For the last 20 years, social media “gurus” and digital marketing “experts” have shouted from the rooftops that content is king. The result? We are awash in what is mostly sub-par content that has either no relevance to the end user or has done nothing to increase sales, leads or any sort of customer growth both in B2B and B2C markets.
Meaningful Brands found that “84% of consumers are expecting brands to create content, yet 60% of the content created by leading brands is low-quality, irrelevant, or un-actionable.”
Are You Creating Content or Clutter?
The core concept of Inbound Marketing is to attract customers using relevant and helpful content to take your potential customers on their buyer journey. The key words to focus on are ‘relevant’ and ‘helpful.’ Many companies have ‘lost the plot’ so to speak, in their eagerness to out-create content from their competitors.
So how do you bring back that focus on relevancy and helpfulness? You can start by asking yourself some basic questions:
- What does my ideal customer want from me?
- What pain points does our business offer the solution to?
- What current content resonates the most with my target audience?
That last one is important and will require a bit of digging into your analytics. You should also look at how your audience is finding you and focus your content activity there.
To Blog or Not to Blog
Having a blog is the most basic form of content creation and is certainly helpful when it comes to SEO and link building. However, if your target audience doesn’t read your blog, is it worth the effort? Blog content is only valuable if you make it work for you.
First, make sure your content IS king. Ensure what you want to share IS relevant, helpful, and differentiates you from the competition.
Marketing Automation tools are the engines that run effective content marketing. Automation allows marketers strategic avenues to ensure relevant content reaches their customers at the right time in their journey and giving that great content more bang for its buck. Sharing targeted content triggers them to move down your sales funnel and also demonstrates your brand’s authority and knowledge. Focus on:
- List building – asking people to subscribe to your blog or newsletter is just the start. A good marketing automation platform will allow you to build custom forms allowing your customers to sign up in a variety of way not just on your blog, but throughout your site.
- Dynamic and personalized emails are crucial for delivering relevant pieces of information at the right time in the buyers journey. Email marketing drives more conversions than any other marketing channel.
- Gate the good stuff. Make sure your ‘public’ content is only the tip of the iceberg. Don’t give away the whole show. Use those custom forms and detailed lists to entice your leads to the next stage and an offer of more detailed information.