Content marketing is all the rage in digital marketing right now. As our audiences are becoming more conscious about being sold products and services, reaching them with more narrative messages is increasing in importance. Not surprisingly, 90 percent of B2C (business-to-consumer) companies now leverage content marketing to some degree.
But the plethora of companies entering the content marketing field also brings with it plenty of noise. How does your website stand out? What defines great website content? According to bestselling author Ann Handley, it’s "telling a true story well." What does that mean? Let’s examine.
Content marketing revolves around the idea that it’s not enough to simply push a marketing message. To get heard by the audience, you should tell your company’s story – whether that’s via testimonial videos, helpful blog posts or glimpses behind the scenes on social media. By telling your story, you will build an emotional connection with your audience; a relationship that will eventually lead to a purchase.
But Handley also mentions the importance of the content being true. Because your content’s core message should be consistent throughout your various digital outlets, it’s important to stay true to that message throughout your marketing efforts. If you’re not being truthful, chances are your audience finds out – and the consequences will be dire.
But no matter how honest you are, your story still has to be told well to persuade your audience into becoming customers. Countless books have been written on what makes good writing on the web, but it all boils down to getting the point across quickly, cutting out unnecessary verbiage, and providing calls to action and "next step" opportunities.
If you’re ready to make your website great but are afraid your content doesn’t match any of these criteria, don’t worry! We’re here to help. Contact us to let us help you take your content to the next level!