7 min read
If your company has goals and objectives there needs to be a system in place to help you reach them.
Lots of marketing experts stress how valuable it is to create content for your brand. They’ll typically try and help you forge the path to success via free beginner’s guides and checklists. These are valuable assets to help clarify a strategy or an idea, definitely! In fact, 81% of marketers report that the company they work for uses content as a business strategy in 2022! But still, how often do you witness a marketer point out what not to create if you want to get a leg up over the competition? It goes without saying that having a sense of content creation’s best practices is an intrinsic part of refining your strategy. However, we think it’s equally important to understand the worst practices, too.
We know content creation is a huge part of your overall marketing strategy. Still, that’s just half the battle here. There’s an even bigger challenge that marketers must face: digital clutter. Online audiences are tasked with processing one brand's message after the other, constantly. This is because the online landscape we experience today has evolved into a vicious battle for attention between brands. The frequency of these messages makes it difficult to remember any in particular. We call this phenomenon, “content overload”.
It’s one of the major issues we help our clients solve, especially when social media platforms are involved in their content marketing strategies. It’s an ever-present digital force that creates the perfect storm for brain fog, indecision, and poor recognition.
"Content overload" refers to instances where a buyer is continuously shown irrelevant content from a brand.This type of content looks low-quality and discourages potential buyers from developing a more positive attitude towards your brand. Trying to solve problems for your audience without a deep understanding of the context is more than likely to scare them straight into the arms of your competition.
Low-quality content lacks the elements that any customer needs to be able to extract value from a brand’s marketing materials, throwing its strategy off-course. Content that’s deemed low-quality usually confuses buyers and provides little-to-no relevant use, value, entertainment, or engagement.Here’s an example of low-quality content from Adept Marketing. The main takeaway is unclear, the print is tiny, and the graphics are visually overwhelming to try and interpret. It provides very little use or value. There’s a high chance this will counteract your business’s marketing objectives, as well as deplete precious time and energy. Avoid creating content like this.
|If content isn’t created to help a target audience solve a need or a problem, it’s at risk of drowning underneath digital clutter.|
Don’t let the clutter deter you from your quest for connection, though. Instead, raise the standards and adapt the content for your audience!
Ideally, your high-quality content should be free, useful, and/or entertaining to delight your prospects with your brand. If your content can manage to attract potential new customers and simultaneously engage existing customers, you’ve succeeded in the fundamentals of inbound marketing.
Here’s a great example of high-quality content from Sculpt! It showcases how the Jacksonville Jaguars brand used its Instagram account to boost engagement rates with an interactive poll for its audience. This example provides engagement via poll participation and its results show social proof! Developing your content pieces to include elements like the ones used by the Jaguars can improve your strategy’s results.
The Digital Marketing Institute says that content creation can help shift a business’s reputation into one that is more trustworthy and memorable! If a brand creates content that its target audience can extract value from, it’s more likely that potential customers will prefer a solution from this business rather than its competitors. Meanwhile, the brand can leverage content to establish a position of authority and boost its credibility. It’s essentially a win-win!
Now that we’ve identified some best practices for creating content and explained how content overload can derail a business's marketing strategy, it’s time to talk about the best path to a solution. It seems clear as day: avoid creating low-quality content! Posting blank templates and how-to’s won’t always get the job done well, sadly. Neither will publishing tons of content that an audience can’t remember, relate to, or gain value from.
You can make sure your strategy is developed and refined to avoid succumbing to content overload. In situations like these, you may need to adopt a more Savage approach.
It’s important you begin to develop your process through the lens of the Buyer's Journey. This step provides some direction for tailoring your content to the needs of your audience. It’s a trinity of stages that potential customers weave through to locate the best solution to their problem. Make sure you consider questions that provide insight on how to attract prospects, engage with your audience, and evoke feelings of delight.
The Buyer’s Journey consists of three stages: awareness, consideration, and decision. To help you create the highest-quality content, we went ahead and provided a sample scenario of a buyer’s journey that will guide you throughout each of the three stages.
To ensure buyers know that your business is a viable solution, we suggest utilizing blog posts, search engine marketing, and social media marketing. This will increase online visibility, promote awareness of your brand, and encourage prospects to bring it along with them to the next phase of their journey.
As the buyer, you’re considering either having the car towed to a tire shop for repair or calling your insurance company to dispatch roadside assistance, instead.
As a marketer, consider these:
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