Marketing Content that Pops
What is your marketing content doing to pop? How do your blogs, images, articles, and videos stand out in a crowd? Odds are, you are not the only entrepreneur hoping to meet the core needs that your products and services fill. There will always be competition and you cannot change that. What you can change is how your business manages to stand out from those around it and create quality content that pops, drawing in more of your target audience and putting your sales funnel to work the way that it was intended.
The first way to make your marketing content pop is often the most difficult to define for some and the least difficult for others. What makes your products and services unique? What makes your business different in the way that it promotes them? There is a difference between having a great product and having a great way to market it to your customer base. The right marketing strategy can make just as much money off of a $4 hamburger as it can a $50 steak. So, when thinking about your uniqueness, make sure to think of it in both these ways.
What are you doing in each product or service to make your hamburger taste or look different from the others? Then, think about what you’re doing to advertise in a unique way. What about your ads pop? What phrases can you sprinkle into the product definition that others can’t? The best way to start standing out from the crowd is too look for the things that aren’t being done and to do them. What makes your strategy different from the others? What makes your product different from theirs? Highlight those key (unique) differences, not the common denominators.
Uniqueness is important, but not everything that is unique is relevant. Going back to the hamburger metaphor; it might be true that you’re the only restaurant in town to sell them in a purple box instead of a red one, but that doesn’t impact the quality of the burger. That color scheme and design may be a part of a broader brand image, but if it is not one that customers already recognize, it may be difficult to highlight.
Make sure that what you are building into your products that is unique and the unique ways that you market your product are relevant. You might be the only business marketing on HAM radio but that doesn’t mean it’s a solid use of your time. Make sure that you are taking the time to ascertain what is relevant to the customer and market to them. Remember, they are equally important within any marketing transaction. What they want and need is just as consequential as what your products and services can do. If those wants and needs don’t line up with your can do’s then you have two incompatible parties in the transaction space.
What makes you an expert? What gives your products and services claim to meet your customer’s needs? Authority is an important matter in terms of both product development and marketing. Here we are going to shift our focus towards the marketing side of things, particularly towards internet marketing. Authority is something that search engines and users search for. Both parties want to know that information is coming from a reliable source and that what is being said can be both trusted and verified. The sourcing of authority is an important aspect of the process called Search Engine Optimization. Below we’ll break that down and how each of the following steps help to establish your business as an authoritative voice within your industry.
Search Engine Optimization (SEO) is the bread and butter of internet marketing. It is how you make your content pop while adhering to industry standards set forth by search engine giants such as Google. SEO must be a regular part of your marketing routine if you wish to create quality content. SEO helps clean up your content, create natural pacing within it, build authority, and target phrases, keywords, and links that are high marks on most searches. SEO helps establish the fact that your business knows what it is talking about and is a reliable source not just for information, but for purchasing your products and services.
A great way to provide validation for claims, needs, and descriptions is through linking. By simply embedding a link to another source, you can assure both customers and search engines that you are providing information that is on par with larger, more reliable, or even more specific sources. This is a great way to identify the problems that your product solves, unique components of your services that are needed but not always offered by your competitors, and the industry standards that your product or service exceeds.
Keywords are how you can target specific trends, problems, and even solutions within your industry. Keywords are deliberately targeted words that appear repeatedly throughout your content. Keywords (or phrases) can be any number of things, but they should be specific to each article. Keywords help you associate your article with targeted terms and phrases that are in high search demand. They also allow users and search engines to quickly determine what your article, page, or content is about and whether or not it is relevant to their immediate need. Make sure to keyword with purpose and your marketing content will surely pop.
What Are They…
Moving away from SEO, let’s look at what you can learn from your competitor’s marketing strategies. What are they doing that catches your eye? What about their videos, blogs, social media posts, and pictures catches your attention and hooks you? While you should never mimic your competitor’s strategies it is important to understand what is making them successful so that you can either react to it with your own strategies or find your own variation of their success in the content you create.
What Aren’t They…
As important as it is to know what your competitor is doing, it is also important to take the time to access what they are not doing. What about their marketing strategies do you find insufficient? What information aren’t they focusing on that you think should be a priority? How would different styles or tones create greater success?
While it is beneficial to access where you can target similar areas for success, it is also important to understand what about your market that your competitors aren’t targeting. What needs can be met by your product that the market might not know about? What can you do differently that creates buzz around your marketing strategies and makes your ads and content stand out?
Creating Content that Pops
Marketing content that pops stems from one place, the transaction between product and audience. What needs does your product fill and what needs does your audience voice? When these two are in sync, you are actively marketing to the needs of your potential customer base. You can reach them through regular SEO maintenance and content that is target specifically to meet them where they are at with what they are looking for. Remember to take time to access what works and what doesn’t and to continue to tool your strategies to meet those growing and changing needs.