Content marketing is more than just a buzzword, it’s a sophisticated approach at marketing that delivers value and entertainment to readers, while meeting your marketing goals.
This strategy is the response to our society’s collective choice to ignore advertising, to skip commercials on their DVR’s or intuitively tune out banner ads. “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
Here’s 5 quick tips to get you off on the right foot.
1. Know your audience.
Hands down, most important rule: know who you’re speaking to and write specifically to them. You could create amazing content, but if it doesn’t connect with the reader, it will do nothing to better your brand.
2. Give ‘em the good stuff!
We’ve seen countless botched attempts at content marketing “pretending” to provide content for their users, but really it’s just poorly disguised marketing copy. To be successful, you have to provide users with valuable content, then cleverly find ways to relate that to your brand.
Keep it simple, sweetheart. This rule applies to most everything, especially content and writing. Unless your audience has a highly technical or specialized background, it’s safe to assume they may not understand all of the jargon or details surrounding your brand or products. Deliver them short, sweet content that gets to the point and leaves them feeling content, not confused.
4. Write once, publish everywhere.
Chances are, your brand has more than one channel of communication (read: blog, Facebook, Twitter, LinkedIn group, Email Newsletters, the list goes on), but it’s unlikely that many of your customers tune into more than one of said channels. When you’ve written a good piece of content, it can be used in multiple applications to cut down on work, and still provide customers with insightful information. Be sure to edit each piece to fit the context of the platform (remember rule number 1?), but rejoice knowing that one well written article can provide content for multiple platforms.
5. Be consistent
Your brand should have a unique and distinctive voice, and in every piece of content that you produce, it should always be represented the same way, even if you have more than one person writing content. There should always be guidelines for tone, writing style and general “do’s and don’ts.” By giving readers consistency, you’re building a more significant relationship where they know exactly what to expect from your material.