7 Ways To Make Your Content Educate, Entertain & Enlighten.
You’re either a Purple Cow or you’re not. You’re either remarkable or invisible. Make your choice. – Seth Godin, The Purple Cow
On the Internet, you’re either remarkable or invisible. Does your business have a remarkable story to tell? How will you stand out from the ever-growing crowd online? Do you want to get your business found in the search engines? Do you want to engage and connect with prospects in a VERY real way? Are you curious about how social media can provide a ROI for your business? Enter content marketing. The basic premise: people don’t want to be sold to.
Content marketing is simply the art of creating rich, engaging, shareable, digital ‘stuff’ that connects with your prospects, educates them, entertains them and engages them, and then getting that content found in the right place, at the right time, with the right message. They use Google to find the stuff that they want, when they want it and how they want. If you want to win in 2016, you need to be creating amazing digital stuff that connects.
Some Content Marketing Best Practices:
Know / Define Your Audience.
One of the biggest mistakes I see companies make is this: they write / create content as if it were for them, NOT their target prospects. Granted, you know your business better than anyone, BUT, your prospects may not have a clue OR a care about how you make the ‘sausage’. They are looking for information that’s geared and catered to them. Once you define your audience, you can generate content that is geared for THEM.
Create an Editorial Calendar.
An editorial calendar is simply a plan of attack for a period of time (a month, a quarter, a year). Which content are you going to create / have created when? You know your sales cycle, so it’s wise to create a corresponding calendar of content that helps to reinforce your sales cycle. Think about what your consumers need / want during which fiscal quarter, and craft your content creation and delivery around their needs.
Create Content In Multiple Formats.
Blogs are great and are amazing fuel for search engines, but images, graphics, infographics and videos can be easily shared across social media channels. Be sure to create a comprehensive content plan that involves multiple species of content, and constantly seek ways to grab the attention of your audience while staying on brand. For example, infographics provide an excellent way to educate your clients about your process in an easily shareable format. Be creative and make certain that your graphics are professional and crisp.
Hire A Professional.
Not everyone can write. Not everyone is an artist. Not everyone can create an animated video. Content marketing, if done poorly, can actually push people away from your brand rather than attract them to it. Be certain that you have resources available to you to create rich, professional and STRATEGIC content. With content marketing, it doesn’t pay to be cheap.
Share and Share Alike.
Creating amazing, remarkable content is just the beginning. Once it’s been created, it needs to get found in the right place, at the right time, and by the right people. Sharing your content across multiple, relevant and appropriate social media channels can help to get your content seen quickly AND get Google and other search engines to pay attention to it. The name of the game: get your content seen by as many influencers as you can. If people love what you are creating, they will share it. They will comment on it. They will begin to trust your expertise as a brand, and potentially, buy from you.
Content that is full of sales speak will fail. People do not want to be sold to online. They don’t have to be. Create your content with the purpose of educating, entertaining, enlightening, improving customer service, spreading good cheer, etc., and you’ll win.
Rinse & Repeat.
The Internet never sleeps. Each minute, millions of new articles, graphics, videos, and websites are being created, so don’t give up. If you build a solid, consistent content marketing machine, you’ll go far, but it’s important to not give up when you don’t get instant gratification.
For more content marketing tips to help grow your online presence, be sure to visit http://thecontentinators.com.