Communication is key in marketing – in fact, inadequate content can be a great flaw in an otherwise solid campaign. Today’s market world is driven by a wide variety of customer interests, backgrounds, and needs, and every piece of content you produce – be it a social media post, blog, or white paper – is a reflection of your brand.
With that in mind, it’s important to dispel a few common misconceptions about content creation.
Myth #1. Revealing too much information leaves customers no incentive to learn more about your product or service.
Never confuse content marketing with your ‘FAQ’ web page. Prospects read your content for various reasons, and limited, one-size-fits-all information will most likely leave them dissatisfied. Instead, think about who will be viewing each piece of content, and why. Then, align your marketing, sales, and development teams to communicate according to the knowledge levels and expectations of each target market. Remember, content should engage your audience in an honest dialogue. Offer as much information as they need, and you’ll keep them satisfied and loyal to your brand.
Myth #2. To stay on topic, content should be written by an expert in the field, and not by a third party.
A skilled content writer can write competently on just about any topic. I’m often amazed, in fact, by the quality of the content that gifted writers can produce with a fairly short turnaround. They are capable of doing research to understand the subject matter and address it from a fresh and engaging point of view. In fact, a writer who isn’t completely immersed in a business industry can often provide a more flexible voice range, to resonate with varied audiences.
Myth #3. Using industry language helps establish credibility and professional expertise.
Experts in particular fields often forget that current and prospective customers don’t always think from an industry standpoint. (It’s fascinating, at times, to compare business perspectives with those of the target market.) Content marketing, though, is very different from a product or service manual. Effective content doesn’t just tell customers what they need to know about your product or service, but rather how what you offer can solve their unique problems, in the context of their everyday lives. Speak to your customers in a language they understand, without an overwhelming barrage of industry-specific jargon or technical acronyms.
Your marketing content is more than promotional; it’s the voice of your brand. In a world highly influenced by consumer preferences, it is strategically prudent to be in close communication with your market and thereby better understand their needs. Be absolutely certain that your content marketing is speaking directly to customers in a language that they can understand.