Content Worth Celebrating
Why Good Content is Worth its Weight in Gold
One of the challenges of creating or sourcing good content comes from the fact that we are all inundated with information, all the time — whether or not we’re even looking for it.
In this digital age, everyone needs to create content in order to compete; however, lackluster content isn’t worth the effort. Anyone can repurpose an article published on Google, but is that really adding to the conversation? Is that connecting with your customers and offering solutions to their pain points.
Of course not. Customers are increasingly savvy and can spot a minor variation on the same theme rather quickly. They are looking for thought leadership and your job is to provide it, along with whatever service or product your business sells. The two go hand in hand.
As search engines like Google change their policies about data and privacy, specifically with the use of third-party cookies, the ability to reach your audience is becoming harder than ever.
Ultimately, only the best storytellers will succeed by managing to rise above the noise and weather future changes to digital marketing platforms.
Who are the best storytellers? What does it take to become one?
More than anything, the strongest storytellers understand what their story is about (spoiler alert: it’s not about business’ products, services or solutions).
Let’s Get Personal!
You’ve seen those memes like, “In a field of roses, be a wildflower.” When it comes to successful storytelling in today’s digital marketing world, this actually isn’t bad advice. What it means is own what makes you, you.
In other words, connect with your audience more meaningfully by sharing your company’s story, which can always include stories about your clients (obviously written to protect their privacy or, if you have their permission, even shared via an interview or case study).
More than the narrative driving your company and clients, your audience wants to know more about the person behind the brand.
Consider questions, such as: Why do you do what you do? What inspired you to launch your business, change careers, launch yourself from the corporate ship mid-stream, or set up shop in your third trimester?
The answers to these questions are compelling and speak volumes about what your brand has to offer, more so than what your products and services can solve.
Ask yourself what you want to know about your favorite brand or a business you’re considering working with and treat your audience to that same information.
Does Content Creation Really Matter?
Short answer? Absolutely, provided it’s good content.
- Important introductions: good content introduces you to your audience, your colleagues, your competition, and also solidifies your offer, services, and solution. Getting clear on who you are and then communicating that is a great way to build your brand, effectively, from the ground up. Think of good content as the solid foundation to the solutions housed within your business.
- Rank and file: by leveraging keywords that are important to your industry (what are your customers Googling?), you can improve your search engine optimization (SEO) for stronger rankings. This is important because…
- Establish your authority: ranking higher on search engines because of strong and consistent content creation is central to establishing your brand as an authority in your field or industry. Clients want to connect with the voice of authority because it engenders trust almost immediately and inspires them to follow through on your call to action (CTA), whether that’s to book a call, schedule an appointment or make a purchase.
The Guidelines of Good Content
You know good content when you see it. Maybe it hits your inbox in the form of an email from your hair salon, insurance agent, or favorite retail outlet. Chances are, if you took the time to open the email and read any part of it, you’re reading good content.
Or, that same email might alert you to a newly published blog post, which you then take the time to read. Once again, this is content that is working well. Smaller snippets of effective content are often found on social media in quippy posts that catch your attention and linger in your mind for longer than the three seconds it took to read them.
The metrics of good content are fairly simple to understand, but not always so seamless to create.
Good content is original, focused, and concise; in addition, it performs a function — whether to educate, persuade or convince, attract or inspire, and maybe even just entertain. In trying times, especially, not unlike those we’re dealing with as the COVID-19 pandemic persists, there’s no underestimating the value of entertainment.
Of course, it’s fair to argue that your content is only as good as the number of people who see it. So, what if that email you sent remains unopened, or no one commented on your blog or social media posts?
It’s possible that your audience isn’t engaging on the platforms you rely on or, for whatever reason, they just aren’t picking up what you’re putting down.
One solution that is sure to help, if not solve, your problem is to cast a wider net by repurposing your content to share further and across other platforms.
For instance, isolate a statistic, fact or quote from your blog post and highlight it on social media. Make sure to include a compelling CTA and invite readers to engage with the content by weighing in on what you’ve shared. Monitor its engagement and feature anything that did particularly well on your marketing collateral.
This is one way to segment and target your specific audience so that your voice doesn’t fade into the void.
Granted, this all sounds great in theory but the reality is time is in short supply for most business owners, which is why the Sebright Marketing Solutions team is standing by with strategic support to enhance your digital marketing efforts.
Contact us to schedule a discovery call and make your voice heard!
