Research reveals the many consumers don’t engage in company posts because the content is too focused on the company’s needs and not enough on their needs, doesn’t pertain to their needs, or they simply don’t trust the content. These comments are representative of a large portion of online brand content consumers. Do you spend enough time asking yourself, “What should I post this week on my company blog or Facebook page?”  It is not enough to just make sure you are posting new content regularly, but that you are posting the “right” content regularly.

This means content needs to be:

(1) Focused on specific consumer needs and NOT company needs;

(2) Targeted to specific, individual needs, and not generic or trying to be all things to all people;

(3) Developed in such a way that content creates an authenticity about the brand, as trust cannot be bought, only earned.

Whether you do not have time to develop content or you spend days designing what you hope are engaging posts, sometimes the most obvious part that is missed is the right objective. True, the underlying objective is to gain brand conversions, but the first objective needs to be content that is NOT focused on company needs (conversions) but rather content focused on the targeted consumer needs.  If you do that, then the conversion will be more likely to happen.  When creating content, follow this mindset: Give before you try to take! …Give the consumer information on how to do something, be informative, share knowledge. Consumers are more likely to respond to holistic value that a something that sounds like a sales push.   Looking for a place to start? Think about telling a story that will answer a need of your consumer, giving them knowledge and advice. Remember—Content should look like content, not an advertisement!

The Content Marketing Process:

  1. Plan–Set an objective and document
  2. Research your audience to understand their needs and what you can do for them
  3. Be creative and appealing-determine what you can offer that nobody else can and do it creatively
  4. Make sure your message is clear and easy to understand
  5. Engage your audience- create content they want to share and comment about
  6. Promote your content on the right channels for that content
  7. Track engagement / Measure and Analyze Data

Last thoughts: Quality content marketing builds upon itself.  Content marketing can create a trustworthy brand, be focused on addressing the needs of consumers, and covert them to a loyal customer when done right.