The most effective content will build trust in your brand and provide insight to your targets even if they don’t end up buying. The more value you offer, the more people will engage and appreciate the opportunity to connect with your brand. They won’t forget that you made good use of their precious time. The best content must:
Demonstrate relevance: This is the value of tying content to trending topics and pain points. Show that your brand is on top of the latest industry news and conversations by calling out trends in your content, then connecting them with what your brand does well.
Bring real expertise: Speak the language of your audience and demonstrate clear understanding of their pain points. Use the terminology they use, and don’t over-explain concepts that are obvious to them. Audiences see right through content that is written by someone who doesn’t understand their world.
Forge authentic connection: Bring empathy to your discussion of pain points by ensuring you understand and acknowledge the real complexity involved.
Lean into where you shine: Ideally, someone who consumes your marketing content will walk away from it feeling your brand is the best solution to their problems. Build key points around your competitive advantages. Lean on comments from SMEs to help your audience understand that the solutions that set your brand apart are the ones that matter most.
Content is only as good as its distribution program. If you write a great piece that no one reads, you have not accomplished much that helps your brand. Look for distribution partners that blend reach with precision to ensure maximum impact with minimal waste. Things to look for:
Trusted sources: Get more out of your marketing by aligning with a respected brand. Known brands need this alignment to maintain their reputation, but trusted sources can be even more important for little known brands looking to get established on strong footing. Thought leaders such as trade associations as well as responsible content brands can make all the difference.
Niche segments: Narrowly focused audiences enable creators to distribute highly focused content — and they often enjoy great engagement as a result. Look for opportunities to leverage channels with niche audiences so you can ensure you are getting exactly the right people — and that those people are very likely to consume it.
Advanced targeting: Every marketing dollar matters, so look for opportunities to target within and across segments. Ask about straightforward options like job title, but be sure to also look for advanced capabilities, such as the ability to measure intent signals and optimize campaigns as a result. You’ll achieve far better ROI.
