2018 Global Comms Report: Challenges & Trends Download Now

5 Takeaways from Ragan’s Content Marketing Boot Camp

This guest post is by Kevin Luchansky, Content Marketing Product Specialist.

creationAs the content marketing product specialist at Cision, I not only keep myself educated on our Content Marketing Suite and how it helps clients reach new readers, but also read industry blogs and magazines and attend events to stay knowledgeable. I recently attended Ragan’s Content Marketing Boot Camp, which is one of the many events it hosts each year. CEO Mark Ragan led the camp, and these are my top 5 takeaways:

1). Filter Wisely:
Millions upon millions of blog posts are added to the Internet on a daily basis, but that doesn’t mean we don’t have an information overload problem, Ragan explains. What we have is a filtering problem. As thought leaders, we must be able to filter through the massive amounts of content and curate the most useful, relevant information and deliver that content to our reader base and audience. Delivering that type of curated content will not only show authority, but build trust.

2). Branded Content & PR:
The fact that newsrooms at many publications have decreased in size over the past few years (due to budget cuts, namely) creates an enormous opportunity for PR. Establishing a digital newsroom and publishing branded content allows public relations professionals to power their stories, as journalists look to brand newsrooms for official statements and announcements.

Since journalists may spend more of their time searching for stories, rather than waiting for and having to sift through countless traditional pitches, PR professionals can spend more time on creating quality, branded content for distribution.

3). Publish Lists
When it comes to content that draws the most attention (clicks, views), nothing beats list-format blog posts (like this one!). Ragan mentioned that on days his team does not post any list-format content, their traffic is significantly lower than on days that have list posts.

Interestingly, he points out that list-format posts aren’t always the quick and easily digestible posts that they appear to be—but they trick the mind into thinking that the article can be read quickly.

4). Embrace Visuals
Visual  content – images, infographics and video – can go a long way in attracting visitors to your site. Furthermore, having a mix of different content types – long-form, short-form, bulleted lists, videos, etc. – allows you to engage more readers. Certain readers may be more likely to share a certain type of content than others, so giving them content options is essential.

Ragan also points out that video content is a short investment that can go a long way. Publishing to a platform like YouTube is free, and since YouTube itself is a search engine, there is a chance for a lot of exposure and in some cases, the chance to go viral.

 5). Social Media Share Buttons
Analytics are key and aside from a full-blown platform, like Google Analytics, you can let social media share buttons be your editorial coach! A good way to see which content resonated with your audience is to see which pieces of content received the most shares on social media. This can not only indicate which content performed the best, but can help you shape your content strategy moving forward. By giving your content exposure through paid and social channels, you will have a larger pool of data on which to measure the performance of your content.

Do you have any content tips? Share below!

About Cision Contributor

This post was written by a guest Cision contributor.

Recent Posts

Cision Blogs

  • Communications Best Practices

    Get the latest updates on PR, communications and marketing best practices.

  • Cision Product News

    Keep up with everything Cision. Check here for the most current product news.

  • Executive Insights

    Thought leadership and communications strategy for the C-suite written by the C-suite.

  • Media Blog

    A blog for and about the media featuring trends, tips, tools, media moves and more.