Think beyond key words.

Substantive content is more credible than an advertisement. And what’s more, it makes it easier to find you and increases your visibility. That’s why research among 533 marketeers carried out by PIM (Platform for Innovation in Marketing) shows that these days, seventy per cent of B2B marketeers use content marketing. Content marketing is at the top of most marketeers’ to-do list.

But how effective and useful is it really? You see, content marketing really isn’t anything more than using all possible means of communication to tell your story. But are there people out there who want to hear your story? And once they’ve heard it, will they be moved to act?

What would you like to achieve with your content?

Content marketing ensures that you are visible as a brand or company on both online and off-line communication channels, but moreover, that you can be found. Many marketeers consider this to be a goal in itself: to add as many keywords as possible to your blogs, social media and news items, so that you score well on Google. Nothing wrong with that. But what happens next?

The word itself is the give-away: it’s the content that matters. Content marketing is the art of creating attractive and unique information for your (potential) customers.

Because you want more than just online visibility: you want people to read your content. You want content that people respond to and share, and that eventually incites them to purchase your product. Content that will make people look to you as an expert and a source of valuable information.

How do you create unique content?

Creating good and unique content starts with mapping out your brand values. What makes you unique? What is your story? Use storytelling. Create an experience. One that seamlessly matches the needs and perceptions of your target audience. What should be keeping your client awake at night? What is it that they don’t know yet, but should know – in order to stay ahead of their competition or to serve their own customers even better? And how do you anticipate and respond to all that with your brand, product or service? What means and channels of communication are right for the job?

And last but not least: Enrich your content with eye-catching and recognisable visual content.

Do things just a little differently. Think beyond key words. Be enticing and provocative. Make people want to know more about you.

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