Jenkinson & Associates
Marketing With Results

A Few Tips How to Improve Your Content Marketing

It Shouldn’t Be Always About the Product
Consumers don’t really want to read content to buy your products or services. They consume content because it entertains or engages them. Marketers simply need to associate the product they are looking to promote with the content. You don’t have to literally push people to purchase your products or services in the body of the content. Rather, the content needs to depict the specific ideology of your brand. People liking and consuming such content will instinctively associate themselves with the promoted brand.

Try to Make It Mutual
If creating content is a way for you to increase your sales, it should offer a solution to the client’s issue or need as well. The content needs to act as a middleman – a link between the consumer and the marketer. For example, a travel booking site can publish useful blog posts for travellers and if these posts are informative, they will generate curiosity. Therefore, this strategy can provide the helpless travellers with answers, and at the same time, the marketer can associate themselves with the solution to the problem. At the end of the day, the marketer becomes a messiah, without necessarily being obnoxious about it!

Suitable Associations Are a Must
Marketers need to be very accurate and specific when it comes to the content they choose to market. It needs to be something that can reflect the ideology of the company, and most importantly, something that can connect with the brand’s target group. For instance, people who are looking to reduce their weight don’t usually trust the written word, but instead want to see an individual doing specific exercises and the results of these exercises.

Be Concise and Simple
If your content is rather boring, people are simply not going to consume it and might even be angry that you’re wasting their time. And the worst is – they will certainly not buy your product. It’s the age of the digital, the attention span of people is low and video content can sometimes attract people more. You need to pay attention to such trends – they tell you that modern people are always on the move, browsing on their smartphones. So you need to give them something they can read while standing in the lift or while waiting for their restaurant order to arrive. Avoid confusing, long content.

Crisp and concise content is the best content.
The biggest problem for content marketing these days is that it’s losing trust in the eyes of the consumer. The longer an article becomes, the more manipulative it starts to seem. Therefore, you need to keep it short and simple.
Content marketing isn’t advertising. It doesn’t mean pushing your product in the face of the customer. It involves creating trust, associating yourself with the type of content that your target group would like to consume. The results of content marketing are usually not as immediate as that of advertising, but they’re definitely long-lasting. Therefore, it’s a practice that shouldn’t be discontinued as it’s a useful tool that brings the marketer and consumer closer when the former addresses the latter’s needs and grievances.