Google’s latest search algorithm updates have gotten everyone left and right talking about the importance of content marketing.
The content needs to be well written, properly managed (i.e. timed and delivered) – not to mention the importance of publishing it on the right channel as to make sure that your client gets the biggest bang for its buck.
While all is well and good with the above pointers, a key element is missing from this equation.
How does one get to the point where content marketing is regarded as equally important by everyone involved, from the client to the audience to the strategists and creative delivering the campaign?
Often enough, especially when marketing services are done in-house rather than outsourced to a marketing agency, content marketing will be strictly regarded as a cool buzz word to toss around.
But since there’s much more to it than that, it bears no further explanation that in order to sell marketed content, you need to know how to really sell marketed content. And that all starts from a few basic points we’ve outlined below.
Know the Brand’s Message by Heart
Consult with the public relations team that your client works with. Chances are their brand already has a solid message, which needs to remain coherent throughout your content marketing campaign.
If they don’t have a brand message, then articulate a simple, powerful one by checking out the brand’s USP, sales statements on their web page, FAQs, and audience response on social media profiles. Brainstorm a message that will really stick – and by brainstorming you should really mean just that.
Run focus groups and Q & A sessions with users that you find engage with the brand online. Aside from the brand’s own staff, they are the one group able (and often willing) to provide you with some of the most insightful approaches on marketing said brand.
As always, make sure you bring several variants to the table and steer clear of the danger of falling in love with your own work on a particular concept or ad copy. For, as insightful as dedicated audience may be, they are also ruthless enough to tear right into marcomm solutions they don’t see as fit for their preferred brand.
Approach the Message from a New Angle
In this day and age, the main issue with marketing and advertising is that there’s far too much of it, on our mobile devices, web pages, email inbox – not to mention the more traditional media, such as printed press outlets, television, radio, etc.. That all builds up to what has been commonly referred to as ‘marketing noise’.
In order to stand out from the crowd and make yourself heard over a torrent of noise, it sometimes pays off to whisper. In other words, analyze the way your brand’s competition is positioning themselves, then run. This is another way of framing lateral thinking, the stepping stone of creativity in advertising and marketing.
Of course, no one is saying you should be killing yourself over looking and sounding completely different compared to your direct competitors – just for the sake of standing out.
However, do try to look at the market from a wholly different angle from what is already out there, on those same media channels you are about to use. By reframing the conversation that your brand generates, you will have carved out your own channel, within whose confines you are free to make the rules of the game.
Stories Are Your Main Strength
Logically enough, content marketing is, well, all about content. A truism such as the previous sentence can help you focus your campaign-building efforts on creating a compelling, memorable story. And without a good storyteller, you will be all but lost.
True, there is strength in numbers (and technology implied therein), but your brand’s audience will not understand stats or nuance observation – unless you package it the right way for them. One of the most successful ways for telling a story nowadays, throughout online channels, is with visual support.
Whether you’re looking to create an infographic or a video that’s supposed to go viral, it all starts with the written word. Recruit yourself some talent and get cracking on that campaign.
Chyna Phillips is a digital advertising copywriter specialized in public relations work and long-form copywriting. She enjoys writing about SEO and online marcomm trends on various blogs and has a great tip for a SEO marketing agency, should you ever be on the market for one.
Hi Philips
I actually never bother much about Google updates as they changing frequently
for businesses it is a must follow thing
well written
cheers
Reeja, you’re right. Google does updates too frequently! But its mandatory that we watch them since its crucial for biz!
Ahhh, stories. It always boil down to creating great stories. This is how you really get customers, create a compelling story and sell it.
You’re right Zion. When you have top-notch content you don’t have to worry about Google updates!
Stories seems to be the leading type of content in the industry.
And I clearly see why.
Every content that has some sort of entertainment to them seems to be picked up so well with the masses.
Every blogger should have content strategy that targets the story telling aspect of it.
Sam yes. Stories do great job! Thanks for your comment!
Google Updates does not bother me because I do not use black hat techniques on my blog. Just white hat and very written articles, if sometime I don’t feel like writing than I just rewrite my old post which are getting most attraction. This way i keep grooming my blog.
Thanks for sharing useful information. Really Google Updates are creating problem for those people who are not good in writing. Because According to Google latest updates content is kink and we must need to write fresh and unique content
Lalitha says
Google loves curated sites. The problem content curation has is that like anything else in internet marketing there are those who will exploit this viable and effective means of internet marketing selling half prepared courses with little regard to their success
wow, that’s a great research! Thanks. It makes complete sense to me. sense of value should be number one solution for anyone who’s looking to start some business online.
Thanks for this well written informative blog .whenever google update occur it create lot of problems like many website’s hit from search engine but we learn something new .
A well written content make value himself it has quality and point’s .
I don’t know why people have so much fear about Google Updates. Well I never got a hit from such an Algorithm updates. One won’t get too if he/she is writing for his readers with proper On Page SEO and making natural backlinks. I have seen that some big guns uses Fiverr gigs, Automatic Softwares and buy social signals. That’s Why they get penalty.
Wow. Awesome article. Nice work Jane. As a content writer most of people ask me to write so that my content pass the CS test but now I’ll write for the readers only as Google is keeping an eye on my writings as well through authorship program.
Thank you to everyone who has read, shared, liked and tweeted this post! And a special thanks to those of you who commented and shared your expertise.
I second your opinion.
If you want to fight the fancy updates if Google, content needs to be the king. Well articulated content will help to reach more and more people in no time.
Thanks for this wonderful post!!!
Awesome post thanks for sharing do keep it coming thank you !
Google’s latest update surely does create another buzz in the blogging industry. For sure, this is another make or break moment of many sites.
As bloggers, many of us fall short when it comes to content marketing because we lack the product and are unclear of our target market if we do promote a product. That’s a same because blogging is a format that’s well suited for content marketing, especially when we through in the social media tools we use. YouTube, Pinterest, Facebook and even Google Plus can be powerful tools when incorporated with our blog’s content marketing strategy.
Like several others already pointed out, Google updates have little to do with content marketing, for the most part. Great post and very well articulated.
People relate well to stories and presenting the message through with a new perspective always works. Great share.
A very relevant post!! Google Updates poses serious problems for many of the individuals, but in a nutshell, they themselves are responsible for the creation of such troubles. Writing the content in the form of a story is a great way to engage the readers. Thanks for the share
Tridib Karmakar says
Content..regardless of its context is crucial irrespective of whether it is related to literature or our own materialistic essentials. No article,book,stories,movies,ad films or design is complete without a good content.
hey great and very informative Post .very helpful suggestion and advices i get here thanks for all
Interesting statistics, nowadays, we may keep most of our work over social media linked to eachother for example
Nice work Jane. As a content writer most of people ask me to write so that my content pass the CS test but now I’ll write for the readers only as Google.
Hi jane,
This is a great article. I’m new to writing for my site. But these techniques seem like they will work for me.
I’ll try tonight and let you know. Thanks!!
Thanks for share with me!!
Hi jane,
It is nice Articulating A Content Marketing Campaign is nice point to describe! I think it is good way for describe any point!!
Thanks for share with me!!
Hi Jane
Google will keep coming up with new updates for as long as it is a search engine and it is only going one way and we have to follow. As far as I can see as long as we keep improving our sites to make them as good as possable and keep them up to date and don’t spam them with thousands of backlinks I don’t think we have much to fear as they are only trying to put the most relevant at the top so that is what we have to be.
Great post thanks lee
Hi,
Nice and well written post, I wasn’t knowing about the update made by Google.
Thanks For sharing it.