Crafting interesting, relevant content marketing campaigns is an exciting challenge, but coming up with fresh themes and ideas can be difficult work.
According to the Content Marketing Institute, 65% of marketers have trouble figuring out what is effective when it comes to creating content. Whether strategizing or simply brainstorming a new campaign, getting out of that creative rut can be a tricky task. Reading the thoughts of industry leaders just might be the inspiration content marketers need to get back in the game.
“Even when you are marketing to your entire audience or customer base, you are still simply speaking to a single human at any given time. Worry less about sounding professional and worry more about creating remarkable content that other humans can relate to.” – Ann Handley
Ann reminds marketers that it may be easy to focus on the large audience, but content is consumed one person at a time. Focusing on the individual to reach the masses presents an opportunity use a conversational tone and make content more relatable.
“People don’t buy what you do, they buy why you do it.” – Simon Sinek
This quote highlights why passion is motivational. Brands shouldn’t hesitate to share the why behind their story, as that creates a human connection worth exploring.
“A year from now, you’ll wish you had started today.” – Karen Lamb
Karen’s advice is all about embracing the challenges of today to prevent future regrets. When it comes to strategies and campaigns, marketers who begin gathering data and brainstorming ideas sooner rather than later are in a much better position when they’re ready to try something new.
“If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet, they can each tell 6000 friends.” – Jeff Bezos
Don’t underestimate the power of your content, says Amazon CEO Jeff Bezos. Spending time creating great content is a sure way to reap positive rewards.
“Quality, relevant content can’t be spotted by an algorithm. You can’t subscribe to it. You need people—actual human beings—to create or curate it.” – Kristina Halvorson
Analytics and research have their place, but human beings are the ones that create, develop and share. Kristina Halvorson reminds marketers the importance of considering both separately while still leveraging the data in an overall strategy.
“We love email. It may sound like old school, but email subscription is really a hard-wired link to your audience.” – Tomas Kellner
Email marketing definitely isn’t going anywhere. The notion that subscribers sign up because they like what a brand has to offer is a constant, so marketers should thank subscribers by rewarding them with the content they want and need in their inboxes.
“Make the prospect a more informed buyer with content.” – Robert Simon
This quote from Robert Simon speaks to the significance of crafting content that taps into buyer pain points, as it’s well documented that shoppers research products online before purchasing. Reward their work with content that allows them to make well-informed decisions and they’ll keep coming back.
“Great marketers have immense empathy for their audience. They can put themselves in their shoes, live their lives, feel what they feel, go where they go, and respond how they’d respond. That empathy comes out in content that resonates with your audience.” – Rand Fishkin
Emotional connections are too powerful to ignore. The best content marketers put themselves in the place of the audience and deliver their messages accordingly. Telling stories that connect deeply boosts loyalty and promotes a relatable brand image.
“To stand out from the swell, we must quietly say only what is important. Briefly and with care.” – Brian Solis
Brevity captures the heart of material quickly and allows for swift consumption on the go. Brian Solis highlights this idea by reminding marketers to deliver what audiences want in the most direct way possible, but with the addition of attention and thought.
“Influencer marketing at its core is about developing real relationship to ultimately champion your influencers to market with you.” – Amanda Maksymiw
This quote from Amanda Maksymiw spotlights the notion that influencers must take the time to develop relationships and earn the trust of followers. When influencers reach out honestly and spark conversations with the target audience, brands are rewarded with increased engagement.