Let’s get the bad news out of the way first…
Good content marketing takes time, dedication and consistency – kind of like exercise. If you want to sculpt the perfect body, or achieve meaningful results, you have to stick at it. No excuses, no shortcuts.
That’s a rather daunting prospect, then. But once you get started, you’ll wonder why you waited so long – particularly when you start to reap the juicy benefits that content marketing can bring.
1. Try to tell a story
The difference between good content marketing and great content marketing all comes down to storytelling.
If you can tell a story that resonates with people, or simply gets people to stand up and take notice, your ability to convince customers to purchase your product or services will increase tenfold.
The difference between a one-off advert and a content marketing strategy, however, is that you want to build a relationship with your audience. Instead of creating a flash in the pan, you need to provide regular, relevant and high-quality content that speaks to them. Do that, and you’re on the road to success.
2. Grabbing someone’s attention is just as important as hard selling
There’s a saying that “no publicity is bad publicity”. And while people certainly take liberties with that phrase nowadays, it’s certainly true that if you can grab someone’s attention you have the potential to make a sale.
If you can attract the right people to your brand, there’s a good chance they’ll buy your product. And if you’ve managed to build a relationship and connection with them through content marketing? Even better. They’re more likely to pick your brand over your competitors, and may make purchases even if you’re not explicitly asking them to.
Remember to always think about your target audience. As strange as it might be, you can make a sale without selling directly.
3. Don’t compromise on quality
We can’t stress this enough. If you skimp on the area that matters most – creating top quality content – you’re bound to make a bad impression. If it’s boring, full of errors or not relevant to your intended audience, you won’t get the intended results.
Like the products you sell, or services you provide, don’t jeopardise your hard work by producing poor content that your consumers might not forget.
4. It’s not about quantity, either
Yes, we’ve talked about producing content regularly, but again, don’t sacrifice the quality of your articles just to maintain your output.
It’s better to have smaller amounts of quality content than an unrelenting wave of undercooked articles that aren’t worth anyone’s time.
Set realistic goals, too. Producing a new blog post every day might not be feasible and a waste of your resources until you’ve built up a following. Create a schedule that you can stick to, one that allows you to always put your best (content) foot forward.
5. Hire a professional
Okay, this may seem like a shameful plug, but it has to be said. By hiring a professional (or in our case, two!), you can delegate your content marketing needs to a talented team of experts who have the experience and, crucially, the time to deliver results.
As more people try to capitalise on the benefits of content marketing, countless businesses are hiring inexperienced or dubious content creators. The problem is that either they don’t know what they’re doing, or they’re simply doing it badly.
For example, you may be publishing a new blog post every day. But if it doesn’t hit the mark, you won’t be getting a return visit.
Got any content marketing tips you’d like to share? Let us know in the comments below.