Content Marketing Blog mint

Content Marketing Blog

Listen Up Content Marketers! It's OK to Go Off on a Tangent

Your Audience will Enjoy the Break and Share Your Content Readily

Unless you’re blessed with insanely linear organizational skills, you understand how boring anything formal or stiffly written can be. Reading through educational materials isn’t exactly fun for many. That is, until you come across someone who knows how to write for their audience instead of just their topic.

Content marketing isn’t about plugging your product shamelessly line after line. It’s about bridging the gap between interest and a solution. Each piece written for a website should expand on knowledge about a product’s potential as it relates to the real world. This isn’t done with a “used car-salesman” ad. It’s done with a narrative. A story that takes the reader on a relatable journey that teaches, entertains, and builds a relationship. So yes, of course, go ahead and sell your high-tech lawnmower, but do so by showing your audience how to care for their lawns, how often to water their grass, why weed and bug control is required, how does aeration work, why your dog peeing on the lawn may burn it, smart ways to protect your grass during summer barbecues, and so on.

Think of content marketing like going on a blind date with your audience. They’re already there because something interests them. Now, it’s up to you to keep them there with witty and captivating stories that eventually nudge them in the right direction. Going for the hard sell right out of the gate is always going to be a mistake in content development. Those lawnmowers will only sell fast and sell more if your customers have beautiful lawns that they believe deserve a high-tech mower!

Omnipresent Branding of Content – It’s NOT Required!

Some old school marketing gurus are still focused on making every piece about the brand. This falls more in line with advertising copywriting and has been proven less than effective with the new digital generation. Consumers respond to “tangents” that interest them and provide valuable information instead of treating them like cattle with wallets. Knowing when to create a tangential content sales funnel is as simple as identifying your content’s purpose and using these tips:

  • Is your content intended to increase traffic, improve SEO visibility and create repeat customers? Content marketing is an excellent way to diversify your topics which casts a wider net for consumers and creates new sales funnels from different directions.
  • Content that’s written to entertain also has a more emotional impact on readers. Emotion is one of the most powerful marketing tools in existence. It connects to people and resonates with them on a deeper level. This means more meaning and more memorable content.
  • Content marketing may be intended to increase sales, but the long game is best played using diverse topic choices that offer a wider range of value for different types of potential clients. Again, the wider you can cast your marketing net, the more traffic you’ll eventually drive to your niche.

Your niche doesn’t have to be so narrowed by content that no one can get in to enjoy your products. Content marketing widens this and diversifies your audience in new and interesting ways. Sometimes, branding can miss the mark—so why not make your target bigger?

For more information on how to change your approach to content marketing, contact the SEO copywriting experts at MintCopy. We know how to get the readers’ attention, and how to keep it!

Use our online form to get in touch today. Follow us on Facebook, LinkedIn, Google+ and Twitter to stay updated on the latest content marketing trends.

Share


Recent Posts

Sheetal Pinto - 5/6/2021 06:00

The age-old question of which comes first, the proverbial content chicken or the SEO egg? We don’t have to debate this issue. The answer is easy. It doesn’t matter which came first. What matters is how we balance content quality and readability with SEO best practices. The key is to deliver relevant information for customers in a user-friendly package while making sure the search engine bots evaluate and rank your content for search visibility. Complement your content strategy with your SEO strategy cohesively instead of thinking of them as two separate entities.  

Sheetal Pinto - 4/29/2021 06:00

SEO and content marketing can seem technical and complicated, at least at first glance. With so many variables for determining ranking, you could get lost in an algorithmic forest. Instead of putting your focus on the technical details, focus on your audience and what your reader wants. Your content will have better quality and be more consumable and shareable by the user. Subscribing to content best practices keeps your website on the forefront of SEO for organic ranking. Here are three things you should be including in your current content plan.

Sheetal Pinto - 4/22/2021 06:00

Most people will not think about insurance as the most exciting topic when it comes to content, but Progressive made insurance more personal with their mascot, Flo. Geico brought in a gecko as an unconventional way to discuss insurance with customers. Liberty Mutual introduced LiMu Emu and Doug to spread the word that you can get customized coverage. These insurance businesses found a way to create interest and a narrative around insurance that makes people pay attention. Your insurance agency can take your content strategy up a notch through these tested and proven techniques that serve your customers.

Sheetal Pinto - 4/15/2021 06:00

Think of content marketing like a first date. If all you do is talk about yourself, you’re unlikely to get a second date. People aren’t primarily reading your content to get to know your company. Your audience is trying to solve a problem or get insights into a subject that is of genuine interest to them. The conundrum is that to ensure your content is consumed and appreciated, you must have a well-planned SEO strategy. To get content that meets your SEO needs, you need a content strategy and a way to convey that plan and its objectives to the copywriter. 

Sheetal Pinto - 4/8/2021 06:00

The best lawyers and politicians know that to persuade others, there are three elements of persuasion – ethos, pathos, and logos. Ethos refers to your character and believability. Pathos is the emotional aspect of your argument. Logos refers to the logic or reason of your statements. When you weave the three elements together well, you can persuade your audience to take action. Use the power of ethos, pathos, and logos to increase the effectiveness of your content marketing.

Sheetal Pinto - 4/1/2021 06:00

Having a strong content strategy builds your school’s reputation, attracts new students and brings your community together. It may even encourage alumni to donate and support your school in many ways.  The challenge is bringing together many departments and goals while having an engaging website and keeping up with social media. To be successful, it’s important for modern-day schools to be active online and on social media. Your school can also differentiate itself through an engaging online platform.

Sheetal Pinto - 3/25/2021 06:00

How Content Marketing Can Help Your Charity

Content marketing is often geared toward selling products or services. So, when your organization is a charity, it’s easy to think that content marketing doesn’t have to be part of your marketing plan. If you’re trying to build an online presence, you need a content strategy just as much as any for-profit business. Putting the right information in front of your audience gives you the opportunity to reach your community more effectively.

Sheetal Pinto - 3/18/2021 06:43

Communication is a two-way street. We share our message to get a response. How often do we forget to listen to the response? In our daily scramble to create new content, we often forget about checking to see what our audience thinks. We get so focused on Google rankings that we neglect our real audience – the customer. Creating an atmosphere in which you listen to feedback and reviews from your customers gives you a chance to let your customers know how much you care. Plus, it opens the door to some exciting opportunities in your content marketing strategy.

Sheetal Pinto - 3/11/2021 06:00

Burger King may have had good intentions with it’s 2021 campaign for International Women’s Day, but it’s tweet “women belong in the kitchen” came off as sexist. Although it is true that women make great chefs, the historical context of the phrase brought negative publicity to the popular burger chain. The campaign was a flop and goes to demonstrate the power of thoughtfully crafted content. You can use your content to show you value gender equality, provided you do it right. 

Sheetal Pinto - 3/4/2021 00:00

You’ll Find An Enthusiastic Audience in Exchange!    

Entrepreneurs cultivate discipline. It takes a lot of grit to get up every day and punch the clock without a boss looking over your shoulder. Most small business owners have their must-do list of things that have to get done, regardless of feelings and inspiration. Sadly, content marketing often gets relegated to that have-to-do chore list. It’s typically done out of discipline instead of enthusiasm. Gordon Parks, photographer, film director, musician, writer, and co-founder of Essence magazine, said, “Enthusiasm is the electricity of life. How do you get it? You act enthusiastic until you make it a habit.” If you’ve lost your joie de vivre in your content creation, here are some ways to find it again.