Writing a lot of high-quality content is great. But if you're not tracking it after going live, it's practically worthless.
No matter how great your storytelling is, an effective content strategy revolves around studying your audience engagement and learning how to better reach them. Ultimately, the measure of your content's success is going to come from how it reaches and effects your bottom line.
You know what it takes to write compelling content, but sometimes that just isn't enough. You have a lot of hats to wear and content writing can often fall onto a back burner. It's not that important to have consistent material coming out of your site, right?
Stories are the legs with which we navigate the world around us. They connect us to the people around us through shared experiences and passions. Everyone loves a good David and Goliath story. That’s why during the 2016 World Series, everyone, even people who could care less about baseball, was rooting for the Chicago Cubs, the eternal underdogs.
A well trained journalist is capable of spitballing compelling stories that convince their readers to want more. They are rehearsed in creating concise content that speaks directly to what the reader wants and needs to know, and if you have ever taken a journalism course, you know it’s because before they start writing copy, they answer the 5Ws:
Why is a mediocre salesperson more convincing than the best billboard?
Yes, the fact that you're quickly passing the billboard plays a part, but it's not the pivotal aspect.
A salesperson, even a mediocre one, can tailor their message just for you. They can listen to the words you say, they can hear how you say them, see how you dress... and they can take all this info and use it to speak right to you.
It's this superpower of understanding people that can make a salesperson a superhero, or a super sleaze.
But the power isn't esoteric. You don't have to be born on another planet or get bitten by a smooth-talking spider, and you certainly don't have to be a salesperson.
No, marketers can use this skill too. And they have to if they want to keep up with their competitors.
You think you want cheap content. You do not actually want cheap content.
With the terabytes of blogs, videos, and infographics being made every hour, your content has to be really good to get any traction. As we've mentioned before, great content is good – good content is useless. That means cheaply made things aren't even worth the modest cost of making them.
But that doesn't mean you can't pull off good, effective content marketing with a shoestring budget. You just have to be more strategic with its creation. Focus your efforts on creating one fantastic piece, then "upcycle" it.
In 2016, video accounted for 73% of web traffic.
By 2021, that number is expected to grow to 82%.
These numbers from Cisco's recently published white paper are bananas. We all knew video was important, but 82% of all web traffic? If that doesn't get your head spinning, maybe we should try a more relevant medium given the topic of this blog:
There is *a lot* of content being made right now.
Like, a lot a lot.
So the Story Block team packed up our stuff and flew to a place called Boston to learn all there was to know about making content the kind of content that helps clients go beyond just getting some clicks and actually increase their customer lifetime value.
Welcome to The World Map of Content Marketing. If you missed our first post and want to start from the top, this would be a good series of words to click on.
The famous science fiction writer Ray Bradbury once said "Jump, and you will find out how to unfold your wings as you fall."
This is terrible advice.
You should absolutely make a thorough plan before you jump off a cliff. Better yet, stop jumping off cliffs altogether and follow our map to go from the ground to the new heights of a solid content marketing strategy.