More than words: Are you marketing your content right?

Content marketing is more than just words.

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Content creation is definitely one of the most critical aspects of online marketing as it is the flesh of any promotional campaign. However, there is no hard-and-fast method of crafting an attractive message and this is why so many businesses find content creation a challenge. Apart from being appealing to your company’s target audience, marketing materials also have to be published on the right platforms for maximum online exposure.

Put differently, there is a multitude of important decisions to be made during the content creation process. These choices in turn hinge on various contextual factors, including audience demographics, their preferred media channels, and most importantly, the projected Return-On-Investment (ROI) of a marketing campaign.

That being the case, here are 3 crucial questions that you should always ask while brainstorming for your latest marketing effort:

1. ‘Is my content awesome?’

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In general, effective content creation starts with describing what your business has to offer. This is absolutely correct, but value propositions should not be the primary focus of your marketing efforts. Instead, just like every other aspect of your business, quality should be your first priority.

After all, if you wish to become a thought leader within your industry, it is important for your ideas to stand out from the crowd. Always keep in mind the age-old adage: ‘quality over quantity’ – the more effort you put into coming up with awesome content, the more likely your marketing efforts will succeed.

2. ‘Is my content formatted correctly?’

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If you have done a good job with coming up with quality content, then you are in a much better position to market your business. However, that alone is insufficient. While uploading content online, it is important to ensure that they are tailored to fit chosen platforms.

Every landing page is different, so you will need to adapt your messages accordingly. For example publishing text-based marketing messages on Facebook or LinkedIn is easy; all you have to do is to simply copy and paste. On the other hand, it might be more suitable to adopt a visual format should you opt to broadcast your message using video-sharing services, like YouTube and Snapchat.

3. ‘Where is my target audience?’

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More often than not, we see companies maintaining a presence across a broad range of popular social media platforms, including Twitter, LinkedIn, and Facebook. This helps to ensure that their messages reach different segments of the public, but this might not always be the right approach.

In the case of businesses with specially-tailored products, it is more efficient to suss out the preferred platforms of a chosen target audience and focusing the bulk of your marketing efforts there. To illustrate, this is the exact reason why Viagra’s marketing is largely restricted to private settings, such as posters in clinics, rather than social media.

I am pretty certain that Viagra users aren’t too keen about accidentally publicising their ‘condition’ on Facebook by liking the product’s page. So, do spare a thought about your target audience’s preferences before selecting your marketing platform, virtual or otherwise.

Written by: (www.script.com.sg) Edited & Illustrated by: Script Consultants Pte Ltd

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