Yesterday we went to an evening lecture on content marketing. It was Anna Kleinwichs Magnusson from Stockholms skrivbyrå who lectured via the trade union Unionen.
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ShareContent marketing has become popular in recent years and is about using an editorial tone to create communication content that attracts the target audience. The talk was aimed primarily at business owners who want to start blogging, but included smart tips on blogging and social media.
Selling without selling
Content marketing can be said to be the new way to buy. It does not use traditional advertising, but builds relationships and creates editorial material. Companies can blog about a relevant topic or create a fun Facebook page. The FB page was mentioned as an example Raspberry liquorice head (the big red and black candy) which boasts an impressive 329,000 followers!
So why did we listen to this, we're not looking to sell anything, are we? No, we're not, but we were hoping for some good tips for bloggers in general.
Tips for bloggers
According to Anna Kleinwichs Magnusson, many people read blogs, even those who think they do not. When you Google something you're interested in, there's a good chance you'll end up on a blog! So how do you write well on a blog?
Anna said that it is good to find your own niche and to write in a simple, airy way and to use subheadings to increase readability. She also advised people to think about headlines and gave four examples of headlines that can encourage further reading. What kind of blog headlines do you like?
- A statement - "A new study shows that..."
- A call to action - "Pack smarter with the help of...!"
- A question - "Where do you prefer to travel to...?"
- Using numbers - "5 ways to..."
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Lanclin-Linnea says:
I firmly believe in finding your niche! The topic / topics you write about can be quite broad, but finding your own personal way of writing and finding your own writing and imagery tone I think is a success factor 🙂 It takes time to find this so becoming a successful blogger takes a while because it is oooo much more than that that comes into play 😉.
07 April 2016 - 8:18
Ditte says:
What an interesting and exciting lecture! There was a lot to think about.
Finding your platform, "owning" the blog and developing it further in the direction that takes it forward is a challenge in itself and getting advice on possible approaches to this is clearly rewarding.
07 April 2016 - 9:50
Mr Steve says:
Yes, content marketing does not stand alone in an increasingly international market.
Every day I am reminded that it was a very long time ago that I was "on the market" myself. Still, it is interesting to follow trends and developments.
07 April 2016 - 13:23
BP says:
It is then a heavenly luck that you are niche... or I don't even know if I am;-)
Interesting lecture anyway. You always learn something new:-)
If I were a professional, I'd probably go along with it.
07 April 2016 - 14:05
admin says:
Lanclin, I also think it's good to find your niche, whether it's broader or narrower. And a niche can, as you say, also be about a certain way of writing.
Ditte, of course it is a challenge! You should of course do what you yourself enjoy, but some tips and inspiration are positive as input sometimes 🙂 .
Steve, when I googled it, I think it actually said "content marketing" in Swedish on Wikipedia, but even though I like Swedish words, I have to say that that particular word is a bit long and difficult to say... 😉 .
BP, I definitely think that you have a niche, or perhaps what Linnea describes in her comment, your own personal way of writing 🙂.
07 April 2016 - 19:44
Marit says:
Interesting and good tips that I will take on board, thank you!
08 April 2016 - 18:16
woolly says:
Fun with lectures.
oh so longing for the summer when I see motorhome would really wish me to go in one this summer =) hugs and nice weekend
09 April 2016 - 0:21
4000mil.se says:
There was a lot of content marketing at the Web Days too, which I attended a couple of weeks ago. I agree that there is a lot of useful information around this to pick up as a blogger.
Above all, the traditional 'advert' is dying. Advertising on the internet is spam and nobody wants that. So companies have to find other ways to get their product into "desired" and "trusted" streams.
We as travel bloggers will only become more and more attractive to promote a destination! 🙂
09 April 2016 - 11:32
admin says:
Ullie, motorhomes are a super cosy way to travel around! 🙂
4000 miles, I think just like you. Travel bloggers will become even more interesting for the travel industry. Then they can also compare with how much money they actually spend on regular advertising today!
09 April 2016 - 15:35
Linda, 155cm.se says:
I find this very interesting, thank you! I'm thinking a lot about headlines right now. Want to find headlines that do not feel like Aftonbladet's click-hunting but also not a note in a local newspaper. 🙂
10 April 2016 - 0:34
admin says:
Linda, headline writing is very difficult I think! A headline should be enticing (but not promise too much) I think, and at the same time it should be suitable for Google's robots ...
10 April 2016 - 6:29
Jeanette says:
I can really get into this, so interesting!
10 April 2016 - 13:13
admin says:
Jeanette, glad you think so too! 😉
11 April 2016 - 6:10
Maria says:
Interesting points! 🙂
14 April 2016 - 19:11
Birgitta says:
This type of advertising in blogs has become very common, apparently called "collaborations". Ugh! It makes me stop reading the blog.
I don't want to spend my precious free time reading lots of surreptitious adverts.
14 April 2016 - 22:24
admin says:
Birgitta, this lecture was primarily aimed at entrepreneurs who want to blog on their own website, not about collaborations with external bloggers. But of course entrepreneurs can collaborate with bloggers too, so I understand your point. I think the most important thing is that bloggers are honest so that there is no "surreptitious advertising".
15 April 2016 - 4:12