Content Marketing Tip #2 - How to Create Content for Real People

Have you read blogs or watched sales & marketing videos that sound like a regurgitation of Donald Trump's corporate-speak? If you feel turned off when you read content that's riddled with jargon and words that belong in a PhD dissertation, you aren't alone. The average content reader wants to read "real" information, and not be exposed to content that sounds like it was manufactured in a board room. You are a human being, and so are your readers. 

1. Find & Develop Your Authentic Voice - Don't copy other people's content style. Don't lecture or talk over people's heads (or make yourself sound or look better than other people). That's a given, but you would be surprised at how 'holier-than-thou' people come across in their content. I have opted-out of newsletters, blogs, and social media because of the condescending tone people use in their content. Be kind and respectful. It's about engaging with people, and not coming across as an egotistical windbag. 

2. Share Your Real Story - Be honest and authentic. When developing content, don't pretend to be something you aren't. Do you speak five languages? Did you serve in the Peace Corps? Are you a military vet turned entrepreneur? Your background and experiences are part of who you are and people are curious to know the "real" you. Don't be afraid to share who you are - both online and offline. 

3. Create Targeted Content That Real People Enjoy - Because you are interested in the technical aspects of how to build a website, that doesn't necessarily mean your targeted audience will enjoy content on this particular topic. Research topics and trends that "real people" enjoy. Don't create content for yourself -- develop content aimed at your target audience. You can still create content that interests you, but make sure the average person will enjoy it as well. Skip the jargon and keep it simple!

Is 2012 the Year of Content Marketing?

Social Media Explorer named content marketing as one of the top five 2012 social media trends, but hasn't content marketing been around for years?

"Content curation  was so last year. In 2012 we’re going broader; we’ll be talking about a marketing discipline called “Content Marketing.” It’s actually not all that new; in fact, some social media pundits have been talking about it for years . But 2012 is the year content marketing hits the social media trends list and the mainstream, because content marketing is now a concept that executives can finally sink their teeth into."

This is a promising trend for small business owners who want to market and sell their services and products, but don't have large budgets. Content marketing doesn't have to be costly. However, one of the biggest mistakes that companies make is they don't have a clear message and they randomly blast inconsistent messages to their social networks.

Do you notice social networks filled with followers and fans that don't even fit with the company's brand? Shot-gun content marketing won't work for 2012. Forget social media updates about what you had for breakfast. 2012 calls for finely-honed, strategic content marketing messages.

Before you even create your content, keep these tips in mind: 

1. Who is/are my target market(s)? WHO will resonate with my content? Research your markets and get inside your social media fans' and followers' heads: What do they like? dislike? their age, gender, education, hobbies, geographical location, etc. 

2. What key messages do you want to send to target audiences? Brainstorm and develop 1-3 key cohesive messages that set your brand apart.

• What do you want to tell your target audience about your brand?

• What do you sell & why should they buy your product or use your service?

• What sets you apart from other competitive brands on the market? 

 

3. Devise strategic content marketing strategies for social media and internet marketing: 

• Long-form (blog posts, press releases and articles)

• Short form (tweets, LinkedIn and Facebook updates, etc.)

• Conversation sharing (commenting on blog posts and videos, and link sharing)

Remember that content marketing is all about building trust with your target markets. You want to engage them in real, authentic ways. Don't use social media as a platform to sell your products 24,7. In 2012, take this marketing and sales tip to heart: it's all about 95% valuable content and 5% sales pitch when it comes to your content marketing

 

Why You Don't Have to Spend Thousands on Video Marketing

As a copywriter, I know this sounds strange but people don't want to read a lot of text. They also are busy and don't have a lot of time to sift through updates and content. Yes, you don't want your content to be boring, but in the cyber world "flashy right-now-wow" video is a winner every time! 

We live in a world filled with sound, color and speed - from video games to surround-sound movies. We want loud, daring special effects and we want to be entertained. Not only do social media users want to be entertained but they don't have hours in their busy schedules to be entertained so you have to make it QUICK!  You really only have a few seconds to make a lasting impression.

Here's the good news - you don't need to spend thousands on fancy video editing equipment or have hi-tech knowledge to create a powerful video marketing campaign. Do you have a digital camera that has video capability? Then you're all set because that's really all you need! 

• For shorter videos, keep the length between 60 to 90 seconds and do NOT read from a script.
• Bullet points/outlined points are handy to have, but don't sound like an amateur and read in a monotone voice from a canned script. 
• Be innovative and creative when making videos - interview a leading expert in your field and/or use humor (but be professional!) 
• Remember the video isn't for YOU - it's for your audience so keep them entertained! 

There are  handy, easy-to-use widgets such as Yubby  that won't cost you a penny. There are also free video editing software available such as iMovie (for Macs) and Movie Maker (Windows-based).  Between YouTube and other free video hosting sites, video marketing is a no-brainer- even for the most novice of video producers and social media marketers!