1. CONTENT
MARKETING
A 22 Step Guide to Content Marketing and Distribution
Brought to you by leading Content Marketing Agency Only Marketing

2. CONTENT MARKETING
 Content is King and long live the king. Google’s recent algorithmic
changes may have thrown several online businesses into disarray as
their previously high ranking site plummets in traffic and rankings but
what has not changed is that which rules the internet (or at least the
Google Search results which you can argue isn’t too different) and
that is content.
 Throughout all the postulation, theories and guesswork, Google have
maintained their stance of high quality content being best. Up to date
and relevant content on a good quality site, able to develop a natural
link profile, is the best route to go down.
 Previously content could consist merely of re-spun articles submitted
to directories across the internet but not only does this no practice no
longer serve any benefit, it can actually cause you to be penalised by
Google itself.

3. SO WHAT SORT OF CONTENT SHOULD I BE
WRITING?
 Much of the key to attracting an audience is in the title –
it is all people will likely see before making the decision
of whether to “click through”. Your title must be engaging
and motivating to any potential reader. Golden content
will not be found if it lies behind an unattractive headline.
 We are an impatient people. We require our information
to be cut into manageable chunks. Any form of list
works well for this purpose or even merely adding a
number into the title and breaking a long article into
thinly veiled numbered “sections”.
 Guides work in a similar way also by providing people
with a sequence of “steps” of information and if your
guide helps them to solve a particular problem
(especially a common one) than that is ideal.

4. ARTICLE GENERATION
 Ultimately you want your content to be shared
amongst a wider audience to drive more traffic to
your site. Therefore you should look to create
something which is in itself inherently sharable
rather than an article which has little “resale” value.
 Surveys and quizzes for example encourage users
to share their results or get their friends to give their
thoughts. Facts, figures, stats and interesting
discoveries are also inherently sharable.
 Here are ten good starter points for article
generation.

5.  “How to”, “Step by Step” or “Beginner Guides” to…
 A means to avoid a problem and/or recover from a
disaster
 The benefits of using or doing something
 Warnings or things to avoid – a “how not to” guide.
 Polls, Surveys or Quizzes
 Studies, research figures and stats
 Lists (especially “Best of” or “Reviews”)
 The Debunking of a Myth
 Commentary or discussion of recent news
 Start with an analogy or a metaphor

6. HOW TO DISTRIBUTE THE CONTENT
 The trick is not only in the content generation (though this is important) but also in
its distribution. Yes you can argue that exceptional content could go viral merely
from your own website but it is far more difficult and takes far longer than if you
adopt a pertinent distribution strategy to maximise exposure and get the most from
your potential audience.
 Write your Article
Remember to ensure your title is written in such way as to maximise interest,
intrigue and awareness to your potential audience.
 Post it on your Blog
If your site doesn’t have a blog and you are unable to add one – create a personal
one.
 Post a link to your article on your Facebook Page
If you don’t have a Facebook page – get one.
 Post link to your article on Twitter
Tweet the link 3-4 times at different times of the day with different related text to
ensure your full audience sees the message. Again, if you don’t have Twitter – get
it.
 Re-tweet the article from any relevant Twitter profiles you have
Have you got a personal Twitter profile or other company accounts? Don’t be
ashamed to re-tweet your article from them.

7.  Share a link to the article on other Social Network Sites
It is not all about Facebook and Twitter. LinkedIn, Google+
and Squidoo are also good places to post your article.
 Blog Syndication
Syndicate your blog so it can be subscribed to and shared on
other websites through feeds.
 Submit your article to various Social Bookmarking sites
Sites such as Digg, StumbleUpon, Reddit, Buzzfeed and
Delicious allow users to “vote” on your content, boosting its
sharing capabilities. Encourage your followers and friends via
social media to bookmark and share your content.
 Guest Blogging
If your article doesn’t suit your site at present; look in to guest
blogging opportunities to improve your back link profile.
Myblogguest.com is a good place to start.
 Guest Posts
Struggling for content occasionally? Encourage guest posts
from other blogs which you can post on to your site.

8.  PDF
Convert the article into PDF format and submit to document
sites such as Scribd.com, Docstoc or Isuu.
 Figures
Convert any use of figures or stats in your article into
appropriate charts or diagrams and submit them to Pinterest,
Flickr, Tumblr or your Facebook page if relevant.
 Infographic
If possible convert your article into an infographic, comic or
animation. Re-post infographic and promote via social media,
social bookmarking and Infographic sites.
 Pictures
Post any relevant pictures from your article to Pinterest, Flickr,
Facebook etc.
 Presentations
Convert your article text into a presentation using PowerPoint.
Upload it to slideshare.
 Video
Upload any relevant videos, e.g. conferences, speeches etc to
YouTube and embed into article.

9.  Vlog
If appropriate and manageable, convert your Blog post into a
Vlog Post and upload to video sharing sites and social media.
 Podcast
Strip the audio from your videos or even just read your article
aloud to create a podcast – submit to various podcast sites.
 Press Release
If possible draw up a press release relating to the article
(especially if the article is covering hot topic/trending news)
and submit to various press release sites.
 Forums
Post a link to the article in relevant niche forums/discussion
boards of your industry.
 Calls to Action
Promote your content with strong calls to action – “Like our
Page” “Follow Us” etc
 Incentives
Look into the possibility of incentivising interaction by running
contests, quizzes or free giveaways.