelance translators and language service companies, an industry I joined a mere 1.5 years ago. Fortunately, I’d decided to stick to what I knew from my previous, much longer career in the PR and social media business, and it seemed to go down pretty well. My message was two-fold: that anyone in the language industry can have a more connected, profitable and enjoyable business by embracing the principles of content marketing, and that this is within the grasp of the most time-pressed, technophobic of us, myself included.
With that in mind, here are four resources related to content marketing that I either quoted or found very helpful in writing my talk:
1. General wisdom
A good place to start is with the Influential Marketing Blog by Rohit Bhargava, who I was fortunate to meet a few times when we both worked at Ogilvy. I used Rohit’s definition of content marketing from this blog post, and I share his unease about the vast quantities of low quality content out there. I also borrowed Rohit’s presenting trick of numbering my points in reverse order, which I think helped my tired, hungover audience to keep their spirits up.
Copyblogger reminds us that it’s so much easier to plan and deliver a content strategy — like a lot of things in life — when you document it, even in the most basic way. (I’m using a retro Excel spreadsheet at the moment, and paper). Copyblogger has created a useful worksheet that helps set out a strategy as well as defining important questions such as “how much time can I spend on this?”
3. Why am I doing this, again?
James Altucher’s 10 Rules of Blogging are a helpful reminder that just because we can hit send on a new post, it doesn’t necessarily mean that we should. This guide helps us to determine whether we’re really adding something to what’s already out there.
4. The Hustle
Finally, Gary Vaynerchuk is the Mr. Motivator of social media. Like the real Mr. Motivator [a British TV fitness icon from the 90s], we don’t need to imitate his style, but his energy and passion are a daily inspiration to keep ‘showing up’ and earning our audience’s attention. Follow Gary on Twitter here.