“Content is king!”
That’s what marketing professionals and social media gurus all across the web are saying. The truth is, though, that there is already a ton of content out there. What are you saying that no one else is?
Probably not a whole lot.
But don’t feel down about it. Because there is one way to make your content marketing strategy more effective.
Make your content USEFUL.
Why Go For Useful Content
The bottom line is that you want your content to answer your target market’s Google search enquiries.
- Blogging about useful information connected to your products and services will help answer peoples’ searches
- Providing valuable and relevant information to your target audience will get them coming back to your website
- Having a wealth of useful content will help establish your business/brand as an authority in your area of specialty
Take the Google Academy example of the outdoor store that runs a blog about all things outdoors. You’d imagine that store’s blog would include tips like “how to pitch a tent,” “5 campfire starting techniques,” and other material.
If your blog or YouTube channel is full of such useful information, you can bet interested people will come back.
My Brand is More Entertaining than Useful, Though.
Is it really? Be honest.
C’mon, do some soul searching.
Is your brand (or business) one of those brands that excites such fan loyalty and devotion that they’ll tattoo your logo on their necks? Let’s face it: probably not.
If you’re a sports store trying to be the next Nike but no one has heard of you, you can bet your “funky, entertaining” content will not excite much interest (unless, of course, it’s absolutely brilliant).
You’re probably better off blogging or vlogging about how runners can avoid shin splints.
Types of Content Marketing
There are plenty of approaches to content creation.
Brands like Buzzfeed and others go for the entertainment approach. They produce content that is there to make you laugh, cry, or simply “like.”
Others use the news angle, which is, of course, most appropriate for news and current events sites.
Still others go for shock, some for the elusive “cool” factor. There are so many different kinds of content that it would be hard to categorize them all.
But in my mind, the best content is useful stuff that answers readers’ questions quickly and effectively.