Wednesday, 21 November 2012
Importance of original Content
Originality & time
Two of the biggest challenges in content marketing seem to be being and staying original and investing time in it. Original depends on a writer's creativity and the information he is fed with. For instance, writing for a brand with a heritage instead of no heritage makes it easier to create original content. If marketing planning however, does not provide content marketers with sufficient time to write, the outcome will be poor.
Since content does not only revolve around great branded stories but also around product data, delivering original content will be quite the challenge. In addition to writing findable, readable, product focus is key in content marketing. One of the recurrent mistakes I see companies make is copying the actual dry product data as content such as: shirt, long sleeves, cotton, buttons etc... Hardly original.
In content marketing you should approach each product you sell online as a story. A short one, but nevertheless a story. So what could be the story behind the content of a shirt? Probably what a potential buyer sees or wants in that particular product. Find out what he thinks of the shirt. What he tells to his friends about similar shirts. What he hates, likes, enjoys.
The channels to find out about this are obvious: Social Media! Through Social Media you'll find out what a potential buyer wants to 'read' about the shirt. Adjust your content to that and click thru rates will rise for the simple reason that your potential customer finds something he likes, agrees what he thinks and tells his friends. From this angle, the content you create will be original since it is based on an individual's opinion.
Obviously (online) marketing departments hardly have the time nor the money to spend so much time for each product they sell online. That's why smart content marketing is key. With smart content marketing I mean, content that is marketed in categories. Categories that connect product categories to client segments to relevant Social Media Channels. A content strategy that is characterized by parallels.
Below a hierarchical list of content marketing pin-points.