Copywriting Reimagined: Create Your Own Content Universe
Posted: Tue Dec 17, 2024 4:04 am
One of the biggest mistakes marketers make with content is that they don’t create anything. They simply answer questions from their audience. This allows for some SEO benefits, but it doesn’t create sustainable interest in the content. Once the user gets an answer, they simply move on to something else that is more relevant and interesting.
In the past, your content strategy might have been to america cell phone number list entertain, provide value, and inspire users on as many platforms as possible. That’s no longer the case. Brands need to develop audience loyalty to the content they generate.
It’s no longer enough to just grab someone’s attention for 5 minutes with your “10 Best Ways to…” post. Your content needs to hold your audience’s attention and make them spend time reading it.
Think of your content strategy as a communications strategy. It’s important to communicate consistently with your target audience across multiple channels to attract potential customers and differentiate yourself from the many competing brands.
To make a long-term content strategy work, stop thinking about content as an asset or a single publication. Instead, focus on creating a content universe in which post number one is better than the others because post number five exists, and post number six is good because post number one exists. Attract bright, charismatic experts and try to generate truly original, exclusive information, and if this is not possible, think about the form of delivery. Perhaps the audience in your niche is tired of monotony, has a specific information deficit in a particular area, or needs deeper expertise on the issue.
A great metaphor for the concept of a universe of content is the Marvel Cinematic Universe. If you saw the first Iron Man movie, which came out in 2008, you might remember it as a great movie. If you were asked to name the other 2008 movies that competed with Iron Man, you might be able to name one or two, but you’d probably remember none. The reason you remember Iron Man is because it was the “first planet” in a mapped universe that spanned 10 years of American filmmaking. Marvel has strategically designed a collection of movies where each movie kicks off a wave of attention for all the other pieces of content. Thor is better because Iron Man exists, and the first Iron Man is a classic because Thor exists.
In the past, your content strategy might have been to america cell phone number list entertain, provide value, and inspire users on as many platforms as possible. That’s no longer the case. Brands need to develop audience loyalty to the content they generate.
It’s no longer enough to just grab someone’s attention for 5 minutes with your “10 Best Ways to…” post. Your content needs to hold your audience’s attention and make them spend time reading it.
Think of your content strategy as a communications strategy. It’s important to communicate consistently with your target audience across multiple channels to attract potential customers and differentiate yourself from the many competing brands.
To make a long-term content strategy work, stop thinking about content as an asset or a single publication. Instead, focus on creating a content universe in which post number one is better than the others because post number five exists, and post number six is good because post number one exists. Attract bright, charismatic experts and try to generate truly original, exclusive information, and if this is not possible, think about the form of delivery. Perhaps the audience in your niche is tired of monotony, has a specific information deficit in a particular area, or needs deeper expertise on the issue.
A great metaphor for the concept of a universe of content is the Marvel Cinematic Universe. If you saw the first Iron Man movie, which came out in 2008, you might remember it as a great movie. If you were asked to name the other 2008 movies that competed with Iron Man, you might be able to name one or two, but you’d probably remember none. The reason you remember Iron Man is because it was the “first planet” in a mapped universe that spanned 10 years of American filmmaking. Marvel has strategically designed a collection of movies where each movie kicks off a wave of attention for all the other pieces of content. Thor is better because Iron Man exists, and the first Iron Man is a classic because Thor exists.