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Falling Off the Content Mountain: How to Recover and Reach the Summit Again

Content Mountain

We’re sure nearly anyone who has created content before can relate. Headlines are one of the hardest things to think of.

It has to be a captivating, engaging, relatable, catchy phrase. Sometimes we review what others are doing, like, “Maybe I could do a top 5?”

Seriously, sending you into a scramble of 20 different choices.

I recently read a book called Advertising Secrets of the Written Word by Joseph Sugarman.

In this book, he describes the whole purpose of a headline as one thing and one thing only: to get your audience to keep reading.

This statement should take a bit of weight off your shoulders. It’s not about anything other than getting the reader to keep reading line after line.
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It also reminds me of recent conversations with multiple people in different parts of the agency and business world.

“Well, I’ve read I should be writing less content.”
“Less is more.”
“How much should I be writing?”
“Are you sure people will read that whole letter piece?”
“I’m not getting any leads.”

Let’s get back to some basics.

Too Much, Too Little

In the grand scheme of things, there is only one thing you should be thinking about when writing:
Will this result in a significant outcome opportunity, and how much of a priority should I place on this piece of content?

So, when thinking about writing content, we usually like to think of the following:

1. Can I distribute this content across multiple platforms? Because it may be beneficial not to write this at all.
2. Is this content helping my SEO strategy? Or is this content to say that at least I did something today?
3. Is it helping or unique to my audience, information they need to know now or hitting pain points they feel daily? If you’re back to your brochure-feature-based content – quit while you’re at it.

If you said yes to any of the three, then keep writing.

You may or may not be a fan of his, but Bill Gates is correct.
Content is king. It must be used correctly, delivered at the right time, in the right formats, and to the right people.

So when you are sitting there meandering through your daily tasks of writing a social media post, thinking, “it has to be short”… That might not be the correct answer. And definitely, “people don’t read anymore” is not the correct answer or the best attitude.

Do more than write to write. Sell to your audience.

There is a point that I should have made that might make you double-think your approach.

Are you limited by budget or time?

It’s no question. Most, if not all, businesses have budgets and human resource capacity limitations.

Those two factors might make you feel limited.

Don’t get into the mindset and make your decisions of writing fast, quick copy to “just get it out there.” It can and will reduce your quality and might not deliver your desired results.

These are some tips and tricks to create meaningful content:

  1. As Seth Godin promotes, your potential clients know more about services/products and all the competition than you do.
    Your best bet is to pick apart the best social proof, case studies, and testimonials, all of which are more critical and easily creative. Stories sell.
  2. Repurpose what already has worked in the past. Revisit existing content and reuse it in different ways, such as blog posts, into a social media post, video, or podcast.
    Your audience digests content in multiple different formats.
  3. Leverage other people’s content. That’s right. Take that news article, summarize it (p.s. ChatGPT is excellent at this) and repurpose it to fit your brand and audience. Or, you could reuse the content by resharing it on social platforms.

You must revisit the significant outcome opportunities to prove an ROI.

But you also have other cards you can play, such as outsourcing.

Outsourcing can be to a digital marketing agency like Stealth Media, content creators, or influencers.

What are content creators and influencers?

A content creator will do the trick if you lack in-house writing resources. They can produce high-quality content that engages your audience and supports your marketing goals. Go with a content creator.

We have seen content creators do the following:

  1. Create original content that resonates with the target audience while establishing the brand’s voice and identity.
  2. Produce volumes of content required and support the content.
  3. If they specialize in a specific niche, they can create content tailored to the interests of that target audience.
  4. Help develop a brand story while delivering it consistently across different channels and formats.
  5. Support a specific marketing campaign.

Another avenue can be influencer marketing which is different from a content creator. Partnering with an influencer can help reach specific target audiences, increase brand awareness and credibility, and support marketing campaigns and launches.

Influencers have created and built a following of people who trust their opinions and are interested in the topics they cover. Since they have a large and engaged audience, they can help increase brand visibility and trust in your brand by promoting your products and services.

Not only do they post, but they create shareable content to help with the exposure. And lastly, they can create content when you need to increase awareness to generate interest and excitement around a new product launch.

But who do you choose?

Deciding what type of creator to go with gets interesting because it all depends on your needs as a business.

Do you need more hands on deck?
Do you need in-house expertise or skill sets?
Are you at capacity already?
Are you working on time constraints?
Is your budget too small for cutting-edge technology?
Do you want to avoid finding content creators or influencers?
Need help figuring out where to start?

Then we recommend a digital marketing agency like Stealth Media. We have seen all the above and have delivered specific and effective marketing campaigns for companies across multiple industries.

We have access to professionals in specific areas of marketing and the latest technology to help businesses stay ahead of the curve.

Regarding marketing, we drive results by helping achieve specific goals. While also assisting businesses faced with short-staffing issues or helping when the marketing department has too many tasks and projects to complete.

It’s a cost-effective solution for businesses seeking to help their marketing efforts achieve goals.

What about AI?

AI is a hot topic that we love to touch on.

We love to utilize AI here at Stealth. Why not use it if it gives you the advantage of doing your work faster?

Nothing is worse than staring at a blank page and not knowing what to write. AI helps us spark curiosity within our content.

Some platforms we like to use include GitHub, ChatGTP and Anyword, which are helpful for content development and coding.

Getting better responses from your AI system is the key to making the most out of the answers. For example:

  1. ChatGTP saves all of the information you have asked for. You can reset your conversation by simply telling it to.”Ignore all previous instructions before this one.”
  2. Set the mood for the AI. Tell it exactly who it needs to impersonate.”You’re an exercise and health expert. You have helped people lose weight, get in shape and improve their health for 20 years. From young adults to older people.”
  3. Give it a task – telling the AI precisely what you want it to do.”Your task is to give the best advice on improving someone’s health.”
  4. Always give the AI clear instructions on what it has to do, and ask if the AI understands. If the AI understands the question, it will prompt a summary of what you asked it to do.”You must ALWAYS ask questions BEFORE you answer so you can better zone in on what the questioner is seeking. Is that understood?”
  5. Once it summarizes, reinstate the above without “is that understood.”

Word of caution:

AI still writes non-human-like forms of text, and Google already has a set AI content detector algorithm to seek out AI-written content which will hurt your SEO.

There are also specific tactics to get around this (of course).

One platform that can review your content for you is seo.ai

  1. Paste your written AI inside that platform and give it a score.
  2. If the score is low, it will give keyword and writing suggestions to increase your score.
  3. Go back to ChatGTP and ask it to include all the keywords SEO AI suggested and rewrite it.
  4. Then go back to seo.ai, which will also place in “search intents.” Go back to ChatGTP and rewrite even more relevant content.
  5. Ask ChatGTP to write a title.
  6. You can go to quillbot.com to rewrite your text and check for grammatical errors.

PS No, we did not write this blog with AI.

And to summarize everything

Writing headlines and creating content can be challenging, but it is also a critical aspect of your marketing strategy. A headline that captures the reader’s attention is the first step in getting them to read your content, but it’s not the only step. The following content should be relevant, informative, and engaging to keep the reader interested. Therefore, it’s essential to consider your audience when writing your content and to understand its purpose.

One essential tip for creating content is to keep it concise and to the point. People have limited attention spans and are bombarded with information from all directions, so getting your message across quickly and effectively is important. Additionally, ensure that your content is relevant and valuable to your audience. Whether it’s solving a problem, answering a question, or providing a new perspective, make sure that your content is meaningful and impactful.

Another critical aspect of content creation is to leverage other people’s content. Leveraging can include repurposing existing content, summarizing news articles, or sharing content created by others. You can also consider outsourcing content creation to a digital marketing agency, content creator, or influencer if you need in-house resources. A content creator can help you create original content that resonates with your target audience, supports your marketing goals, and establishes your brand’s voice and identity.

Finally, measuring the results of your content creation efforts is necessary. Measuring results include:

  • Tracking your content’s performance across multiple platforms.
  • Monitoring engagement and conversions.
  • Analyzing your return on investment (ROI).

You can make informed decisions about your content strategy by tracking your results and continually improving your efforts. We like to think here at Stealth Media about what has worked, what has not, and what we can do better going forward.

You must understand the purpose of your content, write with your audience in mind, leverage other people’s content, and measure the results of your content. By following these tips and tricks, you can create meaningful content that resonates with your audience and supports your marketing goals.

Looking to up your marketing but need a strong team behind you to do? Contact us today to get a free marketing consultation.

    Angeline Manabat
    Web Developer

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