6 keys to creating non-cliché content marketing
Be part of the 1%.
Nothing is less differentiating or exciting than stale content repackaging well-trodden ideas. Audiences know it, too. If they can find the same information across any of the million other search results, what reason is there to stay and engage? Why bother with the same-old, same-old?
Meaningful content makes an impact on the reader and leaves them wanting more. It gives them something that they couldn’t get anywhere else, whether that’s a nugget of information, a tool, checklist or video.
It’s time for marketers to level up content development –- and here are six principles to make it happen:
Be a visionary -– or, at least, have a vision
Anyone can write a piece of content and throw it online. A simple search will pull up page after page of formulas for crafting the perfect blog or whitepaper. That’s one of the reasons why the web is cluttered with so much dull content.
Instead, consider the why behind content. Know who the audience is, their expectations and what perception marketing wants to convey. Ask what actions the content should encourage, and then combine this information into a sentence or two.
Voila! A content vision. Now, rather than producing the same stale content as competitors, marketers can say:
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