Over the past three years I have been a strong advocate for content marketing. It is part of my DNA which still wants to hold on to “organic search”. I think search at its purest form should be organic and not paid. This has been my focus in trying to write quality content on a regular basis. Up until 2015, I would try and write 5 articles a week. I spent a lot of time creating content that would resonate with other people.
Where is Content Marketing Headed in 2016?
It appears content marketing is becoming stripped down and it looks more like headlines and generalizations. We are currently going through a time of constant content being produced by the minute. Most of the content written today is a waste of time to read. This statement hurts a bit because I have invested a lot of time and effort into it. The truth is, we need to follow the crowd and the crowd currently says, “I don’t have time to read a long article. I just want the gist of the article.”
What Does This Mean for Marketers?
It’s time to rethink the way we look at content?
- Make your content easy to quickly scan– Make sure content is easy to read and that it flows quickly. Consider putting in subtitles and bolding key ideas. People should be able to quickly read your content and make some type of conclusion from your article.
- Provide specific examples – Most content reads more like a set of to-do’s without any reason for taking action. Provide an example for people to connect to.
- Select images that draw people’s attention – I have found that pictures can really be a drawing card to an article.
- Suggest a particular action at the end of your article – If your article resonates with people, they will want more. Guide them to the next step.
- Make sure you are pushing your article out to the masses –Use social media sites like Linkedin, Twitter and Facebook to get your message out to people.
- Create content that produces sales – People will buy if they can quickly see value. Look at Amazon! People feel very comfortable buying products/services online with “one-click”.
The rules have really changed quite a bit in this area. The good news is that if you make a few of the changes mentioned above, you will actually see results. Take a lesson from the newspaper industry. Do you currently subscribe to your local newspaper? I dropped my local subscription about four years ago because I could get most of my news online. Some newspapers are now charging more for premium news or locking you out after so many views per month. Most businesses cannot afford these types of strategies. Thankfully for most of us, we are not in the business of selling only content. It is a tough sell today.
Looking to 2016, we need to really focus on creating content that sticks and sells. Yes, sells! What good is content if you cannot bring in more business? It can be done. Focus on creating a simpler, cleaner message that resonates. This model looks more like Amazon and less like Google! – Think about that for a second.
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Thanks for reading!
Picture Source: GraphicStock