The Point of Content Marketing Has Been Lost. Here’s How to Bring it Back

A brief history of content marketing

For the everyday brand — those who aren’t trying to shake up the dairy industry and push environmental change — content marketing has historically meant one main thing: written content. Whether in the form of an article, blog post or guide, this type of content is easily accessible to brands, is proven to work and, above all, doesn’t break the bank.

Content marketing is no longer about ticking boxes

Considering how important Google views a customer-first strategy, are marketers keeping up?

The content pendulum

Making content that actually helps customers

So, how can we create content for the customers?

Five things to remember when strategising your content

With all this in mind, here are my five main points to take away:

  1. The customer has been empowered. Do not underestimate this fact. Remember, you’re working under Google’s watchful eye — so they’ll notice if you do.
  2. On that note, remember that Google shows you what customers want — and how they want it. So pay attention. What SERP features are prominent for a specific term or theme? Are most results informational or transactional?
  3. Whether you’re an agency or an in-house team, make sure you understand the business and industry. I know this seems like an obvious point, but honestly the number of marketers that work to a ‘one size fits all’ model is staggering. It. Just. Doesn’t. Work.
  4. Use data to underpin your creativity. At its core, content should be a creative endeavour — and not just in a visual way. The ideas should be unique, the way you tell a story to customers should be innovative and interesting. But this means nothing without knowing, to the best of your ability, that the content is answering an actual question or hitting a relevant topic.
  5. Be genuine. I can’t stress this enough. Whatever content you create, you need to make sure it comes from a good place and that it answers an actual question or hits on a topic in an insightful way. It’s no longer enough to just create content on a topic because “that’s where the search is”. The world has moved on, Google has moved on and, most importantly, your customers have moved on.
Anoosh Djavaheri

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Curated Digital

Curated Digital

Clever digital marketing for ambitious brands. Founded by an ex-Googler, based in London.