By: David Tile| Founer @
Posted On: July 29, 2014

The Primetime Emmy Awards are right around the corner. You can learn a lot about effective content marketing and writing SEO content just by paying attention to this year’s nominations.

Viewers Are Comfortable with What is Familiar

Developing new and captivating content should remain a top priority. However, it’s important to keep your readers comfortable by leaving plenty of room for what is familiar to them as well. There are several new series and sitcoms nominated for Emmys this year that were not even on the air around this time last year – including Masters of Sex and Fargo. However, Saturday Night Live received 14 nominations and has been on the air for almost four decades.

New is good, but sometimes familiar can be much better. Rehashing content from old posts and maintaining a common and consistent theme with your content keeps readers comfortable and coming back for more.

Do Not Be Afraid to Bend the Rules

Never break the rules (ex: keyword stuffing, black hat SEO techniques, etc.) Like with any competition for awards, breaking the rules of content marketing will get your website disqualified and penalized. There’s nothing wrong, however, with bending the rules a little with shock value and even a little bit of controversy.

Many of this year’s top nominees have story lines and characters that are based on bending the rules (Breaking Bad, Orange is the New Black, Masters of Sex, etc.) In most cases, shock value leads to viral media. This is because, according to Entrepreneur, it compels viewers and readers to share it with as many people as possible. That’s the effect you want to create with your content. Find the boundary line that determines what is “too hot for TV” and never cross it. However, don’t be afraid to get close to it in order to appeal to your target audience. Investing in professional article writing services is a great way to find a proper balance in this regard.

Expect the Unexpected Surprises and Snubs

The old-fashioned speech that “we are all winners” is absolutely false even though it’s nice to hear at times. At award shows, there will always be some sort of surprise or snub that confuses some and angers others. Think about all of the series and actors that did not make the cut this year for nominations. On the big night, the announcement of certain winners will undoubtedly make your jaw drop. You already know that’s going to happen, so you expect it.

Take the same approach with your content marketing. There will be surprises. A blog that you probably threw together quickly and thought no one would ever read might go viral overnight. On the other hand, you might get snubbed and have high-quality work that hardly gets noticed.

Consistency Will Lead to Recognition

The name of the game is “consistency.” The key to consistent success within the world of content marketing is not luck or intuition, according to Inc. It’s research and patience. Continue to refine your “performances” by using professional article writing services – polishing your work to make each article or blog better than the one published before it.

Get your acceptance speech ready now – as long as you focus on applying what you learned from the Emmy nominations into your content marketing, it’s only a matter of time before it’s your name printed in the envelope of winners.

meniceJake Rigdon is the executive editor at Article-Writing, a copywriting firm based out of Toronto. You can reach him on FacebookLinkedInGoogle+Twitter or by email at [email protected]

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Thought Leadership Package? 

At, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.