Sunday, March 24, 2013

microISVs are Content Publishers

Think of yourself as a publisher, and create an editorial calendar. That's what Ann Handley and C.C. Chapman say in their 2011 book "Content Rules - How to create killer blogs, podcasts, videos, ebooks, webinars (and more) that engage customers and ignite your business."

Handley and Chapman want us to build a list of the main topics that we want our prospects and customers to learn more about. And each of us should create a multi-level editorial calendar.

On a daily basis, the authors tell us, we should plan the tweets and Facebook postings that we'll write. Find a way to weave our user-generated content into our blog postings and our blog comments and responses. Every week, create blog postings, screencasts, articles, and forum postings. Bring one or two of our web pages up to date each week.

On a monthly basis, the authors continue, we should create longer, more serious articles. Publish our email newsletter. Create a longer video or podcast. Create a webinar, and arrange to write a guest blog posting on another developer's blog.

On a quarterly basis, the authors want us to publish some really impressive stuff. Work on a research paper. Turn multiple case studies into an eBook. Create a live or virtual event that customers will participate in. Speak at a conference. Create a mobile app that customers can use.

The authors believe that it's best if our blogs have a mix of postings. Include short ideas as well as in-depth coverage of topics that will change the lives of our prospects and customers. Include some personal postings in the mix. By surprising our audiences from time to time, we'll keep them coming back for more of our content.

1 comment:

  1. Planning my tweets and blog posts in advance and trying to get a good mix of content is something I am still working on. It definitely makes sense to have a rotation among different kinds of content, different post lengths, and so on. On the other hand, I often feel lucky just to be able to produce a blog post more than once a week!