“Good” Content marketing - what is it? Creating INTERESTING content that's EDUCATIONAL, and also serves PERFORMANCE KPIs for a client is F'ing difficult. Sometimes I think, as a content marketer, we have our hands tied. With Google being our inconsistent big brother, changing algorithms, changing what they deem "good", and changing how we work - how do we do "good" work? The answer is - well you'll have to read on a little bit.
November 20, 2023
Read in 5 mins
But, we can use the knowledge of those that came before us – the Mesopotamians of digital marketing. Data’s our friend here. But… data’s the anti hero also – essentially, data is Batman. At Onelink, we prioritise data collection and analysis to drive our content strategy. We also believe that a strong understanding of the target audience is essential for creating high-quality content. It’s not enough to simply create content – it NEEDS to be tailored to meet the needs, interests and challenges of our customers.
Using data to construct future content can be both a blessing and a troubling attraction to chaos. On one hand, it can help identify what our target audience is interested in and the type of content that resonates with them. This allows us to create content that is more likely to be shared, commented on and engaged with by customers. However, on the other hand, over-reliance on data can lead to creating generic or uninteresting content that lacks creativity and fails to stand out from the competition.
Finding the balance between data-driven content and creative, engaging content is crucial for a successful content marketing strategy. It’s important to use data as a guiding force, but not let it limit our creativity and potential. Data should be used to inform our decisions, not DICTATE them.
To achieve “good” content marketing, we can wind the clock back, back to the basics. The first step is understanding and defining our target audience – who are we creating content for? What motivates them? How do they consume information? Answering these questions will help guide us in creating content that resonates with our audience. Say, for instance, you’re a user – you’re searching “why is my hair so dull?”. As marketers, we can give you a solution – OUR PRODUCT. But… How do we market that product?? I’m talking round in circles at the minute – but we’ll get there in the end. To market a product, we need to understand the problem it solves for our target audience.
For instance, someone searches “why is my hair so dull?” – they’re looking for a solution to their problem. But, as content marketers, we also have to convince them that our product is the best solution out there. This requires creating compelling content that showcases the unique selling points of our product and how it solves the customer’s specific issue. Our product isn’t JUST a nourishing shampoo, it also NOURISHES your hair, gives it LIFE, provides VOLUME, and overall – makes you feel how you’re meant to feel… Like a SUPERSTAR. Don’t sell the product… Sell the dream – solve the problem.
This is where the creativity and storytelling aspect of content marketing comes into play. We need to go beyond just listing the features and benefits of our product, but instead, tell a story that connects with our audience on an emotional level. We need to tap into their pain points and offer a REAL solution that not only solves their problem, but also fulfils their desires. What are they really looking for? They’re not looking for a new 9 iron, they’re looking to improve their pitching.
And that’s the beauty of digital content marketing – it allows us to create meaningful connections with our audience through storytelling. By combining data-driven insights with creative storytelling, we can create compelling content that not only meets performance KPIs but also resonates with our audience on a deeper level. It’s about finding the balance between data and creativity, and using both to create impactful content that drives results for our clients. So, let’s keep innovating, keep experimenting, and keep pushing the boundaries of digital content marketing – because the possibilities are endless… Such a cliche…
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