Content is king. Content is king. Content is king. It’s become a mantra of the digital marketing age. It’s all about the content.
But what many businesses are forgetting is that the content isn’t just there for Google to search through and rank, it’s main job is to bring your target market to your site and persuade them to convert.
Sure, you can write a blog about something interesting every day, but is it going to be relevant to you audience? Will they find it, click it and then spend another few minutes surfing your site, considering making an enquiry or a purchase? If the answer is no, you need to take a deep breath, screw up that content marketing strategy of yours, throw it in the bin and set it on fire. Then throw the whole thing out of the window and start again fresh.
Here’s what you’ve been doing wrong:
You’re Churning Out the Same Old Stuff
If your newsfeed on Facebook or Twitter isn’t regularly bombarded with click-bait content attempting to persuade a conversion out of you then you must be living under a rock in social Siberia. This kind of post is everywhere and unless you have an awesome title with genuinely new ideas, it’s not going to get you far.
It’s easy to get in a rut with your content. When everything looks the same, reads the same and frankly says the same thing too, you need to have a rethink about what you want your blog and other content pieces to focus on. Try spicing things up with more controversial takes on things and rather than just another blog, why not create something a little more fun? You could use an online publishing platform tool like Readz to do anything.
Do something new.
No One Is Interested Anyway
The sad truth is that most people just aren’t interested in being marketed to. As advertising and marketing have grown more and more covert, consumers have also become more wary of new brands trying to get on their radar. This means that if you’re going to try to use another blog that looks pretty similar to your competitors, chances are they’ll see you coming a mile off and scroll right past.
In theory, with a bit of audience research, this problem is easily solved.
Question: If you want someone’s attention, what do you do?
Answer: You find out what they are interested in.
Question: How do you find out what someone is interested in?
Answer: You ask them.
And therein lies the secret to great content marketing. If you want to produce content that your audience want to read and hopefully share too, then you need to know what sort of thing they will be interested in.
You can use a bit of trial and error here, just keep on top of your analytics to see what does well in the moment and what does well consistently over time. A combination of these two types of content and you are on your way to success.
It’s what magazines and newspapers have been doing for years…
You’ve Forgotten the Real World (Where Your Audience Live)
The internet is such an amazingly persuasive tool. It can make you really believe that everything you need is right at your fingertips, if only you knew what to google. In many ways, people have lost touch with the real world because of the world that has been built within our phones, held just out of reach behind screens.
The thing is, that most people still have a lot of curiosity, it’s just not directed towards your brand. To be completely and brutally honest, when your brand occupies a remote digital space and nothing more, it’s easy to see how hard it is for a consumer to be intrigued (with the one possible exception of Magic Leap who use this remoteness to create mystery and intrigue).
If you want your audience to connect with you, then you need to do something that is worth connecting with. Red Bull are awesome at this and even now people talk about Felix Baumgartner and his jump from the edge of space. That was fine real world content marketing and they made a whole website of content to go with it.
You don’t have to jump from a massive hot air balloon, but for everyone’s sake, please think before you blog again. Content marketing is ready for something bold and exciting. At least try to do something new.