Many businesses today have adopted the “Brands as Publishers” model.
From beauty brands, to SaaS startups, to influencers, it is no longer just media companies who are creating media. In fact, the media companies are often the ones who have been left behind. Failing to adapt, to adopt new distribution channels and to think digital-first when it comes to creating content.
Consumers are now overwhelmed by choice.
We consume content from our friends and family, from our favourite influencers and now from our brands too. Yet our attention spans are shorter than ever.
Even within search, 95% of users searching never go beyond page 1 of Google and almost half of the top results are monopolised by Google itself.
Something has to give.
I believe brands today who want to create media need a content cure.
Businesses know that content is important, but many want a quick fix.
Adopting “growth hack” tactics to try and game the system. Blogging for the sake of blogging or not knowing where to start with their website and content channels.
Focusing solely on business results, and not on providing value.
And I get it.
When you are up against investors and board members, and you have staff to pay, it’s important to get results quickly.
But any great story starts with the reader.
The content cure
Whether you are creating a blog for your business, a podcast, a docuseries, or even your product’s help centre, there’s a better way to do content.
Coming at things from a value-add perspective.
Considering how your content will inspire, educate, inform or provide escapism for the people you want to serve.
Then, once you understand the value and the customers, you can look to understand the game in which you're playing.
Distribution is half of the problem
Social media is primarily pay to play. Podcasts are notoriously difficult to distribute. Google ranking takes time, and scores you on everything from website hierarchy, to page load speed.
The key is to know your audience, understand the environment, and be able to write really great content that suits both. Then you’ll be fast on your way to being a brand known for really great content.
Which leads me to my mission in all this:
To help the owners of startups, entrepreneurial SMEs and fellow content marketers to build successful and sustainable content marketing engines. To write, record and distribute content that helps their audience as much as it does their bottom line. So that every piece of effort put into content reaps a reward. Because it is underpinned by strategy and understanding of each audience and each channel.
If that sounds like a mission you can get onboard with, I'd love to hear from you.
Contact me