There’re no two-ways about it folks, todays marketing is becoming more and more tricky and knowing how to gain the interest, loyalty and recognition of your coveted audience can be totally baffling. We are so busy nowadays, and we’re suffering from serious content overload, and it’s getting even harder to cut through the noise and be heard.
Consumers are much savvier since the worldwide web has made selling that much more competitive. Nowadays we can find what we’re looking for in a blink of an eye. There’s stiffer competition. We no longer need to rely solely on our local area; we can source anything from anywhere, and while that’s amazing and truly wonderful, it does make it all the harder for new brands to make an impact from the off. Content marketing has been around for a few years, but it’s only recently that it’s really taken off with more and more brands realising the potential and power behind this focused and strategic approach. In a nutshell, content marketing is about giving your audience what it wants – purposeful, beneficial, relevant, engaging and interesting content that adds value to their lives. Content marketing is about what people want. It’s not a cold hard sell that we all hate. It’s valuable and relevant information that we actively look for. A subtle sales approach that doesn’t feel like selling. There is no pitch of a service or a product, it’s simply a delivery of valuable information that educates your target market, addressing their pain points and interests, which is why they’re willing to devote their time to it. It’s valuable information. (Yep, I am conscious that I’ve used the ‘V’ word a lot, but that’s because it’s the one thing that needs to be drilled home. Value. Value. Value.)
So what’s the nitty-gritty with content marketing?
The key drive behind creating content marketing, and why it is a crucial part of your brand strategy is to raise awareness and increase loyalty. Content marketing’s fundamental principles are based on the assumption that by delivering continuous content that adds value to our customers, in return we will gain their loyalty and business. Content marketing makes your audience aware of your brand, building loyalty and trust. The old-school sales funnel is a thing of the past. Today’s savvy sales folk and marketers are teaming up and putting their focus into content marketing funnels. A relatively new approach, it’s proving a bit of a minefield for brands, but work it out, and it can return awesome rewards. The aim is to be relevant at each specific stage of the funnel, at each touch point, providing valuable content that meets their needs whether it’s research or education, nurtures their desires, and finally converts them into loyal, paying customers.
A Brief Breakdown of Content Creation
Step one of the sales funnel is where your audience finds information that educates them on your offerings. Step two is to provide content that allows them to make comparisons between your service/and or products and those of a competitor. Step three is the final stage where these prospects uniquely consider you when they make a purchase. In addition to the buying process, content creation is perfect for your social media marketing, reaching your SEO goals, encouraging inbound traffic and growing relevant and engaging content that people want to take the time to read, that drives traffic back to your site when found on search engines.
Arghhhhh but I’m not a kick-ass copywriter!
If you’re not overly confident with your writing skills, fear not, content creation does not have to be 100% self-generated, it can be curated too. The key is for it to be adding value to your audiences lives.
Ok – I get it now. So where do I start?
Now, there isn’t any point in starting out on your content journey if you’re not aiming it at the right audience. It will fall on deaf ears and achieve nothing other than making you feel like you’ve wasted your time and knock the wind out of your creative sail. No thanks! We entrepreneurs are time-short folk, wearing a million-gazillion hats while trying to follow our dreams. A knock in confidence and wasted time is not a luxury we have. Before embarking on your content marketing strategy, you’ll need to get down to the basics. Unveil the bare bones of your audience and develop your buyer personas – only once you’ve wholeheartedly tackled this, should you be looking at your content marketing strategy.
This is a general overview on how to create content, but over the next few weeks, I’ll be drilling down and writing posts on how to find ideas to create content, resources, tools and tips on how to keep those ideas bubbling over, so you’re never scarce of new content creation.
I hope this has helped clear-up the enigma of Content Creation and I’d love to hear thoughts!