When you’re learning about digital marketing, you hear a lot about how important it is to have a great website, to keep up a presence on social media, and to blog on a regular basis. But you don’t hear as much about how you actually go about writing stuff for all these potential touchpoints. And then there are all the different kinds of premium content: e-books, white papers, infographics, and webinars. Where do they fit into the process, and how do you actually come up with that stuff?
In this week’s episode of Tech Club, James and I round out some of the topics we discussed last week by interviewing one of Aptera’s Inbound Marketing Consultants Laura Larkin about content strategy. Laura works with our marketing clients to develop and implement all-around inbound marketing strategies. But she has a special place in her heart for the writing—whether it’s for blog posts, social media updates, or anywhere else.
What kind of a timescale applies when evaluating the success of your content strategy
How social media and a good keyword strategy can get people to your website
What some of the perils of claiming your business on Google can be
Why not being online isn’t even an option
My own role here at Aptera is focused primarily on our internal marketing. But Laura and I work pretty closely together, and she never hesitates to shut James and me down when we get going with our usual shenanigans. When you're listening, though, you'll be able tell we were having a lot of fun.
Here are some links to help you learn more (and as always check out the links above to some of my favorite content on content):
I'm Aptera's Content Strategist. I've been writing about tech and marketing for 5 years and have certifications from HubSpot and The Content Marketing Institute. A big science and literature geek, I taught college rhetoric and composition while I was still busy going to school for way too long, earning bachelor's degrees in anthropology and psychology, along with a master's in British and American literature. Look me up on LinkedIn.