There’s no longer any need to make the business case for content marketing. When done well, it can be highly successful and businesses of all sizes and types now use content marketing to attract and retain customers. But that’s part of the problem – most of us are bombarded with content every minute of the day. Some of it is good – some of it isn’t. So, how do you make sure your content marketing hits the spot?
- Be authentic: If you copy others blindly or try to be something you’re not, your audience will see right through it. It will undermine your credibility. Think about your brand values and make sure that every item of content you put out is in tune with what your business really stands for. Be who you are.
- Be committed: Running a business is very demanding, but that doesn’t mean you can neglect content marketing. It shouldn’t be allowed to become low priority. Lose momentum and the value of previous content marketing can quickly diminish. Create a sound content marketing plan for the year ahead and stick to it. Regularity is crucial.
- Be helpful: Your content marketing should encourage people to know, like and trust your brand. Be friendly and helpful. Provide genuine value. It can help to raise your profile and attract fans, followers and customers who value the things they get from the relationship they have with your business.
- Be relevant: If your content isn’t relevant to those you need to reach, it won’t engage them. And if it doesn’t engage them, it won’t offer any value. To make sure your content remains relevant, always focus on your target audience’s needs. Create content that’s relevant to their lives and provides them with genuine value. Don’t just broadcast sales messages.
- Be original: Don’t jump on the latest bandwagon just because everyone else is doing it. Instead, find ways to set yourself apart. Be pioneering. Find new angles. Be refreshing. Find new things to talk about. Be different. Don’t be boring and predictable.
- Be the best: Never underestimate the importance of quality. Set a budget, of course, but spend it wisely and make sure your content is good as you can make it. Don’t cut corners. Work with good people. Keep your content free from silly mistakes. Your content must create the right perceptions of your brand. Quality matters.
You can find out more about Lisa Williams here. Visit Marketing Donut for more help and advice on content marketing. Marketing Donut is published by Atom Content Marketing and is one of six market-leading Donut websites helping small businesses to succeed.