My first foray into digital marketing began the day I started a little blog called ReFashionista. My blog features before-and-after images of different oddball/ugly thrift store duds I cut apart and re-stitch into fashionable frocks. It took off, and now I’m at the exact level of internet fame that makes my life weird sometimes.I consider myself a mediocre sewist. My mad sartorial skills aren’t what make my blog popular. It was my blogging. I created content on a regular basis that was authentic and thoughtful, and each post was written with the assumption that my audience was smarter than me.
An insecurity complex can actually be a great asset for content marketers. I never tried to make my audience think I was more skilled than I was. I’m incredibly prone to self-deprecation. Blogging for your business shouldn’t be any different in that you should never underestimate the intelligence of your audience.
Hopefully your business has a blog. It definitely should. If well executed, it’ll help you business page’s SEO and establish you as a thought leader in your industry. But this only works if the content you’re putting out there is sincerely making the reader’s life better. And you need to be honest with yourself about that.
The problem I see with the prolific nature of the blogosphere is that sometimes we fall into the trap of pushing out whatever content we can, even when we know it’s lousy. We assume our audience will flock to our content simply because we’re putting it out there. We believe our audience isn’t as clever as us and can’t tell the difference between content that’s authentic vs. canned or original vs. repurposed.
Guess what? If you can tell the difference, so can they.
How many redundant, boring, over-simplified and borderline plagiarized blog posts have you read the first two sentences of, only to immediately bounce off the page to find an article that actually helped you in some way?
That’s the rub. How do you straddle the line between prolific and brilliant? Between frequent and worthwhile? When planning your blog calendar, make sure you’re giving yourself reasonably frequent deadlines. How many high quality blog posts can you or your team author per month? If the answer to this is four per month, don’t try for ten.
Always be looking for trends in the type of content your readers are engaging with, as well as the content they’re bouncing away from. This analysis will help you discover what they find valuable and can will guide your overall digital marketing strategy.
If you find your content useless, so will your audience. After all, they’re pretty smart.