We’ve rattled on and on about content over here on the Solutions 8 blog for a while now. Effective digital marketing requires content. Content must be valuable. It must speak to your target market. It must drive website visitors and convert leads.
Content, content, content.
Well, today I’m here to tell you that simply creating good content isn’t enough. You must do more than simply hammer out great content – you need to market it so that your target audience actually sees it.
As much as we all would love for things to be plain and simple, there’s a lot more to building content than one might think.
First, you must know who you’re speaking to.
It’s all well and good if you are putting together a white paper on web design tactics for people actually interested in designing websites. But what if your target market, those individuals you actually want as customers, aren’t going to be doing web design? Are they CEO’s, marketing managers or corporate executives? Content that describes in detail how to create web banners and Flash graphics most likely won’t appeal to them, no matter how good it is.
Make sure the nitty gritty of your content falls in line with what your target customer wants to read. Do the appropriate research to find out what kind of information they are seeking. Your content should fit your potential customers, not the other way around.
Second, your content shouldn’t be good. It should be great.
Most people won’t fork over their contact information unless the content you are offering them is top-notch outstanding – something they can’t easily get elsewhere for free. If your content is a “how-to” piece, describe in detail each part of the process and provide examples.
Your information should go deeper than who, what, when, where and why. It should give your audience a variety of creatively packaged material that solves their problem or answers their question (again, research is important here). Interactive content is great – offer worksheets, templates, cost calculators, etc. The more in-depth content you can provide, the more likely you are to convert.
Finally, don’t forget to actually market your content.
Sure, you can spend a ton of time creating awesome content, slap it on your website and wait by the phone. But unless you are actively marketing that content on the appropriate channels, there’s not a good chance the phone will be ringing off the hook.
Most content doesn’t go “viral” on its own. Unless you’ve created the next Gangnam style music video, you’ll need to do some marketing. Promote that content as much as possible on your company’s social media channels, your corporate blog, email blasts and in your other marketing materials.
The best place to market content is on other pieces of related content. For example, a webinar about SEO tactics is a great fit for an SEO white paper – add a register button for the webinar within the content of the white paper. The more you can integrate your content, the more success you’ll have.
You may have noticed after reading this that we still believe in content creation as a valuable component of any digital marketing strategy (did we have you worried for a minute?). It just has to be done right. For a more in-depth look at the ins and outs of content creation and how it works in a successful digital marketing campaign, download our free content white paper, “Content That Converts.”
Image source: http://venturebeat.com/2011/09/21/facebook-is-about-to-feature-creep-itself-into-a-usage-u-turn/thumbs-down/