When to use Content Marketing: An inside look at how to be different
Ever wondered how much digital content the world produces in a day? Like within the period that you've taken to read this first line, can you imagine how many Editors have hit the publish button? And how much of that just-published content do you think were of good value-driven intention?
In a space where the "marketing" narrative is that there’s simply too much content being generated, that your efforts should mainly focus on getting more attention to your content to be read by more people, usually followed by the guilt of hiking the SEO hack that guarantees to send more traffic and cash your way, one can easily be carried away. This always leads to creation of more prosaic content, which in most cases come from content writers, promising to get your content on the top page of google search within a day, and in most cases are not specialists in field of topic, but go out and do a quick research on the topic and use automated tools to generate most popular keywords.
But shouldn't the goal of any content you put out be about actually delivering real value to your reader than getting more clicks? It recently dawned to us at Eazzy Labs Read that we would rather get to one or two people who actually needed to read what we just put out than attract a traffic of 100 readers, who actually have no interest and need in the topic. By focusing on the quality of the content, rather than marketing hacks to get readers to click on something of a poorer quality, we believe we'll be helping our readers solve their problems by learning more on the topic, and in a way attracting more than enough potential customers, which would then make the whole process worthwhile.
Let your readers needs come first
There must be a better way than these mythical approaches, always promising to deliver Rome in a day. It involves applying editorial principles to your content in these three simple steps:
- Create an outline of the topics you’re going to publish about, why the topics, and what value will you be delivering in your content
- Brainstorm ideas across your team and talk to real experts who have advanced experience on your chosen topics, in most cases, let the experts take over the articles. In simple terms make your content production a company-wide effort, by involving employees across engineering, marketing, sales, finance, product, design, customer support – let everyone in the company contribute
- Always have an opinion on the topic. Give your readers your stand on the topic, this will always help develop a lasting trust between you and your readers by giving them a sense of human connection
Investing valuable research time, resources and energy in creating content that would help your readers solve real problems in their business and make them want to consume the content you output is subtly but fundamentally different than creating content for the sake of content creation, if all you want to do is attract people to your product, then this is the wrong approach to take. This approach puts the reader/potential customer's needs first and your business needs after.
And this is where content marketing gets misunderstood, where we trying to market and sell from the get-go. You have to deliver to your valued readers, something of real value – your knowledge, insights and experiences – before earning the right to market your products and services to them.
Ever wondered why the word "content" comes before "marketing"? It simply means that you we should deliver “valuable content, then marketing” meaning you still get to engage in the full gamut of marketing activities to nurture and convert leads after you’ve attracted them with content. By creating value-delivering content first, and not pushing to appear on top of google search results page, means that you will also be attracting qualified leads over a traffic of non-qualified leads.
While your customers come in all shapes and sizes and from across different verticals and all types of industries, the one thing they all have in common is their business needs and problems. So, how do you actually go about understanding what those needs are? You need to talk to lots of different people in different categories of your products and services. You need to talk to a broad spectrum of your potential customers, potential customers who don't know what they are looking for, potential customers that are trying to find out what their business needs are, potential customers that know what they are looking for and are just weighing in options. And what's the best approach to do this? One proven way is by creating laser-focused, value delivering content, which by all means will filter out your potential customers before they reach to your contact form, thus qualified leads.
We ensured to make this article as precise as it needed to be, by focusing on what we think you needed to know/learn about.
The dumbest Amazon book review:— Julian Shapiro (@Julian) June 7, 2019
"Very good book, but overpriced. $15 for a 100-page book?"
Actually, your $15 got you 100 pages *plus* 3 hours of your life back.
Because a 100 page book is a book without 200 additional pages of needless filler.
The author did you a favor.
The key point here is, when you understand your potential customer needs and know how to position your products/services to help deliver on these needs, it can inform your entire go-to-market strategy. You will now be so much more strategic about identifying the different channels, mediums, and tactics you want to use to reach your audience. In most cases this starts with a market research to understand your potential customer needs, then devising constructive ways to reach out to them, in most cases by actually enlightening them on how to go about their needs.
By using value-driven content to attract the potential customers, you then introduce them to your brand and products. At this point, you then want to convince them that one of your products/services can be hired to help efficiently deliver for one or all of their business needs. Then when they embrace in the service itself and are trying to learn more about it, you then come in and educate them and help them get more value out of those services. And finally, you want to be continually delighting your customers so they become ambassadors of your products and services.
Let's be crystal clear, putting your content in front of many screens increases your chances of engagements, meaning there is still value in mix-tape marketing. But when it comes to “content marketing” we strongly advise that let the value and quality of your content come first, this will mean more qualified leads than just irrelevant readers caught in click-baits.
The question I want to leave you with, which hopefully you will want to go away and try to answer right away, is...
Of what value do people hire your content, products and services?