Four Ingredients in the Brandsplat Secret Recipe for Content Marketing Greatness

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Four Ingredients in the Brandsplat Secret Recipe for Content Marketing Greatness

 

Easy, Col. Sanders: We’re not giving away the store. But we’ll share a portion of our secret recipe for content marketing greatness with you today. (Psst! Check back every week for more ingredients and eventually you’ll have all the ingredients you need!) Why would we share this information with you, knowing you could apply these tips yourself, you ask? Because what’s great for content anywhere is great for content everywhere. We don’t want a sloppy Internet. Besides, we’re betting if you cook up great content using our tips, you’ll have more success than you have time to deal with and then you’ll look to us to take over!

So, without further ado, here are a few tips for tasty content:

1. Focus on the benefits, not the features:

Go beyond writing about a particular product or service’s features — instead, write about the benefits of the product or service. This allows your target audience to imagine themselves and their lives being made better in the short- or long-term. That’s ultimately what closes the deal for you.

2. Use an active voice:

Too many great ideas have failed to be communicated due to passive voice syndrome. Education is key to ensuring your idea isn’t next.

3. Use bulleted lists:

Bullets help readers more quickly understand how much content they’re agreeing to read — an important part of the give-and-take relationship of content marketing. Every time we write a blog, we know that we’re asking someone to give us the time it will take them to read something in exchange for the information

4. Be brief:

Along the lines of #3, remember that keeping your content short and sweet helps keep readers engaged with your piece — and keeps them coming back for more. One caveat, however: Make sure you don’t sacrifice the proper content tone for the sake of brevity. No one wins when that happens.

Got your hands full in the kitchen? Need help whipping up some delicious content? Let Brandsplat be your sous chef. Give us a call today at 800-299-5498 or email us at hello [at] brandsplat [dot] com and watch us cook!

Behold, the Future of Content Marketing

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Behold, the Future of Content Marketing

The current formula for turning web content into a viral sensation may be tried and true, but the future for that kind of content marketing is limited, according to digital analyst, author and futurist Brian Solis at Altimeter Group. Solis recently spoke with Technorati about the future of content marketing, reserving his harshest criticism for clickbait articles and current engagement measurement practices, and reinvigorating our faith in quality content.
Solis expressed his exasperation with clickbait articles that promise to “blow your mind” without offering real value to visitors. Sure, these posts capture a good deal of attention, but as people learn how empty the promises are on the other side of the click, their popularity will die a quick death. This model simply is not sustainable, Solis notes. Tricking visitors into jumping through a hoop only tires them out, he explains. Rather than clicks, the goal should be interaction, engagement. Visitors should think about and share the content, he adds. But that all starts with good content rather than sensational headlines.
Another frustrating thing about content marketing practices today is the continued emphasis given to impressions rather than expressions, Solis says. Getting eyeballs on your brand is the low-hanging fruit of content marketing; meaningful engagement is key. But just what is meaningful engagement? In a word, it’s a relationship, he notes — meaning interactions between companies or brands and their target audience need to be both two-sided and genuine.
We here at Brandsplat couldn’t agree more. But that kind of relationship building takes a lot of time and energy. It requires companies to write and promote engaging blogs plus stay on top of their social media feeds — all while presenting a consistent message in one voice to their audiences. If you’re running a small- to medium-sized business, this is probably one of just 17 hats you rotate daily. And that means it’s not being done well — or at least that it’s not being done as well as it could. If you’re tired of losing customers to your competition, reach out to us. We’ll take a look at your digital presence and recommend what changes you could make to increase your engagement (hint: the first one will be to let the experts do it for you so you can focus on the rest of your work).