Content marketing shouldn’t be about you...
Content marketing is a necessary part of an online marketing campaign today. Unfortunately, far too many companies are missing the boat. Either they aren’t doing enough (or any) content marketing or they aren’t doing it correctly. Companies need to understand that their online content marketing isn’t an avenue for self-promotion.
If you are responsible for your company’s content marketing efforts, keep in mind that it’s not about you! If all you do is publish content that is “me, me, me” your target audience will start to tune it out. It’s like being that guy at the party that keeps bragging and going on and on about how great things are going for him. How quickly do you want to run away from that guy? If all you do is talk about your company and how great your products or services are, target audience members are going to stop visiting the blog and unfollow your social accounts. After a little while they’ll get sick of the self-promotion.
Your content marketing efforts shouldn’t be about you, they should be about your target audience members! The best way to capture and keep their attention is to focus on publishing informational content on the topics that they are most interested in. What do they want to know? What are their pain points?
You might be able to think of some topics quickly off the top of your head, but what happens after that? Then it’s time to do some research. You will need to spend some time scouring the web for additional topics to write about. There are a number of ways to find topics that will interest your target audience. You can start by using your social media followers. They’ll most likely be happy to tell you what types of information they are looking for if you ask them and take the time to listen. You can also browse the conversations that are happening on other industry related social pages, like industry event pages, industry publication pages, and even competitor pages. Visit their blogs and look at the comments. These outlets will give you the best insights as to what your target audience is looking for and if there are any “hot” topics to take advantage of. Even dedicating just a few hours a week to browsing industry sites will probably get you a number of potential topics. It’s better than spending hours looking at a blank screen wondering, “what should I write about?”
Just like the content topics, the content format also “isn’t about you”. Sure, it might take more time and resources to create a great infographic or video, but that might be what your target audience prefers! Not everyone wants to read a long blog post. Sometimes quick bits of information are best. Remember, if you keep your target audience happy they will be more likely to stay connected and even assist in marketing your business by sharing your content!
This isn’t to say that you can’t publish promotional material at all. Obviously if you have a new product or service or won an award your target audience will want to hear about it. Just try to keep this type of content to a minimum.
Do you have any of your own tips about content marketing? Let us know in the comments.
- » How ‘digitally mature’ retailers can stand the test of a digital-first marketplace
- » For consumer choice paralysis, conversational commerce may be the answer
- » IT versus marketing: Why blame culture is causing retailers’ budgets to go down the drain
- » Salesforce explores the rise of the connected shopper – and what retailers need to do