Great_Content_is_Like_Good_Coffee

Coffee is wonderful. It fuels, it inspires and it helps us to keep doing the work that we do best: marketing! On the other hand, bad coffee – or a lack of coffee completely – can devastate productivity and create general workplace angst. I would know. I am one of those employees when deprived of coffee.

Content marketing isn’t very different from coffee, surprisingly. Every day consumers are looking up answers to address challenges and improve their lives. And when they can’t find the answers we need? Frustration. Google is a wonderful tool, but if consumers don’t find a solution to their problem within the first page of results, cue the rage.

Consumers want help, and they want it from a trusted source. That means someone needs to create the content to fill these knowledge gaps and needs. Why shouldn’t that someone be you, right?

But before you get started, let’s examine what it is about good coffee that makes it so similar to great content.

Made-To-Order

Whether we think about it or not, we coffee lovers put a certain degree of faith in our baristas – and yes, even our Keurigs – to give us coffee the way we like and expect it to be. No matter how straightforward or complex your normal coffee order is, you would be upset if you didn’t get what you want. And without good coffee, you’re whole day could get thrown off.

The same holds true for content.

All of your content – from the humble blog post to the mighty eBook – should be created around the specific audience persona you are trying to reach out to and educate. With personas and a content marketing strategy in place, you know who your audience is, the needs they have and the questions they’re asking. You’re role is the barista, crafting the perfect cup of content to address your persona’s specific pain points and to provide answers.

If we’re talking about a premium content offer, consider the landing page the menu that outlines exactly what your audience can expect from your piece of content. It lets them know what ingredients you used and whether it’s really what they are looking for. Your job is to make sure that the content delivers on those promises.

If your audience doesn’t get out of the content what they were promised, they’ll be dissatisfied and will have to keep searching for the answers to their questions elsewhere. Now leaving your site for someone else’s, it’s quite possible they won’t come back for more content.

This is the buyer’s journey hitting a dead end. Don’t miss out on conversion opportunities by not delivering.

Personalized

Rockstar baristas remember the favorite drinks of their regular customers, adding to the customer’s experience. They feel valued and special, and as such will want to frequent the same shop. This creates brand loyalty.

What does this personalization look like in content marketing? Often it is seen in the use of smart content and personalization tokens.

If you’re a HubSpot user, smart content is any information, text, offer, or call-to-action that changes based on who is viewing it. This is great for content where, for example, you want to show new visitors one content offer, but would like that returning guest to check out a more middle-of-the-funnel offer.

Personalization tokens, similarly, use known information of your visitor to make them feel less like one out of 1000 other people on a list of contacts, and more like the content was written just for them. For example, using their first name or the name of their company in an email to better relate your content to them.

Both take the information that has been gathered from previous visits and use it to improve the individual’s experience by tailoring the site and content to fit their needs.

Shareable

This is a simple concept that I don’t need to say much about. If you know of some mindblowing coffee, I want to know all about it. Seriously, tweet at me and tell me where I can get it for myself!

People like to share good things with other people who would like it, too. If your content really resonates with someone, they are likely to share it with others in their network whom they believe could benefit from the content as well.

Because of this, make sure your content is easy to share. Provide plenty of ways for your audience to show it off online.

Energizing

Coffee – that wonderful caffeine part in particular – helps me to focus and gets me thinking. This is great when trying to plow through a problem or brainstorm new ideas.

In the same way, great content should be able to inspire your audience and get the cogs in their minds moving faster and smoother. It should break down barriers to productivity by answering questions and providing new and smarter ways to resolve problems.

And while thinking is awesome, getting your audience to act on those new ideas is even better.

Caffeine gets you moving, and likewise, a good call-to-action drives your audience to do something. And whatever that something is, it should always be pushing them further and further through the buyer’s journey.

I don’t believe in decaf coffee, and I don’t believe content can ever truly be great without a solid CTA.

“I don’t believe in decaf coffee, and I don’t believe content can ever truly be great without a solid CTA.”

Addicting

I’m a coffee addict, okay? To me, coffee is wonderful all the time, any time – for work and for fun. It helps me do my best work, and keeps me on top of my game.

Great content should be addicting, too. It should leave your audience wanting more and should be something that will hook them and get them excited to learn. This is the buyer’s journey at it’s finest.

Create content that addresses the questions and pain points of your target audience. Personalize it and use smart content where it makes sense. Make content that is worth sharing and that pushes your audience to think and act. When you create great content, you’ll be helping your audience find solutions to their pain points, they’ll be addicted to your content and they’ll come back looking for more.

Your Turn

What content or brands have you experienced that have had you coming back for more? Share in the comments!