As brands and businesses are becoming their own pubshers and broliadcasters, content overload is not only inevitable, it has already set in. Advanced technology and wide-spread access means it is easy to make content, and even easier to create content that lacks a purpose — other than to clog up with interwebs.
The explosive growth of content marketing is leading to devaluation of content and is causing content marketers to become the victims of their own successes. To set your content apart from the rest, you need to develop engaging content.
Here are 8 tips for creating engaging content in the era of content overload:
1. Put someone in charge. Marketing departments need to appoint their own head of content or editor-in-chief. This will help give direction to your content marketing strategy and allow you to produce quality content, not fluff.
2. Think editorial, not filler. Just as a journalist writes a story for a magazine or newspaper, when deciding on your next article entry or blog topic ask yourself: Do you have something new to say? Is this topic relevant to your audience? How well would this topic do in search? The answers to these questions may take you down a different route than you originally thought.
3. Do your homework. By researching the market and checking out competitive work before deciding to write about, you can be sure your efforts won’t flat line with readers. Coming up with an entirely new topic isn’t always necessary or possible, so instead of racking your brain, just try putting a new spin on a heavily covered topic or addressing a painpoint in a new way.
4. Tell a story. As content marketers, we want to make an emotional connection with our audiences and storytelling is one of the best ways to do that. By creating a dialogue with our audience we can not only entertain, but we can a build brand image and foster an engaged community.
5. Take a break. Just because your readers are online every day, doesn’t mean you have to publish a new post or throw a new campaign at them every time they sign on. In fact, it’s probably better that you don’t! Some “always-on” brands feel they should be constantly communicating, which ultimately means they are publishing content that won’t ever be read or shared by more than a handful of readers.
6. Treat each piece of content as a new project. When developing a new piece of content, ask yourself: How can I repurpose this piece for other projects such as white papers, slideshares, etc.? Repurposing content into other mediums is an easy way to expand your reach and allows you to post complimentary materials geared towards different audiences across your distribution platforms.
7. Be exclusive. Create pieces of content that you will only share with select readers, a clever strategy in content marketing. While this content may not be any more time consuming or valuable than your typical blog post, it’s perceived value will be off the charts. It is a paradox that even though there is an abundance of free content, readers can view premium content as superior!
8. Don’t be afraid to fail. Trial and error is part of content marketing. Until you know your lows, you can’t accurately measure your highs. Take risks with your content and see how your readers respond. Remember, there’s no right way to “do” content marketing — you may be surprised what you discover!
To say that the future of content is no content is like saying green beans are the new chocolate cake. It’s just not true. When creating content be sure to put quality over quantity and publish pieces that are authentic and valuable. This change in thinking will add value to your content marketing efforts and give readers inventive to return to and share your content.