Everything starts with the buyer’s challenges, needs, prejudices, and concerns.
tay in your sweet spot, where the things you understand better than anyone else intersect with the things your prospects really care about.
Basically, you can screw up three ways:
Pandering. You write about things your prospects care a lot about, but you have no special authority or perspective regarding those topics. You might get their attention, but you will not have reward that attention with something in return. And people hate giving their attention to things that don’t deserve it.
Navel-gazing. You drill deep down into your company’s expertise, but if your prospects don’t yet care… you’ll only embarrass yourself.
Blathering. If you create content that neither speaks to your prospects’ concerns nor offers expertise, you’re really cranking out the crap.
One-off content campaigns don’t add up to a content strategy.
You know whether you’re being lazy. Don’t be lazy.
If you don’t care about this stuff, why should anybody else?
Content marketing is a marathon, not a shotput toss.
A Great Content Brand could turn out to be the single biggest asset you ever create for your company. But, in an era when every other brand is sacrificing writers to the God of Content, it’s getting harder and harder to do.