Anyone in the marketing world knows how tough it can be to get noticed by the right person. Competition is fierce. The consumer market is saturated with products, brands, and businesses that take up space and the “attention market share” from millions of customers every day.
When you’re publishing new content, you’re essentially putting it up for bid. If people are paying attention to your competitor, they can’t pay attention to you at the same time. And, as in all competitions, you win some and you lose some.
The trick is to win more than you lose.
For many businesses content marketing is one of the largest and most profitable customer acquisition channels. To help stay top of mind and ahead of your competitors, it’s vital to transform your content marketing and raise awareness. Here are some solutions to help your team take the lead in the “attention game” and crush (I mean win the attention away from) your competitors
- Make it about the customer--Don’t talk at your customers, have a conversation with them. Winning marketers write stories for customers about customers. You have to understand them. Listen to your customers. Be real and have fun. Identify what they care about and what is top of mind for them. Your content marketing should not be speaking about your brand, products, and services. It should resolve problems for your customer. Post content that shows customers how your product or service benefits and supports them. The more you can understand your customer and establish a relationship, the more loyal customers will be to your company – and you’ll gain the lead in attention market share.
- Create intrigue and ignite interest--Consumers are getting better at ignoring most of the content that is put in front of them. You need to find ways to hook people’s interest. Engage with your readers’ mind and heart. Identify ways to differentiate yourself. One way to arouse emotion is through storytelling. Speak to your consumers’ pain points, let them see that you understand them and want to help. Most readers engage with personalized, relevant content that connects with their interests and desires. This may require insights into what consumers are purchasing and their evolving interests.
- Tell a good story; just tell it fast--People are highly distracted with messaging coming at them from every direction. They are time-pressed and they want information that is easily consumable and can express a point of view quickly. When crafting an article, consider incorporating “snackable” bits of content that can be digested easily. This will make your content more noticeable. Write clear headlines that will give readers the big idea. Provide intriguing infographics that support the concept. Create eye-catching videos with a direct message. However, keep in mind there is a major difference between fluffy content and meaningful content that makes a point.
- Establish credibility--This is not something that can be done overnight. The process of building credibility can take years of hard work and diligent execution. People won’t share content unless they know it’s credible, as they know it can reflect on them and impact their own credibility. Readers want content from experts —people they can understand and trust. And rather than trying to fake expertise, many businesses hire the expert writers if they don’t have the skills in-house. High- quality content created by a skilled writer can make a huge difference in how your company is perceived by your target audience. Once you’ve built credibility, take as much care to protect it as you did to establish it.
- Proofread your work--An ability to write credibly and effectively is one thing and then there’s ensuring the content flows smoothly and reads impeccably. Pay close attention to details and make your copy relatable. You really have two options to ensure you’re producing valuable and error-free content: 1. Use Grammarly, a free writing app that according to its website, makes sure everything you type is easy to read, effective, and mistake-free. Or 2. Hire an editorial team. Many of our clients tell us our dedicated team of writers and editors save them time (and frustration) by creating their content programs. Professional editors do more than correct mistakes—they can help you polish your content to a gleaming product
- Better promotion--Some content marketers are so focused on crafting their content that they forget about content distribution. Never rely on a single distribution channel. Broaden your reach through new platforms and strategies. Utilize new approaches and leverage different mediums. Where are your readers? How do they want to receive your content and how often? There are advanced tools and cutting-edge software that can monitor the Internet for relevant conversations and analyze the performance of your content platforms. Armed with these insights, you can systematically develop a comprehensive, cross-channel content strategy.
- Attention can come and go – stick with it--When you have that big hit, replicate it. However, if your strategy fails, don’t give up. Sometimes you have those wins that truly catapult your company to the next level. Of course, you’d like to repeat successes again and again if you can, but sometimes they may simply be one-hit wonders. The key is to continue your momentum. As soon as you stop, your engagement will drop. The best way to gain competitive advantage and win the battle of the buzz is a commitment to content strategies that continually improve.