Meet Mark. Mark has been employed as a content marketer for the GIZMO corporation for 6 months. Mark loves his family, his dog Rufus, Samuel Adam Octoberfest beer, music and writing.
Meet Sally. Sally recently graduated with a degree in digital marketing and works for the WIDGET corporation. She loves her cat fluffy, she loves the beach and she loves to delegate.
Mark's mission at the GIZMO corporation is simple. Drive targeted traffic to all of the digital GIZMO entities and help improve the online sales bottom line. Sally's mission is the same. She's tasked with improving traffic and making certain that WIDGET grows its online presence.
Last week was a big week for both companies and for both Mark & Sally. Their bosses both wanted some detailed analysis on their online sales and wanted to see some sample content ideas and a concise ongoing plan to reach a new market segment. Mark killed it. His sales were up. His content was getting shared, his social media strategy was crushing it. New followers, more engagement, more shares. Mark got a raise, a pat on the back and a 12 pack of Octoberfest. Sally, on the other hand got the riot act read to her. Sally's numbers sucked. They were down. Social media metrics were flat, content was not getting shared, SEO rankings were dropping. Sally was put on notice. She went home to seek consolation from Fluffy. Mark kicked a few back, listened to some tunes and sat down to create some more amazing blog content.
Both companies offer a very similar product. Both companies have a very similar demographic, so what happened? How did Mark manage to kill it, why is Sally floundering? Both of our marketers are very talented, both are driven, but one is doing something way different than the other. Can you guess what it is?
Here it is. Mark is all about quality and planning. He thought it all out. He took the time to diagram out who GIZMO's target consumer is, he took the time to analyze quarterly sales for GIZMO and then created a content plan that complemented that sales cycle. He then, realized that he can't himself be a steady stream of content creation, partnered with a content creation / blogging company that listens, learns and creates engaging, shareable content. Mark found the best partners in the industry and they make him look good on a daily basis.
Sally didn't plan. She has a gut feeling about who reads content. She has a gut feeling about where to share content and she is more focused on cranking out a ton of articles at random intervals and seeing what sticks rather than following a solid content calendar / plan. Like Mark, Sally subs her blog and content creation out. She, wanting to look like a budgeting rock-star, subbed her content creation overseas. She gets 350 words of content for under 10 bucks from her vendor.
What's working? Mark's quality content is driving traffic. It's getting shared. It's getting talked about. It's educating and entertaining GIZMO's target consumers. Sally's, not so much. Not only is her content thin, it's drab, boring, not exciting, not vibrant. Sally is simply going through the motions and not creating the good stuff that the WIDGET company and its customers want and deserve. Sally isn't creating anything worth talking about.
So here's a big Good Job Buddy to Mark and here's a bit of a warning for Sally: Creating cheap, shoddy content can have the adverse affect on your marketing plan. Go home, give Fluffy a hug and get serious about creating amazing. Amazing, unique, rich content in many varieties can and will move the needle for the WIDGET corporation.
How to be more like Mark:
- Be A Planner. Map out your content based on what your consumers buy and when.
- Know Your Audience. Who are they? What do they like? What do they read? Where do they hang out? What do they want?
- CREATE Quality. NEVER settle when it comes to content and quality. If you want your business to kill it online, create amazing.
- Find A High Quality Partner. Call a professional, USA based Content Marketing company like The Contentinators® to partner with you and help you to create an amazing Content marketing program. Seek a partner, NOT a vendor.