How Can We Create Effective Content Marketing

so how can we create effective content
marketing Daniel
starting point for this is what I would
start every digital marketer and every
marketing campaign with this to start
going okay who's my target audience
who's the Persona that I'm aiming at
what does their user Journey look like
so what are the kind of stages of that
user journey and therefore what content
do they want and what channel do they
want it in and I need to consider all of
those options do I can do good content
marketing but the problem is
everyone is doing content marketing
so increasingly we we need to try and
stand out and and there's some things
that we can think about for that but
there's no point doing content if you're
going to do it in an average way I would
say because you just as pointless you're
not going to actually show up at all
because everyone's trying to blasting
all this kind of noise out there so
what's 10 times
so there's this idea of like 10x or 10
times content which is I think ran
fishkin I think Kieran you interviewed
random he kind of spoke about this yeah
10x is so his view is look if you're
gonna
like rank in search engines one of the
things you can do is just create
exceptional content but he's gone the
extra nine yards and said okay look up
you know find the world's top 10
articles on that subject and then go and
read them all and then your aim is to
try and create something that's ten
times better than all of that and and I
think if you do that yeah your results
are going to be off the charts good from
SEO because everybody's going to want to
link to that because it's exceptionally
good
but it does two things right by doing
that because what it does is it creates
engagement for user because like wow
this is exceptional and I'll try and
Define what exceptional means in a
second but also that ticks all the boxes
to the search engines and it ticks what
social media wants as well because it's
content that gets engagement and so on
exceptional however doesn't need to be
bigger more expensive loud huh it needs
to be more Niche for a Right audience
more beautifully produced more concisely
written maybe long form written podcasts
rather than written so this needs to be
different it needs to stand out and you
want to do something better yeah I used
to use the phrase remarkable content
right
um but you can take that literally like
gosh that content's so good I actually
remarked yeah I want to actually
exclaimed blimey that's good and maybe
you talk in social media about it and
you know share it that's all the stuff
that's going to help the algorithm from
that point of view as well so would you
say that content skills are getting
generally better no so quite the
opposite in fact so what we've seen
happening is we do the digital skills
Benchmark as well is that by the way if
you're Target internet.com you can go
through to the Benchmark you can
Benchmark yourself or your team for free
if you want to
um and you can see the full report and
what we've seen is that there's more and
more people doing content and skills
have gone backwards gradually which
means there's more content and more of
it's rubbish so that's actually an
opportunity right the opportunities
there to go who is my target audience
what does that Journey look like think
about things like 10x content how could
I do this better
see what's out there
and then actually stand out from all
this noise but the more noise there is
the harder that is to do so you must
focus on doing better content because it
just gets lost out in that noise
otherwise the opportunity is to focus on
a specific group because you can't be
all things to all people you know
there's no such thing as well actually
even I'm good there's no such thing as
number one on Google number one for who
and for what and in what context yeah
yeah so you need to understand that
before you go away and create all this
content you need to really understand
well who are we trying to help with this
thing and how can we make it absolutely
brilliant so I'd like there's a ton of
stuff on how to do content marketing but
maybe I'm wanting to do content
marketing for dental Engineers that's a
very specific thing I bet no one's got
that Niche and you could be number one
uh within that and that's not going to
be too hard plus if you're in a dental
engineering business that's that's Ace
and also I think there's too often we're
trying to do all things we've got
multiple audiences we're trying to do
the content form that appeal to all of
them the one thing I would say that
really worked
is do less but do it better you've only
got a limited amount of resources spend
those resources doing one or two pieces
of something exceptional while doing
loads of stuff that's average and you're
you're cut through
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