Content marketing is the process in which a brand boosts its popularity by providing content to its customers.
Promoting a brand through mediums like blogs, infographics, and case studies all fall within this category.
Content marketing is generally seen to be far more effective and beneficial than traditional marketing.
According to Criteo, it creates 3x more leads per dollar spent as compared to traditional marketing.
However, it should be noted that these benefits are only acquired when content marketing is done right.
Substandard and haphazard content can, instead of making your brand more attractive and likable, have a negative impact on it instead.
This is the same reason why we use tools to check for plagiarism when writing content for SEO purposes.
Originality is one of the major factors that decide the quality of your content; be it in written form or otherwise.
There are some rules and guidelines that you can stick to in order to make sure that your delivered content is doing its job, and is boosting your brand popularity.
In this post, we are going to be looking at some of these characteristics.
The Five Important Characteristics of Content Marketing
Tone and style
The way you use your words in writing can make all the difference in the effectiveness of the content as a promotional element.
In other words, that means: if you sound good, the marketing’s good.
When writing anything out, whether it’s a blog post, presentation, infographic, etc., make sure that you engage your reader in a friendly and amicable manner.
But, at the same time, time, you should take care that you don’t overdo it.If you go too much to the ‘friendly’ side, you’ll end up sounding sloppy.
On the other hand, if you become too serious, you could sound like a doctor or a lawyer…which isn’t exactly something fun to hear.
The key is to hit the middle line: neither too serious nor too frank.
You can achieve this style by using words like ‘you’ and ‘us’, and occasionally dropping a humorous remark somewhere along with the content.
But, to maintain sobriety, you should take care to pick the right words and to use formal vocabulary instead of slang.
If you are using an article rewriter tool to change previously written content into something fresh and new, be sure to adjust the revised version so that it maintains the tone you originally adopted.
This is another characteristic that differs in content marketing as compared to the traditional method.
Traditional marketing is usually geared towards appealing to new clients and customers.
In this type of marketing effort, the focus is to create content that attracts first-timers and makes them into lucrative leads.
On the other hand, content marketing is usually intended for recurring consumers.
It aims to increase the knowledge and awareness of the brand so that people who may have initially just thought about buying the offered products/services can get fully convinced.
Understanding and knowing about the audience can help you realize how your content should be designed and created.
When you are fishing for customers (i.e., looking to procure new ones), you need to adopt a certain style as compared to when you are engaging existing, old ones.
This point can be explained better through an example.
Imagine if you are going through a product page on Apple’s official website.
What would your reaction be if you were to spot a grammatical or spelling mistake in the product description?
Exactly. The integrity of the content collapses. When you are reading something on a world-famous brand’s page, you don’t expect to see any compromise on quality.
And that is what your focus should be on when creating content for your own marketing efforts.
For example, if you are writing something out, make sure that you check for plagiarism before finalizing it.
Similarly, if you are using an article rewriter tool to spin some content, read and re-read it to ensure that there are no errors or unprofessional sounding words in there.
Types of Products/Services
Whenever creating any sort of content for marketing purposes, stick to a certain type or range of offerings.
If your brand portfolio consists of five or six different product types, pick one and market it. Don’t muddle things up by including different products all in one piece.
When a brand creates some content to talk about all the offered products/services, it looks and sounds like a general sales pitch made to promote the brand as a whole.
With this type of content, the reader does not feel engaged. They don’t get the impression that they are being addressed and talked to. This is something that should be avoided.
On the other hand, if you focus on a single product, you will be able to give the impression that you are trying to help the consumer genuinely and honestly in fulfilling their requirement by talking about something that they could actually and possibly need.
Worth and Value
Your content will not serve its function, nor will it be appealing to the readers if it does not convey a specific and proper message.
Beating around the bush and not talking about any particular point can make your content lousy and dull.
And this does not only relate to written stuff.
If a poster or infographic has weird and flashy slogans plastered all over it, but it does not depict or show something, in particular, it serves no real purpose.
In essence, it means that when you write something, make it meaningful. Make it educative. If you are promoting something, it doesn’t have to be dry and boring.
Content marketing is more than just using an article rewriter tool to come up with some bland content. It’s a whole art.
When planning your content marketing strategy, there are a lot of different characteristics and aspects that you should be careful of. In this post, we discussed some of those points.
If you keep these factors in mind when coming up with your next piece of content, you will be able to make it more effective and enjoyable for the readers.