The Internet is awash in content. From “must read” tips to “can’t miss this” headlines, there’s no lack of substandard article of writing offerings aimed at garnering a quick and dirty view from the person on the other side of the screen. While it’s one thing to acknowledge this reality, it’s a tough pill to swallow when you also realize that your brand might be guilty of this same approach; either via in-house content marketing or lackluster article writing services. To ensure you’re not tethered to the world of “stuff marketing” any longer, let’s talk about just what goes into this process, as well as what you can do to keep you brand on the right track moving forward.
What the Heck Is “Stuff” Marketing?
Before going any farther, it’s important to break down just what the heck this buzzword means for organizations like your own. As Andrew Moravick of Business 2 Community explains, the difference between effective content and stuff marketing all boils down to substance.
Essentially, stuff marketing offerings don’t provide anything of value to your readers. Sure, there’s some words on the screen – maybe a catchy headline and image to go with it – but at the end of the article, did you really say anything worthwhile? If the answer’s anywhere close to “no,” chances are you’re leaving a lot on the table in terms of potential impact among your target audience.
Figuring out the Right Response
It’s hard not to end up succumbing to stuff marketing; after all, writing out a few meaningless sentences and calling it good is one of the easiest ways to fulfill the content obligation that most brands feel is required of them in the modern digital landscape. Unfortunately, just because it’s easy doesn’t mean that it’s right.
As Moravick goes on to note, creating good content is hard – especially if you’re not already an expert. It takes time, research, and a willingness to keep a finger on the pulse of your viewership in order to give them what they want, in a way that’s digestible and enjoyable.
Developing a Winning Strategy
Now that you know what stuff marketing is and why it doesn’t resonate with your audience, it’s time to develop a winning strategy. According to Entrepreneur’s Brett Relander, taking on this endeavor means utilizing content and article writing services that can set your strategy apart from the competition.
Specifically, building this kind of strategy with a team of professionals starts with sitting down and hashing out an overarching content theme. What kind of content do you want to offer your viewers? Will it say anything relevant or worthwhile? Where does tone fit into the whole thing? Figuring out these questions early and building a strong plan of action around the answers is key to getting off on the right foot.
From here, building an editorial calendar, or “agenda,” comes next. It might seem a little elementary at first, but creating this type of guiding tool can keep you on track for publishing goals and consistency – something that, when lacking, has doomed plenty of content campaigns.
After all of this, there’s just one final thing to watch out for as you and your content experts set out on this path; slipping back into old habits. Stuff marketing is so prevalent among the content community because it’s easier to handle and implement than the alternative. Building a winning strategy takes time, effort, and often the help of a group that’s been through this process plenty of times. However, if you can commit to doing things the right way, there’s no doubt that your audience – and your organization’s bottom line – will appreciate this insistence on content that’s high in quality and substance.