On a recent post about leveraging what you know to help other people online, one of my favorite clients, Chip Scholz, commented:

Time consuming and painful, ah, yes. And the pain is where, exactly? I'm a doctor, but help me out here, Chip. I'm a doctor of psychology, so if the pain is anywhere in your body, you've come to the wrong place.

Chip's off speaking, consulting and coaching somewhere, earning big bucks doing what he does best, so I'll have to work with what's showing on his web pages. I'm going to answer his question based on his content marketing.

What I'm seeing for Chip's online visibility is content marketing on the following pages:

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I know a lot of people trying to figure out how to supplement their incomes with an Internet business. Some of them ask me how to go about it. While that's a huge endeavor involving many pieces, the key is writing on the web using content marketing.

What you publish on web pages works to attract a targeted audience of people who are interested in finding solutions to their problems.

Remember, the number one reason people use the Web is to get information.

That's why I recommend starting with a blog. A blog is a communications and publishing tool you can use to attract readers, those people who are your ideal prospects. Of course the next question is "What do I write about?"

That's where you need to learn how to do Content Marketing.

What are the principles of Content Marketing to abide by? Here are some good tips from Velocity UK, a marketing consultancy firm who just published a great B2B Content Marketing Workbook.

Content marketing plays by different rules than traditional, ‘broadcast-style’ marketing, here are some of the key ones:

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I just heard about this on Twitter and downloaded a fab content marketing ebook published by Velocity UK, a consulting-led B2B marketing agency specializing in technology markets.

Doug Kessler is the author, it's well designed and power-packed. Please go download it here: The B2B Content Marketing Workbook – Thought Leadership for B2B Lead Generation and Beyond.

What stands out for me – besides the great design – is the melding of concepts of thought leadership and content marketing. And making the link between "issues" and content marketing. (Reminds me of a Friends sitcom clip where one of the girls repeats "He's got issues!")

Think about it. In this beautiful Web 2.0 world, you no longer write about your products and services. It's all about the issues your customers have. We should be calling this Issue Marketing to be real.

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Read this post: How Martha Stewart's Cupcakes Can Help You Find Inspiration by Francis Raymond on Connect the Docs Blog. Besides being a clever headline, and even if, like me, you don't like cupcakes, this post tells you a couple of ways to spice up your blog writing.

This is why I've been running a series about what other people are doing with content marketing. You may understand everything about your field. But do you understand what others struggle with and excel at in your field?

If you're not reading your competitors' and colleagues' stuff, how can you know? There's good stuff out there, very good stuff. And a lot of bad stuff and just so-so stuff. You can get inspired by the good, bad and the mediocre.

Even if your stuff is clearly way out in front…it can be better. Here's a quote from author Jim Collins about this:

Collins says the reason we have so few great companies, great schools and great governments is because we've got so many good ones. We stop trying. It's true for your blog, your writing on the web, and your content marketing.

Related Posts:

HerMentorCenter Does Content Marketing
How Barb Sawyers Does Content Marketing
How John Agno Does Content Marketing
Sales Autopsy: Alive and Kickin'

Content Marketing Review for Phyllis Goldberg, Ph.D. and  Rosemary Lichtman, Ph.D. www.HerMentorCenter.com: These two dynamic women are writing a book about healing family relationships, and to attract a following they are writing on a website and blog, NourishingRelationships.com.

They're attracting a following of mid-life people who face family issues caring for both adult children and aging parents. When they won the Content Marketing Review Contest, I was interested to see how their content marketing efforts are bringing the results they would like. Here's the review:

“Her Mentor Center – Mentoring women through mid-life”

The first paragraph on the home page is:

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