The content marketing guide: 15 tips from the experts

Create and publish useful content—it’ll help build your audience and improve the bottom line. Here’s how you can get started (or continue on your path).

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Creating and publishing useful content extends your business’s reach, makes you more visible, connects people to your business, and, thanks to the online tools now available, keeps getting easier.

Of course, everyone needs a hand getting it right. Here are four content marketing experts to help: Joe Chernov of Eloqua; Ann Handley of MarketingProfs; Scott Stratten of Unmarketing; and Adam Singer of TheFutureBuzz.

The result: a trove of 15 solid-gold content marketing tips:

1. Create content that helps people. —Joe Chernov

Create something interesting to help people do their jobs better, something that helps them become proficient in an area (preferably related to your business) that they previously knew little about.

Don’t let your content suffer from “IBU” syndrome—that’s Interesting But Useless. Don’t create a “The History of Some Nonsensical Business Issue” infographic that few people pay attention to and fewer still forward.

Hold your content to a standard that makes it more than interesting, and offer uncommon yet practical advice or teach people something they didn’t already know.

2. Make your content about customers. —Adam Singer

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