Avoid content for content’s sake. Here’s what to do.
In case you prefer to read, here’s the transcript.
Hi everyone, Kathryn Aragon here, with a quick tip for getting better results from your content.
One of the biggest problems I see with content today is lack of purpose. We all know we’re supposed to create content. So we start cranking out blog posts or videos: answering questions, sharing useful tips, and trying to add value.
That’s all well and good, but your content still isn’t effective for 1 important reason.
There’s no underlying purpose for the content you’re creating.
In other words, you’ve fallen into the trap of creating content for content’s sake.
I get it. I’ve done it. We’ve all done it. But today, when 9 out of 10 brands are creating content, we’ve got to do better.
And fortunately, the fix is easy.
Step 1: Create a goal for your entire content marketing program.
What are you trying to do?
- Get more subscribers?
- Drive traffic to your sales pages?
- Build a big, loyal community?
Your goals drive the type of content you create, how you create it, and where you promote it.
Not only that, without specific goals, you have no way to measure the effectiveness of your content. So pick one or two goals and figure out how you’ll measure success. Then plan content that will help you reach them.
Step 2: Set a goal for each piece of content before you start writing.
Each piece of content should have a destination.
Aside from your overall content marketing goals, you should have a goal for each and every piece of content you produce. And that goal shouldn’t be to publish something on Monday because that’s the day we publish.
In most cases, you’ll aim for 1 of 5 things:
First, rank for a specific keyword. (For this, you’ll need to create super high-value content to rank above the competition.)
Second and third, shorten the sales cycle or reduce calls to customer service. (for both of these, answer your frequently asked questions as thoroughly as possible.)
Fourth, share news or updates. (Make yourself the news source in your industry, or keep your customers updated.)
Fifth, support a product launch or promotion. (For this, you’ll need to talk about the issues and problems that you solve with your product. The goal is to create awareness and desire.)
Once you have a goal for your content program and each piece of content you create, you’re ready for…
Step 3: If it doesn’t support one of your main goals, don’t create it.
Across the board, brands are trying to create higher value for their audiences. They have to because there is so much content vying for people’s attention, mediocre doesn’t cut it.
But it’s not humanly possible to create super high quality every day or even every week if you don’t have a team of writers and editors.
More and more brands are moving to less content without losing traffic or readership. In fact, last year, when I moved to one or two posts a month (and on an irregular schedule at that) my website traffic doubled.
Ironically, as content marketing is maturing, less is more.
Here’s the deal:
You don’t have to create content just to prove you’re doing content marketing. You DO need to create focused content that meets very specific goals. YOUR goals. Whatever they may be.
So set your goals. And start getting more purposeful with your content.
