Things I have learned from my Content Marketing Efforts in 2024

Leading content marketing for Tayture this year has taught me a few things. I’d like to share the insights I have gleaned with you. Enjoy!

1. Content marketing is not about writing numerous generic blogs. It’s about answering the questions your customers are asking. It is about meeting them where they are. You don’t really understand your customer's pain until you ask. You might have read several reports about your customer's pains and while these might be valid, these are not enough to direct your content efforts. What your customer feels is often different from how they are feeling it. And you should be solving for the how not just the what. Only the customers can tell you how they are feeling the pain. It is the reason you have to talk to your customers and listen. The goal of the conversation is not to validate your assumptions but to listen. One area I found useful in understanding what and how our users feel is through surveys. I implemented random polls and surveys and some of the answers shocked my assumptions. In addition to surveys, I listened to the questions the users asked when they chatted with customer support, the pain they shared and even the unsaid ones.
2. Once you are clear on the what and the how of your customer's pain, write to solve this problem. Write empathetically; show don’t tell. Write a direct article, not a flowery manifesto. Write as though you are showing them how to solve the problem instead of explaining the problem. Be as direct and precise as possible.
3. Writing a good piece is one part, distribution is equally important. You don’t want to write something no one will read simply because it is not visible or accessible to them. Take your content to where they are. This year, most of the content efforts for Tayture happened on Facebook, not LinkedIn. Because that was where the audience and potential markets lived. We generously shared thoughtful articles and micro-notes on groups where our users were aggregated. Efforts include sharing thoughtful articles. In some cases, it meant contributing thoughtfully in the comment section of a post gaining traction within the group. You have to be humble and bullish about content distribution.
4. When people talk about successful content efforts. They cite Big brands as examples or benchmarks but their approach may not work for you. Instead, focus on what works and what will work for you and not what is fanciful. Memorable doesn’t always convert. Combine memorable with pragmatic.
5. You don’t know the content that will work best. So put your best foot forward always. On some days, a single article generates zero leads, reposted another day, and that same content may generate 20 new leads. Don’t just post and forget. Repost occasionally and let each post explore its momentum.
6. Sometimes, micro-content works better than long articles.
7. Some articles achieve affinity for you. It creates that interest in your product. Sustain that interest by showing that you can be trusted. Write about your progress and testimonials. People make choices based on information. Make sure information about your brand and product is available, accessible and convincing.
8. Stop churning content that addresses all the problems your customers are facing but your business doesn’t necessarily solve. Focus on problems that are related to your offerings. Don't try to be everything to be everyone. Content marketing is strategic. It’s not only spraying bullets, it’s also being a strategic sniper.
9. Humanize your content. It’s ok that your content is shared under your company identity but this is not enough. The leaders and staff must commit to producing or sharing content about the brand. When I wrote earlier that we invaded groups with thoughtful articles and answers, they were not done under the brand handle. Staff did that. The leaders took it upon themselves to talk and write about the brand. After all, our company is relatively new, but the individuals have credibility that can be leveraged. If when you have a dedicated content team, the leaders should be involved and team members should contribute. It takes a whole village to raise a child.

So many other things to share though but I will just stop here. Hoping you find this useful as you plan your written content for 2025.

Through our content efforts this year, with zero spend on Ads. Tayture has generated revenue and several repeat customers. By the way, I am not advocating against ads. It’s essential and we will get to it at the right time. Tayture is just in its first year and it’s been one with ups and downs.

Building a startup and need help with dimensioning your content efforts. You can send me a mail: [email protected] In case you are interested in what we are building at Tayture and want to support (we need all the support we can get), send a mail to [email protected]. For more articles from me, I urge you to subscribe to my blog here.

Finally, I'd be glad to learn from you too about some insights you picked up from your content marketing efforts this year. Please share in the comment section.