According to Smart Insights, content marketing is the most important digital marketing trend for 2015. Chances are, you're fully aware that content marketing is where it's at and you've already been implementing it into your marketing strategy.
Blah, blah and blah... c'mon you know all this already, right?
Well, assuming you do, here's four things I've come up with that we all collectively should never lose sight of when it comes to content marketing.
1. Put yourself in the reader's chair
Content writers have different writing styles, and there is no one-size-fits-all. As a general rule, writers should put themselves in the reader's shoes. A writer must recognize target consumers to create engaging content. Your content should show readers that your business has credible expertise on the products you are offering, and your content must provide quality ideas of how your products can benefit consumers.
To tell whether or not your content is good, read it over and over before posting and try to analyze what's missing. If you were a reader, what would you want more of (or less)? Also, remember that just because everyone is doing it, it doesn't mean that you have to. If writing isn't a talent of yours, delegate the task to someone else within your business who can write, or find a freelancer.
You finished writing an article, and you are 100% sure that there is not even a single typo or misspelled word. When you are reading your own work, your brain already knows the message you want to convey; without paying too much attention to details, you have understood the whole idea already.
The reason why some typos get through is not because you are lazy, careless, or stupid, but because you are smart. At least that's what I tell myself.
When writing, your brain is trying to convey meaning at the same time, and that's a high-level multitasking. The brain focuses on the more difficult task, and therefore it is easy to miss some parts. It can be the simple difference between in and if or of and off. Consumers are less likely to engage with a business that makes spelling errors. Why? It is a matter of professionalism, so ask (hire) someone else to proofread your work.
3. Be conversational
Unlike scientific journals or statistical report, content marketing is about having a conversation with readers. From a simple usage of "you" to address your readers, to unconventional (yet acceptable) words or slang, content must be able to bring comfortable conversational-like tones.
According to Jesse Leimgruber, CEO of NEOreach, "By writing freely, your readers find more space to crowd in. Everything should feel familiar, both to you and to them. People wish to speak to people. A conversational tone does what a forced professional tone can't, it invites your audience into your home rather than leaving them at the door."
4. ABR - Always Be Relevant
Raise your hand if you know of the infamous Alec Baldwin scene in the film Glengarry Glen Ross. Even if you've never seen the movie, you may be aware of the scene. In the overall larger scene is this snippet scene below where Alec, in a not-so-subtle way instructs his minions to Always Be Closing.
So to paraphrase, I give you Always Be Relevant. Content is for them. Not you. It is not relevant to them, they will find content that is and that content will more than likely come from your competition.
As I wrote over a year and half ago - always remember The Nine Letter Word Every Marketer Needs To Remember At All Times.