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Understanding Why Article Writing Services Fall Flat
At the top of the list for explaining why content and article writing services fail, according to Greg Satell of Forbes magazine, is the misguided notion of what actually goes into developing these offerings. Essentially, Satell posits that most brands and marketers see this form of outreach as a ploy or gimmick, and not as a craft that continues to evolve and grow. Yes, strategy is important whenever you’re aiming to create something for your audience, but at the end of the day, if you’re not truly able to immerse yourself into the fine details – or work with someone who can – then it’s hard not to come off as a bland or formulaic.
Not Giving Data Its Due
Speaking of learning more about your audience, there’s nothing worse than completely missing the mark with irrelevant content that fails to offer anything of value to these consumers. For this very reason, it’s imperative that data has a home in your content process. While having digital mountains of information on your audience can never completely shield your organization from falling flat on its face in the online world, having this asset in your corner does go a long way toward minimizing the threat of irrelevancy and providing you with a basis from which to generate and follow up on unique and engaging content topics.
Trying to Sell Something
The final flub that can lead to article writing services wiping out comes in the form of trying to sell your audience something. Of course, this reason probably flies in the face of everything you’ve ever assumed about content marketing and outreach in general on the web. However, as Inc. magazine’s John Boitnott explains in his look at why content marketing campaigns fail, the reality of the situation is that great content doesn’t come in the form of a sales pitch.
If you’re about to focus on creating a fun, informative, and engaging stable of offerings on your blog or site, then Boitnott goes on to note that the sales will naturally follow. However, should these selections read like thinly-veiled promos, don’t be surprised when dipping traffic numbers and lagging audience interaction becomes the norm.
For those of you who are guilty of some or all of these slip-ups, you don’t need to sound the alarm and dive into full panic mode just yet. Now that you’re caught up on the particulars of why some article writing services fail, you’ll have all the tools you need to ensure that the next time you reach out to a team of content professionals, they’ll get the job done in a way that truly strikes a chord with your digital audience.
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.
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 Article-Writing.co Thought Leadership Package?
At Article-Writing.co, 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.