The Guide To Content Marketing Success: how to meet your customer’s obsession
Creative content is all around us every day.
It’s all over the websites we visit and the videos we watch. It’s across the blogs we skim, the podcasts we listen to and the books we read. We’re obsessed with it.
Quality content is popular with audiences, which is why content marketing has become a highly effective way of reaching and engaging people. However, due to the abundance of choice, people don’t spend their precious time on just anything – they demand relevant value. So, how is your business meeting this demand for content?
What is content?
In a marketing and business context, content is the range of creative multimedia forms which provide an informative or entertaining experience for an end-user audience – whoever they are.
Content can take many shapes and forms, including:
Books and eBooks
Articles and interviews
Websites and landing pages
Social media posts
Gifs and memes
Longform pillar pages
Templates and checklists
And so on.
Content can come in written, visual or audio formats (or a combination of all three) and exists for the sole purpose of being watched, read and listened to. In fact, content is considered ineffective and useless if no one interacts with it.
It’s not like art – marketing content has a purpose; a utility. An audience is impulsive and will naturally seek out content based on their own personal preferences, desires and needs. This is why businesses have identified it as an effective way to communicate with people (known as content marketing).
What is content marketing?
Content marketing is the business practise of identifying a relevant end user and assessing their challenges or pain points, and then creating useful content which provides value in exchange for their precious attention. The intention is to gently guide them to convert by presenting a product or service as a relevant solution they may consider.
It’s an approach to marketing that is involved with the ideation, creation, distribution and evaluation of relevant pieces of content along the customer journey in an attempt to draw interest to a product or brand during a customer’s ‘moment of inspiration’ – that is, the point when they’re ready to make a decision.
For example, if a couple is looking for a local school to send their children, they won’t simply listen to a radio ad and make a decision. Instead, they will naturally undertake research online to identify potential options and find out information about each. The content they find, in the form of blogs, articles, website information, videos and so on, will help form their opinions about which is the best match for their children. But only they will make the decision once they’re satisfied.
Similarly, a person looking to buy a car will look up testimonials, test drive videos, background information, the official website and much more before they set foot in a showroom.
Statistics show that most people today view at between 3 and 11 pieces of content when looking to make a purchasing decision. This is because there is an abundance of choice and channels out there that are easily accessible.
Even more interesting is that generally speaking, most people have almost made up their mind before they even make direct contact with a business – all due to content.
As consumers, people want to find the best deal when looking to invest their money or time into something; and for businesses that want to be successful, you must be creating on-topic content that is out in the public space, 24/7 to meet their needs whenever they want it.
Why should you use content marketing?
People today are highly empowered and educated. We are also time poor and highly selective about how we divide our limited attention.
But the real truth is that people are self-absorbed with their own situation which means we have learned to naturally filter out anything that doesn’t provide us with value to use at a given time.
That advert about an upcoming video game title will be completely invisible to a person who has no interest in gaming. Likewise, an article about the latest collectable sneakers will be ignored by someone disinterested in shoe fashion trends, and so on.
Because on this, unwanted ads which disrupt or are counter to our current goals are considered unwelcome or even intolerable; and this is not the state of mind you want your customer to be in when you’re trying to sell them your product or service.
For example, if you’re looking up a How To Build a Cubby House video, and are forced to watch an advert about pizza or jewellery, chances are you’re not in the right head space for that message and will immediately ignore, mute or hit skip to get to the content you’re actually looking for in the moment.
This is the purpose of content marketing.
The point of content marketing is to provide a more welcomed avenue to pique a person’s attention, by providing relevance on their terms. It’s effectively giving them the ability to find your content when they’re ready, and giving them a reason to choose your brand, product or service because they’re in control. It’s not forced upon them, which makes their decision-making process more aligned with your brand.
This is as opposed to direct advertising which, today, gets largely ignored because it’s considered by most as distracting, frustrating and annoying.
Quality content which offers value through entertainment or information earns people’s attention and trust, which is why it’s a highly effective form of marketing today.
How do you create content?
Start with your audience – the best executions of marketing content begin by analysing your target audience to identify what core, emotional needs they have.
Determine how your product or service solves their challenges.
Craft content which bridges the gap between their needs and your solution in an informative and engaging way.
Launch the content across media that your target audience prefers and visits often.
Monitor the results and adjust the content as needed to maximise its performance.
If you need assistance, a content writer can help you.
What is a content writer?
As the name suggests, a content writer specialises in writing content.
Sure, everyone can write – but a content writer has spent years perfecting their craft, writing compelling content which interests audiences, engages their attention and inspires them to take action. They have learned over the years to craft content in ways that they know will produce the best results, from headlines and flow, to subject matter, layout and style.
While some people say that a content writer and a copywriter are different, they are essentially the same thing today. You’ll hear people say that copywriters focus on crafting creative and compelling copy which sells, whereas a content writer fills the space in websites and pamphlets with plain or more neutral content which informs.
Technically this is correct. However, like I said – in today’s modern world with your audience’s high standards and a cluttered marketplace full of noise, you try and create “plain content” and see how effective that is!
Copywriters and content writers are very similar professions today with a lot of overlap because we both compose compelling pieces of content and messaging to provide value to a target audience.
If we don’t, people won’t read, view or consume what we create!
Why do you need a content writer?
Your impulsive audience has become hooked on content, to the point of addiction.
Due to technology such as the internet, Wi-Fi and smart devices, people search for and access content constantly all day and not even realise.
When you wake up, chances are you browse social media and news sites for the latest updates.
You’ll be on the train on the way to work watching a video while listening to a Podcast at the same time.
Then, while you’re waiting for your lunch to warm in the microwave, you’re checking out posts on Facebook or skimming blogs about new hobbies.
Next, you’ll have tabs open on your computer, hunting for reviews about a new model of car or the latest investment strategy advice.
On the bus home, you’ll be unwinding by watching interesting videos.
You may even be checking Google while you’re eating dinner or lying in bed.
Does this sound familiar? You’re certainly not alone.
By the same token, your target audience is looking right now for more information about your product, industry or brand. How are you meeting this demand?
If you aren’t creating content that’s entertaining, informative or providing value, then chances are, your potential leads and current customers are getting ‘their fix’ from your competitors.
This means that they’re being drawn away from your funnel and influence, and being drawn towards theirs instead.
You can’t let this happen. Audience attention is too valuable to your business.
Unfortunately, creating content takes a lot of time and effort if you want to get it right. But fortunately, you can find a freelance copywriter or content writer to help you manage the workload.
A content copywriter can help you meet their needs and provide quality content in all forms to attract people to your business and brand. Don’t underestimate the importance of content – your customer certainly isn’t!
How Can Melotti Media Copywriting Help You?
To engage your customer and achieve ongoing business success today, you need quality copywriting and consistent content.
However, we understand that this is easier said than done.
You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and content marketing needs!
For more information or to speak to a quality copywriter to get the results your business deserves, contact me now at firstname.lastname@example.org.
I can sharpen your words to achieve your goals, today!
Acknowledgement of Country At Melotti Media, we acknowledge the Traditional Custodians of the Australian land on which we gather, meet and work today, and pay our respects to their Elders past and present. We also extend that respect to Aboriginal and Torres Strait Islander peoples here today.
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