Why Content Needs Focus and Purpose,

Why Content Needs to Be Human,

Content marketing is a popular topic for digital marketers today. It is not hard to see why; According to a Demand Gen report, 96% of B2B buyers report that they want content with more input from industry leaders. While not all companies have a strategic content marketing strategy, many are already embarking on strategies such as blogging, traditional advertising, and social media. Anyone with a computer and internet can display content. And given the state of technology and automation, we may be fast approaching a time when people are not required to produce content at all. Automated marketing will reach a whole new level.

But do we really want to do it ourselves?

First Things First - What is Content Marketing

I’ve written a few pieces that draw parallels between content marketing and storytelling, and I believe that in order to do well first you have to be good in the end. With all the definitions of what content marketing is (and is not), let’s take a look at what it really means. In many cases, we see content marketing defined as a strategy to provide relevant, informative (non-advertising) content to targeted audiences for the purpose of earning interest in personal products/services.

Let's break it down for this article ...

Content marketing offers great content.

So How Do We Provide Great Content?

Where does good content start? First of all, I would like to point out what I consider to be some of the cornerstones of good corner content and advertising:

Compassion - Sacrifice is nurtured by the seed that sows seed where the great relationships flourish and grow

Honesty - Being honest about a product or your product makes you look trustworthy and trustworthy

Commitment - Open (and free) sharing - whether it's information or personal matters or important data - attracts people and draws their attention.

Humility - Do not be selfish

Good content should be based on what people can understand. Almost all of us have seen on-site content blogs that generate rich keywords in categories that have no meaning. Good content is more than just providing Google and Bing. People - not machines - will not be interested in what you say. While there are excellent SEO practices to follow, the news is sensitive to people, not robots.

Great Content for People

This article goes a little deeper into how each one serves as the basis for a content marketing strategy. If we boil it down continuously, I believe we come to this fact: good content (marketing) is based on personality.

If we look at Merriam-Webster's definition of "personality" (ugh, descriptions - I know, hence cliche. Be patient), the second inclusion describes personality as:

A: The quality or status of a person combined with their normal personality

B: Population: attributes or personal qualities

Why is this important? Because the content must be based on the same things - those qualities and attributes that make us the same. If good marketing is just good news, all of this makes sense.

Think of the best stories you've ever heard - and the best storytellers you know - and sharpen the qualities that make them memorable. The issues that affect us most are those that we can relate to personally. We get acquainted with the story we are told and cling to it like a glow on a warm summer night. We put it in our pot (mind) and meditate on it, and even if we can't hold it forever, it leaves a picture.

Similarly, great storytellers find ways to communicate with their audience. They broadcast eye-to-eye contact to their listeners at the right time. Forced intrigue with raised eyebrows or a magical hand gesture. They vary in tone and tone depending on where they are in the story - they deepen the voice as the plot intensifies and accelerates near the apex of the argument.

These nuances that seem so small actually linchpins form a connection between the story, the storyteller, and the audience.

Great storytellers use their knowledge - how they feel about the situation, the sounds they hear, the feelings they hear - and help to recreate what is happening so that the audience can feel it too. This ability to draw on our own experiences and to do the same for others is truly human.

And it is the same with the content. Major content producers penetrate the skin of their audience and deepen to understand how they feel (empathy), which includes points of pain, challenges, frustrations, and motivations. They use those qualities to create content that speaks to each other in a visual way.

Just as our news reporter was able to change tone and tone, so content marketers can also change depending on where the content is being developed, the audience to which the content is delivered, and the topics in which the content is made.

As this Forbes article points out, there are other qualities and distinctions that distinguish good narratives and storytelling. The main points reach three important facts:

Your story attracts you more than others.

Takeaway: Good content marketing is an audience. While you can use your experience to create recurring stories, you will want to make sure that a great theme attracts your main audience.

The good news is controversial and honest.

Translation: Be human. In 2017, people want to cut to the chase. They have seen the same tedious advertising from companies boasting of "industry-leading X". Focus on your story and use your "truth" to attract your audience. No company, product, or service is perfect, and companies should not be afraid to light up (well-designed) lighting in dark areas. Being real with people can improve relationships based on trust.

Every good story has a decision.

Translation: Give your audience the conclusion they need. If your content focuses on the area of ​​pain or challenge, provide a solution to that challenge. Remember, content marketing is for education, not self-advertising. While your product or service may be part of the solution, it is not always wise to focus solely on that. Paint a wide picture and let your audience reach their conclusions.

With access to Big Data and automated marketing tools, it looks like we have the ability to move hands when it comes to content creation and content marketing. With technology in our hands, it may be tempting to slip into that “put and forget” attitude and allow robots to come in and handle everything. But ask yourself how social media is structured - online and offline - and honestly consider whether content marketing is right for your company or product ... even if it may be a mistake.

Mistakes are human - and building good news too.

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