Content Marketing Is More Popular Today Than Ever, but It Isn’t Just Blogging
Although content marketing is more popular today than ever, a large number of brands are still not able to achieve any meaningful success in this area. They invest huge amounts of money and energy in this type of promotion but their content simply doesn’t produce the desired results which are improving the brand’s reputation online and increasing sales.
New blog posts are being written, likes are multiplying, but there are still no new conversions. Why is it so? Well, because they don’t understand what content marketing really is.
The “Guy“ Knows English, and a Little Bit About Digital
All those who deal with digital marketing are investing in content marketing. Starting to think a little more in that direction would be great for many businesses. Benefits that go with this type of promotion are numerous. Explaining all this to some entrepreneurs can often show that many brands are roaming.
If an entrepreneur didn’t get into the topic properly, he/she will tell you that his/her company has started investing in content marketing. And that’s a great thing in theory. But, in his/her head, it’s enough that they have found, say, a guy to write a blog for them so now they just have to wait for it all to pay off, to wait for people to start finding them themselves – and that’s it.
Just a blog, you ask? Um, that’s not exactly content marketing but OK. Even when asking him/her “And, what are you writing about?“ you get the answer “Whatever the guy comes up with.“ That’s quite enough indicators to show you that they are stranded. It simply means – there’s absolutely no content strategy whatsoever.
In this case, it’s about that guy essentially just filling the webpages the way he knows and can in the hope that everything will be OK, because “He’s a hell of a guy. He knows English and a little bit about digital – easy-peasy.“ Wrong. Blogging isn’t a science but it’s much more than just writing without a strategy.
English Teachers and Journalists May Not Be the Ideal Choice
Why? Well, because people have a habit of confusing content marketing with blogging. Such a case is no exception. It often happens that people think that content marketing is nothing more than just writing grammatically correct texts.
Of course, all those who have a little more experience in this area, know that this is just one of the many “items“ that must be followed if you want your content to achieve a more serious result. When they take their first steps in content marketing, the vast majority of online entrepreneurs and marketers generally start looking for writers in the wrong places.
Instead of focusing on people who already have some experience in their niches, they chase after various journalists and English language professors, without paying attention to the fact that they aren’t the ideal choice for them.
They are guided by the idea that an enviable level of knowledge of the English language in a writer is all they need to achieve some significant success in this field. They think that every person who deals with one of these two above-mentioned professions has enough knowledge in themselves to create extraordinary blog posts that people will devour like popcorn in the cinema.
Things Are More Complicated Than “Just Write, Buddy“
“Just write, buddy. The audience will come on their own.” is that classic mantra by which many are guided through life in these circles. Ah, if only things were that simple…
As much as you want to, this principle just doesn’t work. In addition to not “scoring“ where it should, this way of thinking very often leads people into serious problems, at least when it comes to content marketing.
Although the vast majority of journalists and English language teachers are able to write legible and meaningful texts, their work generally fails to achieve the desired results. Of course, this isn’t about likes, shares, and tweets. No. Here we talk about conversions, that is, all those valuable actions when a person leaves his/her email address on your website, signs up for a free trial, or even buys one of your products and services.
Writing and “putting on makeup“ on the blog post itself is the last and easiest phase in this process. Devising the right content strategy that will properly communicate your values with all the people who come in contact with your brand is what actually makes the job of content marketers so complex.
Writing Is Often the Easiest Thing to Do
Anyone who’s even a little bit successful in this business will tell you that they use a huge number of different tricks every day in order to stimulate people to make conversions on their or the client’s website. In addition to writing standard SEO-friendly posts, content marketers spend large amounts of their time daily designing and creating a variety of useful email campaigns.
They also make various webinars, infographics, landing pages, e-books – everything you need to expand the content offer of your client and make it more useful and interesting on the Internet.
Before securing a purposeful content, you must also secure a suitable web hosting to back up all that content. As a customer, you have more choice than ever when it comes to where you’ll host your website and set up your online business presence.
MySQL hosting servers are one of the options. In the fierce competition, providers offering these plans differentiate themselves from everyone else by features tested here, making your business distinctive. And yes, just like any other niche, the web hosting needs good content marketing, too. In order to promote their services among potential clients, web hosting companies use robust digital marketing strategies.
Before Writing, Content Marketers Need to Do This
Before inserting a single word into a CMS, content marketers focus on the following:
- Analyzing your brand online, what’s something that currently makes it appealing, and how to use it when creating new content.
- Finding and analyzing key themes and messages that can make your brand unique.
- Analyzing and finding content that’s missing from your website and is relevant to your audience.
- The tone, format, and level of communication that best suits your audience.
- Metadata frameworks.
- Content optimization for the web.
- Filling the content calendar with relevant topics and keywords and finding new domains from a niche where you can write guest posts and thus appear in front of a new audience.
Many owners of large and medium brands don’t really know what their content writer/manager should do. They don’t really understand the value behind all these activities mentioned above, and that’s where the main problem arises. How? Well, easy.
Many people still don’t understand the difference between copywriters and content marketers. That’s already a topic for another post but in brief:
- Copywriting aims primarily on a direct approach, short-term goal resulting in big returns – generating sales. Copywriters focus on ads, sales letters, sales emails, PPC landing pages, and like.
- Content marketing aims at creating productive engagement with your audience that over time results in developing the trust of your brand and interest in your product or service. The top-notch content marketers can write dozens of posts for your blog without even mentioning your brand but still manage to attract and convert prospects.
As we already said, content writing includes blog posts, social media posts, emails, white papers, e-books, and other savvy materials that educate, entertain, and inform your audience about a given topic.
Provide an Answer, Not a Philosophical Question
In addition to all of the above, we think there’s one important difference between writing for the web and classic/traditional writing. To better understand us, we’ll list 3 things inexperienced content managers do that make their content not good enough for the web:
1. Lack of Experience
When hiring a professional freelancer to create content for you, look for a person who has already written about topics in your business. You don’t need someone who has phenomenal writing skills but someone who’ll understand at first glance what you want to achieve with the new content, in the sense: what’s allowed and what’s never and by no means allowed, what type of questions are still not answered well enough, and what’s the target audience for the content you create.
There’s no need to spend valuable time to teach a new writer the basics of your business. You need an expert who can get to work almost immediately and create relevant content that you won’t have to edit a hundred times before you publish it.
2. Lack of Focus
Writing for a website isn’t the same as writing a book. Websites aren’t a place where you can scatter your skills and witty remarks. While it’s really not bad to read sociological and philosophical research, a serious brand wouldn’t even consider the option of having such content found on its blog. Why? Because creating commercial content, which will resonate among those interested in your brand, revolves around giving answers, not asking new questions over and over again.
If you want to write effectively for the web, your style must be clear and concise, not full of metaphors and embellishments. Complex epithets and allegories won’t help you in this type of writing. On the contrary. Stick to the point and make sure that everyone who visits your or your client’s website understands it instantly.
3. The World Doesn’t Revolve Around You
While it’s really good to incorporate yourself and your experience into the content you’re writing, it’s not particularly advisable to turn it into a “Dear diary” section where you only talk about yourself.
Unlike creative writing, writing commercial content shouldn’t focus solely on expressing your own opinion because, above all, it should help your potential readers solve or overcome a particular problem.
As we’ve already mentioned, before you ask someone to write content for you, make sure you have a neat content strategy and content calendar. We advise you this primarily because of a simple empirical fact – there are many different things in the “game“ and everything can easily get complicated if you don’t have a clear schedule and guidelines.
If you put together a top-notch calendar for your content, you’ll never run out of ideas to write and address your target audience.