Confused by content marketing? It’s simply about great storytelling

EquippedAndrea Stevens says growing content (aka ‘tales’) is a great means for companies to construct connection, familiarity, belief and empathy along with your goal audiences.OPINION: Content advertising and marketing is nothing new. The idea has been round some time, however the phrases are sometimes bandied about as a fancy advertising and marketing technique. The fact is, it’s about good old style storytelling, with one key distinction. You should ship worth. It’s about connection Great storytelling is about connection. It engages you from begin to end. Building your curiosity with every paragraph and creating worth – whether or not that’s serving to, inspiring or entertaining you. READ MORE:* Four methods to include LinkedIn into your advertising and marketing technique* Why case research needs to be a part of your advertising and marketing technique* Building a companies web site that sells* Why your organization profile must be all about your shopper* Thinking like a writer key to partaking model content* Brand function: your gold nugget that drives every thing For companies, growing content (aka “tales”) is a great solution to construct connection, familiarity, belief and empathy along with your goal audiences. It allows you to inform deeper, extra significant tales that convey your model ethos and the worth you must provide your prospects or stakeholders. That drives future gross sales and engagement. Yes – it’s a means of promoting what you do. But it’s not a tough promote. And not like conventional paid media, it doesn’t include area limitations or brief time frames. Many tales could be evergreen and, when revealed in your weblog or third-party media, appeal to web site guests for years. One of my weblog posts, Content advertising and marketing technique targets: a step-by-step information, has introduced in a move of recent web site guests month after month over the past three years – giving me an incredible return on funding. What is worth? Content advertising and marketing works on the easy fact that individuals are extra prone to type a reference to your corporation in the event that they like, belief and know one thing about you. That is, so long as the content you create delivers worth. If you might have a great services or products, you’ll be able to create content about it. Stories that have interaction and inform, fulfil a necessity, repair an issue, or pique curiosity. It’s an opportunity to not solely inform, but in addition to indicate, your viewers how one can genuinely assist them. Whether it’s thought management, a “methods to”, an modern undertaking story – be sure to inform your story nicely and your viewers will prequalify themselves once they like what you do. When pondering about content creation, ask your self, will this content (article, weblog, social media put up, case research, information or white paper) be of worth to somebody? Is it helpful and related? Will it assist them like and/or belief me? Authenticity is every thing Good storytelling sounds such as you. It’s genuine. What you write about, and the way you write it, needs to be the identical as in case you have been telling your story to somebody face-to-face. So be your self and write such as you discuss. Or be the voice of your model. Sharing your content Good advertising and marketing content could be shared on any platform or by way of any channel that reaches your target market. The key’s to adapt your content for the viewers, platform and channel you might be utilizing. Social media posts are usually shorter and punchier than a weblog, and an EDM (digital unsolicited mail) article is extra succinct than a print thought-leadership article. There are actually so many channels accessible to companies, whether or not paid, earned, shared or owned, that skilled recommendation could be invaluable in reducing by means of the complexity and guaranteeing the fitting content is on the fitting channel with the fitting message. Persistence pays Content advertising and marketing works finest over the long run. So you might want to hold doing it – and usually. It’s not a retail commercial the place you’ll be able to see the return the subsequent week within the until. It’s an funding in creating connections and influencing how your organization is perceived, over time. And, as with all advertising and marketing, measure, overview and modify your method as you go. Listen to your prospects and stakeholders. Let their pursuits, wants and suggestions information your content, and also you’ll be rewarded. Andrea Stevens is the director of the copywriting company Folio and Folio Digital, working with B2B {and professional} companies manufacturers to publish brand-building content.

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