Here's How the Best of the Best Do It!
Content marketing is what we now call “storytelling”. Going back to the art of storytelling, think of the greats—and we don’t mean just Hans Christian Anderson, Enid Blyton, Grimm Brothers, and other master storytellers. Think of grandma, and grandpa, and Nanny Pat, and Bill the bartender, and Joe at the car repair shop, and Bob the barber, and so many others who told the most interesting stories you still fondly recall. What made them so interesting? They talked about everything from man’s first steps on the moon to today’s town gossip to why brussels sprouts are worth trying to where you can catch the best fish and how. You gave your ear to these storytellers because you trusted them to have your best interests at heart. And that, is the key to content marketing. Tell a good story but also in a way that instill trust in the audience. That’s what the best content marketers do.
To earn that spot as a trusted source of information, it is critical to remain unbiased and fair. As you do so, you may feel somewhat restricted in promoting your brand, but that’s okay. Presenting your brand as a thought leader and a credible storyteller is much more important, and it will deliver far better results.
Find inspiration from some great marketing teams who are using these best practices to produce high quality content.
Match Your Content to Your Audience
Audience engagement is the key to content sharing. Your content needs to reach your readers. The best companies tap into that by creating content that resonates with the audience. Rip Curl’s blog, The Search, has a following of 2.2 million on Facebook and another 130K followers on YouTube. It focuses on the surf lifestyle and doesn’t deviate from its mission. By growing their following, Rip Curl has created a profitable and sustainable business.
Tap into Popular Culture
Using trending topics in your content strategy can reach out to a new crowd. Including pop culture in your content is a way of finding something in common with someone else. Your audience learns a little about you, what TV programs you watch, your pets, your music, and other tidbits that you might not share through your regular content. Pop culture can let you show off your product in a new way. This photo from OPI, a nail polish company, celebrates summer, but still shows off a pretty nail color.
Update Your Brand for a New Generation
You probably have a target customer of a certain demographic. Use content to reach out to a new audience. Old Spice has a great campaign in which they are targeting teenage boys and their moms. The company had a solid base of older men and the products were associated with the old guard. This video is just one example of reaching out to the next generation.
Solve Your Audience’s Problems
Your content goal may be to showcase your business, but you need to think like a customer and show someone why they need your product. Your audience is looking for solutions, not products. John Deere has been doing this since 1895; and no, that’s not a typo. The Furrow is their magazine that established Deere’s authority in the industry by helping farmers find solutions. Today, The Furrow is still being published and has an online version. Four million Facebook followers are just a sample of John Deere’s audience.
Include a Call-To-Action
The call to action is the part of your content that gives your audience something to do. It might be something as easy as “like this post” or “click here to read more”. You must tell the reader what step to take next. Spotify does this well, with a green button to “go premium.” They’re calling attention to what they really want, users who pay for music.
Good Content Doesn’t Happen by Accident
Content that isn’t consumed by your audience won’t convert to sales. Your content isn’t just holding a place online, hoping for readers. You need a content strategy that showcases your business, delivers a punch, and gets noticed. Using these best practices is a good start toward having content that will get results.
If you need high quality content for your site, talk to the MintCopy team. We have experienced SEO writers who know how to create content that draws in an audience to build your customer base.