Content marketing has seen an impressive growth during the past few years and this has made an increasing number of brands examine the best tactics to invest in content and boost sales.
We attended Ayima’s Insights Conference in London this week, and here’s what we learned from Danny Chadburn, Head of Content at Ayima and SEW contributor, on how to create a successful content marketing strategy.
1) Ambiguity is your mortal enemy
It is important to create content that is clear and specific. As Danny Chadburn said, “aim for one single goal and do it well.”
This allows you to produce an organised content strategy, which will lead to meaningful (and effective) content.
Ambiguity is not helpful for users, as it may be confusing, distracting, or even annoying. That’s why a brand should aim to drive people to a specific product, or page through the right use of content.
Takeaway: always make sure that the content you create is purposeful and relevant.
2) Bridges should be built to last
Find a content gap in your industry and seize the opportunity to jump in. Make a research plan, calculate how much to invest, the resources needed, work out your goals and create something that is built to last.
This will allow you to stand out from the competition by taking one step at a time. As with a bridge, you don’t have to create an impressive and costly one if you don’t have the necessary budget, all you need is to build a safe and effective one that people will enjoy the benefits of.
Takeaway: Even one opportunity to fill the right content gap may be the key to a successful content strategy. Find what your business needs, search for the right keywords, aim for relevance, be consistent and then you’re ready to reach your content marketing goals.
3) Bespoke always beats bog-standard
By the time you understand your industry, you’ll only beat the competition by creating the best possible content. It’s not just about perfection, but also about uniqueness and authenticity, which will ultimately make a brand stand out.
Your audience will certainly appreciate genuine content that’s not boring and this will lead faster to the desired goals.
Takeaway: aim for the best content you can create.
4) Leave flexibility for a final edit
There’s always room for another tweak and this serves as a reminder for all of us to spend a reasonable amount of time to edit our content before it’s published.
However, this doesn’t mean that we should (always) embrace perfectionism, as it may be very useful from time to time to deliver content that can still be improved, as a way to gain useful insights from the audience and edit it afterwards.
As with the product that a business launches even before it’s fully ready, it’s a way to ‘test drive’ the reactions of the consumers and act accordingly.
Takeaway: never forget to edit you content and only publish it when you feel happy with it.
5) Serve in the simplest format
It’s not always easy to achieve simplicity with content, especially when you’re delivering it without considering your audience.
Danny Chadburn reminds us that the level of complexity of our research should not reflect the content we’re creating for the audience, with simplicity always being appreciated.
After all, the ability to translate a complex topic into a simpler one is the best way to prove your actual understanding of it.
Takeaway: people enjoy simplicity and it’s important to think from their perspective when delivering content.