Everyone is doing content marketing, and most are doing it badly. Just two statistics tell the whole story:
- 91% of B2B marketers use content marketing.
- 2 out of 3 do not believe that the content they produce is effective.
Why is so much content ineffective?
Relevant, effective content needs to answer the question, “What’s in it for me?” Good content delivers obvious value to its audience. It gives them a reason to devote their time and attention—even just a few minutes of it.
Fortunately, creating content that answers the WIIFM question isn’t too difficult. Marketers who take the time to follow a structured process can consistently create messages that make an impact.
- Know your audience
This is first on the list for a reason. Knowing your audience is the core of the content marketing process—without it, creating relevant content is impossible.
- Find the pain
Seek to understand the personal goals, frustrations, and daily struggles of the individuals who comprise your audience. Valuable content addresses these issues.
- Stick to the plan
A content calendar is crucial. Plan to create content at a consistent cadence, and map content to your audience’s buying cycle.
- Stay focused
It’s tempting to try to say everything, but the best content focuses on answering just one question.
- Keep it fresh
Search for new ways to explain, illustrate, and educate. Carry a notebook or use an app to record inspiration as it strikes.
- Be adaptable
Metrics like views, clicks, downloads, and shares help you measure the response to your content and learn from your failures and successes.
- Follow up
When you find a fan—someone who consistently interacts with your content—reach out! It’s time to discover how your company can meet the needs of this interested individual.
If you are looking for a partner to help create engaging content, consider NuGrowth. To find out how NuGrowth can help, contact the team at 800-966-3051 or fill out a contact form and we will be in touch.
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Author: Danny Kear
Danny writes infographics, emails, and other content for NuGrowth Digital clients. He applies his background in marketing and communications to craft content that illuminates the quality and value of the client’s brand.