Article

Vicky Shelton-smith
Vicky Shelton-smith 21 November 2014

Content Marketing Lesson - 'Don't Be Chicken-Flavoured Vegetarian Ham'

An important lesson on how to create good content for your marketing strategy.


Vegetarian ham. Gross, right? This was a pretty important lesson from a recent speaker event I attended.

Far too often in content marketing, we feel we must cover everything in order to include everyone. Well, it turns out mother was right: you can’t please everyone.

Read More Digital Marketing Articles on Digital Doughnut

The moral is to be focused in your content and only write about one thing each time. If you focus on solving one problem for one part of your audience, it’s a lot better than writing some long-winded, vague blog post, which doesn’t really help anyone.

I hear your cries! What if our blog specialises on B2B strategy? Then we’d be excluding all the B2C companies and could lose out on their business. And what if we create a video channel about gaining Twitter followers, but a potential prospect doesn’t have a Twitter account? They’d be gone too.

So, as you’re creating very specific and focused content, make sure to create content for each of your audience segments. For example, you can focus on ham, but you can also have a range of chicken - just stay away from ham-flavoured chicken! You can focus on social media for one audience, but also, separately write about email marketing. Plus it helps fill your content calendar while you’re at it!

Want to go bigger? Create content on multiple channels and formats. Some readers prefer blog posts; others prefer video. Some love a good infographic, while others can’t get enough of SlideShare. By using different forms, not only are you keeping your channels populated, you’re also accommodating to a variety of genres. And it’s a good test to see which format gets shared the most.

Try it out and see if it helps your content strategy. Do you ever have this problem?

 

Original post here.

 

Read More Digital Marketing Articles on Digital Doughnut

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
‘Complainer marketing’ – should we harness rage to promote brands?

‘Complainer marketing’ – should we harness rage to promote brands?

As marketers, we're always looking to get the best results for our clients. But should we highjack the emotions of their customers to do so? No, as I explain in this post, you're better than that.

Tom Chapman
Tom Chapman 18 July 2018
Read more
8 Digital Marketing Trends to Watch in 2023

8 Digital Marketing Trends to Watch in 2023

The internet has conditioned customers to demand instant gratification, and that’s only set to continue. In 2023, customers will expect a response time of just hours. No more sending an email and waiting days for a...

Azeem Adam
Azeem Adam 3 May 2022
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
Deep Link vs. Universal Link: Which One is Better?

Deep Link vs. Universal Link: Which One is Better?

Are universal link and deep link the same thing? There are some big differences, let's understand them.

Stefano Pisoni
Stefano Pisoni 17 March 2020
Read more