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Content Marketing? Just Help People!


Rome is always worth a visit. The weather should be nicer. That’s what I thought a month ago when a friend of mine – who knows my interest in content marketing, content curation and blogging – invited me to participate in C-Come (national congress of content marketing, copywriting and creativity organised by Pennamontata).

Actually, it rained cats and dogs in Rome. However, the meeting was lively, instructive, and a source of inspiration. As an entrepreneurial linguist, translator and blogging enthusiast, that’s what I learned and brought back to Milan.

Content should be useful for readers (and clients). The web is overcrowded with blogs and information, bloggers copying from other bloggers, generating poor or duplicated content, rarely innovative and even more rarely good and informative. C-come experts (#ccome14) forecast that only very good bloggers and content creators with a real passion for blogging and copywriting will survive. Those ready to share, not only with the intent to get visibility or sell directly, but for the sake of sharing and networking.

When offering content or services, think to your readers and clients first. Learn from others and put passion in your work. Engage them. You probably won’t be constantly innovative, though you can be good at what you do.  Give them something useful, it might be information, a guide, working tools.

The reading experience has changed. We do not read any longer, we scan through the page. We read and work on-the-go, surrounded by “noise”. Texts are getting shorter. Long documents rarely attract our attention. However, we can showcase our content with clarity. We can simplify and give structure to what we write. Short introductions should be a “preview” to our ideas and (long, articulated) content. Invite readers towards posts showing them in the first three lines why they should read on. Help them with visual elements… and spaces too. People “see” first, then read. So, learn from the Web, and from Twitter in particular, to simplify and summarise ideas before going deeper. And spend time with foreign languages, said Luisa Carrada. You can learn a lot.

Connect with people. Attract their attention, create empathy. Understand the people you are interfacing with. Create your own style, yet talk the language of your audience. They will trust you and remember you.

Know your reader, know your market. Then dare! Simplify your language to amplify your ideas.

And just help others!