Image via easternshoremom.com

Image via easternshoremom.com

So you have done your best… content.  Being the marketer that you are, you’ve made sure that you have your gears in place -an HD photo that encapsulates the subtle yet superb message that your blog has; well-researched stories that are backed up with up-to-date statistics; and of course, a killer headline that has undergone a good round of rejection and revisions. Then again, you still ache as you realize that you’re best wasn’t good enough. Now, you inch your way to your drawing board, as you try to see what keeps your blinding content from reaching your “blinded” consumers?

With all the seemingly unending updates and upgrades that Google has been releasing, the world of content marketing is on its way to more challenging terrains to be conquered. While the cornerstone of marketing  –providing the need of consumers backed up with a superb experience –is alive and kicking. Juxtaposing marketing with content that is determined by a few clicks via screen, is a much harder, yet highly possible win. That said, marketers of big and small brands alike, seem to be in search for the recipe for content that a nod of agreement from consumers who are glued to their offline and online lives.

Assume that your readers know

The adage “you are what you read” no longer holds a metaphor, as this world is bound by getting information at a very fast pace. To win the race, assume that your readers know the basics of what your product or service is. Take tips from BuzzFeed and how they treat their readers as kings who have a certain ego, which translates to the limitless power vested upon them. It’s time to treat your content as a currency that would make your kings richer, more powerful, and  “all-knowing”.

Feed the King’s Ego  with Lessons from Freud

Once you’ve bid farewell to “content is king” mindset, ego-driven content  must also satisfy the cravings and achings of consumers. If your content only feeds one part of your readers’ sphere, chances they will linger in that particular piece, but, will hunt down content that will answer their multitude of concerns.  This brings you more pageviews, and perhaps, score social shares; but, when they see that there are other articles or blogs that will make them richer, more powerful, and “all-knowing”, they’d nonchalantly  close your page, and move on to another territory.

A handy tip in unconventional content marketing trend la Freud? Hit their id and superego, too. Craft content that goes beyond increasing your page views, and instead, give them something inspiring, controversial, or even, entertaining. The simple yet missed point that content marketers miss is adding a spoonful of wonder that would  make content more appealing to the emotions.

Go for Google’s Golden Goose on the Loose

Keywords are no longer the  only key to ranking. Instead, Google is on its way to providing information guided by human-driven intuition. The reason why content marketing is on a hot seat these days is that marketers seem to abuse and misuse this gem.  How many times did you strategically stuff your content with keywords in the hopes of getting a better page rank? How many instances came to you and your team where you have to wisely weave a dozen keywords to bring  the needs and wants of the bots, instead of thinking about the reaction of your readers?

Tweak your content process and place your readers at the core of each piece you create. This does not only save you from the possibility of being penalized. More importantly, it brings you one blog closer to the end of being overlooked and totally forgotten.

Lean, Mean Metric Machine

This is the part where SEO  takes the lead, as you leap. Search engine optimization is not dead. It has morphed into a more creative, less calculated, and highly practical form. After you’ve infused the human touch to bring glory to your kings; it’s time to put the metrics in place. It is inarguable that SEO is one of the tools for content marketing to be effective and efficient. Conducting an A/B testing or even doing it live is a turf where SEO leads, and the content department follows. While you can always rely on your marketing research prowess, SEO can give a more detailed body of queries backed up with data to guide you in deciding how you want to present , design and package your content. Consumer insights that are sniffed via search engines are usually more relevant as well; so it saves you time from having to go over hundreds (if not thousands) of direct and indirect competitors both online and offline.

Hack the Call to Act Attack

Humans are wired to do things that they are not told to do. There’s a certain rush that goes with bypassing a sign-up page to get  a really vital information whether be it a juicy gossip or a business lead.  There’s an unexplainable joy with getting a piece of exclusive update or an invite without being told to do so. Tough enough? Think again. Design your website with this line of thinking in mind. Make your customers feel that you do not require them to do something grand to get what they want. Instead, work with how they want things done. Call to act are without a doubt the end goal of every content churned; however, they must help consumers, and not hamper them.

It’s time to honestly look at your website and your content. If your call to act buttons are screaming so loud, then definitely, you should be nowhere near being proud. A non-intrusive marketing strategy is to turn your CTA’s to conversational clues. They must speak the language of your audience; instead of being generic, and borderline pathetic.

It Takes Time to Tango

Chances are you have been doing content in accordance to the written and unwritten rules of Google, your client, and your digital marketing team. Then again, you need to have a certain kind of patience backed up with a steady arm and sturdy leg in promoting your content. Of course, you can always get paid media and owned media. But the party is on the block of earned media. Aim your content marketing promotion strategies at finding a voice in your consumers’ community. Host a webinar or conduct an open forum via Twitter or Google Hangouts. Essentially, you are repurposing your content as you get streams of conversations brewing. In the process, you also get a good seat at defining what their behaviors and emotional are in as far as your brand or service is concerned.

Truth is, even the best brands with the biggest budgets have to wait for the  audience to warm up to what they have to say, and eventually, offer. So, get back on track, consistently post your blogs, share it, passionately get involved with groups who need it and even those who might hate it. The point is go out there and be the advocate of your blog. In doing so however, mind your metrics; and iterate accordingly.
The Magic Bean is Tragic and Problematic

Stir the status quo and give birth to radical yet magical content marketing essentials.  The magic lies in acknowledging that a blinding content is a constantly tragic and problematic. As a high-quality content is  defined as highly subjective, it takes a lot of  practice to get to your blinded audience. Once you have downed these realities, you are more likely to identify the best your product or service can offer. After which, you can make conversations more real and relevant. And more importantly, you now have a better grasp of how to give your kings mindful matters in real-time -which is their desired time.