Write Real, Authentic Marketing Content

Write Authentic ContentBecome Self-Aware and Realize What You Already Know

Have you ever been in a conversation about something you loved – and because you were passionate about the conversation, you lost track of time? You just kept talking, and explaining, and using evidence and providing examples; you basically gave a lesson on your topic.

Have you ever done that?

Of course, you have! Think about when you argued with a buddy about why a certain sports team should be ranked number 1, or why this movie was better than that one, or why your political philosophy makes more sense than the others out there. Essentially, think about any time that you have talked about something you really cared about.

Were you totally and 100% focused on the conversation? Did you care about the outcome of the conversation? (What I mean here is did you REALLY want to reach your audience and either inform them or convince them of something?)

Were you emphatic and enthusiastic and bursting with evidence and examples? Most people are if they know what they are talking about.

If you answered YES to the above questions, then THAT’S the kind of topic you need to write about in your blog!

Use What You Care About To Help Fuel Your Content

Look, I know we all want to make money here. But, you cannot expect others to spend time on your site, to click on your links, to buy what you recommend unless you give them something in return.

What is that something? It’s knowledge of course.

Your knowledge. Your Experience. It’s invaluable because it’s unique. Give the people what they want!

A few days ago, I coached someone about her dissertation. As you may know, I am a professor, a B2B marketing writer, and an editor. More than anything, I LOVE to help others write. So today, I was talking with a potential customer about her dissertation. I talked for 90 minutes with her, and after we were finished, she was so happy. I had given her a couple possible directions, validated her topic, and helped her with a deadline schedule and plan to meet those due dates. Because she left our conversation with a wealth of new information, she will become a return customer.

Did I work hard? Yes. I researched her topic before talking with her. I wrote three pages of notes and suggestions before the conversation, unpaid.

So what’s the difference between what I did tonight and writing a blog? Nothing. You communicate to help people and you hope to gain a loyal customer in return. Now, you won’t always get the customer, but that’s life and sales.

I believe that if we put our audience first, we will get the rewards we desire.

So my final word on this topic: If you do not have something to offer regarding a certain topic, do not force it. Write about what you know so that you can actually help your customers. Be authentic. It’s not just about you; it’s about happy customers who will pay you (thus making you happy in return).

Metacognitive Exercise: Knowing What You Know.

If you find yourself stuck now, then you might try the following exercise:

1. Take out a sheet of paper and write down the last 3 times you got into a lively conversation with friends or family.

  • Summarize what the conversations were about
  • Briefly, list the reasons why you felt you were an expert in that area
  • List the evidence you used in the conversation

2. Now, think about what you just wrote. Would you be willing to write about a topic like this one, or something along these same lines, for your own blog? How could you parlay this kind of topic into a website with winning content?

So, if the last conversation you had with your friends was about the qualities a good nail salon should have, and IF you are totally passionate about nail salons and the beauty industry, THEN why not write about that topic? Others need to know what you know!

Others Need to Know What You Know

I’d love to hear your comments and thoughts. If you want help with your content, email me at ejamisonediting@gmail.com.

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Content Envisioning

Identify Your Internet Marketing Status.

Everyone knows that running a business can be arduous, especially in the beginning stages. But it’s important to remember that the way you present yourself online can impact your business just as much as your storefront. Likewise, established companies may find themselves with varied versions of old and new marketing collateral that no longer reflect the current corporate vision.

One way to streamline the process of realigning your vision with your content is to identify your marketing materials and take a detailed inventory of every ad, newsletter, and word that travels from your business to a prospective customer.

Identify your existing marketing content strategies
From Ideation to Creation to Validation

Marketing “Self-Reflection”

Sometimes it can be difficult to slow down and reflect; but believe it or not, your competition is doing just that:

32% of B2B marketers say they have a documented content marketing strategy. (Content Marketing Institute, 2015) (Source: Hubspot)

The above statistic is from 2015, but today, there are many more companies that are embracing online marketing. As you consider your own strategies and goals, there are a few key analytical questions that can serve to guide you in your next steps.

  • Review Your Past Marketing Campaigns: Examine the designs of the brochures, the information in the website, blog, the logo — everything! As you study your past work, what do you think about it? If you were to create a new branding persona or update your current one, would you use the same materials today?
  • Make a Win/Lose Graph: There are an infinite number of categories that you can track when analyzing past marketing performance. Whichever you choose, the important thing is the reflection. Businesses that reflect tend to learn from past successes and failures.

Reflect on your current marketing strategy

  • I have created a simple template for a marketing reflection (see picture above); however, for a fantastic list of training resources for your business analytics, see Hubspot’s article on analytical resources.
  • Move Forward With Content Solutions: Once you have evaluted your existing marketing strategies, you will feel much better about moving forward with an Internet marketing plan. Email us at ejamisonediting@gmail.com for help!