Caspian Woods, chief content strategist at Editions Financial and speaker at our upcoming conference, explains why there is so much rubbish content out there
Why has content marketing become a hot topic over the last 18 months?
B2B audiences have become very cynical to traditional forms of advertising and marketing. Content marketing offers a shift from interrupting customers in the hope of just selling products, towards a more considered approach. It’s an effective tool in helping sell relationship-based services in complex B2B markets. Content marketing has actually been around for a long time, it’s only now that there’s so much noise around marketers are looking for ways to cut through and get their message heard.
Why is there so much poor content out there?
Everyone’s become a publisher. People think they have to get their message on every channel, to be seen by everyone. It seems to be all about quantity, rather than quality. Every type of agency is rebadging itself a ‘content agency’ – whether it’s PR, digital, social, media buying or advertising. But poorly written content is damaging to a brand’s credibility and messaging, so is churning out content without thinking about tone of voice and quality control. Everything you put out should be read with your target audience in mind.
How can marketers cut through the content avalanche?
You need to focus on the marketing and not just the content. In the hype for content, the marketing is often forgotten. A well-thought through strategy makes the difference. In the recent CMI Content Marketing Survey, 84 per cent of marketers who said they are ineffective at content marketing, had no documented strategy. You also need to seed your content through various channels – make one piece work harder, rather than creating lots of content. And it’s fine to share existing content your audience will find relevant, but add an opinion to make it original.
What’s your number one tip to create good content?
Make sure it serves a purpose, don’t just write something for the sake of it. Think of it in the context of how it’s going to super-charge your marketing objectives whether they are hook, engage, interact, cross-sell or retain. A A And then consider whether your target audience will find that particular piece of content relevant and credible coming from your brand.
What’s going to be the next big thing in content marketing?
Content marketing strategy. Not a ‘content strategy’ that tends to be just digital, but a clear plan that maps your customer journey across all channels. Think about what content and channel to use depending on where customers are along their journey. (see this content engagement funnel for an example). There will be a backlash against jumping on every channel just because it’s new and shiny and the CEO says we should.
Caspian Woods will be discussing the power of content marketing at our upcoming B2B Marketing Conference, ‘The Content Avalanche’. The event offers a tour-de-force in content marketing excellence. Marketing leaders will share insights, outline best practices and offer actionable advice. Plus, the event offers a rare opportunity to network and share ideas with over 200 B2B marketers.
Book your ticket today by visiting b2bmarketing/conference or calling: 0207 269 6590