Article

Barney Durrant
Barney Durrant 22 December 2015
Categories Search Marketing

If You Build It...

There is always a great focus on reaching large numbers of people online - it's what digital marketing is for, right?

Traffic. Eyeballs. Users.

 

There is always a great focus on reaching large numbers of people online - it’s what digital marketing is for, right?

 

Yes and no.

 

SEO is all about getting your pages to the top of Google. AdWords can throw thousands of clicks at your Website. Facebook and Twitter can show your posts to many people across the Web.

 

This is great, but in the rush to compete, to be at the top, to hit those sales targets, a more fundamental issue is glossed over.

Have you earned the right for people’s attention?

 

Your audience’s lives are moving faster and every day throws up a new social network, messaging app, viral video or social news site to consume. They are bombarded with digital messages, billboards, videos and mobile ads. Why should they spend time with your brand? What have you done to deserve their attention?

 

If the answer is show them a Website last refreshed three years ago, let them read stale social posts spat out by an automated platform identically across three platforms or watch a video hastily transplanted on to the Net from TV, then you are doing your audience a great disservice and frankly embarrassing your own brand in the process.

 

Everything comes back to content. Focus on making something that will delight your users. Think about them intensely - what do they like, where do they go, how do they feel? Be useful. Be entertaining. Be both.

 

What problem can you solve for them with your content? What are the issues around your product or service that you could help them with? Look beyond just what you do and create an ecosystem of content that informs your customers and makes them want to come back to see what you are going to do next.

 

Be surprising, a little edgy, push the limits, write or make stuff that you would want to see and share with your friends.

Don’t settle for box-ticking, keyworded marketing speak masquerading as content. Take the time to make great work.

 

If you build it, they will come.

 

Bluebell Digital helps clients run effective social media and digital campaigns and write great content people want to share.

 

Original Article

 

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