Check out your golden chance to escape the noise
Content is no longer ‘king’ but the entire ‘kingdom’
With so much of information overload online, ‘noise of the latest news’ is simply swarming the reader’s brains. Rather than influencing the user, it is bewildering. So, why not cut the noise, filter the right information and use content marketing in isolation? Gee, is that possible? Sure, all you need to do is to gear up, put the headphones on and raise the antenna to eliminate noise cancellation. And don’t forget to put the blinkers on, to keep on track.
Two ways to make sure noise cancellation
- Become a quiet riot—stand out with exclusive news.
- Achieve a fair level of ability for potent content sharing – the information should be juicy, relevant & worth sharing between consumers.
These two points matter when it comes to brand awareness, rankings on search engines or perhaps, even building a like-minded community. The process of escaping the noise is not just to filter the sounds of clichéd content but also to use blinkers (niche content) to focus on the most important aspect-the targeted readers. The best analogy to describe such a scenario – would you like to display proudly more that 2330 friends on your Facebook Page? Or would you prefer having 160 close pals who you know personally and hang out with them on weekends often. Once the aim is clear, it is easy to deal with the content marketing strategy in isolation. We explain how it works in silos.
Everything is going niche and personalized
Yes, sometimes catering to that solitary reaper heaps benefits. It is pure luxury that is affordable only to a chosen few. That is why even content is also going niche and is personalized. So tick the following to escape the noise and get off the starting blocks like a seasoned jockey:
The right & precise content– the mobile devices are ideal for tapping the exclusive user. Know your user/audience/targeted customer to give valid information. For example an ideal content for mobile app would be privy to an invitation before a sale bonanza. It gives a heads up to regular subscribers. A two line invite makes them feel important.
Optimize the content– Users tend to look at computers too and not just their smartphones. This keeps them hooked in the same alley. Once you have sent a two line private invite, add a link to a landing page. It should have content relating to the sale bonanza with pictures, percentage of rebate and loyalty points or rewards if any.
Link landing pages– Just like the rider steers clear of the broader circuit, reign in the user with a single link to the landing page. If the reader has to wobble around various blogs, articles, and images, the opportunity is lost. A single link is ideal rather than multiple links to different sale items. Know the habit of the user to provide a link to two items he/she buys often.
Stumble upon the right person– if the din is reduced, you will be able to reach the right contender. Do you have a good social listing? Is it personalized? It will be a vital clue to get the right person. Numerous 5-star hotels tap the anniversaries/birthdays of their loyal patrons. Such a list is exclusive and leads are few.
Format Timing and Device matters– Users are now active on many medias. You can keep up the chase by monitoring their activity linked to them. The user can be a pro-am or pro-pm browser. Just as you would avoid calling someone in the middle of the night avoid sending any content at odd hours. It’s is respecting the user’s time.
Culture and language– If you do not speak the same language as your targeted consumer, then you are only creating a racket. For example, if you are a B2B specialist then ‘speak the language’ your audience will follow and integrate. A heavy jargon may send them in another direction. Colloquial content matters when you wish to attract a simple audience- like a homemaker would like to browse content with easy-peasy readability. A friendly tone will get a high-five and a better response.
Content once killed is forever…gone
Even if you have a good story but is not told well, it is killed forever. There is a saying that goes, “a great headline mixed with a lame opening is like inviting someone in your house, only to slam the door in their face.”
You need to develop a own secret sauce to get users clicking your information each time it is presented as blogs, infographics, Facebook or LinkedIn pages. Just to remind you, stick to the two main ways to cut the noise:
- Become a quiet riot -Stand out with exclusive news.
- Achieve a fair level of ability for potent content to be shared.
For example: Stand out with exclusive news:
Possible content title: Is a pet-friendly hotel ideal for your pooch’s requirement?
This content will focus on a very specific reader. To continue to keep such a person hooked focus on other news that he can leverage from regular content from your website. Soon he will prefer to unsubscribe from other pet owner listings/sites and sign up exclusively with you.
As for content sharing, such a user will be excited to let their best friends and dog owners to know how they can all travel as a big family on a vaccy. Besties often share important info and not such silly forwards that choke the news feed and spam.
Possible consideration of sharing content smoothly
Another good example for sharing between users for content sharing is the friendliness and ease with which it can be done across devices. Since most users are stuck on smartphones, the mobile app should be the best bet. The same is equally important when a client shares info with a potential business partner. The sharing should be secure and encrypted between the two parties. It makes the platform more reliable and responsible. Content sharing is a great tool for bloggers to reach their readers, wisely. The format in which the info is delivered whether it is a device or desktop.
PS: Now, you may remove your headphones and absorb this news in silence.