Writing content without a purpose is a waste of time
Writing content is not an avant-garde form of marketing as it has been around for quite some time.
Blogs, YouTube Videos, Periscope Chats, SnapChat stories, Twitter Posts, Instagram Photos, data sheets, podcasts, short and long form ads are all forms of content. However, the packaging and distribution have changed.
The issue with today’s agencies is that they compete on volume instead of on the quality of content. There is pressure to achieve post quotas and update content regularly to stay relevant.
Clients and agencies are screaming for “Content, Content, Content!” at a deafening pitch.
This has given rise for agencies that supply and distribute it. It is common for content farms to have writer’s constantly writing content with an emphasis on speed. This is the new norm in the marketing industry, and it is an understandable pitfall.
None the less, content is ineffective it does not inspire its consumers and result in engagement.
Developing content with an objective
I believe that agencies don’t need more content. Instead, they must raise the quality of their content a strategic perspective.
So much is done reactively—a knee-jerk response to internal or external pressures—and a lot of content does not align with business goals. Content that’s a source of measurement? Sure. Content that induces action in target audiences? Arguable.
I received an email from a client asking my team to write content that “spreads automatically and makes consumers want to buy the product,” and to do it immediately. The client’s digital and social presence was next to none. I spent almost two years counselling them to build an online channel to distribute what we created.
Developing, managing and analyzing the effect of content to change and improve it is a full-time job. One cannot distribute any content on a trial and error basis. Experiment with new channels and types of content, but you have to apply a strategy.
The measure should not be the volume of content. It’s the time the audience spends with each piece of content that matters, along with their level of engagement.
Metrics and the bottom line are still key. Entertaining and attracting people into digital is superb, but if they don’t interact with you, if they’re not inspired to action, that content is as useful as an umbrella in the Savanna desert. You won’t be happy with the result.
Setting the foundation
That takes lots of time, but also a commitment of persons and money. It takes education, experience and an understanding of how social and search algorithms have changed because of the deluge of content. Organic content simply isn’t enough; if you don’t play (or pay) by their rules, the content won’t get seen by the lofty numbers client’s demand.
Be sure to remember the preference of different audience segments as well. A two-minute corporate video won’t impress Generation Z and its eight-second attention span.
So, before you pump out your next round of content, ask yourself or your client:
- Who is the audience?
- What is their preferred channel or medium?
- What do I want to convey to them?
- What am I asking them to do?
- What is the desired outcome and how will I measure it?
- Does this support my broader business goals?
This is only a minimal list, but it sets up a framework for a true content strategy.
Once the strategy is in place, create intelligent, relevant content tailored not just to the channel, but also the audience. Here are some pointers I share with clients:
- If they’re new to the brand or segment, the content should introduce and entice.
- If familiar, the content should deepen the engagement or relationship.
- If they’re rock-star brand ambassadors, the content should engage and reward.
To win the content race, brand managers must execute an integrated strategy. PR, social media, advertising, interactive and digital media and SEO/SEM content must be checked and re-written to match the messages and style of the new strategic content.
Only then will brand managers maintain consistency in their messages and inject value into every bit of content. Only then will they move the library off the shelf and into the hands of their target consumers.
This is a complex issue, and I am just scratching the surface. But it is true that creating content for the sake of volume is unattractive to people.
Written by Jeff Dillow
Original Article: http://www.prdaily.com/Main/Articles/20247.aspx