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 - 2/25/2021 06:00

Don't Waste Time Staring at a Blank Screen Hoping for Inspiration

A white page with a blinking cursor can be scary. You sit down to write next week's content and stare blankly at the screen until 1 min, 1 hour or even a whole morning has passed without getting any work done. It's not uncommon for people to think that writer's block is a myth (a.k.a. procrastination). You should just start writing (or typing) and you'll come up with something—it doesn't always work that way. We know writer's block is real. Creating great content doesn't happen by accident or under duress. Go back to your content strategy and find a new approach to creating valuable content.

Sheetal Pinto - 2/18/2021 06:00

When Customers Are Seeking Help, Stop Selling!

Chatbots are becoming more mainstream as more businesses embrace the technology as part of their online presence. To maintain your brand’s identity and to avoid pushing customers away, your business can’t afford to leave your chatbot content strategy to chance. Here are our best tips for creating a chatbot that eases up your time by delivering relevant information to your customers.

Sheetal Pinto - 2/11/2021 06:00

Promote Your Employees So they Can Promote Your Brand

Akio Morita, co-founder of Sony, said, “I emphasize this—no matter how good or successful you are or how clever or crafty, your business and its future are in the hands of the people you hire.” Your employees are the foundation of your brand. Showcasing your team members and introducing them to your audience creates relationships with customers. Don’t make your “About Us” page an afterthought. Use the “Our Team” page to make your brand more personal.

Sheetal Pinto - 2/4/2021 06:00

That Should Be Your Goal when You Write Content with Empathy

Consumers are bombarded with content. It’s not just text-based content like blog posts and web pages. It’s estimated that over 95 million photos and videos are shared every day on Instagram. Over 500 million Tweets are posted each day. The average office worker receives upwards of 120 emails per day. Making your content stand out is getting more difficult by the day. Creating content that resonates with your audience is even more challenging. When a reader reads your blog or email, what is the takeaway? If you can’t make them remember the words, you can leave them with a feeling that you understand their needs. Empathy is a powerful weapon in the content toolbox.

Sheetal Pinto - 1/28/2021 06:00

Here's a Checklist of 7 Dos and Don'ts

A decade, or even two decades ago, they might have seemed like a task that only the highly experienced publishers took on. Today, eBooks are on trend as a marketing tool, and many content marketers are using them very successfully. You don’t have to be a big company or one with deep pockets to venture into this type of content writing.  Once you write an eBook, you have an asset in your content marketing toolbox that you can use for a long time. It’s like trying to bake a cake for the first time—it looks hard because the recipe has so many steps, but once you get started, it’s not that difficult. And you may end up wanting to bake again, frequently! If you’re writing your first eBook, here are some tips that can help you be more successful.

Sheetal Pinto - 1/21/2021 06:00

Who’s your favorite Superman? Is it Christopher Reeve, Dean Cain, or Henry Cavill? If you’re like many Superman aficionados, you may not have a favorite. You enjoy them all on their own merits. Each rendition of Superman brought a new facet to the character. Content is much like those favorite characters who we keep bringing back.

Sheetal Pinto - 1/14/2021 14:27

Most businesses don’t have an infinite marketing budget, so it’s important to focus on smart content marketing. In creating a strategy, you can put your marketing dollars toward the most effective methods to increase your audience and boost sales. Here are five more content marketing ideas that you can use on a budget to see how your customers respond.

Sheetal Pinto - 1/7/2021 06:00

As we enter 2021 with innovative ideas and new opportunities in entrepreneurship, let’s take a look at how content marketing can lead to new customers, even if you don’t have a huge budget. The key is to get a content strategy and build your content vault as you grow your business. Here are five ideas you can build into your marketing plan to reach out to your audience.

Sheetal Pinto - 12/22/2020 13:24

As you look forward to your 2021 content strategy, look back at the roller coaster of 2020. This year—make no mistake—it was a pandemic that altered consumer behavior, forcing marketing teams to pivot their content plans. #BlackLivesMatter put the focus on minority businesses and diversity. Our focus was on helping businesses stay relevant while maximizing their online presence.

Sheetal Pinto - 12/17/2020 06:00

With everything going on in the world, you may be wondering if people care about grammar and spelling on your website and social media channels. Here’s the thing—people now have more time to notice errors in online content. Smashed Media estimates that “grammatical mistakes on websites can reduce sales by up to 50%.” Quality Logo Products reports that 42.5% of over 1,000 social media users who were surveyed about spelling mistakes would not purchase goods on websites that had misspellings. It’s not as though your audience comprises of language experts and schoolteachers, but consumers want to see that your brand cares about the details, even the seemingly unimportant details like grammar and spelling in digital content. To support your busy team of in-house writers, consider hiring an experienced SEO copywriter who can play the role of a content editor.