Marketers have to continually earn plus reward people’s attention. Whenever we fail at that job, there are plenty of other content options out there. People — indeed, even B2B buyers — want engaging, entertaining and valuable content. That’s great news for those of us on the content material side! It means we should be frequently exercising our creative muscle groups, breaking free of boring B2B, and coming up with new ways to delight our readers. How cool is it, for example , to make Ghostbusters references … for your work ? Yet as fun and creative because the work can be, there’s the cerebral and analytical aspect to marketing that we can not neglect. If you came into marketing and advertising through creative writing, not the other way around, you may have to develop the left-brain section of the job:
- Writing for a particular audience
- Conference audience demand for details
- Prompting the particular audience to take action
- Staying organized
- Improving results over time
Here are 10 tips that I use to make sure I stay grounded and organized, even while working on wildly creative content. (Speaking of which, our client Dell Technologies just published this particular spy-movie-themed eBook which is simply lovely).
1 — Embrace Keyword Research
For too long, content creators treated SEO such as an add-on — something you sprinkled in after the content was done. It wasn’t part of the creative process. It was just a thing you had to complete to make sure the bots recommended your content. But now we know much better. Keyword research should be part of the content planning process. But not because it makes bots the content better, either. A high-volume keyword means it is a keyword that genuine actual people are searching for, because they have a need that must be fulfilled. Every keyword is a declaration of desire. For a creative content marketer, it’s the following best thing to a telepathic connection with our target audience. And talking about which…
2 — Learn Your Market
If you’re a creative writer, you probably have an audience you are used to addressing. When I has been writing for my on the web comedy game, it was nerds like me — people who lived and breathed Star Trek, Star Wars, Doctor Who, et al. At TopRank Marketing, however , I’ve created for CFOs, CEOs, cybersecurity experts, small business owners, millennials in the job market… in other words, a lot of people who aren’t a lot like our default audience. So I needed to learn what each of these organizations wanted, loved, hated, were afraid of, and needed. This means a lot of research to underpin your creative content.
3 — Involve Diverse Voices
How can you make absolutely sure your content will resonate with a broader audience? Bring more people into the creation process. That means bouncing ideas off of both the millennials and boomers in your workplace. It can mean talking to people in other departments, too — if you’re writing for CFOs, take a meeting with people within the finance department. But above the internal collaboration, look for ways to highlight both respected skillfully developed and potential clients in your articles. All of which requires you to… [bctt tweet=”“How can you make absolutely sure your content will resonate with a broader audience? Bring more people into the creation process.” — Joshua Nite @nitewrites” username=”toprank”]
four — Release the Ego
There’s nothing wrong along with taking pride in your work, of course. But we writers tend to be protective of the issues we write — we don’t like too many people meddling about with our precious words. When we’re writing for personal expression, that’s fine. Nevertheless it comes to marketing, we have to guarantee the content is the best it can be for your target audience. And that means plenty of editorial oversight. It’s crucial to get feedback and quality checks on your work, and also to keep your eye on the ultimate goal: Content that serves the brand, no matter whose name can be on the byline.
five — Read Other People’s Content material
Stephen King famously said, “If you don’t have time for you to read, you don’t have time to create. ” That’s true within marketing as much as in thousand-page novels about killer clowns from outer space. There are 3 absolutely vital reasons to read some other marketing content, especially articles targeting the same audience you’re aiming for:
- Find great tips to steal… er, borrow
- Find gaps where one can insert your own brilliant ideas
- Identify cliches to avoid
For example , you might want to begin a blog with “In these types of uncertain times…” however if you’ve been reading other content material regularly, you’ll know that 99% of all blogs written in 2020 started with that expression, and you’ll be motivated to be more original.
6 — Don’t Confuse the Garnish for the Meal
About a month into the time at TopRank Advertising, I finally got to really flex my creative muscle tissue. We were writing a superhero-themed eBook for a client. We went all out — each section had a full web page about a superhero, followed by a webpage comparing the superhero towards the client’s subject matter. So there is a section on Batman, and his methods, and his utility belt, and then a section tying within the metaphor to the cloud software we were writing about. That 1st draft was one of my first lessons in allowing go of ego and collaborating, too. My colleagues gently informed me that people wanted to learn about the technology, not really the superhero stuff. I was giving people too much parsley and too little steak. The creative theming in your content material should provide a hook for the audience and liven up the subject matter. But it shouldn’t interfere with the information you’re trying to get across.
7 — Have a Crystal clear Next Step
Marketing articles should compel your reader to consider specific action. No matter how innovative and fun your piece is — and it needs to be plenty of both — at the end, there should be a logical, meaningful, and measurable next step. You should plan out the content journey and the phone calls to action before you write a single paragraph of articles. Keeping the focus on the consumer and their journey can help make sure your content is doing the task it should be. [bctt tweet=”“Marketing content should compel your reader to take specific action. No matter how creative and fun your piece is, at the end there should be a logical, meaningful, and measurable next step.” — Joshua Nite @nitewrites” username=”toprank”]
8 — Get Invested in Results
When you have measurable calls to action, the logical next step would be to — wait for it — measure them . As a creative writer, my impulse when I’m done with a piece is to launch it into the world and never look at it again. As a marketer, we have to do the opposite. Do not just check in on your content’s performance from time to time. Get into these results — who is reading through the content? Who is bouncing from it straight from the search page? How long are individuals spending with it, and how many of them are clicking your CTA link? A larger organization might have people whose full-time work it is to look at those results. But you should be fixated with them, too; these metrics invariably is an ongoing performance review from your target audience.
9 — Collaborate with Analytics Folks
As much as articles marketers want to be invested in results, it can be hard to collect, evaluate and visualize the data. That’s why we should be partnering plan people who eat, sleep and breathe data. Those deductive types who are writing concerns and building pivot furniture are indispensable allies meant for quality content marketing. Speak with them, make friends with them, buy them cookies and take them out for the beverage of their choice. The greater you learn about each others’ disciplines, the more effective your marketing will be. And talking about learning…
10 — Carry on Your Education
I came into the marketing field with one very specific skill: I can write things people want to read, and am can do it quickly. But I only stayed within marketing because I kept learning about all the other aspects of the company. We’re in the era of the T-shaped marketer now. If you’re a content specialist, you should also know a little about SEARCH ENGINE OPTIMIZATION, be conversant in analytics, and even take a lunch with all the sales team from time to time. Everything you understand will inform your content plus make you a better marketer — and will enable you to explore your creativity and still get meaningful, measurable results. Looking for innovative B2B content that inspires action? We’ve got you covered .
The post Equilibrium: 10 Tips to Balance Creativity and Process within B2B Content Marketing appeared first on B2B Marketing Blog – TopRank® .
Source: toprankblog. com