One of the key elements of truly compelling content is the point of view from which it’s written. Whether it’s highly opinionated or just has a unique voice, consumers just want to hear your brand’s personality shine through the content.
In fact, research from the Corporate Executive Board shows that the number one reason businesses are disappointed with their B2B conversion rates is because of a poor content marketing strategy. It isn’t that they aren’t utilizing an editorial calendar – they are – but they’re missing part of the larger picture: their brand doesn’t have a voice. There’s nothing that makes their content unique or defines the company as a leader in its industry.
But how exactly do you accomplish that? You must develop your brand’s point of view.
While there’s much written on fulfilling market needs or targeting consumers, it’s rare that anyone discuses how to turn a business’s point of view into the brand’s equity. Here are key points to help you establish your point of view.
- Define your goal. This might seem like the most obvious step, but the truth is that most content marketers don’t do it. They simply focus on writing a compelling blog post – but what’s their point? Sometimes the content is so beautifully written that you forget that there really is no point to it at all – and therefore no value… To avoid falling into this trap, determine whether or not you want to inform the audience, teach them, become a resource, entertain them, etc.
- Determine the most effective format. Depending on your goal, you might find a content format that’s more effective than a “normal” blog post. Based on your goal, you might decide to make a YouTube video, infographic, case study, interview, white paper, article, or something completely creative!
- Vary your updates. As you continue pumping out content on a regular basis, it’s important to vary your formats and your goals. This provides variety and ensures that your content is always fresh. You’ll also find yourself pushing your brand to the limits, encouraging growth in the way that you create and present ideas.
- Keep creating! Once you’ve gotten into the groove of things – and even when you hit a “dry spell” – it’s important to keep creating and publishing content! Regularly updated content is the key to developing your brand’s voice and point of view!
Is your content strategy suffering? What ideas can you use to breathe new life into it?
Latest posts by Daniel (see all)
- Who Takes Young Adult Novels Seriously? 7 Reasons Why You Should - July 24, 2014
- RxContent: How to Find Your Marketing Prescription - July 22, 2014
- What the 7 Greatest Trailers of All Time Can Teach You About Content Marketing - July 3, 2014