We’ve all heard about content and content marketing and for years we have heard that content is king. We know that there are different types of content, for instance you could choose to write blog posts, create case studies, publish eBooks, white papers, make videos, host webinars and much more. But do you know what makes content profitable? Let’s have a look, shall we.
- Content must be targeted
- Content must be consistent
- Content must be engaging
- Content must be relevant
- Content must be useful
- Content must have a call to action
It’s a simple fact of content creation that by keeping the above points in your mind while you create any type of content, will help ensure you make more content that is profitable. Now let’s look at each more in more detail, so you can visualize this better.
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You must know your target audience, and you should have buyer personas for everyone you are creating content for. If you understand your audience and can create content that is targeted just for them, your content will be more profitable. Create buyer personas to help you target messages better.
There is no point in creating content in a hit and miss fashion, you need to work out a schedule that you can keep to and send content to your audience regularly. It doesn’t matter what type of content it is, if you stick to a schedule your audience will grow to expect and look forward to your content.
For content to be profitable, it’s imperative that it also be attractive, engaging content that shares your opinion and your personality and engages the audience member. Your audience should come away feeling as if they know you, more and more with each piece of new content. People like buying from those whom they know, like and trust. Be that person and your content will be profitable.
All content that you create needs to be applicable to your audience. This goes back to knowing who your target market is, but it goes further as each piece of content created must address a concern of your target audience and be directed to different audience segments based on where they are in the sales process.
Audience members are well educated and know the difference between “keyword rich” content that you have thrown together for the search engines and content that really communicates something useful to them which is commonly called authority content. Avoid writing too much for the search engines and concentrate on writing for your real audience members if you want to make a profit.
6. Call to Action
Although the content that your create should not be of a sales nature, in fact it should be more of an education nature. This doesn’t mean that you simply produce content and just wish for sales, no. Every single piece of content that you produce needs to have a clear call to action (CTA). By encouraging your audience to do something interactive, you’ll get more of them to do something. If you don’t tell your audience what you want them to do, they probably won’t do anything. So tell them: “buy”, “share”, “like”, or whatever other action you want them to take. Every single time you create a piece of content.
The call to action is perhaps the most important point, you just cannot forget to include it which unfortunately most marketers do and instead of content marketing they end up simply creating lots and lots of content that never delivers on the promise of good content marketing.