If you’ve been engaging in content marketing for a while, you know how hard it is to grab the attention of your audience. You craft clever headlines, determine what the best time is to post on social media and you try to figure out which phrases lead to people clicking on your email newsletter.
As Joe Pulizzi points out in his article posted on Content Marketing Institute, the creation of content is only the first step. The goal for all marketers, he says, is to create content with the maximum impact possible. In other words, content marketing needs to be smart and strategic.
So, how do you get to smart and strategic? Pulizzi says there’s one big element that your marketing team, and a lot of others, are missing. It’s something he calls tilt. It’s what differentiates your content from all the other content out there.
If you’ve spent any amount of time refining your brand message, you may already have a good grasp of what makes you stand out in a crowded B2B environment. You know why your clients ultimately choose your company over the competition. You need to make sure that’s coming through on your content pieces.
For those that haven’t identified their tilt, it’s time to do some examination of your content, and of your comprehensive marketing strategy. One good question to ask yourself is, “If my content disappeared from the online world, would anyone miss it?” In other words, are you producing anything that isn’t being duplicated, maybe even dozens of times over, by your competitors?
Your potential buyers are being inundated with content. Through email alone, they might receive hundreds of pieces of content in a single week, so you have to find out why they would choose to click on yours. If you’re like a lot of content marketers out there, your audience simply isn’t clicking on your emails.
For instance, if you’re a cloud software company and your target audience is IT directors at companies with at least 200 employees, you should probably stop writing content about the superior security levels of cloud software servers. IT directors already know about this topic, and all of your competitors are writing the same thing every week.
How do You Find Your Tilt?
Finding your tilt is all about identifying specific needs and challenges of your target audience. You can break this down further with better understanding of a few elements of your content marketing:
Audience: You may not be zoning in tightly enough on your audience. Maybe you’re marketing to purchasing managers at salons and spas to try to sell specialty hair care products. However, maybe you’re alienating half of that audience because your products really are ideal for high-end salons and spas, so those that offer budget-friendly options won’t use your products anyway. You’re not reaching high-end salons because you’re not niche enough to address the topics they need to read about.
One way to think about this is through buyer personas. You should have a well-developed idea of a profile or set of profiles for your audience. Keep this buyer in mind as you write, talking directly to them and imagine whether what you’re including in your content is relevant to them.
Telling your story: There are two critical elements to this piece of your content marketing strategy.
- Choose the right platform. If everyone in your industry is creating case studies, do something different. Think about how your buyer personas are most likely to consume your content. If they are managers that work with their hands, how about a podcast? If they are in a fast-paced industry, you might consider an infographic that can be quickly consumed, yet get a powerful point across.
- Choose the right subjects. This step is critical, because if you’re writing about the same topics that everyone else is using in your industry, you’ll never capture your audience at the levels you want. Ask yourself, “What would make my target audience stop reading another company’s content to look at mine?”
As mentioned earlier, make sure you are asking yourself what impact your content is having. If it was never created, or if it suddenly wasn’t there anymore, would it make any difference? You need to be creating content that is valuable to your target audience, not just entertaining. It should solve a problem or challenge, or inform them on a topic that is highly relevant to them. If you want to be entertaining, too, that’s great, but start with a subject matter that they can’t wait to hear more about, because it’s affecting their job.
How Telemarketing Helps You Get the Edge Over Your Competitors in Content Marketing
There’s one part of the content marketing equation that often gets glossed over as companies like yours are creating a strategy: how do you get all of the information that helps you know if you’re highly relevant, hitting a specific target audience and creating content that differentiates your company?
The short answer is that you need to ask. You can do this in a couple of ways. Many companies utilize analytics to look at the topics that are discussed on social media, or waiting to see which of their blog topics result in comments and visits to their website.
If you want more immediate information, though, so that you can create highly relevant content now, consider how telemarketing can enhance your content marketing strategy:
- You get immediate feedback. Want to know the kinds of challenges and issues you should be writing about in your content? A quick telemarketing call gives you real-time information about the trends in your industry.
- You refine your target audience and its members. Telemarketing is a great way to find out if the individual that always “likes” your blog posts is truly someone you’re trying to connect with for business. It allows you to qualify your leads and build your sales pipeline.
- You build a relationship. What’s missing from all forms of content marketing is the warmth of personal interactions. Whether it’s a video, email, or even an online conversation, nothing quite matches the trust and loyalty that can be built when two people are talking together. It’s a definite hole in content marketing that can be easily filled by including telemarketing as a key part of your strategy.
If you’d like to learn more about how telemarketing helps you build a highly relevant content marketing strategy, talk to the experts at Blue Valley Telemarketing. We know how important it is for your content to stand out, and we can help you reach your target audience.