When Content Is Not a Commodity

by Jason Skinner, Chief Marketing Officer - 07/10/17

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Recent articles reflect the value of content as a leading differentiator for your brand — if it's done right.

Struggling to set your message apart? Here are three ways your content can effectively stand out from the crowded inboxes, mailboxes, and other marketing and communication channels.

Content is not a commodity—when it connects to a broader strategy.

Source: Why You Need a Content Marketing Strategy for Your Blog and Social Media Channels

The demand for content can be overwhelming, and in the desire to "feed the beast" it can be tempting to fall into random acts of content. This article from Oracle guides marketers to start with strategy — which includes creating a schedule, committing to a regular cadence, and measuring the impact on followers and other metrics — before creating content for your digital channels.

The Money Quote:

"Creating a content marketing strategy can be as simple or as elaborate as you would like. For example, some brands actually come up with a content calendar, where they think several weeks ahead about the type of content that they would like to post. This helps to keep everybody on the team updated on what type of content will be appearing soon, and helps to ensure a smooth, integrated marketing strategy."

Content is not a commodity—when it's optimized for search.

Source: SEO and Content: The Perfect Couple

In a recent article posted to the SHSMD Online Community, Tufts Medical Center Manager of Marketing and Web Allison Wendorf pointed out that it's "not enough just to do content marketing." You need to make sure your content is discoverable, and Allison offers actionable tips to ensure search engines rank your content first when it aligns with the problems your audience is looking to solve.

The Money Quote: 

"One of the most effective ways to shape the path consumers take is content marketing. Content marketing uses high-quality, valuable content to attract the attention of your target audience, provide them with new or important information, engage them with your brand, and lead them down key conversion funnels like requesting an appointment or finding a physician."

Content is not a commodity—when it's unique to your organization.

Source: 90% of Consumers Like Custom Content for Brand Engagement

Time Inc. surveyed over 17,000 people across multiple generations to find out how they felt about custom content when compared to traditional advertising. Those surveyed represent Gen Z, millennials, and Gen X who identify as auto buffs, fashionistas, foodies and finance gurus — and their perspective is clear: Original content wins, as two-thirds of those surveyed trust custom content more than traditional advertising. 

Here are a few other stats that illustrate the value of custom content:

  • 93% reported liking brands that share interesting things the respondent might not have otherwise seen.

  • 90% like custom content for brand engagement

  • 89% believe custom content is a great way for brands to break through the marketing messaging clutter.

The Money Quote:

"One way marketers are committing to custom content is by taking cues from Hollywood and bringing more storytelling elements to their efforts while experimenting with formats that fall far from traditional marketing messaging."

 

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