Six principles that qualified content marketers should follow

As a qualified content marketer, what needs to be done is to combine the advantages with what really works. For some, that might mean creating something as viral as a "riding dance", but for me it often means using data to produce powerful stories that affect those in the industry who are important. Based on the successful or unsuccessful content marketing cases I've run, I think the following six principles are critical in content marketing.

1. Your content should not be about your personal

If your content is only a single point of view, or you don't have an impact on anyone other than your own, you're missing out on content marketing.

Your content should enable you to create new connections with people and enable you to generate dialogue with the industry's elite.

I recently wrote an article called "30 suggestions from 30 music entrepreneurs." Not only does this mean I've got more than 2500 words of wisdom and thought-provoking content, and in the process, I've built a great relationship with them.

The important thing is that these industry pros are not from my personal or my company, they are from these 30 entrepreneurs.

A few weeks ago, I integrated an interactive chart called the "most socialized music trademark TOP100", which is essentially a summary of the most effective use of social media in the music industry. I use labels to classify: device manufacturers, streaming media providers, and so on.

Again, this content has nothing to do with me personally. This is said: Spinnin record is the highest level of autonomous socialization of music trademarks; ReverbNation is the highest level of socialization music platform; Gibson is the most socialized device manufacturer.

2. Let the data help you talk

When I was doing digital marketing early on, I found that content based on ideas and assertions applied to those who were highly respected or fully considered, but that the data based content applied to everyone.

I was only 18 years old when I started to speak at a conference on SEO. I'm struggling to find ways to counter the prejudices of inexperienced practitioners. It's a good idea for me to use the data.

I would like to share with the audience some of the cases I tried and saw the results. So I don't have to just put my ideas in isolation-I'm more than happy to tell the audience that they have ideas about what I mean by their strategy.

This has taught me one thing--in an industry full of subjective ideas (such as the music and digital marketing industry), the story of data support is particularly prominent and important.

You have a lot of opportunities to use public data to unfold some great stories--and they're very effective, and let the data speak for you.

3. Your content should work for the audience you want to have an impact on

The first blog I wrote that brought a nice amount of browsing was called: Which one of the record dealers best uses Twitter?

I used the data on the bit.ly+ to analyze which musician got the highest volume of sound from its Twitter (the study was before the advent of social analysis tools). I have come to the conclusion that EMI recordings are more effective in using social media than the other three major musicians. After a few days, I noticed that EMI shared my blog post with its Twitter account, which led to the forwarding and sharing of 20-year-old EMI audiences around the world.

I find that if you say something nice about someone in a published article, it's a great possibility that they'll share your article. Further, if you use data to illustrate the advantages of some brands compared to their competitors, you will almost certainly be shared by these people.

Since I realized this, I've let my post be shared by P Diddy, Mr. Kawasaki, Bloomingdales,hot Chip and many other social media elite practitioners.

4. What you publish should be more ambitious than others

If everyone in your field publishes the top 10 articles, then you will be in the top 100. If each of their articles contains talks with 1 to 4 industry elites, your article contains the content of the 10-50 elites in the industry.

If someone is doing something like this--constantly sending a drip, subjectively commenting, or mechanically forwarding it without any content--try to do exactly the opposite or do something 10 times times more valuable than they are.

OkCupid is a good example. There are a lot of dating sites, and the data they share is held by many different companies. What makes OkCupid so outstanding is that they are the only ones who will import data into a consolidated post every 8 weeks and release it.

In conclusion, they are only more ambitious than their rivals.

5. Your content must be creative

Unless no one has seen it at all, it will become another topic, and there is hardly a good reason and way to reinvent a published content.

One of the hottest articles I've written about SEO is "what it means to build 10,000 backlinks in a domain within 24 hours", a case I ran a few years ago. It was a good response because no one had ever done a similar study before.

In the industry, no one knows exactly what the impact of creating a large number of backlinks in a domain in such a short amount of time--many people think they know it, but as the article shows, the industry believes that the right and true is far from correct.

6. Seemingly obscure ideas can have far-reaching effects

I was amazed by the amount of effort and devotion that some bloggers made to write valuable content, but they did not publish their work for content to be disseminated in other, better ways. This is equivalent to a technology company producing the world's top mobile phones or laptops, but without a shell when transporting them. First impressions are important, and seemingly obscure ideas can definitely change the world.

You will benefit from the attention to detail when creating content.

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Compiling content contributors: @Angela-Qin Xi