6 keys to creating non-cliché content marketing

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by Anna Munhin Sep 22, 2022 News
6 keys to creating non-cliché content marketing

The problem with so much of content today? Frankly, it’s cliché.

Repackaging old ideas is less exciting than differentiating. Audiences are also aware of it. What reason is there to stay and engage if they can find the same information in any of the other search results? The same-old, same-old is not worth bothering with.

Content that is meaningful makes a reader want to read more. It gives them something that they couldn't get anywhere else.

Here are five principles to make it happen.

It's possible to be a visionary and have a vision.

It's possible for anyone to write a piece of content and post it on the internet. There are many formulas that can be found in a simple search. The web is cluttered with dull content because of that.

Don't think about the why behind the content. Know who the audience is and what they want to hear. Combine what actions the content should encourage into a sentence or two by asking what the content should encourage.

That's right, voila! A plan for the future. Instead of producing the same old content, marketers can say.

Retention-focused content will give our customers knowledge and resources to maximize their investment with us.

Don't be afraid to speak your mind.

It is easy to get caught up in words. Customers are always fueled by feelings and emotions. Pick a point-of-view that stands out, or even is a little provocative.

Rethink themes. Readers prefer short paragraphs. Too many listicles are easy to understand. If you want to take a narrative-driven approach, try "5 times companies wish they had better cybersecurity."

Humans don't speak like machines. Don't use jargon and work to engage the audience in a conversation. If you want to serve as a trusted source, build a relationship with someone.

It's time to embrace your salesperson.

Don't shake the hand. The first impression is based on content. 70% of B2B buyers engage with content before reaching out to a salesperson Companies have more space to tell their stories. Audiences have a hard time paying attention.

The majority of buyers are looking for a solution to a problem. Marketers have to demonstrate and differentiate their company's value above and beyond anything else on the market. The world will beat a path to your door if you build a better mousetrap.

Content has done its job and the buyer is ready to seal the deal, so don't make them struggle to find someone to talk to. Content should give a clear path to engage, start a conversation and make a purchase.

The rule of 7 is followed.

A piece of content should be shared with others. Repurposing and recycling it to reach a larger audience is what you should do. It is time to think bigger if the content cannot be converted into seven assets.

It's for example:

  • Cornerstone: The core piece of content that serves as the foundation for multiple assets across multiple mediums. For instance, use survey research to draft a meaty, content-filled whitepaper.
  • Infographic: Take the survey results and whitepaper to create an infographic summarizing the findings.
  • Social media:  Break apart the infographic into individual stats and soundbites for animations and interactive content on social channels.
  • Blogs:  Use each survey finding as the premise for separate blog posts.
  • eBook: Then combine all the blog posts into a punchy eBook.
  • Webinars: Harness subject matter experts from your business to host sessions discussing the survey findings.
  • Videos: Now, edit the recorded webinars into a fast-paced video or two. There you have it! Seven pieces of content to suit any and all audiences or channels.

Don't let the content roll in.

Audiences look forward to the next season of popular shows like "Bridgerton" and "Stranger Things". Content marketing is the same thing.

If you're looking for something to watch, consider streaming services such asNetflix or Hulu. What happens when a show ends? Either the streamer transitions to the next show or gives a recommendation. The same thing should be done with content. Relate them to a problem or solution that makes sense to the audience.

Pay attention to how audiences interact with each other. Which videos are they watching the longest? What are they interested in next? What happens when you download something? streamers keep those numbers close to the vest because they offer a lot of insight into audience behavior.

To make a difference of one percent.

There is a lot of stuff on the internet. 99% doesn't speak to buyers' problems, they use terminology they don't understand or repeat advice they've heard before

"If you don't have anything nice to say, say nothing at all." If you don't have something unique or interesting to add, best say nothing at all.

It's possible to be a part of the 1%. When you deliver something no one else can, you don't have to worry about the million other search results. The principles can be used by marketers to give their audience what they want.

Arketi Group is an integrated digital marketing and public relations firm that helps B2B technology organizations grow.

Content marketing, writer's passport, writing and editing are topics.