"No Sell" Content - Are you publishing something new each quarter?

Joe Pulizzi of Junta 42 blog has a great post today called Six Strategies for Keeping Content Fresh - this is a must read.

What I like about this post:

It starts off with a personal story, and he has a photo (it's even taken by his 5-year-old son - how's that for authenticity and transparency!)

He ties it into a numbered tips list with wide appeal to professionals and businesses who have web pages (website or blogs).

#5 - Go "No Sell" with Content - is pertinent to those of use who write a special report, or free ebook, or white paper, and sit back waiting for the results to come pouring in...

5. Go "No Sell" with Content - You should be developing at least one "non-sales" white paper or research project per quarter specifically targeting your customers/prospects biggest problem (if you have multiple customer segments, than you need one for each segment).

We did this with our "Attract and Retain" white paper to marketers, and the Custom Publishing New Rules for publishers. We are currently in the middle of launching our next white paper on Trust.

Position yourself as a thought leader and be the trusted business partner that your customers are looking for. Highlight your white papers on your website. Don't you think "Dealing with XYC during a Recession" would be important to your customers?

Patsi: My encouragement to you all is to publish a paper or ebook that is designed to deliver valuable content to your readers in exchange for their email address. But don't stop there. Do more, write more.

Here's our examples of two papers we offer our readers:

The Great Internet Marketing Challenge: www.onlinemarketingchallenge.com

Better Business Blogging: www.betterbizblogging.com

 

Comments

[Lynn Jordan--Authors Tools]

Patsi, I appreciate all the information you share freely.

Do I see that you are using a separate website for your different reports?

Do you ever offer different reports in the same field from the same website? If so, how?