When I meet with prospects and discuss the need for a content strategy, they either...
· Admit they don't know what I'm talking about
· Glaze over, nod and agree (though I know we are not on the same page)
· Or say they've tried content marketing, but in reality they have not or have not done it well, to say the least
While the marketing world is all abuzz about content marketing, it is very difficult to put together a well thought-out, custom designed, highly effective strategy. Before I jump into how to create an effective content marketing strategy, let's first start with the definition.
What is Content Marketing? So I went looking for a single definition, and I found a mountain of explanations. Maybe this is why everyone is a bit confused. Since there isn't a single good definition; I've picked my three favorites. · Content marketing is about delivering the content your audience is seeking in all the places they are searching for it. It is the effective combination of created, curated and syndicated content. · Your customers don’t care about you, your products, your services…they care about themselves, their wants and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you. · Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one. Still stuck? Check out the Content Marketing Institute and you can find at least 25 more options. Why You Need Content Marketing?
There is a plethora of information online. My guess is you have a few favorite individuals or businesses who you seek out advice on your favorite topics. Well, that's exactly what creating good content can do for your business. It can carve you out as an expert. It also helps keep your name top of mind with your target audience, differentiates your brand, and as a client told me, it makes your business 'relevant'. Everyone is going after those coveted first ten spots (page one) on Google. To get there, you need search engine optimization (SEO). Content creation can help you do this. I'll touch more on this in a moment.
- Connect with your Audience
Good content can be a way to exchange your expertise for a target's email address. This opens up great opportunities for lead generation. Why is it so difficult?
- Lead Magnet (Free Content in Exchange for Contact Info)
We want our content to do it all. In a recent article by Inc., 3 Ways to Level Up Your Content Marketing Game, we are encouraged to actually do less with each piece. " It's fine to want to drive sales, build revenue, boost the opt-ins for your newsletter, grow your social followers, and increase the number of content pieces they read while on your site. You're not going to achieve all of those things, though. You need to focus and try doing less." Guess what? It's not about your story! To get your content read, it must be delivered through social media, e-mail marketing, or blogs. For it to get noticed and easily picked-up through Google searches, it must contain essential features like key words and meta tags. It must be the right length and conform to other parameters too numerous to name. This takes us back to SEO. I can really get in the weeds on this topic, so I'll leave it for another blog.
- One Piece will not do it all
Creating good content is a challenge. Think about a novice trying to get their content read over that developed by a content marketing agency. It can be done, but it's a challenge and may take a few tries to get right. There is no denying that having a content marketing strategy is important to your overall marketing planning. However, if that content is not being delivered to your target audience, read and shared, then it is a long wasted effort. If you are a good writer and enjoy writing I encourage you to take a closer look into what is needed to create successful content. If writing in not in your wheel house or your schedule doesn't allow for consistent content creation, you will want to find a firm that offers content marketing services. Oh look, it looks like you may have just found one. Contact Us to learn more about our services and for a Free 30 minute evaluation of your marketing.
- No One Wants To Read Your Story