Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post is all about the importance of developing your own voice as a content marketer.
Last week I wrote a post about April Fool’s Day and how it could (but probably shouldn’t) be incorporated into a small business’ content marketing strategy. When I was on Twitter later that day, I happened to see a similar post on Content Marketing Institute’s website. At first, I was excited to see that someone else had had the same thought, but then I started looking through the post and realized they mentioned a whole bunch of things I hadn’t even considered, which got me thinking: did I do my post wrong?
I looked over my post again, wondering how I could make it better, only to realize there was nothing wrong with it. It was perfectly crafted for my audience and I wouldn’t change a thing about it.
Which is not to say there was anything wrong with Content Marketing Institute’s post, because it was perfectly crafted for their target audience. See where I’m going with this?
1) Know Your Audience
All this is to reiterate the point that it is vital in the world of content marketing to make sure you know your audience. Only when you know who your audience is and what their pain points are can you consistently create great content that resonates with them and gets them to take action. I did it for my audience and Content Marketing Institute did it for their, which does not say anything about the quality of one site’s content over the other, just that we have different target audiences.
2) Imitate, Don’t Copy
As much as we marketers talk about the importance of keeping an eye on your competitors so you know what they’re doing, that doesn’t mean you should do everything they do, exactly the way they do it. Copied content doesn’t provide value to your audience, Google might decide to punish you for it, and you’ll probably get a cease and desist letter from whom ever you copied.
All this is not to say you can’t take ideas from your competition. If you like their blog post topics and you think it would resonate with your audience, feel free to write on the same topic, just be sure to tailor it to your audience and write it in your own voice. That way, the people who would rather work with you over your competitors have somewhere to go and a reason to call you instead of them.
3) Make Sure You Can Still Rank
Covering a topic other sites have covered is only a problem if that topic has been done to death. If everyone and their assistant has written about the topic, then not only is it increasingly unlikely you’ll have anything original to say, it’s also unlikely that anyone will be able to find that blog post because the market is already overly saturated. Instead, you’d be better off thinking of other topics that haven’t been as widely covered. Your audience will get more out of it, and so will your blog post’s SEO rankings.
Need help making sure your topic is filling a content gap online? This awesome technology can help with that.
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