Kicking “Stuff” Content Marketing and Article Writing Services to the Curb

By: David Tile| Founer @
Posted On: April 23, 2015

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.

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.