That title got your attention didn’t it?
Such as the state of the Internet these days. Content marketing, having exploded in the way that it has over the past few months, has contributed to a robotic methodology of writing blog posts much like this one. Blog posts champion the importance of giving a numerical amount of tips to achieve something or seem to provide the one easy antidote to accomplish something, be it 10,000 Twitter followers by the end of the weekend or washboard abs.
The unfortunate case is that this is where social media and content marketing should never have gone. The Internet after all, was intended to serve as a place where we all could connect much easier fashion, through shopping, meeting people, or playing games. Instead, it has become a feeding ground for articles that don’t deliver much more beyond the obvious in 10 easy steps.
And guess what? People actually make money doing this too.
As business owners, the path is a little bit more difficult. When your audience is other businesses, using numerically titles or promising an “easy fix” simply does not cut it, because easy fixes do not exist. That however, does not devalue the importance of a content strategy in a world where the social and Internet experience has become so diluted that differentiating between two pieces of advice is impossible.
Because we here at Curatti believe in not just content, but useful, actionable content that you can use, here are 3 tips for creating good, compelling content for your business:
1. Don’t just give a list, provide a solution or a call to action: lists are some of the best things that content marketers and small-business marketers can use to demonstrate their expertise. However just having a list is not enough. As business owners we must also seek to provide solutions that give our audience a chance to act and take their knowledge one step further. At the end of your posts, provide a call to action button, a contact form, or something downloadable that readers can use.
2. Don’t tease for the sake of teasing: the unfortunate case of the Internet these days is that there are so many teaser articles with very little value contained within them. As with the title of this particular article and the ones related to it (wink, wink), it generates clicks but you never actually know if somebody’s actually doing something after the click. Do create a compelling title, and do write good content. Don’t be so desperate for clicks however, that you write the silliest titles to get there.
3. Tell a deeper story than the title offers: as marketers we are also in the business of storytelling. Our unique role gives us the opportunity to not just give the reader something to take in, but also a story to experience. The name of the game is quality, not just quantity. As small-business owners it is also important to deliver that type of content and tell your audience why you are doing the business you are doing. Anything less is selling yourself short.
Conclusion
Content is an important component of the social media ecosystem, providing traffic generation. However, the evolution of content over time has also created an arena where information loses its value. As small business owners and content creators it is up to us to make sure that what is created is good. Share this article and make sure those who see it understand that content goes beyond writing a good list of bullet points: It’s also about telling a good story that delivers value.