Content creation alone is not enough, no matter how much people like it. You need to create content that works as marketing.

 

What Kind of Online Content Works as Marketing?

 

Let’s take a closer look at what we call the “5 Cs” of effective content marketing.

1. Context

The critical first step of any content marketing strategy is the context within which content is developed and delivered to the intended audience. Mess this up, and you’re going to waste a lot of time and effort for not much, if any, in return. Focus on the problems and desires of the prospects, and match those up with your product or service. Content marketing is no different, except you’re delivering independent value with content before you attempt to make the sale.

 

2. Cornerstone

A cornerstone is something that is basic, essential, indispensable, and the chief foundation upon which something is constructed or developed. These topics are what people need to know to make use of your website and do business with you. These are also the topics you want to rank well in search engines for. And when approached in a strategic fashion, this content can do very well with Google, et al. The key is creating compelling content that’s worth linking to and sharing, then finding a way to get the word out.

 

3. Connection

Connection content is all about teaching aspects of your cornerstone topics in a highly engaging way. Connection is a combination of meaning and fascination.

Meaning: This is the informational aspect of your content that your regular or prospective readers, listeners, or viewers look to you for.

Fascination: The fascinating element of your content is where your creativity shines. It’s the fun, shocking, or entertaining aspect of your content that makes people pay attention and share with their friends and colleagues.

 

4. Conversion

When it comes to conversion content, we’re not talking about conversion in the traditional sales or lead generation context. You’re not trying to alter people’s larger worldview here – that shouldn’t be necessary if you identified the context correctly from the beginning. What you’re doing is framing the problems and desires of your audience so they match up with your products and services.

 

5. Copy

Copywriting is an attempt to “push” products and services in a way that amounts to proposing marriage before the first date. Content marketing, on the other hand, is more of a seduction. A strategy that courts and coaches prospects in a way that’s agreeable to them, much more like dating, actually works. Elements of direct response copywriting applied to content work exceptionally well for gaining attention, increasing engagement, and prompting action.

Great copy still matters, but you don’t have to hit people over the head to get them to buy.

 

Credit: The Strategy of Content Marketing by UCDAVIS