• Siddharth Hegde

    Content Generation – The 10 commandments

    Content Marketing is increasingly becoming a key strategy for product marketers. With prospects and customers ceasing to be passive and, on the contrary, actively gathering information, comparing product offerings and alternatives, product marketers are now turning to content marketing as a key strategy for their communication operations.

    The purpose of Content Marketing is to create a scenario where your customers and prospects interact, react, engage and market on their own. Instead of publishing self-proclaiming ads, the focus has now shifted to providing content that the target audience finds relevant and resourceful.

    The key question then is how to ensure you publish relevant and resourceful content for your target audience. The basis for any content marketing strategy is the content itself, and how you shape and mould your content can define your success. The following 10 Commandments of Content Generation will serve as an effective roadmap for your content marketing success

    YOUR CONTENT SHALL NOT BE PROMOTIONAL
    Your prospects don’t want to read self-promotional messages all the time. The key to winning your target audience over is building credibility and creating content that matters to readers.

    YOUR CONTENT SHALL BE ORIGINAL
    It does not matter how perfect you think your content is. The success lies in the appeal. The key to building brands and winning fans in the long term is creating content that is original, which is unique.

    YOUR CONTENT SHALL BE RELEVANT
    The content you create should be based on what your prospects are interested in and what is the most relevant in their space. Identify industry-relevant subject matter and popular topics before you create content. 

    YOUR CONTENT SHALL BE STRUCTURED
    Your content needs a blueprint.  Structure your message first and then create the content. Your prospects demand more than a bunch of loosely related words from you.

    YOUR CONTENT SHALL BE DIVERSIFIED
    Your prospects consume content in various forms – text, pictures, videos, etc. Your content must not be restricted to a single type. Instead, diversify your content to keep the interest high.

    YOUR CONTENT SHALL CARRY A THEME
    What message are you trying to push to your audience? Your content should carry an underlying theme that is aligned to your end objectives and goals.

    YOUR CONTENT SHALL ADDRESS NEEDS
    Most of your prospects and customers want to read things that benefit them. Your display of a deep understanding of the challenges they face can elevate your target audience from being interested readers to a highly engaged audience.

    YOUR CONTENT SHALL BE EASY TO UNDERSTAND
    The content, when it reaches your prospects and customers, must be easy to understand. If your target audience is forced to make an effort, there’s very little chance that they’ll go through your content till the end.

    YOUR CONTENT SHALL BE ENGAGING
    The aim of your content generation is to attract and sustain the interest of your customers and prospects. Rather than making it one-directional, make your content engaging by including calls-to-action in your content – comment, subscribe, share, register, etc. Customer communication management should be a priority.

    YOUR CONTENT SHALL BE BACKED BY PROOF
    In today’s world, information is just a step away to be found and verified. Publishing content without enough proof can backfire as you may end up losing the credibility you built. You should use information, stats, reports and trends to back your content.

     

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    • Penworks

      Great article!

    Feb, 13
    2013
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