Creating content that causes quality issues was the top content marketing challenge facing more than 50% of marketers, according to a survey conducted by SEMrush in 2019.
I think one of the main reasons generating leads from content has become a challenge is because of content saturation. There is a deluge of information on the internet.
Veteran marketer Mark Schaefer called it a content shock in 2014 after Google reported that content marketing had hit an all-time high in popularity. Since then, content marketing has reached a plateau.
Why the dip?
Before 2013, every time a company posted content, an audience would take it open-handed and bombard it with likes, comments and approvals. Companies that create content to help people without the primary goal of selling anything. It was a pretty cool strategy, and not many organizations were doing it either.
What does your content marketing strategy need?
Content marketing is still cool and will always remain an immortal strategy in the marketers arsenal.
The point is, content marketers have to be a lot cooler. When too busy, you have to look unique to get noticed.
This is what your content marketing strategy needs, a purple cow.
Here are 5 ways to create content that your audience won’t ignore in 2021.
1. Tell stories
Creating blogs for SEO purposes is short term. Do your blogs tell a bigger story?
Blogging should be part of a bigger plan. Just like an episode in a sitcom or a scene in a movie. Write them in clusters that correspond to a common theme that aligns with your company’s vision.
Stories stay in people’s minds longer. As you write, think about the purpose of it and why you are writing it.
2. Have a journalistic approach
Why are news channels relevant to this day? Because they keep you up to date.
Keep your audience informed. Create content that connects dots, topics, patterns, and trends in your niche. Take part in daily conversations about current trends and contribute your points.
3. Leverage data
Use data to analyze your audience. Write blogs based on their interests, vulnerabilities, and demographics. Focus on making your content marketing strategy more effective. Find out which content works and which doesn’t. Run A / B tests, optimize your campaigns and keep getting better.
4. Inform your customers
What questions do your customers ask often? Find out, compile a list of Frequently Asked Questions (FAQs) and address them extensively in blogs, infographics, and social media posts.
Each stage of the buyer’s journey has its own questions. Make sure you answer these so that your prospect can more easily go through them and become a customer.
5. Stay consistent
Content marketing isn’t something that you do and leave once. It’s a long-term marketing strategy that will produce amazing results if you stay consistent. Check out the growth stories of a successful website or YouTube channel. One of the main reasons for their success is their consistency.
If there is a lack of consistency, even the best brands won’t grow on one platform, and that’s a fact.