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It’s an easy trap to fall into – we’re so busy creating content that we can lose sight of exactly why we are we are doing it.
Sure, it’s rewarding to get clicks and follows, and to stretch our creative muscles, but ultimately the goal of all our effort is to, as the Content Marketing Institute puts it, “attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Is your content doing that? If not, read on for five tips that can help make it happen.
1. Focus on something bigger than yourself
“If you don’t know the driving reasons behind your actions, you’ll struggle to consistently work toward your goals,” writes Daniel Marlin at Entrepreneur. “The same holds true for growing your following. People tend to shy away from brands and content they perceive to be self-serving. If you want to stand out online, do some soul-searching and align yourself with ideals that your audience feels passionately about.”
It’s no accident that when you think of brands like Ben and Jerry’s or TOMS, you immediately associate them with social activism – their brands (and the content that promotes them) are carefully crafted to do just that. They are less about the founders and more about what the founders believe in, and how they translate their beliefs into action. As a result, both brands have legions of loyal, like-minded followers.
If you can consistently link your content to something you are passionate about, you may be on your way to becoming the next Ben Cohen, Jerry Greenfield or Blake Mycoskie, who founded TOMS.
2. Be a storyteller
“Fantastic writing and storytelling will put you ahead of the pack when it comes to your competition,” writes Alex York on the Sprout blog. “By telling better stories, you’re able to engage, entice and spark conversation with your audience. Your content management strategy should absolutely focus on getting readers talking about your brand.”
Use writers who can help your brand find and nurture its own voice, York suggests. “When your content has a unique voice that others in the industry will recognize, you know you have quality writers working for you.”
For more on storytelling, check out our post.
3. Do your research
“The most effective content is never about your company, your products or yourself,” writes Priyanka Desai at YourStory. “Instead, it starts with acknowledging a pain point and the best ways to solve it (including your solution). Putting your customers’ needs above your own builds trust.”
Without research, you risk wasting time and effort creating content that has no meaning to your readers, Desai suggests. “Research includes studying your competitors and understanding the market and your ideal customer’s problems.
Create content your customers demand instead of writing about what you think the readers want. The worst kind of content marketing starts with companies focused on showing how great their product or service is, instead of filling …read more
Read more here:: B2CMarketingInsider