The Content Czar

Creating a buyer persona is a great way to get to know your audience. In day-to-day life, we always know our audiences. You know your one friend is clueless about sports but is a Star Wars fanatic, so you don't talk to him about the NBA finals. Your girlfriend's sense of humor might revolve around sarcasm, so you won't get caught telling her knock knock jokes. When we get to know people, we learn how to talk to them. As a content marketer, it's important to apply this same principle to your audience in writing or any other form of content that you create. Know Your Audience A common mistake I made when I was new to content creation was delivering the same message to everyone, regardless of who they were. If I was promoting a new faucet, I would be tempted to use the same messaging for both homeowners and contractors. But that would never work. Homeowners would care about how the faucet looked and how water efficient is was. Contractors cared more about...

A case study has three basic parts: problem, solution and results. We all learn through examples. When we're kids, we learn basic math by adding or subtracting apples or some other fruit because it helps us visualize the concept. Nothing ever truly makes sense until we see an example. This is why case studies are so important to content marketing. They're basically giant, evidence-backed examples. When you learn how to write a case study, you essentially learn how to prove the value of whatever you're promoting through a real-world situation. What is a Case Study? Simply and logically put, a case study is a study of your product, application or service in a real-world case, or situation. Suppose you've developed a robot that will iron your clothes for you, and you want to sell it. Why should anyone believe your robot actually works without proof? The case study is that proof. You find someone who has used your product and write up a case study on the...