How to Create Remarkable Content

What is Content?

Content is the message your inbound marketing strategy delivers. Content is the message we’re trying to deliver to our visits, our leads, our promoters. Many different ways to reach them, landing pages, e-mails, blogs, social media, etc.  Content is the message itself.  “Without content, the internet would be empty” (HubSpot).   When we get on Google and we are in search of something specific, the SERP lists links to content.  Since the 1950s, marketers have always tried to deliver a message to the consumers.  The manner in which marketers go about reaching their target audience has changed since the fifties though.

Luckily, since the 1950s we have more space to reach our audience.  There is an infinite amount of places marketers can go to reach audiences.  For example, on the Google SERP there may be hundreds of pages that fit what you have typed in the search bar.  Unfortunately, there is a lack of attention.  Meaning, there is so much content it is hard to focus on just one page. There are many to choose from now because the internet is so vast. There may be clutter, and your message may get lost.  

How to Create Remarkable Content

The sole purpose of any business is to create a solution for your customers, not sell a product.  “To provide a solution, you must understand the problem” (HubSpot).  Before we begin creating content, we must remember that the end goal is to solve a consumer problem.  There are two keys we must remember when creating content: the first is to identify the problem and how to solve it, and the second is to remember who we’re trying to reach and what those people want to see.  

There was an example in the first few videos that discussed Tide laundry detergent and how they had blog posts about stains.  I don’t remember exactly, but they were trying to reach different people on different platforms.  They did a great job with reaching the blogger community, but they could have got on twitter and facebook to reach the college kids who are doing laundry in their dorm buildings. Tide didn't try to sell a product outright, they provided tips and tricks for both the homemaker and the college kids.  

Another important thing to remember when creating remarkable content is to remember your buyer personas, and also where they are in the buyer’s journey.  

Questions to ask yourself before you begin creating remarkable talent for your audience:

• What are your personas are trying to achieve?
• What are your persona’s goals?
• What challenges are they currently facing?

These questions will help guide the direction of the content that is being creating.  I will use the Tide laundry detergent example again.  If they are having trouble with dirty cloth diapers, there can be a blog post dedicated to getting those items clean with their product.