How disappointing is poor quality content after clicking a catchy headline? The prose is not what we expected, sounding like robot-sputtered language, while the information conferred is essentially a rabbit hole of fluffy generic phrases. While we skim the vague text or halfheartedly view the video, our agitation rises because we’ve wasted time and feel the inequity of the transaction. ‘Surely my time is more valuable than this content!’ Disappointment sinks in as we stop and click the site closed, vowing never to visit this company online again.
As marketers, we know the importance of creating the opposite -- not only good -- but exceptional content to attract customers. Considering how hard it is to compose and publish original content repeatedly, and that content creation is just one of the many hats we need to wear as marketing professionals, it is no wonder that we struggle.
A 2016 B2B Content Marketing Trends-North America survey performed by Content Marketing Institute and MarketingProfs, rated producing engaging content as the biggest challenge B2B marketers face.
Noteworthy content fulfills a clear purpose like an innovative teacher motivating students. He creates a lesson plan before he teaches. He understands that the starting place is in the planning. Why are his students in his class? What do they want to learn?
Good content is also born in the planning. Content marketing strategies are more likely to build traffic from the right audience when they are born of planning rather than being defined on-the-fly. Proper planning can transform content, proving it to be a compelling guide rather than a lame gimmick to the customer.
Fascinating narratives don’t follow a predictable formula which wary consumers instantly recognize as a sales pitch, pushing products and services. It doesn’t assume everyone has the same learning style.
All exceptional content possesses three characteristics in common:
Your company’s website, blog posts, email marketing, social media posts, ebooks, videos, and infographics all have a job to do: to attract the customer you would love to serve, and renew the current customer relationship. When readers think what you have to say is useful, valuable, and interesting, they will likely return to discover more.
Readers feel like they’re having a meaningful conversation with the person in the room with whom they most want to converse. The message, spoken with empathy, addresses the audience’s specific needs, wants, and desires. It’s not what your company does or sells, but how you demonstrate a personal touch: what your people do for your customers.
Ann Handley, Chief Content Officer of MarketingProfs, suggests the value of content is how well it excels at helping the reader become more knowledgeable about a particular subject. A reader’s curiosity piqued when she realizes the potential to acquire unique and meaningful information. By weaving your company’s Brand voice with great content, you cultivate a relationship in which the reader chooses to invest time in your Brand again and again.
If you are looking for a resource to support creating and integrating exceptional content across your entire organization, Novocent can help. We specialize in helping companies find their brand voice, win new business, and connect with customers. Give us a call.
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