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"How can we get cut through in this noisy market?"
This is a question I hear a lot. Yes it is noisy, with lots of press releases, social media posts, webinars and articles. However, humans have an ability to filter out content and messages that are not relevant to them.
Therefore if your content and messages are relevant, they are far more likely to get heard. And more so if you deliver these messages to the right person at the right time through the right channel.
Easier said done, because there are several challenges faced in today's market (when it comes to creating content), which are not mutually exclusive:
Time & Resource
The Batch & Blast Problem
Selling Over Engaging
Over Reliance on Social Media
AI and Quick Fixes
Time & Resource
Marketers are busy and under pressure to deliver more and more content. The outcome is that it becomes quantity over quality.
The solution is to do less, but focus on creating the right content in the right way.
Another solution is to repurpose content and update existing content. You don't have to keep reinventing the wheel and should keep older content updated.
The Batch & Blast Problem
Often the same content is sent to everyone, rather than being targeted based upon the stage someone is in the sales funnel, or learning styles for example. By targeting content better you will generate greater success.
Educational content is great for brand awareness, for example, whereas webinars and case studies are great for conversion.
Sells, Not Tells
Content is often written to act as a sales tool, rather than be educational. It is looking to do a short term act.
Instead, focus on educating, engaging and telling stories (not facts). So case studies, for example, should tell the narrative not the facts of what happened.
Make your content human and helpful.
Over Reliance on Social Media
Social media is great, but it is not the only toy in the toy shop. Besides, social media content does not last very long.
Therefore, create educational blogs that have longevity for example. Have webinars that can be watched in the future, not just today.
You need a diverse digital strategy. Email marketing remains your most important channel, so use this more with targeted content - and to drive your audience to your blogs, events and webinars.
Quick Fixes With AI
Because time and resource is a challenge, AI has become a trusted friend of marketers who create content. However, content created without human intervention is less authentic and less human.
Write how you speak.
Put yourselves in the shoes of your audience and use their words and phrases, not fancy terms & jargon.
Some Other Solutions
To overcome the challenges of content, here are a few more ideas:
Know your audience - the more you know and understand your audience, the easier it becomes to create relevant content
Be consistent
Think brevity - keep content short
Update content every quarter
Prioritise the right content - your essential content comes first (news, updates, social media and blogs) followed by those that drive engagement (educational content, videos, podcasts and events) then your conversion content (case studies, events and webinars)
Repurpose through different channels
Promote your content
Final Thought
Like everything, you need to be effective and efficient.
Effective means creating the right content for your audience; if you don't you are pumping out content that will get ignored.
Efficient means creating content as easily as you can - by focusing on quality not quantity.
Do the right things, right.
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