Content is King, But Context is Key
This post was written for IgnitionOne - the original article can be found here.
Marketers are turning increasingly to content in their digital strategy – from social media to blogs to personalized emails. “Content is King” is being shouted from the mountaintops, but woe to the marketer who doesn’t realize that while content may be king, context is key. Content without an audience, no matter how brilliant, will miss the mark every time.
I recently attended a presentation given by Joe Pulizzi, founder of Content Marketing Institute, in which he outlined key steps in developing a content-first marketing strategy. The key takeaways from that presentation can help digital marketers across verticals achieve a stronger strategy.
- Find the pain-point. It isn’t about selling a product, it’s about selling a solution to a problem. What pain-point is solved by the product or service you’re selling? By switching gears from features of the product to benefits of the solution, you can immediately create a stronger sense of value for the consumer and give them a real-world context that’s often missing from product-focused content.
- Tilt your content. Being a jack of all trades in content creation often hurts more than it helps. Rather than striving to appeal to all audiences, it’s more effective to focus on one key audience segment. The more you connect with a specific group, the more your message will resonate. This is where data and engagement scoring can come into play – utilize the information you have to identify your strongest target audience, then focus on them.
- Place value on what you can control. While social media is easy to use and provides high visibility, marketers ultimately do not control what Facebook, Twitter or other social platforms choose to do with content once it’s been published. Social is an absolute must for digital marketers, but email lists and newsletters should be nurtured just as much, if not more, than those channels. Focus on creating high-quality, relevant content that’s delivered to qualified leads via a newsletter or other e-publication over which you have complete control. This allows you to not only ensure that a potential lead is receiving your message, but also that it appears in the appropriate context.
Ultimately, content marketing success comes from understanding that in order to extract value from your audience, you must first create value in what you offer them.