Videos, graphics, pictures and articles are only a few of the many forms of content used for social media and content marketing. There are even more options when it comes to the content itself. Many lists with ideas for contentexist, suggesting interviews, project stories, product videos and more. However at the end of reading such a list, the challenge is still to create something original of your own. So what, then, is the secret of stellar content? What aim should your content achieve to have the highest return on your copy writing investment?
Even though content in content marketing should not resemble an advertising slogan, your content should closely relate to the goals you wish to achieve (and communicate that which you can provide). Content relating to unspecific topics will deter relevant readers, making it harder to attain your desired following. Even within your area of expertise, there are topics which will more strongly point to you and your products or services than others.When choosing a topic to cover, it’s important to not only consider the audience you are trying to influence – but how they behave within different social channels. The same content will have a much different effect on a larger, socially targeted network than on a smaller, business-oriented platform. Choose a smaller outlet if the readership closely matches your target group and will inspire dialogue and continual interaction. Larger platforms have great potential to reach a widespread audience, however often your “millions of potential users or clients” is merely theoretical.
2. Information over Advertisement
This rule of thumb does not only apply to your readers. Do you ever feel taken aback when bluntly struck by a promotional slogan?
Especially in B2B, where business decisions are based on reputation, trust and credibility (all attributes that need time to be established) – you will not have lasting success with advertising and promotion alone.
Consider the interests of your target group and how to present this material in an engaging way. Don’t just share news from your industry, use current events to tell a story that relates to your product, service or company ethos. Infuse your ‘How-To’ descriptions with anecdotes that you, yourself, would find amusing. Keep your audience interested and inspire their return by including your personality, intelligence, and a unique spin on everyday facts.
No matter how important a topic may seem, if it is dry and lengthy, we will lose interest, give in to distractions and likely forget we have even been exposed to the material in the first place.
This should be your nightmare as a content marketer and copywriter. The goal is never just to inform. It is to have your words resonate with the reader, to elicit an emotion or response they didn’t anticipate feeling.
Even when we manage to translate information without it getting lost, we will certainly not share and distribute information that was an agony to read (or take in). You must find a way to entertain.
Social media virality is reserved for the entertaining and well-composed content that, (despite its serious message) speaks to us. Do not bore your audience; even relevant information is allowed to make us smile or shed a tear.
Content marketing content does not have to be a journalistic piece of art. The same topic may be subject to hundreds or thousands of articles, videos or graphics on the web which makes it difficult to have your voice to sound original. However, this is in fact reason to raise your standards. The easiest (and perhaps, natural) way for you to do that is by communicating your personality through your work.
Especially in B2B, where business decisions involve a process of consideration and becoming familiar with background information, personality can be the most decisive factor for entering a business partnership. The larger the business deal, the more time will be spent on the decision – the more thorough the inspection of the product, service and analysis of the people involved. Communicating the person you are – both business wise and personally – helps potential clients/customers to understand your motivations. Your personality builds the foundation for trust.
If you succeed in producing sympathy, trust and curiosity, than you have made the first important step towards new customers and leads.
Content Marketing is not a recurring shout out of information. As always in social media, content marketing is about communication and building mutual relationships. Take a closer look at who is talking to people in your industry and what issues they are discussing that relate to your business; react to comments and remarks on your content. Almost all publishing opportunities allow comments (for a good reason).
Do not expect the first contact to take place via email or phone (even if you add your contact details to your posts). Inhibition is much higher when it comes to writing an email or picking up the phone. Many now prefer to respond through a quick and informal comment within social media (Ex: the comment section of a post, a Tweet, a short answer in Quora). Make it as easy as possible for your readers and listeners to get in touch with you; use these opportunities to build real contacts.
Remember, you do not only want to advertise. Your goal within Web 2.o is to connect and build relationships to potential customers and business partners. Ignore your audience, and you will sacrifice the best opportunities.
If you manage to integrate these aspects into your content, you are on the right track for creating meaningful content that will get you to the place you want to be.