I had the pleasure of attending a two day content marketing immersion last weekend.
What? You immersed yourself in content marketing for two whole days – I hear you ask. And yes, that’s exactly what I did. And it was great. Always good to learn from others – share ideas and insights and hang out with like-minded individuals.
One of the longest chapters (apart from Twitter and LinkedIn) in The Business of Being Social – is the Content chapter. And why? Because content is critical to social media and modern day marketing.
My mantra for many years has been ‘you are what you share‘ – and the beauty of the technologies we now have at our fingertips is that they have opened up barriers to enabled ‘anyone’ to become a publisher. (Rightly or wrongly – it is as it is).
There’s an interesting fact that today we publish more content every 48 hours than all of the content ever published online up until 2004 combined. Thanks to blogs, social media, technology – it’s safe to say that pretty much every topic has been covered – regardless of how niche.
What this means is that your content really has to hit the mark when it comes to grabbing the attention of your audience. We’re content rich and attention span poor.
For effective content marketing right now – understanding your audience, understanding what’s important to them, what they like to consume and where they consume is therefore – critical. Of course, whilst this is a basic premise of marketing – not many in the digital world are traditionally trained marketers – and so this critical aspect, gets missed.
You can’t be content just pushing out blog posts each week on something you know you know about. You need to be close to your content – and understand exactly how it’s working. We always get asked the question ‘what’s the ROI (return on investment) of social media’? My suggestion is that you don’t just measure that critical ROI – but you also start measuring the ROI of your content too.
Content needs to perform. It needs to engage. It needs to compel and it needs to move your audience closer to you – so that you become their choice.
Ask yourself these questions:
- Are you content with your content?
- Is it performing the way you need it to?
- How do you measure it?
- What’s your content ROI?
- How do you know it’s working?
- Does it share valuable, useful insights for your audience?
- It is on message with your brand?
- Does it compel audiences to fall a little bit in love with you?
- Does it leave your audience hungry for more?
If you are comfortable you’ve got it all covered – great. But whichever way you look at it – content really matters. So don’t just be content with your content – be 100% enamoured.
Over to you…