Between our dwindling attention spans — thanks in part to smartphone use — to the 59% of people who share articles online without even reading them, there’s no denying that marketers should be thinking strategically about how to recapture their audience’s interest with more engaging written content. They were responsible for writing unique, curiosity-provoking headlines, and leading each story with a hook that had to grab and hold the reader’s attention. Today’s journalists, many of whom are required to know at least a bit about SEO — can do the same thing for your brand’s content.
- Chances are, you already have a website, and perhaps a blog that “lives” on it. Off-site content is the material that isn’t on your website. You might own it, or it might have been earned — the latter being content that someone else created, but primarily concerns your business, such as a review or case study.
- Off-site content is particularly crucial to those new to business blogging. As my colleague, Sam Mallikarjunan, writes in “Why Medium Works,” it can take up to six months of consistent publishing on your company’s blog before it gains significant traction.
- Quality content writing goes beyond good storytelling. Journalists are trained to ask difficult questions, which can help them identify content gaps in what you’re currently producing.
“But while a corporate blog often has to maintain a very specific, branded voice, off-site content affords marketers the opportunity to experiment with different voices, styles, and subject matter.”