Author: Armando Roggio / Source: Practical eCommerce Content marketers have a challenge. They’re tasked with creating content to attract,
Content marketers have a challenge. They’re tasked with creating content to attract, engage, and retain customers, but those marketers can never really be certain what specific content will resonate with their intended audience.
It is the case of telling someone to go make a viral video or write a viral blog post. It cannot be done on demand, consistently. To be viral, you have to be amazing, and amazing is hard to do day in and day out.
Moreover, content marketing doesn’t work that way. Content marketing is a marathon more than a sprint. It’s a slow burn, not a blazing fireball. You don’t scream to the masses; you engage individuals.
So what’s the secret? How do you make engaging content?
Useful, Informative, Entertaining
Instead of trying to make everything you publish a moonshot, aim for the steady accumulation of useful, informative, or entertaining content.
Remember that trio. You want to create useful, informative, or entertaining content. Each of those forms in some way focuses on what your audience — your customers and potential customers — wants.
Useful content is the highest order. It helps your reader or viewer solve a problem or learn an important task. It has instructional value.
Informative content may help your reader or viewer make a better choice or discover new topics of interest. Entertaining content distracts, relieves, and amuses.
Taken together, useful, informative, or entertaining content can meet some needs of a person.
Make It Personal
Since meeting needs are part of its secret, content marketing should be personal by design.
We need to be careful here. The phrase “know your audience” has become a cliché. It is the thing marketing and business “gurus” put at the top of lists, as if the phrase alone was a sort of panacea.
- “Want to write content that sells? Know your audience.”
- “Want to have emails that convert? Know your…
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