I came across a Slideshare from Velocity Partners in the U.K that is not only entertaining, but absolutely spot-on as far as the extreme importance in creating compelling quality content in order to market your brand or company–and to not get lost in the deluge of “crap” on the Internet. At first I was going to share the slideshow with a short comment, but I felt it would be more helpful to expand on the topics that were listed.
Content marketing is on the upswing–and has been for a while. More articles, blog posts, ebooks, white papers etc. are being thrown at consumers. If your content doesn’t offer value in some way, then the reader will tune out and may never trust your message–i.e. your brand–again.
The slideshow following this post focuses on marketing companies becoming great content generators for B2B business, but if your company has its own inbound marketing team–whether it’s the receptionist working on the side, or you actually have a dedicated person/team for the job, the same principles apply.
Following are the key points, expanded upon, in Velocity’s slideshow on what goes into making great content that will engage people:
1. Put Yourself in the Buyer’s Shoes (Be the Buyer)
Everything begins with what the buyer wants, needs, dreams of, their prejudices, challenges and concerns. Put yourself in their shoes to really know what they are seeking and need.
2. You Are the Expert (Be the Authority)
The content you publish must be within your understanding and expertise. In other words, don’t write about what you don’t know. Offer content on the subjects that you understand better than anyone else, including your prospect, which will help them understand what their options are, and help them make a decision.
3. Study, Prepare and Plan (Be Strategic)
Don’t be a “one-off content island” is the recommendation by Velocity. What this means is to not post something off the top of your head, or to blog about just one subject. Create a content strategy around your brand–what is it that makes your company, product or service unique? What is the most interesting way you can get this information across to your targeted demographic? What would grab their attention? Put yourself in their shoes ( as in step 1), and come up with topics, images, ideas that will be innovative, educational, and/or informational–in other words, extremely useful to your demographic.
4. Post Continually (Be Prolific)
One blog post a month isn’t going to cut it. Twitter streams, news feeds, posts are blasting out by the millions per day. Twitter users send out 9,100 tweets per second! If you only post once a month, chances are you’re not going to engage anyone. Publishing your fantastically interesting and useful posts as often as possible, and resharing them even more, will increase your chances of your content being seen/read.
5. Care about Your What You Create (Be Passionate)
If you don’t give two cents about what you write or design, then no one else will. If you put blood, sweat and tears into a project, and it’s good, I guarantee, with the right amount of social exposure (No. 4), other people will care and– will share!
6. Get Off the Couch and Off Facebook! (Be Tough on Yourself)
Yeah, reading pointless posts on Facebook about what your friends ate for lunch is easier than doing all of the above, but if you don’t prioritize, and sit down and do the work, you won’t get anywhere. Money doesn’t grow on trees. Success doesn’t come by sleeping. The four-hour work week is a sham.
So take a look, and get a laugh, at this slide from Velocity, and start thinking about how you’re going to produce high-grade content–or who to hire or contract to do it for you if you don’t have the time or wherewithal.
And here’s my shameless plug: we produce content on a daily basis for a range of clients–I’m a former editor of a newspaper and magazine, so I know my stuff regarding content. We’ve got a fantastic team of professional writers who know how to do research and write scintillating articles. If your blog or Website needs engaging, high quality content that will capture the attention of your targeted demographic, give us a call at 323-205-6436, or shoot us a message with the form below.
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