In the time it’s taken me to write this blog (roughly 3 hours), in excess of 500,000 blog articles will have been published globally.
You read it right…500,000 new blogs published…in 3 hours! More than 4 million a day, or more than one billion four hundred and sixty million every year.
Multiply this by all of the other types of content you can think of: video, podcasts, eBooks, infographics…you get the picture. There is a tonne of content being created every second of every day.
Here’s the thing… Most of it is rubbish at best.
A company’s biggest threat is for people to be indifferent about your products or service. As marketers, we want to drive prospects and customers to have an opinion about your brand.
According to the Content Marketing Institute, ‘“Content Marketing involves the ‘creation and distribution of valuable, relevant, and consistent content to attract and retain a clearly defined audience – and ultimately, to drive profitable customer action”.
This is where most content marketing fails. Note ‘valuable, relevant, and consistent content’ in the definition above.
In all honesty, how many pieces of content you come across are genuinely of value to you? My guess is that the answer would be less than 20%.
Somewhere along the way, individuals and businesses have lost their way with content marketing, and for many it has become a ‘must have’ as part of their marketing plan, without considering the key part of the whole premise. What value are we adding to our target customers?
I must admit, I’ve been guilty in the past when creating content, and I’m certainly not alone.
Does our latest blog include the right keywords to help your Google rankings?
Does this video include the whole story we want to tell?
How can we get someone to give up their email address to download this eBook?
But before we think of these things, we MUST answer the most vital question: ‘What value does this add to my target audience? If you can’t answer this, you need to go back to the drawing board.
However, I’m a firm believer that value alone isn’t enough. I want to make any content I work on with a client better and/or different to what is already out there.
Take this office costs calculator tool that I worked on with our partner agency at the time… we knew that a common question when people were looking for when looking at an office refurbishment was ‘what can I get for my money’. Other tools existed, but none of them gave any visual representation for the kind of thing you could expect to receive. On that basis, I spotted an opportunity to combine the visual and cost aspects to create something that was market leading. It wasn’t perfect by any stretch…but it would be the best tool in the UK market and the only one that provided any visual representation of what someone could expect to receive for their budget.
So, before you create that next piece of content, think about what value you are adding, and what you can do to make your content either more original than what is already out there.
For help in making your content stand out, book in a 30-minute free consultation.