To help set the stage for her session, Ashley asked: who is fried on content marketing? To no one’s surprise, nearly every marketer in the room raised their hands.
As Ashley shared, there are four reasons why content creation and strategy fries our brains:
Consumers are overloadedAudiences are becoming more sophisticated and demandingTeams aren’t strategic with their contentBrands can’t keep up with demand
But even when faced with this problem, content teams still focus too much on brand over audience, care about quality over quantity, and are scared to take risks and fail.
So how can brands and marketing teams rise to the challenge and create and distribute content that is different than anything else out there? Ashley provides three preparations tips and five content ingredients that will help you do just that.
Before you create content, you need to discover as much as you possibly can about your audience. You need to know what you’re cooking with! Find out who influences them, what they like to read, where they like to read it, and what type of pieces their reading. Are they reading infographics or eBooks? What captures their attention?
To help you discover some of this information, Ashley swears by the tool Answer the Public to find out what readers want to know and how they search for it.
Before embarking on any life-changing content missions, you need to document your content strategy and goals. Don’t just talk about it–write it down! This includes defining your audience, the message you want to deliver to that audience, and the intended outcome for your audience.
Here, Ashley reminds us that content engagement levels, on average, are super low at only 37 seconds per blog post or article (NewsCred Insights). She points out that if you’re audience isn’t engaged, they don’t care, so stop creating content that your audience may or may not read. Instead, create valuable pieces that will have an impact.
“Today’s consumers don’t trust brands, they want to hear from experts they know and trust.”
Creating influencer content helps you establish trust with your audiences, scale your content to greater heights, and reach new audiences by tapping the right person at the right time. Plus, pairing content with influencer marketing is a great combination, as 80% of marketers rate content marketing as the most impacted by influencer marketing (TopRank Marketing, Traackr, and Altimeter Group).