The Principles of Great Content Marketing series is based on three core ideas:
- Create simple content
- Create content that is timely
- Create content that solves a problem
The Problem with Content
Content abounds, and no matter what we call it (Whitepapers, eBooks, Videos, Infographics, etc.) we have been getting more and more of it every single day. Via email, via Twitter, Facebook, and word-of-mouth. The problem? Most of the content is not looked at. Or, if it is, is not shared.
Content that isn’t shared usually die without having made an impact.
Useful content will be shared. Even if only internally in your company. Even if only when you call a friend and say “hey, check this out!” and even if only mentioned during lunch with friends when you say “oh, and I just read this interesting article that talks about…”.
Getting Read and Getting Shared
Besides being simple and timely, great content has a third element. It is focused on solving a problem. But not just any problem, YOUR problem.
You see, even if you come across something amusing and decide to pass that on it doesn’t mean you will actually take any action because of it. Entertaining videos are just that, entertaining. Funny quotes are also just that and nothing else. But content that speaks to a problem you are having right now is golden.
If you are struggling with creating your own WordPress website, for example, and there comes a content piece that addresses your current issue (“How to get your WordPress site up and running in 5 easy steps” kind of content, for example) you will drop what you are doing and check it out. If it’s good you will even forward it to a couple people that you know are also dealing with the same issue or maybe send a Tweet about it.
If you had gotten content related to your issue but that doesn’t solve it (“Why use WordPress for your website” for example), it won’t get shared, commented, and more importantly, acted on.
The Content Solution
How do create content with the “problem – solution” in mind? You’ve got to know your audience. Draw buyer personas. Talk to sales and ask them about the prospects they engage. Discuss the typical questions tech support gets during lunch with the tech support manager. Ask around your company, but more importantly, ask outside what are the challenges facing the industry you serve.
Make a list of 5 to 10 items. Then, break those down into small problem statements. You don’t want to have to address something like “world-wide retail operations are low margin, companies are struggling to make a profit” because is too generic and too daunting. Go down a few levels until you have something more tangible, like “apparel retailers are pressured by increasing labor costs in China”. Then, look for what could be a solution to this problem (I’m assuming you sell products or services to retailers) and create content addressing the issue (maybe “5 ways to squeeze more cash out of your sales” or “The new retail mindset and five steps to improve your margins today” for example).
Regardless of the topic, you have to ensure you are addressing a need that your target market has. And, the need could range from basic (“Trends and opportunities in apparel retail”), to more advanced (“How new inventory solutions are transforming the apparel retail industry”), all depending upon your target’s knowledge of the issue and their stage in the buying cycle.
As mentioned in the previous post about timely content, Marketing Automation is a great way to get the right content out to the right person, but you still have to think through all the stages and understand the different needs. It goes back to understanding your market.
Principles of Great Content
In conclusion, you can spend a lot of time creating content in different formats and for different buying stages. What will set your content apart (because you can bet your competitors are also creating as much content as you are) are the three key components:
- Simple content
- Timely content
- Problem-solving content
Keep these three elements in mind when crafting your messages and you will be on the right path to creating great content.