As a Content Marketer, you have one goal – Get the marketing information you produce read and get your prospect or customer interested in the product or service you are promoting.
There is only one problem. How do you get your marketing pieces found and read with the amount of information on the internet? How do you get the new information you produce read when so much new stuff is appearing daily? Here are some stats which may blow your socks off:
205 BILLION EMAILS were sent each day in 2015. That is expected to increase to 246 billion by 2019. (Source – The Radicati group)
There are more than 350,000 tweets per minute.
400 hours of new video are uploaded to YouTube every minute.
There are more than 4 billion new posts to Facebook every day.
How Do People Respond?
Most people are reacting the same way. They are turning off to it. They are deliberately picking and choosing what they read. Everything else is overlooked or deleted.
Several years ago, it didn’t matter what type of information on a product or service marketers put out. It would be read.
Now whatever they put out has to be interesting. If it’s not, a reader moves on quickly to the next item. If a Content Marketer or company routinely posts information that is not interesting, the reader routinely overlooks it and anything they publish in the future.
Currently a company or Content Marketer is told they have to publish information on a regular basis. Emails should be sent at least several times a week or even daily. New Blog posts should appear weekly. Articles should appear on user groups or in trade association magazines quarterly or even monthly. Throughout the year there should be new white papers and case studies.
To make a prospect or customer aware of a new product or service a company has or updates to an existing product or service which will increase profits or sales, the Content Marketer has to publish many different types of material about the product or service. Each has to be entertaining. Otherwise their prospects or customers won’t read it.
How Does the Content Marketer Do This?
To start, they have to look at the reason they are creating this marketing information. They have a product or service they believe in. This product or service will help their prospect or customer make sales or increase their profits.
The marketing they produce has to show their prospect or customer why their company is worthy of their prospect’s or customer’s trust. They then have to help the prospect or customer understand how this product or service will help them increase their profits or make more sales. All of this information has to be so interesting to the prospect or customer they will read it totally and want to buy the product or service being offered.
If all of this is done, any prospect or customer will look forward to any information the company or content marketer puts out. Any time they see a new piece they will make a point to read it.
The 4 Tests
Look at every email, blog post, article, case study, white paper and any other marketing piece you have produced in the last 3 to 6 months. Read each carefully.
- Did it explain to your prospect or customer why your company is worthy of their trust?
- Did it contain information which explained why they needed your product or service?
- Did it let them know why they should buy it from you rather than any of your competitors?
- Was it so interesting they couldn’t put it down?
If the answer to any of these is no, you have work to do. How could you have changed the answer to yes? What will you have to do to make sure your marketing in the future passes each of these tests?
The closer you get to producing marketing like this, the better it will become. The better it becomes, the more sales your company will make. The more sales the company makes the more profitable it will become.
You have a choice.
You can stay where you are at now doing what you always have done. If you elect that, don’t expect any changes in the results you’ve always gotten.
Or
You can start to work on improving your marketing and be recognized for how you helped your company become more successful.
The choice is yours. The amazing thing is other than the initial review you do there is no additional work for you to do if you decide on the second approach.
