If you are content marketing correctly your audience doesn’t even realize they are receiving a marketing message. By creating content that is unique, has your specific voice or style, shares your own opinion and that imparts new ideas without forgetting the reason why the content exists, will ensure you will always be successful in the content marketing arena.
Let’s look at the components that make up properly crafted content marketing content.
When you create content it should be totally original and it should share an idea in a new way. People want to be engaged and if you give them new ways to understand things especially as no one does things exactly the same as you. And even if you curate content by adding your opinions and thoughts as you introduce the currated content you make it unique to you and of value to your audience.
Know Your Target Audience
If you think of your audience as all liking country style music, to engage with them you and to get their attention you would play country style music. However if you didn’t know they liked country music you might unwittingly play another style of music which would result in your audience moving on to the next place that played country music. This is exactly the same with content, you have to know who your target audience is, and otherwise you will never truly connect with them with the content that you create.
Try to bring your audience into the content by doing something that shows them more about you and your personality, I love to share my opinion as this is uniquely me and by doing so your audience will feel as if they know you.
Content Needs to be Valuable
Every piece of content needs to offer your audience some sort of value, if you cannot answer “what’s in it for them?” then your content will never achieve the results you want, and will simply be more fluff that is ignored.
No matter what type of content you create, it’s important to capture the attention of the viewer right from the start, in fact you have just 8 seconds including page load times to do this. People will usually read the first couple of lines, or watch the start of a video provided the headline pulls them in. Content marketing done correctly pulls the viewer in so that they desire to learn more.
“The purpose of content is to tell a story that attracts and engages your audience, the purpose of marketing is to get your audience to do something and only when these come together, is this content marketing” … Steve Cartwright
This means that content marketing done correctly will also always employ a call to action (CTA). Your CTA should be clear and leave your audience members in no doubt as to what you want them to do. Include your CTA on every single piece of content that you create, be it a blog post, video, infographic or anything else, without it all you have is content that serves no real purpose.
There are many different types of call to actions, they aren’t all “buy this” type call to actions. However if each piece of content that you produce has a reason for being, then you should know before you start to create that content what type of CTA you want to use. You might for instance want to increase your email subscriber base, get people to download an eBook, engage with you on social media, or share something. Whatever it is, guide them to do what you want them to do, and achieve the reason you created the content in the first place.
Content marketing needs to be part of every single businesses marketing strategy, it encompasses both online and offline content, although nowadays it’s primarily an online marketing strategy. Content marketing encompasses, print material, email marketing, social media selling, blogging, video blogs, infographics, podcasts and many other channels because in terms of marketing your business, “content is king” still holds true.
Content is everywhere, it’s on your landing pages, website, in your eBooks, in your blog, and within the podcasts and videos that you produce. Every image that you make or choose, comment you make on social media, meme that you share, everything is technically content. Once you start to really understand this, and start to plan your content marketing with a goal in mind, you can truly say you are doing content marketing the right way.