Communication is key in marketing – in fact, inadequate content can be a great flaw in an otherwise solid campaign. Today’s market is driven by a wide variety of customer interests, backgrounds, and needs, and every piece of content you produce – be it a social media post, blog, or e-book – is a reflection of your brand.
With that in mind, it’s important to dispel a few common misconceptions about content creation:
Myth #1: Revealing too much information leaves customers no incentive to learn more about your product or service.
Never confuse content marketing with your ‘FAQ’ web page. Prospects read your content for various reasons, and limited, one-size-fits-all information will most likely leave them dissatisfied. Instead, think about who will be viewing each piece of content, and why. Your content should be answering a question or solving a challenge for your audience. Then, align your marketing, sales, and development teams to communicate according to the knowledge levels and expectations of each target market. Remember, content should engage your audience in an honest dialogue. Offer as much information as they need, and you’ll keep them satisfied and loyal to your brand.
Myth #2: Writing for search engines will get your content noticed.
Writing for your audience rather than search engines will get your content noticed more often and will yield more successful results. Content should be written for the audience and then edited to include keywords and other small edits to optimize it better for search engines. Your audience will have the ability to share your content and create more conversions, thus leading to new viewers and a higher return on investment. Ultimately, the goal of your content should be to connect with people, not search engines.
Myth #3: Using industry language helps establish credibility and professional expertise.
Experts in particular fields often forget that current and prospective customers don’t always think from an industry standpoint, or understand industry language (it’s fascinating, at times, to compare business perspectives with those of the target market). Content marketing, though, is very different from a product or service manual. Effective content doesn’t just tell customers what they need to know about your product or service, but rather how what you offer can solve their unique problems, in the context of their everyday lives. Speak to your customers in a language they understand, without an overwhelming barrage of industry-specific jargon or technical acronyms. This will lead to better communication between you and your customers.
Your marketing content is more than promotional; it’s the voice of your brand. In a world highly influenced by consumer preferences, it is strategically prudent to be in close communication with your market and thereby better understand their needs. Be absolutely certain that your content marketing is speaking directly to customers in a language that they can understand.
Need help revamping your content marketing strategy? Schedule your FREE 30-minute consultation today to find out how the Pulse Team can help your business develop relevant and engaging marketing content. We’re available to speak with you in person at our office, over the phone, or via Google Hangouts.