6. Write what people want to read, not what you want to write
Your content should always have an audience in mind.
That means you should have their needs in mind, too, not your own. Remember, content marketing should provide something valuable to people.
So although you may want to write about how terrible your day was or how someone should do something about the lines at delis in grocery stores, that’s not the kind of thing people will want to read.
They want to read something that’s written about the things they’re thinking about.
So ask yourself what concerns and delights your audience, then go from there.
7. Make sure you’ve got more of the “content” part and not so much of the “marketing” part
A lot of organizations get caught up in the “marketing” part of content marketing. Don’t!
Content is supposed to give your audience something of value. In return, you’re developing trust, authority, and expertise.
A blog post that ends with “BUY NOW!” each time will generate far fewer potential customers or supporters than one that ends with “Download our free guide!”
Why? Because people need to be convinced to buy something and one blog post probably won’t do it. You need a lot of content to build a good relationship.
8. Talk to people about the problem, not the solution
Instead of asking if an audience has a problem, then presenting a solution (your product), content needs to meet your audience’s problem, acknowledge the issue, then show your expertise on the subject.
When the audience trusts that expertise enough, they’ll be ready to take the next step and they’ll think of you first.
9. Don’t write your content in a bubble
When you’re writing, always remember to pop the bubble of your products and services by showing how they impact real people and real things every day.
If you stick to isolated product pitches and studies, no one will be able to see it in the context of their own lives.
10. Don’t forget about SEO
One of the most rock-solid benefits of content marketing is boosting your website’s ranking in search engines.
The increasing complexity of the digital media landscape and the sustained pressure on advertising budgets present daily challenges for modern marketers. It is perhaps inevitable therefore that Transparency in media trading is an issue that is attracting increasing attention and concern for media budget holders.
At MediaSense, we address “the transparency issue” from a different perspective. While forensic accounting and legal counsel has a place in the debate, this will not change the direction the industry is heading in. [more…]
Around 100 marketers have booked on to attend the digital marketing conference, On The Edge, being held in Bristol, 19th March. If you’re coming along, why not introduce yourself to the other attendees by replying to this post. We find this helps to break the ice and means you’ll know more people when you get there! To book your ticket or to find out more information, just click here: http://ontheedgelive.co.uk/bristol
Volkswagen Commercial Vehicles has appointed Kirsten Stagg as its new Head of Marketing, with effect from 11 March 2014. In her new role, Stagg will report directly to Alex Smith, Director of Volkswagen Commercial Vehicles, and will be responsible for spearheading the brand’s marketing activities in the UK.
Stagg (above) joined the Volkswagen Group as a graduate in 1998. Since then she has progressed through the organisation, holding marketing roles at ŠKODA, Audi and most recently Volkswagen Passenger Cars as National Communications Manager where she orchestrated several high profile advertising campaigns including the recent Woofwagen range campaign. [more…]
By Simon Martin, Deputy Creative Director, Table19
I’m not anti-technology or digital, I’ve got all sorts of gadgets, but recently I’ve found myself getting more and more irritated by the need of advertising and marketing types (and everyone in between) to get me involved on a social level. Of course, technology has a massively important part to play in everyday life. But people are realising that it shouldn’t have this overarching power. It shouldn’t control our lives; it should just be a part of it. Advertisers and marketers would be wise to realise that, too.