Killer Content is King!

15th June 2017

It’s reported that 93 percent of marketers today use content marketing to promote their business and reach target audiences, but it’s important to remember that there’s a very significant difference between content, and good content.

64 percent of content marketers claim that their biggest challenge today is producing enough content to keep their audience hooked, but perhaps it’s time to stop focusing upon quantity, and instead make quality more of a priority.

When questioned, experts in the field claimed there were three distinct aspects that, when combined, help contribute towards killer content:

Audience Relevance

Audience relevance has been proven to be vital in both B2B and B2C scenarios. In terms of B2C, 82 percent of blog readers report a preference for reading relevant content rather than generic content, while in a B2B context, 79 percent claim they’re more likely to choose a vendor that displays relevant content online.

Keeping a blog relevant needn’t be a difficult task - it’s simply a case of doing a little research. Keep up with trends and news within the industry, take into account what direct competitors are posting, and perform keyword analysis to determine what modern consumers are looking for.

Engaging Storytelling

Engaging storytelling is often cited as important for brands, but why? Many believe that it all comes down to human science and the fact that ‘human memory is story based’. In order to remember information, the brain converts information into a story, and so we’re naturally more inclined to engage with data if it’s presented to us in a story-like format.

Creating a compelling storyline is actually much more simple than it sounds - it’s about following the Monomyth structure. This structure is often found in fiction, but it can easily be applied to blogs - begin with the familiar, discuss challenges, risks, concepts, and ideas to lead to a revelation, finally returning to the familiar to conclude.

Triggers Actions

A true measure of whether blog content has triggered a response in its audience is whether or not the content goes viral. Blog readership figures are essentially pointless if none of that audience are influenced to an extent that they feel compelled to take action - to share information with a friend, to follow the brand, or to make a purchase, for example.

Experts state that an audience is more likely to react to content that is positive, rather than negative, to content that arouses emotions and pushes buttons, and to content that is practical and useful within day-to-day life. Incorporating these aspects into blog content is vital.

The Key to Success

Whether your content is considered ‘killer’ or not isn’t determined by one single factor - it’s about having the right combination of factors that work together to create content that’s original, meaningful, and, ultimately, influential.