We all know that “Content is King,” right? Coming up with material that your audience finds interesting and compelling is supposed to be the new marketing… so how come your content doesn’t always get your business great results?
What would be really helpful is a straightforward guide—a “do this, don’t do that,” for content marketing.
Fortunately, Ann Handley, Chief Content Officer of Marketing Profs and co-author of the new book Content Rules, has done exactly that. In her 60-second piece, Ann shares the cardinal rule for creating great content for your audience.
This year businesses have really embraced that notion that they are publishers—that they need to create stuff that’ll really help your clients. The problem of course is that it’s really tough to do it successfully, right? How to do content well is what businesses, I think, are going to be looking at this year. They’re going to be looking at questions like, “What does it mean to create content that’s remarkable? How can they do it consistently? How can you be heard above the noise? Why doesn’t your blog have any comments?” It’s really tough work.
A way to think about what makes for compelling content is to think about the fact that good content shares or solves; it doesn’t shill. In other words it doesn’t hawk your wares or push out sales messages. It creates value by positioning you as a remarkable and valuable source of vendor-agnostic information. In 2011, solve or share; don’t shill.
What are some ways your company can use content to solve a problem that your customers have?