The easy formula for Marketing Content Creation
Brian Nizinsky
Digital Marketing Director | AI Enthusiast | Speaker | Advisory Board Member | Volunteer
One question I get asked often is "What kind of marketing content do I create and how do I know its the right type?"
There are so many choices these days if you think about it, you can create blog posts, whitepapers, webinars, videos, podcasts, live streams, online courses, audio books, info-graphics, and the list goes on...
So how do you choose?
I made a simple Venn diagram that illustrates my approach to answering that question:
On the left is Customer Needs - this is where you really have to understand what your customer wants to solve their problem (at least the problem that your company is supposed to be solving). Keep in mind this is not specific to the media type, at this point you would just need to list things out. Here is an example:
Lets say I am a computer repair shop and I want to be the go to place for people who are having computer issues, so here is my short list of customer needs:
- I need to be able to trust your service
- I need to understand how fast you can fix my problem
- I need to know if you employ the smartest techs
On the right is Your Company Culture - what kind of company are you? The culture of a company is equivalent to the brand, the experience that a person has with your company. Every touch point counts, both digital and IRL. I find that a lot of smaller companies struggle with this concept, they may not have a marketing mindset around this and they default to statements like "Well, we provide the best quality and service, blah, blah, blah" Yes that's you and literally EVERY other company on the planet. Where are you different? Why should I pick you?
Going with the computer repair shop example again, lets say that you wanted to tackle the issue of showing your customers that you have the smartest techs. Now you have to ask yourself the important question, how? Well you can shoot a series of videos featuring them giving out advice and put them on YouTube, but what if they aren't really that great on camera? What if they come off as boring? Do you think people will watch that? Maybe a better idea is for a blog if they are better at writing than video.
The point is to not try and be something you aren't, especially with online content. Once its online its permanent and it could hurt your brand more than help it. That content has to match your company culture, otherwise it will fall flat.
What are your challenges with creating compelling marketing campaigns?
Sales Professional
5 年great read, Brian! I've found over the years that Infographics are often an overlooked asset type for content marketing - especially for lesser known brands.? Large companies with great awareness have the reputation to earn someone's time reading longer-from content, but it can sometimes be far fetched to expect leads to read an 8-10 page whitepaper on a company they've never heard of before. Bringing the prospect to the center of the Venn Diagram is crucial, but if it takes you 6 pages to get them there - they'll never arrive.? Fast hitting, digestible content is always a great starting point!