Creating Content that Doesn’t Suck
Don’t Waste Your Time
If you are anything like me, you and your team have probably spent hours trying to create the perfect piece of marketing content. Regardless the type of content, you pour your heart and soul onto a video, brochure, email campaign, blog, etc, and put together the best pitch possible. You put extra effort into the graphics, and production value. And when you click “post” or “send”, nothing happens.
Far too often, when creating content, we get excited about our ideas (which is not a bad thing at all) and forget to look at the content from our audience’s perspective. One of the hardest lessons to learn is that the pet projects we have spent days on are not interesting to our market.
“We forget to look at the content from our audience’s perspective.”
Giving your sales pitch is something you earn the right to do after you have earned your audiences trust and respect by putting out marketing content that has value.
1) Pick better topics. (Where better = relevant).
What makes a topic relevant? Simple. How interested is your audience? Or, a better way to ask the question would be: What keeps your audience awake at night. Talking about things that your audience is worried about is a surefire way to start the conversation with them.
2) Limit the technobabble
Technical jargon kills productive conversation. Technical jargon exists for a reason, and some of your audience might understand it. But if you aren’t careful, you will end up like the guy on YouTube talking about the Rockwell Retro Encabulator. Some things need to be explained the way you would explain them to a five year old.
3) Don’t pitch your product or services in every single piece of content
Don’t you hate when you open supposedly helpful content only to find that is just a thinly disguised sales pitch? It makes me feel cheated. I feel like you used the ole bait and switch maneuver. There is a time and a place to pitch. AND NO. It’s not everywhere, all the time.
Giving your sales pitch is something you earn the right to do after you have earned your audiences trust and respect. Sure you can drop a reminder of your availability to help your audience, but don’t annoy them with constant sales talk.
Making good content is different than just making content. Spend your time and money on content that makes a difference and adds value to people’s lives. Making content just to say you have content wastes the most precious commodity – your time! If you’re not going to do that, then don’t make marketing content at all. It’s a cut throat world out there… and people will be turned off quickly when they view content that didn’t have them in mind.
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