Content marketing is the future. If your company isn’t focusing on content there’s a chance that you are missing out on many opportunities to connect with your audience, and that you might be losing them in the process. According to the Content Marketing Institute 93% of marketers are focusing on content and 42% be business-to-business, or B2B marketers, believe that they are effective at creating it.
The most common objective of content marketing is increasing awareness and brand engagement, and according to Econsultancy’s first Content Marketing Survey showed that 73% of marketers agree that “brands are becoming publishers,” and that over 90% of respondents also believe that content marketing will become more important in the years to come.
If this is the case, how can you make sure that you’re doing content marketing effectively? Because content marketing is more than just knowing what to say, but also when to say it, which emotions to invoke with it, what intentions it conveys, and how it builds trust.
Below are a few key issues that could be preventing you from creating the most effective content possible:
Your Headlines Suck
Headlines can make or break content. They can be the difference between whether someone clicks through to your page or not, so it is important to use headlines as a tool to grab your audience’s attention immediately. Analyze your headlines, don’t write one and assume that it’s sufficient. Ask yourself: does my headline invoke emotion? Does it sound urgent? Is it a list, or a “top of” format similar to what Buzzfeed uses? There are lots of options that can make your headline really stand out.
Your Content is Boring
Once you have your audience clicking through to your content, make sure that there’s something there that they can engage with. Facts and figures are necessary and legitimate content, but nobody wants to read statistics, so focus on telling your audience why what you have to say is important to them.
This is the key to good content marketing: conveying the facts in a way that makes your audience care. By tapping into core emotions like happiness, surprise, awe, anxiety and anger your audience will feel connected to your content and want to share it with the world.
You’re telling and not selling
Generating revenue is one of the key objectives of content marketing, but when everything sounds like a sales pitch your audience will begin to doubt your brand’s legitimacy; they won’t feel like you have their best interests at heart. Instead of selling them a product, sell them an idea and an experience by telling a story through your content. Tell your brand’s story, give it personality, create unique memories and experiences and consumers will want to contribute to it.
You’re writing about yourself
Many content marketers make the mistake of focusing on publishing branded content such as whitepapers, infographics and blog posts that boost and develop your brand image. While this is passable content, according to a Nielsen report content marketing shouldn’t be just about your brand. They suggest “mixing content” to appeal to the 85% of of consumers who are seeking “expert content,” which is credible, third-party articles from trusted media outlets. What this means is that consumers want unbiased knowledge of a brand or product. Some consumers also seek “user-generated content,” which is content created by followers in the form of product reviews and the like. Each of these have varying levels of impact, so an effective way of cutting through the noise is to source credible experts, share your own story in an engaging way, and then get your audience involved by encouraging them to share their story.
You’re only focusing on retention
While acquiring new customers is crucial for long-term success, make sure that your focus doesn’t neglect your existing customers. One way to retain customers is to start discussions and encourage feedback: ask them how to improve their experience with your brand, or why they have stopped following you. How quickly you respond and make decisions based on feedback is referred to as “product metabolism.” If your metabolism is too slow you could lose customers; if your metabolism is too fast you might keep your brand and customers in a constant state of flux which could result in feelings of insecurity. Try to strike a balance with your content which appeals to both new and existing customers and use tools like keywords, using various online platforms, and using measuring tools to track brand engagement to stay on top of your game. Content marketing is constantly evolving and ensuring that you are up to speed with the latest trends will ensure that your content is generating the best possible results.
To find out how ASAP Marketing can help you or your business improve your content marketing and your presence online, contact us at firstname.lastname@example.org.