From Apathy to Action!

How do I create enough content marketing material to really make a difference to my business and what do I say?  This has to be one of the single biggest questions that businesses ask themselves. If it’s any consolation, marketers find this is the biggest challenge for their clients as well.

However, once you really understand what it is that your CUSTOMERS want, then you can really start thinking about what topics and themes you are going to write about and do some awesome content marketing. Think creatively and you will be inspired into action. Easier said than done? Of course it is!

Passion is at the root of all creativity

When working with clients, what we tend to do, in the first instance is find out exactly what it is that they know and, even more importantly, are passionate about. It is our passion that gets the blood racing through our veins – and it is passion that gets the content ideas racing through our brains!

So, the first question to ask yourself is ‘what am I passionate about’? If food is your passion, then, regardless of your industry – write a blog about food! This also humanises you (that’s another blog) – and people do business with people so it is critical to bring in some common human traits into the content mix – and food is a great one.

Mixing your social media content up a bit

When we start creating a strategy for creating content marketing material we come up with some topics, followed by some titles (created with key words in mind). Now, the titles and what you should write about will be industry specific but you can create a pretty wide berth for this and also be creative.

For one of our clients, for example, a currency exchange bureau, we gave them some very technical industry specific blogs to write. Topics that we wouldn’t really have known much about. We, however, were able to write the more generic blogs, such as ‘Nicknames for Currencies Around the World’.

Human interest, history… all of these subjects are fantastic ways to think about what you are going to write about.

Don’t forget the visuals for your content marketing

We’ve said it before, and we’ll say it again: we process visuals 60,000 times faster than text, graphics quickly affect our emotions, and our emotions greatly affect our decision-making.

If most of our decisions are based on relatively quick intuitional judgment and emotions, then how many decisions are influenced by visually appealing, easily digested graphics, photographs and even video? Make sure you ‘visualise’ all your copy appropriately and effectively.

Do your research – what content to create?

If you are stuck for topics for your content – ask! Who? Your clients, of course. Ask them what they like to read about. Ask them what puzzles them or what they don’t know about things in your industry. Most people will be more than happy to share their thoughts and brainstorm some subject matter with you so that you can write effectively for your clients.

So, it does require a bit of ‘thinking’ and commitment. But, bearing in mind that Google are now really heavily promoting the creation of content and ranking those who do churn out a prolific amount of relevant content marketing material for their marketing, you really must get going.