18 Apr Content Marketing – Are You Getting Noticed For All The Wrong Reasons?

Don’t allow inconsistency to creep into your content marketing

Written by Kerry Littrich

To get out from behind my desk as a copywriter, I work as an extra on TV shows and commercials. It’s fun doing something completely different to my normal job. I get fussed over in hair and make-up, and meet a whole bunch of new and interesting people. One day I asked one of the crew why they spend so long on us extras when we appear so fleetingly on the screen or (gasp!) even end up on the cutting room floor.

She said, “You guys make the show.”

Setting The (Content) Scene

In TV and movies, getting the background absolutely spot on allows the foreground, the main action, to be believable. It’s the same with content marketing. You’re telling the story of a business, concept or organisation and it all needs to ring true or the audience simply will not engage. They will lose interest. Fast.

So you want your customers to become fully immersed in the action of your brand marketing. Not to switch off because something doesn’t feel quite right. Your tale unfolds with each communication that you put out and every single one needs to be on point for people to keep following. For this to work you need to set the scene.

Why Should I Believe You That You’re Special?

So you have probably done this to a certain extent. No doubt, you’ve identified the unique selling proposition (USP) of your business and spent time making decisions about the main message you wish to leave with your customers. You’ve told them what sets you apart. Now you need to deliver on that promise across all content and communications.

What’s Your Story? Details Matter

But it’s not enough to put time, money and effort into designing and establishing a brand identity only to neglect or give minimal attention to ongoing content. Your emails, reports and publicity have to match your intended purpose and style. Even the shortest tweet or blog post should be aligned with your key message.

It’s this detail that grows your story over time and becomes your trademark. You build relationships with your customers by bringing this sort of consistency to your communications.

You regularly remind them of why they chose you in the first place and give them a chance to feel good about their decision to work with you.

Get The Background Right to Sell The Whole Picture

If just one of your posts, letters, brochures or tweets is not aligned with your concept for your brand, it stands out for all the wrong reasons. It creates a disruption or discrepancy. It might even breed distrust, leaving your clients or customers thinking, “Who are these people anyway?”

With content marketing, the story of your business is conveyed to your clients or customers bit by bit, like an ongoing series. They gradually learn more about you, what you do, why you do it and who you are. Once that rapport is established they’ll willingly engage with your brand. Maybe they even begin to feel part of it. Now this is good content creation and great brand marketing!

And that’s a wrap.