5 tips for better startup content marketing
PRDaily :By Cristian Rennella | Posted: December 15, 2014
It’s been nearly eight years since elMejorTrato launched, and from the first moment
we focused on content marketing as a main strategy for growth.
發展主戰略。
With time and experimentation, we learned several lessons to share. We also made
lots of mistakes.
隨著時間的推移和實驗中，我們學到了一些經驗可供分享。我們也犯了很多的錯誤。
Following are the five most important lessons for you to use in your own content marketing.
以下可用做你在你自己的內容營銷使用的五個最重要的教訓。
The content must focus on the customer
內容必須著眼於客戶
With a new startup, it’s totally understandable that all the founders' energy is focused on
the product, how people feel about it, its advantages against the competition, and more
that eventually helps an organization bring in sales .
隨著新的啟動，所有的創始人能量聚焦在產品上這是完全可以理解的，人們的感
覺如何，它的優勢可反對競爭，而更多的，最終幫助企業帶來銷售。
However, the content marketing strategy should not be focused exclusively on products.
It’s the biggest mistake entrepreneurs make over and over again.
然而，內容營銷策略不應該完全以產品為中心。這是企業家們一遍又一遍犯的最大的
錯誤。
When you think about startup content marketing, you should consider content that
talks about how spectacular your product is as well as content that addresses all
of the uncertainties, inquiries, curiosities and doubts potential customers may have.
當你想啟動內容營銷，你應該考慮，討論如何讓你的產品引人注目，以及能夠解決
所有的不確定性，查詢，好奇心和心存懷疑的潛在客戶可能需有的內容。
For example, a company such as Kissmetrics—a tool for analyzing website traffic—
doesn’t focus only on the tool. It provides valuable tips, such as “psychology to close
an online purchase ” or “techniques to improve your sales in the social networks.”
有價值的提示，如“關閉網上購買的心理學”或“提高在社交網絡銷售的技術。”
Start-up content marketing should help potential customers (those people who aren’t
users yet, but could become so in the future) better understand the industry they are
exploring or working in.
While the subject matter doesn’t directly relate to the product, it is directly related to the
customers the organization aims to reach.
啟動內容營銷應該幫助潛在客戶（這些人還不是用戶，但可能在未來成為之）最好能
理解他們正在探索或工作的行業。雖然此題材不直接涉及產品，它直接關係到該組織
目的要達到的顧客。
Content must be written by experts
內容必須由專家撰寫
All content must be produced, monitored, and published exclusively by a professiona,
l because each new article or other content that is published is a direct reflection of the
quality of the organization.
所有的內容必須進行生產，監控，並專門由專業人員發表，因為每公佈一個新的
文章或其他內容直接反映組織的品質。
If the content is rife with mistakes, people automatically have the perception the
company doesn’t know what it’s doing. On the flip side, if the content is valuable,
informative and well produced, visitors tend to trust it more.
如果內容充斥著失誤，人們都自動感知該公司不知道它在做什麼。在另一面，如果
內容是有價值的，內容豐富，製作精良，訪客往往更信任它。
A great example of this is on the Shopify “University of E-commerce” blog. Experts on
e-commerce share their experiences and what they have learned.
這方面的一個很好的例子是Shopify博客的“電子商務大學”。電子商務專家分享他們
的經驗和所學知識。
Unify topics
主題 一致
If a topic has been addressed in the past, instead of creating a new post, article or news
section, go back and update the original blog post.
文章或新聞欄目。
This is in part because of changes to search engine algorithms, but it also makes it easier
for customers. If they have all updated information in chronological order in one place, they
don’t have to jump all over your site to get the information they need.
這是因為搜索引擎算法改變的一部分，但它也使客戶更容易運作。如果他們都在一個地方
按時間順序信息更新，，他們就沒有必要跳開你的網站來獲得他們所需要的信息。
For example, instead of having an article about “requisites to develop an online store” and
another one about “marketing tools for an online store” and another one about “optimization
techniques for an online store,” it’s much better to have just one long article that includes all the information in one place.
例如 ，更好的做法是在一個地方只有一篇長文章來包括的所有信息以替代而非有一篇文章
“建立一個網上商店的必要條件，和另一個關於“線上商店的營銷工具”，且另一個約例如
“線上商店的優化技術”如此是。
Answer questions
回答問題
The famous “frequently asked questions” section that most websites have is still valuable,
but there's a twist.
著名的“常見問題解答”，是大多數網站仍然有價值的部分，但有一個轉折。
Develop a section called “questions and answers” that let customers publicly ask any
question they want. One of your experts can respond to each question, with all of the
necessary technical information to solve the problem.
開發一個稱為“問題和答案”可以讓客戶公開問他們想要的任何問題。你的其一專家
可以回應每個問題，並與所有必要的技術信息，以解決這個問題。
This has two advantages: First, other users will be able to find this content through searches.
這有兩個好處：第一，其他用戶將能夠通過搜索找到該內容。
Second, your current customers will also be able to find answers to their queries without
having to call personally to get assistance.
其次，現有的客戶還可以藉由他們的查詢找到答案，而無需親自打電話來獲得幫助。
An example of this is Moz. This company develops excellent software for inbound marketers.
They created an expert community to answer all the most important questions in their industry.
Moz 是這樣的一個例子。該公司為回歸的行銷者開發優秀的軟件。他們建立了一個社區專家
來回答他們行業中的所有最重要問題。
It isn't just text
它不只是文本
A concept that has grown in the last couple of years is to include audio (such as podcasts)
and videos instead of just text.
這在過去的幾年中已經發展的一個概念，是需包括音頻（如播客）和視頻，而不只是文字。
To do this successfully, transcribe the videos or podcasts into written text so search
engines can index the content, or make a summary of the most important items in text.
要成功做到這一點，把視頻錄製或播客轉成書面文本，以便搜索引擎可以索引到內容，
或使文本中最重要的項目製作成摘要。
Potential customers have less and less time available to read long articles or pieces
of news. Often, it's easier for them to watch a video at their desks or listen to a podcast
on their commutes.
看自己的辦公桌視頻或他們的通勤聽播客它會更容易。
A great example of this is Whiteboard Friday from Rand Fishkin at Moz.
這方面的一個很好的例子是Whiteboard Friday 來自Moz.的 Rand Fishkin 。
Every Friday, he shares a video on the company's blog explaining some new point of
interest that came up during the week.
In the long run, the most important goal in implementing startup content marketing is to
become a well-known reference in your industry. Be the best place a potential customer
would head to source more information or knowledge.
每星期五，他在公司的部落格分享一視頻來解釋一週發生有趣的新觀點。
從長遠來看，在實施啟動內容營銷手段最重要的目標是成為你所在行業的著名參照。
成為潛在的客戶會前往資源的詳細信息或知識的最佳場所。
Cristian Rennella is a professor of Online Programming at the National University of
Argentina and co-founder of el Mejor Trato, an organization that supports education
for the whole region of Latin America. A version of this post originally appeared on
the Spin Sucks blog.
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