Back in 1996, Bill Gates came up with an essay ‘Content is a King’, which at that time sounded like a very ambitious forecast on the future of the Internet as a marketplace for content. In fact, today his words are more relevant than ever. Content marketing becomes a crucial element for building trust, generating leads, raising brand awareness and earning customer loyalty.
According to the Content Marketing Institute’s findings, 68 per cent of enterprise respondents stated their organization was more successful with content marketing compared with one year ago. However, approaching it without a decent strategy is like running in the wrong direction.
A survey of more than 500 digital marketers by The Manifest shows that the majority of businesses publish content of all kinds on a daily basis. If you are planning to publish regularly, think about building a strategy and answering such basic questions as:
- WHY – what is the purpose for each content piece you throw at the audience? Are you looking to drive more traffic or are you keen to show your brand’s personality?
- WHO – who is your audience? Write content that meets your target audience’s needs.
- WHAT – what are you writing about? Does your content align with your brand’s core values?
- WHERE – is your content optimized for search and mobile users? Are you there, where your potential customer is?
- HOW – what marketing tools are you going to use for your masterpiece to reach the audience?
Those are the basics which every content marketer has to apply before each content is created. However, there is something else that’s needed to give your content extra boost. Let’s have a look at 5 secrets that will help you to create an excellent piece which people will access for years to come.
1. Write as you speak
If you feel that you sound more professional when using corporate business babble, you are completely wrong. Impress your readers in this new era with simplicity. Talk to your audience as you would talk to your friend — try honesty and transparency.
2. Don’t make your audience feel overwhelmed
In 1997 Jakob Nielsen in his study showed that 79 per cent of web users scan rather than read. Over time this statement was strengthened by the findings from Microsoft Corp; people generally lose concentration after eight seconds. To avoid boring your audience, make your content easy to read by adding subheadings, separators and breaking the whole text into smaller chunks. Add some pictures to make it bold.
3. Show your sense of humour
Don’t be afraid to crack a joke and add some life to a boring topic. It is just a natural way to keep your audience’s attention for longer.
4. Tell your story visually
According to Renderforest‘s findings, 86 per cent of online marketers use video content, which helps to generate more traffic. A well-designed video will engage your customers not only with the picture, which is often worth a thousand words, but also with the sounds. You might think video making is time and money-consuming, which is partly true. But nowadays we see many alternatives such as Renderforest — an inexpensive and easy way to create or edit videos online.
5. Try new things!
It never hurts to find some time for a little experimentation. Get your hands on the social media trends, explore new channels and get familiar with new technologies, or simply reach out to your audience and ask what they would like to see or know about your brand. Update your content marketing strategy regularly and be in the loop with the constant change. Take a look at Gary Vaynerchuk, the entrepreneur who is great at two-way communication with his audience. Have a look at his phone call live translations.
Following these basic steps and using some of the ‘secrets’ you will expand the borders and the quality of your content marketing. Not only will you drive more traffic and boost more sales, but you will also build and retain customer loyalty to the brand you promote. Make your Content a King!
Author Bio: Roman Daneghyan is Chief Marketing Officer at Renderforest, specializing in social media marketing, content marketing, and SEO.