Susan Ganeshan created an excellent post called “How to Find the Path to Useful Content That Works.” You can read it in its entirety here.
I was most impressed by her first section on creating a balance of educational and selling content. She uses a ratio of 3 education pieces to 1 soft sell and 1 hard sell, and produces a lot of content over the course of a year.
It’s a good idea and I’m going to suggest it to some of my clients who want to make a bigger splash with their content marketing.
CAUTION: Kindly IGNORE her terrible suggestion of going to olance or elance for freelance “writers.” For Pete’s sake, are you kidding me? You tell me the kind of quality you’re going to get from an inexperienced writer who accepts a few pennies per word. That’s right — pennies. Per word. Especially with technology marketing.
Otherwise good advice.