Content marketing might not be an unfamiliar face any more – but it is a fast-moving and fluctuating phenomenon, which seems to exist in a constant state of evolution. This frequently changing concept is something that content copywriters need to engage with on a daily basis. Today, approximately 93% of B2B marketers utilize content as part of their established brand-recognition strategy. So what makes good content great?
A lot of content creators search for inspiration in infographics, memes, videos and blog posts that are littered around the internet, whereas others attempt to put their own spin, or input on an idea that has already been conceptualized. If you want to develop content that has the biggest impact on your market, then one of the most important things you can think about is research. Identify the trends that exist in your industry, and come up with ways to adapt those so that they fit your specific marketing needs. Here are just a few key elements that I find make a difference when it comes to getting your content noticed.
1. Target your Audience
This is something that you’re likely to hear time and time again in the world of content marketing, but you need to make sure that you’re speaking to your audience. Too many companies and businesses flounder simply because they attempt to reach out to a global network with their content copywriter, rather than tailoring their message to speak directly to the people who are most likely to buy from them. To really hook in the target market that you need for success, you’ll have to think about how they talk, interact, and what kind of questions or issues they might have. If you can empathize with your audience and truly understand what they want, then you are far more likely to attract and keep the traffic that you want.
2. Think about How the Internet will React to You
Today, both B2C and B2B brands are spending more attention, time, and 76% of their budget on content marketing efforts. As a result, they must come up with new, unique, and engaging ideas that will draw in their users and make them want more. A particularly relevant piece of information to keep in mind when you’re developing a content marketing strategy, is how your message, or voice is going to sound. It’s far too easy for the wrong tone or reference to backfire, bringing your brand enough negative attention to set it back a few months in progress. Be fun, have a personality, and reach out to your audience, but think about all of the ways the internet might assess your different versions of engagement. Are you coming across as cold and calculating, or approachable and genuine?
3. Be Authentic in Content Marketing
As mentioned above, the most important thing to remember when you’re hiring a content copywriter, or building a marketing strategy, is that your plan should center on what your audience wants. Business blogging has been experiencing a significant rise in effectiveness and popularity since 2012, and the importance of high-quality writing in that content is paramount. All of your content strategies are bound to fail if the people reading your work feel as though they’re chewing on posts that aren’t interesting, relevant, or useful.
It can be incredibly tempting to take shortcuts when it feels as though things aren’t moving as quickly as you would like them to, but when you’re developing shareable content for influential figures, clients and potential customers, you can’t afford to take the easier road. At a time when so many people are generating content on a regular basis, being able to articulate innovative concepts and write thoughtful pieces are the only way that you’ll be able to stand out. A professional blogger or copywriter may seem expensive, but authentic content, combined with a real, tangible human voice is a prize worth investing in.
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