9 Reasons to Get More Focused with Your Content Marketing


content marketing focus

Content marketing can be an incredibly effective way to reach your audience, build relationships, educate, build brand affinity, create brand loyalty, generate interest, and ultimately increase sales. However, in order to be effective, you need to stay incredibly organized and focused, otherwise you may end up needlessly competing with other brands and swimming upstream.

Here are 9 reasons to keep your content marketing focused:

1. Major publishers cover mass appeal content (AKA general topics, such as travel, health, fitness, technology, sports, etc.)

For reference, think about the kind of clout these major publishers have:

  • ESPN has 22.2 million Twitter followers
  • Women’s Health has 3.8 million Twitter followers
  • National Geographic has 10.5 million Twitter followers
  • TechCrunch has 5.7 million Twitter followers

2. Any kind of content people can already get from big publishers won’t drive results – people don’t look to small companies for major categorical information

  • You’re not going to be breaking news about sports games or athletes
  • You’re not going to be the leading authority on general health
  • You’re not going to have National Geographic photography or stories
  • You’re not going to be the leader in tech news

3. If you choose to publish mass appeal content, then you’re competing directly with the biggest media publishers and news outlets whose primary business function is content

  • You need money to fund a product/service and the content supporting it, mass publishers’ primary product/service is content

4. To compete for mindshare using general categorical content, you would have to publish with the same depth of information, breadth of subjects, and frequency as major publications

  • It’s not that you cannot create similar content or as good of content, it’s that it would be difficult to keep up with level of content production in order to convince people to read your content instead of theirs

5. The amount of financial and human capital it would take to compete with large publishers makes creating general content an unsustainable strategy

  • Again, competing with major publishers’ content offerings is resource prohibitive for most companies using content marketing for their brands

6. You do have value to offer; otherwise you wouldn’t be in business in the first place

  • This is the good news!
  • The trick is identifying what value you provide and translating that value to a content offering

7. Successful social and content strategies come from analyzing how you deliver value to customers and finding ways to either deliver this value in the digital form or to add value and enhance the brand experience

8. Deliver valuable content by understanding context, what’s already out there, and by creating unique, one-of-a-kind content people can’t get elsewhere

  • Understand the competitive landscape
  • Know who’s creating content, what kind of content they’re creating, and how yours can be different
  • Make it your own by injecting your brand personality
  • Make it your own by taking on new angles that are related to your brand’s core values

9. Too much generalist content fails to motivate purchase and too much brand-specific content can feel overly sales-y and drive consumers away – you need an appropriate content mix

  • It’s important to have a good balance of different types of content
  • If you cater too much to one audience, you may be leaving out other audiences who would be interested
  • If you cater too much to one aspect of the buyer journey, you may not facilitate the flow to your end goal

Ultimately, it’s important to have a strategy for how you will create content. You need content that resonates with your audience, is relevant, and is timely. You also need a solid strategy for establishing mindshare within an increasingly complex, overcrowded space.

Content themes can give you the big picture understanding of what kind of content you should and should not create to accomplish your objectives. They can also help guide the development of an editorial calendar so that you don’t create too much of any one kind of content.

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