Content Marketing Myopia – Do You Have the Bug?
In this ever-changing world of SEO algorithms, updates could be overwhelming for a traditional digital marketer – changing tactics, evolving digital strategies and deep (and, at times, scarring) impact. So, is there a way to solve this 'problem'? Well actually, no. If you think of evolution as a problem, there's no cure. However, if you try and look at the reason behind an ever increasing emphasis on content marketing, you might find a solution.
All that is okay, but what are the implications of all this as marketers? Logic guides us to the simplest path:
Users search to seek answers -> A brand must help its users find relevant answers.
Isn't it same as just doing more content writing?
No. The emphasis laid by Google is on relevant content, but that is the case today. Google is able to figure out which content is really relevant. In a year or so, Google algos can be much further on the path of figuring out if the content is helping users find out what they need and penalise the signature SEO tricks of 2015. Such shortsightedness needs to be avoided.
What is Content Marketing Myopia and do I have it?
The three word definition of Content Marketing Myopia is NOT. LOOKING. AHEAD. Focusing on short term benefits rather than customer centricity is root cause of this epidemic.
So, do you have this disease? The answer to this question lies in a simple checklist:
- Is my content engaging my customer properly?
- Is each content piece clearly mapped to a stage in the customer sales cycle?
- Do I have at least 5 content types across my digital assets?
- Is my content easy enough for my pet to understand?
- Do I update my content regularly?
- Is my content contributing to a smoother customer journey?
- Is my content integrated with my overall marketing strategy?
- Do all elements (verbal, visual and cognitive) of my content point in the same direction?
- Do I have the right parameters to measure the success (or failure) of each piece?
If you got more nays than ayes, the problem is pretty severe.
So, How to Right My Wrongs?
While there are a lot of things that go into making a great campaign, I've mentioned three easy to implement tactics to help you get started:
- Make a list of top problems that your business solves for your customers. Talk about that. Not only and not always about the keywords which customers use to find you.
- Have proper action words in your content – make sure your customer knows what he's supposed to do or what the purpose of the content piece is. Don’t waste her time.
- Align your content with your brand positioning – the best way to do this is by treating your brand like a human. If it were human, what all would it like? How would it talk? How would it dress? What would it say? This will also help you create a user persona.
- Having a proper flow for each piece – how it fits into the story (the role of the piece) & when it fits into the story (campaign calendar).
When we were kindergartners in the school of customer centricity, we found that by applying these points, social participation of a digital campaign that we ran for a hospitality major increased by 95%, while the CTR of the campaign increased by 63% over the same period.
Is that It?
Well mostly, yes. In my subsequent pieces on content marketing, I'll delve deeper into the specifics of this ever-evolving space, but, till then, do try the tactics mentioned above and tell us how they helped you.