How to Clean Up Your Content Marketing Act and What Principles Will Get You There?

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DECEMBER 2016

Content marketing is flooding the internet and social media in an attempt by many businesses to garner customers, but are these attempts futile? They may be if you are just putting content out there for content’s sake. Consumers are savvy and know what they want. If your business doesn’t respond, you’ll be left by the wayside as these customers move onto your competitor.

Many a content marketing company will tell you that the amount of content you have out there is the single biggest way to get your brand out there and to the masses. While you may reach a lot of people, you may not reach the ones that will buy your business’ products and services. These customers care more about what matters to them and a hundred of pithy posts that they can’t relate to, will not only turn them off but will turn them away from your business.

Good Content Matters

A good content marketing company will tell you that is all about quality. A few dynamic and reaching posts will get you the customers you are looking for, improve your business, and your bottom line. Think about posts that create some momentum that you can build on and keep your customers coming back for more. You are creating a relationship with them and at any moment they can break up with you if they are not happy with the information you provide them. You want to make it of the utmost importance to engage with them on what matters most and also builds off the brand you are creating.

When you are working with a content marketing company on your content marketing strategy use these principals to ensure you are creating meaningful content that will gain you the results you are seeking.

  1. Is It Relevant?

This will help you determine if you are creating content that is worthy of your readers. How relevant is the content you are creating to their lives, needs, and problems? Does it matter to them? It should and in a deep way. Check yourself when it comes to creating content that has no direction and is just being put out there to fill a space on your website or social media platforms. You should ask your content marketing company for more as this is what your customers will expect. Think about how the content resonates with your brand. Does it hold up your company’s values and vision? It should and it should engage with your customers in a way that has them seeking you out for more information. You need to be the expert that they turn to that can solve their everyday issues, which in turn will get your brand out there and help you sell your business’ products and service.

  1. Are Your Customers Engaging?

A well-meaning post may have fallen flat and you have no idea why? While you may have been sure your customers would relate they just don’t seem to be engaging. You are not hitting their hot buttons yet and need to ask your content marketing company what’s next? Look for ways to dig into your customers’ psyche and really reach that core need that they have. They more they share, like, and comment, you know you are on the right track. It takes time to craft the perfect message that will have your customers reacting, but when they do, you will reap the rewards tenfold.

  1. What Are You Getting Out Of It?

While creating quality content with your content marketing company matters, if you are not getting anything from it, it may not. You need to see the engagement, receive the leads, and feel the return. It doesn’t make sense to put all the effort into a content marketing plan if you have no expectations. You should know what you want to get out of it and have a strategy to get there. You want to see a real revenue increase and have your brand reach far and wide. Those leads should generate, but it’s up to you to get your customers interested first through quality posts.

  1. Do Metrics Matter?

With so much information available about your customers online through metrics, you’d be foolish not to pay attention. This can give you an inside look into how your customers act and think about the posts you are posting. Just posting content marketing willy-nilly without any direction can lead to a content marketing campaign that loses out. Study those metrics with your content marketing company and really get to the bottom of what is working. This is the way you can measure the success of your content and really know it’s working.

Using these principals in your content marketing strategy can take you from zero to hero in a short amount of time as your customers start to pay attention to your posts and you as a business.

Annie Ianko

Content Happiness Advisor

Annie has 18 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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