GET THE KETTLE READY! LAY BACK AND ENJOY!
Today anything and everything can be termed as content, such as written, verbal, audio-visual or digitally empowered, needless to say technology plays a vast role in current developments and concepts that string from the digital world. As for content marketing, it is all about attracting target audience and increasing exposure to an experience or destination that we build or optimize and attain our marketing objectives for new and growing businesses.
Looking 50 years back in time, there will most certainly be a considerable difference in the definitions, simply because of the advancement in technology, business acumen and even social change. Content as a term is somewhat too general to wrap-up into a few word definition, especially in 2019 and especially for the years to come. Wide scope of content varieties may and do fall under it. For example, there is product content, sales content, customer service content, event content, employee-generated content, and the list goes on. Simply put, the list is rather exhausting.
Innovation plays a big role behind the concept and management of content writing and marketing. On a bigger scale of things, innovation always plays a big role in business growth across the globe as well as political and economic growth. For example, when we look at the comparison between the most developed countries to the least developed countries in the world, statistically it appears that the most developed countries have a higher return on innovation. Therefore, never dismiss innovation.
When it boils down to content marketing, our strategy is to predominately attract an audience and make them visit and experience a brand-owned destination.
Unfortunately, most brands create content tailored to support their products and/or services and are not so much embedded on the customers’ need. This is for the reason that they are ideally created to sell and not particularly engage and/or entertain.
Consequently, this is why the world only gives a casual glance at the content as it doesn’t concern them directly. So if you are like most of the other companies, a large bulk of the content that your company crafts will head down the drain. Remember, it’s not the responsibility of the reader to filter through thousands of articles each day just to reach the part they are actually interested in. In fact in some instances, readers read material that is not particularly interesting at first, however it did grab their attention. Grabbing the attention of the readers is key tactic that needs practice and uniquely presented content.
Many people are confused about the difference between content and content marketing. Content encompasses anything in any medium. Content marketing though, only concerns itself with a strategic solution to a strategic problem. Although, if and when you mold them sagaciously together you will succeed and for some, believe it or not, the sky will not be the limit.
The day Marketers start creating content that is not about themselves but about the audience’s needs, is the day they will succeed in engaging people to come to them to be entertained.
Only then will content marketing meet its true potential to connect with a widespread number of people. As some portray, “developing a content brand takes an audience-first approach.”
Ideally, companies should begin by attracting an audience before they start developing products and services and not vice-versa.
Always put the targeted audience first. What they want and not what you want, should be a priority. This is the core difference between content that engages and content that gets overlooked by the audience.
It is not easy to build a brand, but start off by asking yourself, how to build a ‘content brand’ – a destination where audiences will flock to for knowledge and entertainment.
This is where the content marketer comes in. It’s the responsibility of the marketer to make sure the content reaches the target. This could be in terms of proper search engine optimization, paid ads, placement of these ads, or simply associating with content partner websites. Moreover, the domain knowledge that is essential for content writing is completely unlike that of what is required from a content marketer.
Content marketers might at times propose thought-provoking headings or models for the content writer to write on. These concepts are carefully studied and targeted to appeal to the target audience more.
When it comes to content creation, there are those who write content and those who ensure that that content gains publicity and is noticed by people. Content writers should have a good idea of who they are writing for. In order to figure out who they are writing for, they will need to revise detailed research materials related to their topic and targeted audience. From that point on, they simply write for people using the same phrases and keywords that their target users would put in to find them.
In simple words, if you are only concentrated on content writing without marketing, you might as well be shooting yourself in the foot and wasting valuable time. Specifically, this is for the evident reason that they go hand in hand.
POINTS FOR GRABS:
- Put your customers first and set your Content Marketing Mission Statement in a manner that reflects your brand’s mission.
- Keep track of records based on your web traffic. Use categories at the top to show the topics, resent articles, diagrams and images, videos, social sharing options, and most importantly a call to action for your subscribers.
- Support the visual content by covering and embedding other people’s content including slide shares.
- Ensure that your on-domain site holds an element of your corporate brand.
- Commit to publishing material regularly, as this can secure a loyal following.
- Never underestimate the focus on subscriptions, as they are a fantastic gateways to impact, engagement and conversion.
- Select a URL as your content marketing destination.
One of the biggest mistakes most businesses make in content marketing, is writing too much and not marketing enough. The secret in finding the right balance is simply knowing the difference between content writing and content marketing. Only then you will be able to estimate which one your business really needs more attention and hands-on.
Effective content writing can boost your content marketing game. When a business is having a limited sale or asking customers to sign up for an email newsletter, immediate action is required. There’s no time to slowly win over an audience. Effective content writing will convince an audience to perform the action your business is looking for. Moreover, content writing requires you to cover a lot of ground quickly. Most importantly, you need to introduce your product or brand and a call to action, all while finding a way to hook your audience. Due to limited space, content writing needs to go beyond a Shakespearian knack for words. There’s a science to persuading a reader to convert to a customer.
Sales pages, ads, direct mail, landing pages and infomercials are some of the mediums that fall into the category of content writing. Generally speaking, if you need to quickly and efficiently persuade an audience to complete an action, content writing is the way to go.
The goal of content marketing is to educate and engage an audience, while attracting new customers. Think of it as the long game. Content marketing is all about providing value to your audience to gain their trust and loyalty. It’s a slow process and can be rather timeous. You will not win over your audience’s business instantaneously. Content marketing requires you to give a little before you get something in return, and that alone can take time.
You need to connect with your audience. Build a rapport with them. Think of your favorite commercial or a great article you read recently. What was it about that piece that stayed with you? Odds are that there was an emotional component in the content that struck a chord. No one’s asking you to create a Nicholas Sparks-level saga within your content. But you still need to make your audience feel something. Note that down. Think and come up with the genius plan. Go on.
Generally, positive emotion in content tends to perform better than negative. Potential customers are more likely to tell their friends about a piece of content that inspired them or made them laugh, rather than something that bummed them out.
If a potential customer associates your brand with a positive feeling, they will likely come back for more. Feed customers valuable content so there’s a reason for them to stick around. Content marketing comes in a variety of forms, such as blog posts, articles, podcasts, videos and newsletters. If upping your content marketing seems too big of a task to handle on your own, you can utilize one of these content marketing agencies.
Bringing Them Together
Content marketing and content writing done right, means that they should be done together. As long as you understand the distinct purpose of each, you will have no problem with combining forces. These services are like peanut butter and chocolate. They taste great on their own, but when brought together, something even better is created.
Your business can hire a content marketing agency to churn out a solid piece of content. But without a compelling headline, you’re not giving your audience a reason to stay on your site. That’s where a content writing firm comes in. On the flip side, if your content just reads like an advertisement, or the typical sales pitch, it will not be enjoyable for your audience. Bring in a content marketing service to produce valuable and digestible content.
Content writing and content marketing services work together in harmony. When this is done, the end result will be a piece of content that provides value for the reader as well as converting them into customers. As you can see, the two are very different.
Content writing is a part of content marketing, but content marketing can’t happen successfully without the following components:
1. Customer/market research to ensure that your content is irresistible to a target audience of people who you’d like to become your customers.
2. SEO research to ensure that your content is also irresistible to search engines.
3. Creating content that incorporates the above, AND aligns with your business goals (for example, if you want people to buy from you, then your content has to make them want to buy from you!).
4. Promoting your content (through email, social, influencer outreach, advertising, etc…) to drive traffic to your site.
5. Creating a compelling offer to get your readers to give you their email address in exchange for future content.
6. Building an email funnel that nurtures your subscribers into becoming paying customers of your business.
Should you need any assistance with getting the right balance between the two for your line of business, we are right under your nose.
So, did you have coffee or tea?