Content Marketing

Content Without Strategy Is Noise

by | Mar 31, 2020

The secret is out.

Most businesses now recognize the power of content marketing.

91 percent of B2B organizations use content marketing. The content landscape is undoubtedly crowded and noisy, so is there a way to stand out from all the noise?

Content Without Strategy Is Noise

4 million blog posts are published on the Internet every day. While most of this content is of low quality – rehashed, spun, or otherwise useless – it still floods various mediums across the web.

Internet users don’t want to spend extensive time sifting through irrelevant articles before they find solutions to their problems. They want relevant and valuable information immediately. Your amazing piece of content that provides value to your target market is worthless if your target audience doesn’t find and read it.

“If you build it, they will come” is not an advisable strategy for content marketing in 2019.

“If you build it and get it in front of your target readers, they will come” is the better strategy.

AI Looms Large, But Don’t Panic

AI is set to become an increasingly larger part of our lives in the coming years, particularly in the content marketing industry. But are machines able to write engaging pieces of long-form content?

Not quite.

AI is best suited for creating simple stories with predictable structures such as sports reports and stock market updates. Machines cannot replicate the soft skills necessary to produce amazing content, which include empathy and creativity. It may never be able to approximate the innate human touch.

Plus, if AI content actually dominates the space, people will begin to crave content created by humans. For this reason, the AI content phenomenon will actually be self-limiting.

Where AI shines, however, is in analyzing vast customer data that you collect. It could take humans thousands of hours to sift through all this data if your business is large enough. AI can sort through it all in a tiny fraction of that time. A human can then evaluate the results to inform higher-level strategic decisions.

This is a viable strategy for using AI to create top-notch content that resonates with your target market, but a lot of content creators attempt to use AI for the entire content creation process. Plus, while search engines can be “gamed” in the short run, this is a recipe for disaster in the long term.

How to Set Your Content Apart

Although the vast majority of B2B organizations are doing some type of content marketing, many of them are far from experts. Only 9% assessed their content marketing strategy as sophisticated. 65 percent evaluated their content marketing maturity level as first steps, young, or adolescent. (Lisa Murton Beets, Content Marketing Institute)

What does this tell us?

Most organizations don’t know what they’re doing. Which means that a well-thought content strategy can catapult your business into the upper echelon of content marketing — and the first page of Google.

The first step is to create engaging content that solves your readers’ problems and builds trust with your brand. Hiring subject-matter experts that are highly knowledgeable about your niche, and understand how to get through to your readers, won’t be cheap, but is a necessity.

Your content also needs to rise above all that garbage littering the web. The way to do this is to become intimately familiar with your target market (if you aren’t already) and to determine how they are searching for solutions to their problems. By ranking highly on search engines, you can get a sustained onslaught of free traffic to your website, and if you want even more eyeballs on your content, promote it on social media.

Moving Forward: Make Sure You Have a Strategy!

The overload of web content means that websites creating low-quality posts with shoddy marketing strategies are doomed to failure. The good news for the savvy business owner is that most content producers either don’t know what they’re doing, or even if they do, they don’t dedicate enough resources to their strategy.

If you can create a strategy, have the patience to stick with it, and elevate your content above the masses, you will be rewarded with higher traffic and revenue, improved lead generation, as well as a stronger brand.

To get started on creating your content strategy, grab your FREE Content Strategy Blueprint below!