The One Content Marketing Question You Need to Ask

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While this comment may seem problematic, I can’t think of a better compliment. Someone is missing the content we post.

Today’s post is an article we published last year, but we wanted to update it and bring it back – and add more examples from our community – because it’s something you need to think about. .

How would you answer this question?

Would someone miss your content if you don’t post it?

It’s a question Joe Pulizzi asked – and it’s something he talks about in his book Content Inc. As Joe explains:

“Let’s say someone gathered all your content and put it in a box like it never existed. Would anyone miss it? Would you like to leave a void in the market?

If the answer is no, then we have a problem, Houston.

We want customers and prospects to need… no, our content. It’s part of their life… part of their job.

I think of this as “content anticipation,” a term I borrow from others. It’s not a new concept – in fact, I vividly remember reading an article by Frank Reed on content anticipation years ago, and the concept stuck with me. Andrew Davis also wrote  about this concept and provided a great example of content people expect from Joseph Kalinowski, the creative director of CMI. But most marketers don’t focus on content anticipation.

Click to enlarge

Anticipation goes beyond subscription

One of the most important metrics you need to track is your follower count. Building followers is an essential goal, but do you go even further to see if people are really looking forward to getting your content?

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One of the most important metrics you should track is your follower count, says @michelelinn. #ROI Click to tweet

Anticipation is the key to loyalty and advocacy

Why do you want people to anticipate your content? These people are loyal readers — and loyal to your brand. While content marketing is great for helping you sweden phone number example increase brand awareness and impact revenue, it’s so powerful because it can help you create a better customer. If you have loyal readers, chances are you have people who are excited about your brand and want to share it with others.

RELATED CONTENT AT HAND:
Why is content marketing the marketing of today? 10 statistics that prove it

How to create content your audience will want

Of course, the question becomes: how do I create content that my audience needs?

Before we look at some things you could do, here are some reasons why people might not miss your content:

  • That doesn’t really answer the questions.
  • It covers a subject too broadly.
  • It’s content me too that looks like any other brand.
  • It’s dull – and people don’t want to read it (even though they should).
  • It’s not in the format anyone wants to use.
  • It reads like an advertisement or promotional message.

What can you do? Think about the content you like, both in your industry and in general. Study these authors, designers, and videographers and try to understand why you love them and why you can’t wait to see their content.

  • Is this their tone?
  • The way they make their case?
  • Header lines?
  • The duration?
  • Design?
  • The format?
  • Rotation on a topic?

Your intention is not to copy what others are doing, but to Cyprus Phone Number List truly study – and reverse engineer – what works well. At the very least, you’ll get ideas for how you can better create and design content for your audience.

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31 types of content we need [Infographic]

 

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