The Problem with content:
Let’s face it: there are two kinds of content: the kind people want-to-read and the kind that gets ignored or deleted because it’s boring or irrelevant. In today’s fast paced news cycle, most content falls solidly into the “delete” category. As a Marketer you need to start thinking about your content in the context of what the customers want to “hear” and being relevant to their situation, environment, interests and needs.
The key to understanding what your customers want to read is to understand your customers in greater detail. Segment them, create personas, append additional data to them to get a better picture of what’s important to them and then (and only then) communicate to them with want to read content.
The next issue is where to get this magical content – if you are like many people, you are already doing the jobs of two people and don’t have time to throughtfully write content. Here are a few places you can start looking:
Find it at your company
Hire staff to write
Hire a specialist to write
Outsource writing
Buy syndicated content
Work with a big company
research thought leaders
hire a copywriter
leffcommunications.com
textbroker.com
aberdeen.com
brafton.com
OK, now you have segmented your customers and prospects and you have great want to read content – NOW you need to activate it. Here are a few ideas on how to do that:
Blog
Enewsletter
White Paper
Article
eBook
Case Study
Testimonials
Microblogging
Webinar/Webcast
Video
Facebook Stories page
Customer-Focused Community Site Online news Release
Custom Social Network
Custom Print Magazine
Digital Magazine
Video Blog
E-Learning Series
Mobile Application
Online Media Site
Conte
Teleseminar
Podcast
Executive Roundtable
Industry Ranking System
Book
Print Newsletter
Virtual Tradeshow
Company-Focused Community Site
Comic Book
Facebook Application
Road Show
Audio Book
Screencast
Widget
Branded Content Tool/Application
Online Game
Infographic
Online Survey Research Project
Discussion Forum
iPad Application
Multimedia Content Platform
Just remember three things when talking to your customers:
Take your existing plan and ask “what’s in it for the buyer to give me their media-time?”
Align your communications to the buyer’s journey
How can I make it more relevant and interesting?