Content Marketing: Navigating Changing Tides in a Digital World

content_marketingRemember print ads?

How about commercials?

In the ever-evolving digital age, the mediums that have defined “marketing” are becoming antiquated. Consumers have become savvier, but more importantly, they can choose to fast forward or throw away your ad.

What is required now is a craftier approach, a little slyness, if you will.

Enter content marketing.

What is Content Marketing

Content marketing is essentially the art of selling without selling.

Instead of speaking AT your customers, letting them know why your product should be called “Sliced Bread #2,” you are informing and educating them. The prevailing thought being that as they become more educated about your product, service, or industry, they will reward your efforts with their hard-earned money – and they do.

The key is a consistent stream of valuable and relevant information. Without this, you guarantee that your content will fall on deaf ears, ending up as spam, a bounced web page, or lining a birdcage.

Extra, Extra, Read All About It

Yes, the world is going digital.

More and more physical print media outlets are shuttering their print houses, in favor of PDFs or tablet downloads, but one thing remains true.

The headline is important.

Fail to grab your audience’s attention and even if you are promising a miracle cure for whatever ails them, none of that will matter. A bad headline has already turned them off.

Remember the Hustle

Don’t forget that marketing is still involved in this process.

While it may be easy to throw out a single tweet, Facebook post, or Instagram picture and think that it’s going to catch on like wildfire, you still must promote. The internet is a vast tundra of information and the only way to make your presence known is to continually shout it from the mountaintops.

To continue to spread the good word of your content, try:

  • Sending an email to your mailing list
  • Re-purpose your content for various media platforms
  • Building relationships with important and influential bloggers and websites

(Content) Quality Control

Content marketing 101.

Your content should be easy to read, conversational, and creative.

Have you ever looked at an article, blog, or website and stared at a giant wall of text? Before you’ve even read two sentences (fortune favors the bold), you’ve already left the website in favor of something more bite-sized.

Perhaps one of the hardest things to accurately accomplish is to keep your text conversational. We are all pre-conditioned to write in a certain way. Paragraphs must be at least 4 sentences long, topic sentence, supporting sentences, and such.

Imagine that you are sitting down with a member or small group of your audience, how would you speak to them in that situation? Would you use technical jargon just so you can stare into their blank expressions? Or would you speak to them in a way they understand and engage them as human beings?

In a way, it’s very freeing to be unshackled from the confines that have traditionally defined marketing. This is the impasse that creativity-craving marketers salivate over, and your stage is the internet.

So take these few tips and go forth and staking your claim in the wild, wild west of content marketing!

Leave a Reply

Your email address will not be published. Required fields are marked *