We all create content. But let’s face it, most of it is simply awful! How many emails do you get that you struggle to read? How many 5 minute voice mails do you delete? And how many PowerPoint slides contain way too many words?
I mean no one wants to call someone else’s (content) baby ugly…
This is not just about marketing. This is relevant for all business professionals who write emails, create PowerPoint slides and leave voice mails (And that’s all of us).
Inspired by Hubspot’s Inbound Marketing training, Joe Pulizzi’s CMI presentations and my own views, this training seeks to create a world where no babies are ugly – where all our content is interesting…
Is Your Baby Ugly?
After posting this article on an internal website with the above title, I was asked to present my view on the 6 steps to effective content marketing to an internal group of more than 300 registrants. The group contained marketers as well as non-marketing business people.
I told them that the majority of content today is just plain awful. And the reason is because we try too hard to sell and we can’t stop talking about ourselves.
Focus On Your Audience
Effective content is emotive, educational, entertaining. It reaches out and touches you. It makes you laugh. It puts your needs ahead of its own goals.
And we know that our customers start their search for solutions on search engines. So our goal must be to:
- Get Found (SEO)
- Get Shared (Social)
- Convert (Leads, Revenue and Happy Customers)
Become Like A Publisher
Since most of our content is so awful, most customers are simply tuning out. Our buyers and those who influence them follow a self-directed journey seeking for solutions. They are attracted to content destinations they can trust and that provide value.
This is forcing businesses (not just marketers) to think like publishers – to deliver the content our customer need, in all the places they are searching for it, and in each stage of the buyer journey.
Content is bigger than marketing because it requires all elements of a business to meet the needs of the audiences we serve.
Get Social Now
So we all need to get involved. We need to grow our personal brand by getting active and engaged in our own way on social platforms, to blog about our passions (whatever they may be) and to allow our voice to be heard.
So check out the slides below. I hope it helps you support your team in getting all trained up in content marketing. Or share some of your inspirations or tips for effective content marketing.