Nowadays, content marketing has become especially important. On average, 70% of consumers have made a purchase decision before they find you. But science fiction writer Cory Doctorow said “Content is NOT king”. In order to prove that Bill Gates said “Content is king” is wrong, he also gave an example
“If I send you to a desert island and give you the choice to bring friends or movies, then you will choose friends – if you choose movies, you will call yourself a social pervert. Conversation is king . The content is just a topic. “. （If I sent you to a desert island and gave you the choice of taking your friends or your movies, you’d choose your friends – if you chose the movies, you’d call you a sociopath. Conversation is king. Content is just something to talk about.)
what? Is it wrong that content is king? If you are not so innocent, think about why you brought friends. Isn’t it because the conversation with your friends will give you a steady stream of new content? Dialogue produces content, so content is still king.
Content marketing is still the most important marketing strategy in the Internet era. If applied properly, it will be the ultimate killer in your arsenal. Rather than continue to discuss “success studies”, this article would like to talk about the easily overlooked problems in content marketing, so that readers can avoid detours.
Failed to accurately locate the content
You cannot be everything to everyone. If you decide to go north, you cannot go south at the same time. – Jeroen De Flander
The question of positioning contains multiple levels. Just because we have market positioning and product positioning, our content also needs positioning. Your products and services are “It’s not for everyone” (Seth Godin) in most cases, but still “It’s only for A and B and C” in most cases.
Suppose you come to plan content for Nintendo Switch. After understanding the product positioning, you will customize content for children, women, and the elderly. Then you will design content for the family living room scene and the portable product scene in another dimension. You will design content for somatosensory play and standard play, as well as content for confrontation play and co-fighting play. Therefore, it is not enough to locate content from one dimension or two dimensions. The positioning of content marketing is a multi-dimensional positioning process .
From the perspective of the storyteller, you can only output the content correctly if you know who you are talking to. Conversely, only by recognizing the object of the story can people have the role to be substituted and the resonance of “People like us” can be produced. In other words, content positioning solves “Why should I care about this?” or “Why do I need to read this?”
Unlike this one, there are many articles in Jiyu that are very dry and technical. Although these contents are very important and valuable to a small number of readers, they are not helpful to most of the most knowledgeable readers, and the reading volume is often very low. Without help, there is no value. Without content positioning, there is no value output .
Failed to SEO the content
Content is the reason search began in the first place. – Lee Odden
This is an era of “the smell of wine is also afraid of the deep alleys”, and SEO is the most effective and difficult way to promote content. When it comes to SEO, many people think of keywords first, but is your SEO really right?
Keyword research and optimization can indeed help our content to be found better in the past. Modern search engines can already make full use of semantic analysis and user behavior to measure content quality. We no longer need to crudely “optimize” by accumulating keywords. On the contrary, enhancing the value of content is the most important means.
In other words, in order to overcome the “deep alley”, our “wine” must be “more fragrant.”
SEO, the content level problems mainly include the following aspects:
- It does not pay attention to the originality of the content, and plagiarizes a large number of collected and machine-generated content.
- No maintenance updates are made to old and outdated content.
- Ignore the management of the direct relationship between content and content and contextual references.
- Use the Clickbait title of the social network.
- Only publish content in a single closed social network.
Each of the above points will either make you miss out on SEO opportunities or have a negative impact on your SEO. However, the most serious catastrophic problem in content marketing and SEO is the lack of its own content platform, not even a TM website . If we media does not have its own media platform, it is just parasitic media .
Create content for the sake of content
When we create something, we thnk,’Will our customers thank us for this?’ – Ann Handley
If your boss requires you to produce at least two “Deep” articles every week, and “Deep” affects reading volume, likes and reposts, then he must be a “Deep Well” boss. In the end, your output is probably “the vaccine is finally coming”, “the Americans are stunned”, “the Japanese are crying”…
Content marketing is the transfer of value, which is to exchange one value for another value for content consumers. Through your content, you provide information and solutions to problems, even the coping methods that awaken “anxiety” and “anxiety” carry a value, and this value on the other side is called trust .
In exchange for trust, you need enough expertise to reflect the professionalism behind your products and services . This is why we can’t simply hire interns to manage our social media accounts, and we can’t ask third-party companies to help us write soft articles. Content marketing is not a soft article, nor is it simply mentioning branding or ad placement .
When you start creating content for the sake of creating content, you start to make noise; you will let the audience who originally had expectations of you take off and leave you.
You will also lose the ability of SEO, because these content will have a pogo stick effect . You still have to conduct keyword research, but the purpose of your keyword research is no longer to pile up and insert keywords in your page title description, but to tap your audience and want to know more about your products and services. What (try answerthepublic.com ).
Marcus Sheridan calls this method of content marketing “They Ask, You Answer”. The more you understand the questions of your potential audience, the greater the chance that you will provide them with professional and accurate answers, and the more you can reflect your professionalism and turn professionalism into trust. If you do not answer, and are unwilling to exchange high-quality content for trust, sooner or later other brands will do it.
So who discovered the water?
We don’t know who discovered water, but we know it wasn’t a fish. – John Culkin
Since people can find air, fish may also find water. Zifeiyu knows the joy of fish. So, get to know your potential customers and use your high-quality content to help them discover the existence of water and present them with more aha moments.