Fashion, from the United States, is content marketing. But when you read the various posts that deal with the subject, one thing is obvious: most people who talk about it … don’t really know what they are talking about …
The web bullshit
Many focus on the pace of publication, the editorial calendar, social media sharing and the SEO aspect of the content, as well as the title that must “click” to attract the click and lead to the visit. The visit is important.
Of course, you must have a publication rhythm as regular as possible, so a calendar (at least in business, history of coordinating everyone). And of course you have to give visibility on social networks, otherwise no one will see your content for months. Finally, of course, a minimum of SEO optimization is imperative to gain visibility on Google results.
For all of this, we agree. However, once we said that, what did we say about content marketing? Nothing. Absolutely nothing. It’s void, nothingness. And that’s probably also why most of the French-speaking sites are boring to die for.
The ridiculousness of content creation
We have created managers in every nook and cranny of the web professions. By barely caricaturing, for an advertisement, we have the person responsible for keyword research, the person responsible for the ad titles, the person responsible for the ad text content, the person responsible for call to action, the person responsible for the colors of the ad, and finally the overall ad manager. Of course, everyone works in their own corner, and information flows from one silo to another as much as it can.
By transposing this to the creation of content, you take content marketing, you cut it into as many slices as you can, and you have everything you need to create soporific texts at will.
Whose fault is it ? Perhaps also to those who talk about marketing. Use jargon, they know; use big sentences, they know. But to give meaning to the word, to image the content, to make it human and understandable, there is no one left.
Case study, you’re boring
If I had to put myself in the place of the reader looking for information, it would be easier for me to find tips and tricks usable for suicide than for creating a content strategy.
Of course, you can find hundreds of “case studies” (yeah, it’s chic to speak in English, it’s kind I know) that deal with the campaigns of major brands. Great ! Well, for the local SME who wants to launch his blog and be interested in the creation of content, this is not won.
Personas and pedagogy
We often read that you have to define your personas, and that’s good advice. Knowing who you’re talking to makes it easier to tailor your speech and make it audible to your target audience.
Sometimes, I would like to know who are the personas of the sites of assistance in the creation of blog, or marketing, because in the genre “the knowing speak to the knowing”, that arises there!
When you talk about a site like “a-href” or “majestic” to someone just starting out in blogging, it’s like talking to a 4 year old kid about quantum physics! Suffice to say that he will look at you with his big eyes, captivated, but that he will not understand anything. So when you talk to him about chasing out expired domains to grab backlinks, there, you touch the masturbation of the author who wants to spread his knowledge.
But at least you will pass for a person of knowledge, of genius. Is it good for your ego? I agree with that. Is it good for your communication? I doubt. That said, using jargon, pretending to be an agency, is good. This can create lead. And we are surprised that the relationship with the client is then delicate. Really ? Are we surprised? Ah. I’ll let you meditate on it.
For the educational aspect, we will come back later, the marketer must fill their pockets to shine in e-society.
How do you do content marketing then?
When I say “tell stories”, I’m not telling you to tell lies. It is not the goal. So that you understand, let us ask ourselves the question: what is a story?
The thread of history
We have a beginning, an end, a character and everything that will happen to this character. A story is facts that we will script and to which we will give meaning. There, already, I think we see a little more clearly.
Now let’s try to apply this to a standard product. Because this is where everything will play out, and at first glance, the thing does not seem easy. You’re right, it’s not. But no one said it would be. On the other hand, it’s worth it to hurt your head a little.
A concrete example
Let’s assume that you are selling rubber boots. The kind of product not really sexy, not really glamorous. However, that’s what you need to sell on your site.
You have the e-commerce part of your site, with your catalog, some pretty photos taken in the studio, the technical characteristics of your boots, made in England, with a rubber manufactured in compliance with environmental standards. All this is very good. But not too salesman.
What can you do ? How about your boots ?! At first, rather than taking cold and soulless photos in the studio, if you put them in a natural setting? Do you have children’s boots? What do kids like to do? Jump with both feet in the puddles. You see the beautiful photo? Can you imagine the text that would accompany the photo? Wouldn’t it be better than a sad studio photo already?
And now that you have the photo in mind, take a few hours of reflection to find the right story that would stage the boots? Attention, we do not quote the name of the boot, we do not quote the brand either! It is not an advertisement. Everything is in the suggestion.
Who is the real hero?
You should no longer take your readers for donkeys. They are looking for boots, they are on a boot site, so they know where they are and what they are doing. No need to insist heavily, you would become painful at will. A little lightness does not harm, quite the contrary.
Your text can therefore tell the story of a child who goes to school on a rainy day, and all the games he will play. The hero of the story? Boots. The kid will have warm feet, dry all day.
And thanks to his super boots, the boy will not be sick. And since these are top trendy boots, he will have a fabulous look, and nobody will laugh at him, an important detail for any human being. He will even be the star of recess with his fashion boots.
You never mentioned your brand, let alone the model of boots. Instead, you’ve placed links and calls to action where you need them in your text. Links which return to the catalog page where the pair in question is sold.
And There you go ! Your text is not a giant ad, it does not harm your reader commercially. This text is human and intelligent. He talks about the product, but above all, about the consumer, he puts it in a situation of use.
It’s a bit like this text that tells you about a problem that you, readers looking for information, regularly encounter. He lists a problem and highlights it. He exonerates you. But it goes even further. One text gets rid of the jargon, to speak to you in “normal”, audible language. The goal is that you understand the message so that you can then use the content.
Then, it brings you concrete elements to help you better understand this long-term sales technique. With a simple example, you can now think carefully about your own content and what you could imagine to promote your content.
Your reader’s passion? Him.
Do not forget ! What is your prospect most interested in? Your mark ? He doesn’t care! Your boots? Also. What interests him is him, his problem, his need. If your boots can meet his requirements, then he will look into it. Otherwise, bye-bye! The prospect is self-centered, just like you are when you are in the consumer position (hey yeah!).
Now, content marketing is as simple as a little story. Then let time do its work while continuing to stage your products. And stories, you know how to tell them. Everyone talks about it at the coffee machine every day. So you already have the raw material.
There are other ways to produce marketing content, but already do that, look at the script for your products, and you’ve taken the first step in the right direction. A giant step.