Here’s a quick question, what kinds of content do you like to consume?
Do you like ‘How To’ type articles or are you more of a news buff? Do interviews do it for you or would you rather see reviews? Short vs. long. Print vs. web. Video vs. audio. Case studies vs. editorial.
When we create content as part of our marketing efforts, we have to make choices about style, format and err, content. How we answer those questions will have a huge impact on how effective our content is in achieving our marketing goals.
So how do you decide?
Probably the smartest option is to ask our customers and prospects. A second option might be to create content that we would like to read, view or listen to ourselves.
The worst option is to create content in a particular format, simply because it’s what everyone else is doing. In fact, presenting your content in a new format can help attract a new audience or make it easier to connect with your existing customers and prospects.
Would Wine Library TV be as popular if it were Wine Library Newsletter? Probably not.
You may not always make the right choice but it should be a decision based on some level of consideration. In other words, ask yourself:
- Why That Topic?
- Why That Style? and
- What That Format?
If you haven’t got a good answer you need to give it some more thought.
