Publishing useful content is the backbone of any content marketing strategy. But what does it mean to be useful?
Useful content boils down to three things: education, entertainment, and inspiration. And if you can combine all three … you have a winner.
Sometimes, though, you don’t need to entertain. You just need to educate. That’s the case with, say, an irrigation company.
But other times, you need to educate and entertain. That’s exactly what Jon Rimmerman does to move cases and cases of very expensive wine.
These are both winners when it comes to useful content. In essence, useful content respects the audience’s needs and tastes.
In this 20-minute episode of The Lede, you’ll discover:
- How Marcus Sheridan rescued his pool company from bankruptcy by publishing useful content
- Why you should never worry you’ll lose business if you give away educational content
- The eBay project that proved stories sell worthless items at a high price
- The strong bond between useful content and search engines (you can’t ignore this)
- What Google’s In-Depth article search feature teaches us about useful content
- Jerod Morris’s hoarding problem
The Lede on iTunes