Engagement > Demand > Lead > Conversion
The web is embracing an incessant inflow of content from incalculable sources – yet, it is getting increasingly difficult to find purposeful information intended for “real-world” applications – seems as though marketers have turned blind to the core purpose of creating content. Most entities offering SEO, content marketing and other digital marcom services do nothing more than using vague data dumps in the name of articles and blogs to fuel ridiculously unambitious link building that adds little to no long-term value. In fact, some of the tactics end up doing more harm than good. These entities fail to realize that content creation is an intricate exercise that is to be done in tandem with a number of dynamics, and must be propelled by equally intensive efforts on the distribution and remarketing fronts.
Before anything else, it would be just sensible to start with the rudimentary steps.
Content Creation Objectives
Though it is true that “first impression is the last impression”, having engaging content around your products on your business website alone may not be enough to appease today’s much demanding customers. In fact, the role of content goes way beyond broadcasting your offerings. To help you engage all possible entailments of content as a marketing tool, let’s take a look at the core objectives of content creation.
Tell your customer “why” they should choose you over others. Unless you have a completely unique product or service, the separating elements could be commitment to quality, pricing, accolades, after sales support, features and benefits of your offerings, or anything else. Whatever it is, make sure it clearly reflects in all your communications.
Most small businesses fail to realize that with the right marketing engine, they too can be the next big brand in their industry. Those who think this is a wild leap of thoughts can sure take a look at success stories of some the most revered entities from the Silicon Valley. To create a brand, make sure all types of content you use carry the same resonance.
In today’s increasingly competitive markets, no business can hope to thrive without establishing an authority that makes it an evidently better choice compared to competitors. That is the reason why it is extremely important to ensure that the content you create showcases and elaborates your capabilities and understanding of the domain.
Knowledge – the ace of spade in the realm of digital content – that too addressing real world problems never goes unnoticed. To engage your target customer, knowledge sharing is one of the best tools in your arsenal, which you can deploy in various formats. While article and blogs are the common avenues, videos and infographics also work wonders.
Unless you plan to sell ice to Eskimo, there are fair chances that your target customers are already on social networks. To engage prospects on social platforms, prepare a daily schedule for relevant posts to be shared, and participate in relevant discussions. Social platforms also give you an opportunity to connect with prospects on a personal level.
Updates and Accolades Distribution
If its news, it must be broadcasted, simple. Many entities ignore internal developments, regarding them as trivial. What they fail to realize is that every remotely mentionable development not only presents them with an opportunity to trigger branding, but also create high quality links from PR hosting sites to enhance their own site’s back-link profile.
Probably the most critical of all, sales enablement content serves as the primary catalyst in customer acquisition. Whether you are creating content for a PPC landing page or mass e-mailer, make sure you don’t end up sounding like a pushy salesperson desperate to drive another conversion. Rather, highlight authentic features that separate you from the clutter.
‘How To’: 10 Golden Rules
Though the struggle between ‘Am’ and ‘Br’ is a constant worry for global marketers, finding the midway to appeal to the cosmopolitan audience isn’t as complex as most presume. Here are 10 key guidelines to help you with your content creation initiatives:
- Be extremely careful with expressions: ‘should/must/have to/need to/want to’ carry completely different messaging.
- Use ‘simple present’ throughout. If you ‘have to’ change to any other tense to accurately illustrate any scenario, resume simple present as soon as possible.
- Use active voice; passive left the planet with dinosaurs. Though you can still use one off passive phrase to add flair.
- Give due consideration to structuring. Use headings/subheadings/bullets/etc.; at least make it “look” good! Extremely important to retain engagement.
- Avoid using adjectives unless actually required; online writing is all about ‘verbs’, and actions are always much, much louder than words.
- Support your central ideas with appropriate research and data, in order to establish yourself as a credible source.
- Be careful when stacking disparate ideas in a sequence. Make sure you resolve the main points before introducing new ideas, and tie them into your primary points.
- Prioritize the strength of your ideas. Ideas that serve as side-information should be written as such.
- Cut unnecessary articles and prepositional phrases (this happens naturally if you use the active voice). Drop “that”, “then”, “but”, if disposable. When writing for the US market, avoid non-American language such as “hence,” “such things,” and “as per.”
- Most importantly, ‘keep it real’.
Though it was never about “what” you say – the onset of global digitalization has led to a radical transformation in “how” it must be said. Business marketing is no longer (probably, never was) about repugnantly pretentious claims and grandiloquent catchphrases. As about the “reiteration” – one hashtag would suffice – #KeepItReal. The thumb rule says: think and write for the “customer”, not the business – a task easier said than done for most marketing mavericks bursting with larger-than-life expressions and terms.
Should you wish to learn more about how to create compelling content, aligned with your business objectives, do not hesitate to give us a call. Our consultants will be happy to answer any question you may have.