Content Marketing Made Simple

There’s Content, and then there’s Content Marketing

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Is all content created equal?  Obviously not.  But, you may assume that, just because you're writing copy for your site using SEO and content marketing principles, your content is actually helping to market your site.  But is it?  After all, there's content, and then there's content that produces results.

We've talked about writing well and not making critical mistakes with your marketing copy.  But all the advice in the world can't help you if you don't know how to reach your audience.  Content that engages the reader produces results.  Everything else, however technically sound, is just a lot of words on the page.

So, think about how to make your readers interested in you and what you have to offer.  Stay away from generic messages and lean toward a more personal angle.  Give an example from your own life, if it's relevant.  Share other people's stories.  Offer examples of how your products or services have made lives better in some concrete way.  A great way to do this is to create a short video, or a printed transcript, of interviews with customers or users.

Don't be afraid to show your personality in your content, either.  My very first blog ever talked about this, and is a good example of how, even though you might look back later and cringe at the lack of "sophistication", believe me, your customers will sense that your voice is authentic and will appreciate it.  They might even remember you and your company when it comes time to buy, even though they've looked at dozens of other options.

So don't be forgettable.  Use your personality to engage with readers.  What else makes for content that produces results?  Here are some tips:

• Don't be afraid of a little controversy- Not everyone has to agree with you, and standing up regardless of possible opposition shows your strength, and it's cool.
• Speak directly to your target market-In other words, know who you're writing for. This will allow you to research what matters to those people and come up with better, more interesting content for them.
• Let your expertise show-Your knowledge is your currency with potential customers-it's the thing of value that you offer, the give to their take. When the time comes they will give back, in the form of leads and sales.

Remember, people will only share and pass on the stuff that they feel is interesting and/or enlightening.  If your content is generic, bland and non-engaging, if it talks at people instead of to them, then they are not likely to share it.  Your content will most likely languish in obscurity, refusing to pull its weight.

There's content, and then there's the kind of content that sells.  Make your content count!