Content marketing is more than just a term that’s thrown around in the industry; it’s the line of communication that can connect businesses both small and large to their target audience.
In a world where we’re inundated with content, it takes a smart and savvy marketer to break through the noise and get their content out there and in front of the consumers’ eyes.
How can content marketing help you and your business stand out?
Here are five tips to help you refocus your attention on content marketing so that you can create and execute a well thought-out strategy to bolster your business.
Tip #1: Stay Consumer Focused.
Perhaps the biggest problem that I’ve noticed is that brands are focusing more on the microgame than they are the macro. What do I mean? They’re putting all their chips behind advertising and pushing their product instead of focusing on what matters most: the consumer. The best piece of advice that I can offer you today is to focus more on the long run, the end game, rather than obsessing over your short-term goals. When you switch your focus from your business to the consumer, you’ll start to see a change in how your audience perceives your brand and interacts with the content that you’re creating.
When writing content, you want to take a “consumer first” approach and work to slowly build your audience. First, you’ll want to form relationships and nurture them. Once you’ve done this, you can then start to shift your content to a more sales-focused approach to monetize your work.
Your content cadence should be: give, give, give, give, get.
Give them content that’s valuable and that solves a problem. After you’ve provided them with relevant information time and time again, only then can you ask for and get what you want from your audience in return.
In short, you never want to lead off by asking your consumers for something when you haven’t even taken the time to build your voice, position your brand in the industry, gain their trust, and give your target audience some semblance of value.
Tip #2: Find Your Sweet Spot.
One way to make content marketing work for you and your business is to find your sweet spot – your niche. If you’re a little unsure as to where exactly you fit in your industry’s spectrum, it’s time to do a little digging. If you have a shovel but don’t know where to break ground, let me point you in the right direction.
- Pinpoint your purpose – What exactly is the goal of your content? Have you taken note of what the community is talking about? Their pain points? Their frequently asked questions? Once you’re in tune with the current events in your industry, you can then reassess your messaging and determine exactly what you want to accomplish with your content marketing efforts.
- Create remarkable content – Anyone can write content, but it takes a skilled marketer to create content that hooks the reader, reels them in and leaves them wanting more. When it comes to content marketing, you can’t simply go through the motions and expect to yield astounding results. Rather, creating remarkable content requires attention to detail and the ability to take your message to the next level.
- Strengthen your credibility – Your authority and credibility are like a muscle. It takes constant work to strengthen that muscle and keep it in shape. This means that when it comes to your business, you have to continually be exercising your authority and credibility within your industry to stay relevant and in tune with what matters most to your target audience. Once you’ve solidified this credibility it’s up to you to create content around your strengths and continue to build up and off of these assets.
Tip #3: Identify a Difference.
Industry competitors all share commonalities on some level. After all, they are pushing the same type of product and trying to reach the same audience. While there are similarities, you must identify a difference that sets you apart from your competition. When you find this distinction, you can begin to identify your company’s hyper-targeted ideal audience. Your difference will open you and your business up to a plethora of opportunities to tell a different story from your competitors, fixing other problems and in turn reaching out to new audiences. Once you’ve figured out who you are and what your company stands for, you can begin speaking to this notion and driving your point home through your content marketing strategy. All assets, from your website to your social media profiles, should reflect your main selling point and your unique difference from your competitors.
Tip #4: Pick your Content.
As marketers, we have the tendency to want to be firing on all cylinders and have as many irons in the fire as we possibly can. Basically, we could insert any cliché about doing too much into this paragraph and you’d get the picture. While it may seem like we have to dabble in each platform and test every idea, even if it doesn’t make the most sense for our brand, I’m here to tell you to do the exact opposite – for now at least.
Start by identifying a primary platform to distribute content. What platform does your target audience gravitate toward? Once you’ve decided on your focus, it’s time to begin consistently delivering valuable and insightful content. The byproduct of regular, valuable content will be that you build an audience on your chosen platform; over time, you can start to encourage that audience to follow you to another platform, rinse, and repeat across the myriad social platforms.
Tip #5: Be Flexible.
The current climate of digital marketing is always changing. When you feel like you have a grasp on a concept, Google launches a new algorithm, or another company completely throws you for a loop and introduces a brand-new platform or a way to approach your marketing. Rather than resisting and staying with the tried and true methods that have worked for you so far, you have to approach your strategy with an open mind and a willingness to be flexible. You’re probably thinking that the last two points I’m making are contradictory. In my fourth tip, I told you to focus on one platform at a time, master it, and then add another to your repertoire; now, I’m telling you to try new things, be flexible and avoid getting stuck in a rut. But, as is with everything in the digital marketing world, you need the yin and the yang. You need balance in order to see what works best for you and your company. While I’m not telling you to jump head first into a new strategy and completely change gears without any rhyme or reason, I am telling you to do your research, investigate new ideas thoroughly, and gradually implement them into your overall content strategy. I’m a firm believer in trying new things and testing new ideas, but you have to do it in light of your brand and your industry.
Content marketing is more than just a means to get your message out to the masses. It takes a well-rounded strategy, patience and a high caliber of execution to succeed.
This all sounds serious, but it can be done. If you need some help in the content marketing department, drop me a line. I’d love to chat about how Flying Cork can help your efforts.