useful content

The Secret Sauce of Delectable Content

The secret sauce of content marketing is fresh, authentic content that is delicious to consume. 

The secret sauce of content marketing is fresh, authentic content that is delicious to consume. 

Here’s a content marketing idea: Have something to say and say it with some panache.

It doesn’t take a master chef to understand the key ingredient in content marketing is content itself. If you want your dish to sizzle, the content has to taste good, be presented well and go down easily.

There is a lot of content out there that resembles processed food and frozen dinners. You might consume it, but you would rather not. You certainly wouldn’t make a special trip to the grocery store to buy it. 

When thinking of content, your mind should go to fresher fare. Like the new Portland restaurant that mixes up gourmet meals for 10 people at a sitting who watch the preparation and eat at an old-fashioned counter. You eat what you see and interact with the cook. It’s like having your own personal chef. 

Writing a blog, op-ed or white paper isn’t something you can customize for each potential reader. But you can personalize content by making it relevant, useful, entertaining or evocative. That’s what separates hot dogs from veal scaloppini.

To understand whether to whip up veal scaloppini, beef brisket or shrimp louie, you need to understand the appetites of your diners. The same is true for content development. You need a deep dive into what your audience craves. You need to know much more than their age, gender and time preference to check out social media. You must discover what interests them, concerns them or inspires them. That becomes your editorial menu for what content to create.

This kind of audience taste-testing isn’t something you can farm out to the folks who make your bar stools or repair your dishwasher. As the master chef of your content, you have to be on top of your customers’ taste buds. If you are in harmony with customer cravings, you will never be at a loss of what to cook up. 

Content marketing counselors urge creating good content, but they often fail to describe the recipe. Good content, like good food, should be authentic and satisfy the palate as well as the tummy. It makes you want to hug the cook. Good content makes the same kind of strong connection between the content creator and consumer.

While good content is easy to spot, it is not always easy to see. That’s where the “marketing” part of content marketing comes into play. The marketing job is to get good content on the table in front of diners. If great content is teamed with lousy marketing, the tables will be largely empty. Likewise, great marketing and so-so content discourages a return visit.

As in fine cooking, content generation requires trial and error. Failure isn’t a bad thing, especially if it forces you into a more productive direction and a refined approach. This is why engagement is so important. A good cook wants to hear compliments, but also needs to see what part of a meal goes uneaten into the garbage can. The same is true for content marketers who should ask for viewer feedback and measure consumer reaction. It’s okay to try out some diner ideas or maybe even let them grill a meal once in a while.

Content marketing success starts with content that makes your consumers’ mouths water and then satisfies their hunger. Content should be dished up with visual appeal. And your consumers should know where to find you and when they can sit down to feast. But above all, have something to say.

Content Marketing Example

Alaska Airlines continues to shine as a savvy content marketer. The airline delayed the takeoff of a flight from Anchorage to Honolulu earlier this year to allow a swarm of eclipse chasers – and a planeload of other passengers – to see a total solar eclipse over the Pacific Ocean, capturing national media attention.

Top designer Luly Yang demonstrates how to best prepare your wedding dress as a carry-on item when flying to your destination wedding. 

In its most recent blog post, Alaska Air featured fashion designer Luly Yang, who will reimagine fight attendant uniforms. However, the blog focuses on something more down-to-earth – how do you pack a wedding dress when flying. In short videos, Yang demonstrates how to fold a flowing gown into a suitcase and even a carry-on bag to ensure it arrives with minimal wrinkles and no damage, avoiding a bride’s worst nightmare.

This is content geared for people who fly on airplanes or who have daughters who will fly on airplanes to go to faraway weddings. The content is useful, and it’s presented in a visually informative and entertaining way. The advice, by the way, might just as easily apply to a guy’s suit coat or silk Hawaiian shirts.

This is how good content marketing is done. 

Content Marketing Personas

Content personas are similar to buyer persons, but add emphasis on preferred information channels, content consumption habits and frequency of content acquisition.

Content personas are similar to buyer persons, but add emphasis on preferred information channels, content consumption habits and frequency of content acquisition.

Buyer personas are established elements of marketing plans, so why shouldn’t a content persona be appropriate for a content marketing plan.

Buyer personas show how existing or potential customers think, their perceived needs and where they get information. A content marketing persona is similar, but it zeroes in on what kind of content customers view as useful, informative and entertaining.

Buyer and content personals all have the same objective – to convert someone from a viewer into a customer. They both search for triggers for that conversion. They seek ways to establish a bond of trust between brand and buyer.

There are subtle differences. A content persona places more emphasis on preferred information channels, content consumption habits and frequency of content acquisition.

Marketing personas are ways to humanize customer statistics. It is hard to conjure a marketing plan for metadata. It is easier to envision a plan that addresses people with certain kinds of common characteristics. 

Personas reveal "pain points,” “priority initiatives,” “perceived barriers” and “decision criteria.” Marketers like to track the “buyer’s journey” and “success factors.” Content marketers must be mindful of all that within the framework of creating content.

A pain point could involve finding a way to get rid of mold in the shower. A buyer persona might focus on a product. A content persona would show the process of how to use a reputable product to scrub away the mold. It is the difference between promoting a product directly or demonstrating how your product works.

This example illustrates that some “buyers” just want a solution, while others want to be involved in the solution. That oversimplifies the difference between buyer and content personas, but it does show how they differ.

Another key difference is perspective. A buyer persona is intended to mark the path to a sale. A content persona is a roadmap to winning the customer’s trust and, ultimately, loyalty.

Many companies have shifted marketing dollars to content marketing because it matches well with customer relationship management. If all you do is pitch products, you aren’t distinguishing yourself from competitors. If a competitor comes up with a snappier, cooler and cheaper product, your buyer persona is hasta la vista. Competitors have a tougher time busting through the rapport you establish with layers of successful content marketing that deliver continuing value.

Content marketing and personas don’t require throwing away all you know about marketing or buyer personas. They do require a marketing master's degree in how to generate content from the vantage point of a helpful neighbor with a garage full of unbelievably useful tools.

Tuning Content for Your Audience's Ear

Content marketing is more than blasting content through a megaphone. It involves finding out what your audience wants and giving it to them.

Content marketing is more than blasting content through a megaphone. It involves finding out what your audience wants and giving it to them.

The secret to content marketing lies in knowing your audience, not someone's formula for success.

Neil Patel, writing for ragan.com, says too many content marketing initiatives go down in flames because they follow so-called best practices rather than the clues provided from target viewers.

"Take every best practice with a grain of salt. Do the one thing that matters: Know your audience," Patel urges. "Your form, method, frequency, length, style, approach, tone, structure, images should depend on what's best for your audience."

Content marketers are discovering what ad agencies have discovered – connecting with audiences requires more than shouting through a megaphone. Writing a blog that no one reads is just as much of a misfire as producing an ad that no one believes.

The "best practices" that Patel spears aren't necessarily bad practices to adopt. Snappy headlines, brisk copy, blogs, infographics all can be effective tools. But that's what they are – tools, not ends.

One clue to what your viewers are looking for is what they click on in your website. Typically, the most clicks are for team biographies and case studies. That suggests content centered on your team members and stories about your work.

Another way to ferret out what your viewers want is to ask them. Periodic surveys can combine a little fun with serious questions. This might lead to producing content, such as an informative Ebook, that responds to interests or needs that are expressed.

Tuning into online conversations is yet another way to hear what is on the minds of your audience. Creating content that follows – or bucks – trends could be a great way to capture attention.

One constant in content marketing that shouldn't be forgotten is the need to provide something useful. Usefulness could mean content that is entertaining, informative, relevant or eye-opening.

Another content marketing maxim is letting the form follow the function. Your content must be created, packaged and delivered so it arrives at the doorstep of your audience, whether that doorstep is a desktop, tablet or mailbox.

Many content marketing best practices have value and reflect track records of success. But Patel is right – they aren't where you start in designing an effective content marketing campaign. The place you start are the persons you want the message to end with – your audience.

Content Marketing + Savvy Promotion

Great content is hard to produce, but will go for naught without hard-headed promotion to reach the intended eyeballs of your customers or clients.

Great content is hard to produce, but will go for naught without hard-headed promotion to reach the intended eyeballs of your customers or clients.

Effective content marketing requires producing the content, then promoting it through a variety of channels. The art is knowing what to write and the science is knowing how and where to promote it, says Intel content strategist Luke Kintigh.

Like it or not, 90 percent of viewership comes from 10 percent of the content. Some pieces are winners and some just trot along for the ride. Kintigh argues for a promotional strategy of placing your bets on the winners who show the best promise of attracting clicks.

According to a story by Russell Working, writing for ragan.com. Kintigh's strategy has tripled page views of Intel's iQ online magazine over the last year.

Like many other smart brands, Intel has turned to content marketing, using the online magazine as its thought leadership platform. iQ contains a wide array of stories about how technology is transforming everything from health care to craft beer. Intel pays to promote its content.

Many companies and nonprofits lack the financial resources of an Intel or a Microsoft to produce and promote compelling content. But the lessons from the big guys still apply. Good content and savvy promotion can pay dividends.

Not every piece you write will be a big hit. That doesn't mean the piece is worthless if it demonstrates your expertise or grasp of a complex situation. A piece like that only has to be read once by the right person to pay off.

Regardless whether your content is read by thousands or just a few, promotion is critical to make sure the right eyeballs see it. That's why you need to know where your customers or clients are paying attention to relevant content.

When you aren't able to produce enough content to fill an online magazine, it pays to focus on what you know and what your customers or clients need to know. Utility is the golden rule of content marketing.

Tools such as Facebook, Twitter and Reddit are no-cost ways to put some social media spin to your content. Direct email works, too. When you have something really special to share, putting a little advertising money behind it can give it an online boost.

The key takeaway – producing content is hard, but it is a fool's errand unless it is combined with hard-headed promotion so your content reaches the audience for which it is intended.

Going Viral Versus Going Long

The pot of gold at the end of the rainbow for many content generators is a post that goes viral. That's great, but a better goal is to supply content that a growing group of loyal viewers can't wait to see.

In a recent forum, copywriters and videographers were asked to solve the riddle of how to make a post go viral. Many of the answers were surprising.

"Don't focus on making your posts go viral," counseled one writer. "Viral is short-lived and unsustainable. Focus instead on hitting singles and doubles. Strive to put out great content consistently and become known for that."

Another writer echoed those thoughts:  "To me, blog posts going viral shouldn't be a goal. If a blog post goes big, great…but my goal is to reach my core, niche audience on a consistent basis. Bloggers get so focused on page views and unique visitors, when the real metrics should be to get and keep subscribers and work those subscribers into revenue-generating paths to purchase."