It was one of those days. My computer had stopped working.
Do I call the manufacturer and get them to step me through the trouble shooting process for that fix? I decided that maybe best to just turn it on and off first. Three minutes later the frozen screen is replaced by a working laptop.
Problem fixed.
Then I tried to login to the internet. I was met with that message….”website can’t be found…please check your network diagnostics“. I knew the solution. Turn the wireless router that was sitting in the corner of the office on and off.
Here is a truth about machines.
It’s that most of them start working again when you turn off the power for a few minutes. So here are some truths about content marketing.
#1. More content is not better
Quality content trumps a ton of crap content.
Crafting a blog post with a great story as an introduction to make the point takes time and creativity. Researching and putting together long form content is not the work of a few minutes.
And just pumping out superficial and inane Facebook “Live” videos is maybe fun but it doesn’t mean they meet the quality requirement.
#2. New content is not the best content
Content that reports the latest news in your industry is great. But it has a limited shelf life. Today’s news is old news tomorrow. It can be shared maybe once or twice.
Evergreen content is content that can be shared for months and even years. And the thing about a lot of evergreen content is that it doesn’t fit the “new” content category. It is often seen as old and dated.
So…..don’t be distracted by those people that are always demanding something new.
The strategy of making most of your content evergreen is powerful. It allows you to build an asset bank of content that can be constantly shared. The other upside to that is that it also attracts links as people include it in their blog posts. That builds organic search engine authority.
That is valuable and many social media marketers don’t think of that.
#3. Content marketing is an asset
Truth is ever evolving and beliefs keep changing. The world is no longer flat.
In the past traditional marketing was a newspaper advertisement that was lining the bin the next day. The television promotion ran for a week and was never seen again. Those are an expense. That was a truth 5 years ago.
Today the blog post is published and it is indexed by Google and can be found until someone turns off the power and the web. The television ad is uploaded to YouTube and if continues to make a difference as it is found by search engines.
Treat your content as an asset. That is a different mindset.
#4. Content defines you
Marketing online is is a lonely experience.
You sit at your computer create your content and hit publish. In a distant country and a different continent 20,000 kms away someone reads it. They have never met you but you have just been judged and defined by that content.
Daunting…..but don’t let that stop you starting.
#5. Content needs to move to create impact
Build it and they will come is not truth. That’s just hope.
Content needs hustle on a crowded web. It needs to be distributed and amplified. Grow your distribution, earn or pay for it to move.
The global competition is fierce and vast. You are not competing in a village but in a world full data, information and noise.
Content marketing is an ongoing battle for eyeballs. So blast, promote and hustle.
#6. Content needs to be multi-media
Modalities of learning and preferences for content consumption are varied. It is not one size fits all. Some like to watch and others would rather listen to a podcast.
Many prefer to read. I sit in that category. As a fast reader I can read a blog post in 1-2 minutes that if in a video format or a podcast would take me 15-20 minutes.
But many commute. I don’t.
Listening to a 30 minute podcast is perfect for that while your driving or even at the gym. YouTube is perfect for those with Dyslexia. My son learns from online videos and not from books. It is a good thing he wasn’t born 50 years ago.
So mix up your content media.
#7. Creating content changes you
The persistent creation of content of consequence is life changing for the creators. The habit of sitting down and reading, researching, creating and publishing (sharing your creation) over the years will transform you.
You will learn grow and gain insights into your craft and topics of passion. Learning creeps up on you as the daily habit of creation is performed.
Decades of consistent and considered creation is required for greatness and legacy building.
#8. Content needs to be about the customer
Talking about yourself all the time is the fastest way to lose friends.
Potential customers don’t care about your brand all they care about is what your brand can do for them. That maybe solving a problem, make them successful or make them look good.
Put yourself in the customers shoes and find out their fears, questions and then give them answers and insights. It’s all about them and not you.
#9. Content needs to achieve many goals
Content has many tasks and demands. One of those is just getting attention. If you are lucky it may go viral.
Content needs to build brand awareness. Publishing images, gifs that are fun and entertain on social media is great at that. Content also needs to build credibility and trust. Blog posts and videos are in the frame there.
Content also needs to convert attention and trust into leads and sales. Ebooks , landing pages long form video with calls to action.
Content marketing is 75% education and 25% selling.
#10. Content marketing demands persistence
We all want quick fixes and wins. That’s human but short sighted.
Successful content marketing demands a long game mindset. Keeping fit and training requires persistence. Building a big brand is a journey.
So keep going as there is no other way.