| Would anyone miss your content if it all disappeared? |
As marketers, we tend to dive headlong into new methods and trends. Content Marketing is no exception. In fact, 92,000 new articles are posted online every day. And that’s just one form of content.
It’s easy to understand the appeal. Content marketing is cost effective, versatile and, when done right, leads to long-term success. So we create and curate to feed the content marketing machine. And it’s hungry. But if your content all disappeared, would anyone miss it?
Before you answer that question, give some objective thought to the following.
Is your content about your company or your customers?
People don’t like to be marketed to. That’s why content marketing is effective at pulling customers in. It doesn’t feel like marketing. It feels like news, entertainment or education. At least it does when it’s executed correctly.
The minute you start talking about your company or your product being their solution, your content loses credibility. Nike’s content isn’t about athletic shoes. It’s about people achieving their athletic goals. Gillette’s content isn’t about razors. It’s about shaving. The focus is on the consumer.
Is your content original?
I’m not talking about simply not plagiarizing. I’m talking about providing fresh perspectives and information readers won’t find elsewhere. With the overwhelming amount of content flooding the web, “me too” offerings won’t be remembered, let alone get people to come back.
Does it provide value?
People consume content for a reason. To be entertained or amazed. To be inspired. To learn strategies and tactics that help them get ahead. But how much content marketing actually delivers those benefits? Creating content that consumers value is easy to understand but hard to execute.
Do people know about it?
Even the best content in the world is completely useless if nobody engages with it. That’s why successful content marketers actively promote their blog posts, videos, podcasts and other assets.
Quality matters more than quantity in content marketing. If you want to create memorable content that keeps your prospects and customers actively engaged, know your audience and focus on their needs over your own.
