Content. Content. Content. It probably feels like the only thing your marketing team or ad agency continues to stress, both for thought leadership and generating SEO value. While the constant reminders might feel like a nuisance, there’s simply no doubt that content creation – whether organic social media, video, or blogs — are among the strongest avenues for executing differentiated marketing strategies. And if you’ve read one of our most recent articles “From Keywords to Prompts – Developing Content for AI,” you’re also aware how AI search trends are driving an even greater need for authentic content creation.
We understand the idea of putting pen to paper (even metaphorically) can be daunting. That’s why we’re sharing some important tips for developing content that will drive success in your differentiated marketing strategies.
“Why can’t I generate content with AI?”
For those of us in content marketing, this question has become a regular inquiry from clients and prospects alike – and for fair reasons. AI technology is continually heralded as the future, the driving innovation that will make society more efficient and productive. Naturally, it only makes sense that many brands would assume these programs can (and should) tackle more time-consuming tasks like content creation.
You can use AI platforms to generate written content according to the technical standards required for curating SEO value, including keyword insertions or meeting specific word counts. Despite the instant gratification of a blog (seemingly) completed, it’s important to recognize the consequences of AI-generated content and how it undermines the effects of differentiated marketing strategies.
An AI platform can not create 100% original, authentic, and creative content. When utilized to write content, it pulls information and content from existing sources and refashions it according to your prompt. Given the blog contains duplicate content, engines such as Google will flag it as spam content, completely neutralizing your attempt to build SEO value for your brand.
These counteractive measures are a reminder that content isn’t valuable for content’s sake. Instead, it’s about using our faculties to communicate and share information in a meaningful way, an essential focus when executing differentiated marketing strategies. Google, as well as other search engines, trains its algorithms to prioritize quality content, which necessitates writing that is noticeably original and unique.
So, while using AI can seem like an easy choice for a busy team, the reality proves to be more harmful than good.
Establishing Thought Leadership and Long-Term Brand Awareness
Aside from SEO value, content creation is invaluable in positioning brands as thought leaders within their specific industries. From customer newsletters to blog posts, every piece of content presents an opportunity to display your expertise and brand difference. Though the same might be true of other marketing and advertising tactics, especially when partnering with a positioning ad agency for differentiated marketing strategies, content creation allows you to become a valuable resource while promoting your brand in a more subtle manner than traditional avenues. For some consumers, this educational tone can resonate more easily and instill trust in the information shared.
Becoming a go-to resource for consumers demands several other factors for differentiated content marketing to develop long-term brand awareness, namely consistency. Reputable voices and sources are constantly engaged in the relevant topics of the day. A regular stream of content operates as a continuous demonstration of your expertise as well as your attentiveness to industry trends and consumer conversations. It also informs your audience that they can expect regular content to their burning questions.
In terms of long-term brand awareness though, consistency also keeps your brand top of mind, both through search engine visibility as well as regular content distribution methods. With each post, email, and blog, you are actively participating in the repetition of your brand difference across your industry landscapes.
Writing that Captures the Goals of Differentiated Marketing Strategies
We’ve elaborated on the importance of content marketing, but now it’s time to greet the blank page before you. If your mind is already seizing with the beginnings of writer’s block – even before inking those first few words – don’t panic. We’ve outlined some of the key objectives to prioritize when writing content that meets the goals of your differentiated marketing strategies, bringing direction to the writing process for more powerful results.
As America’s #1 positioning ad agency, we believe the first step in writing differentiated content requires attention to differentiated branding. Before diving straight into your piece, take a moment to consider the ways your position interacts with the topic at hand. How does it solve a common industry challenge? How does your innovative edge or particular technique deliver a stronger service? In a nutshell, what makes your brand different from the competition and why should consumers think of you first rather than your competitors?
In practice, these nods to a brand's position may look like a blog explaining the benefits of composite decking compared to traditional wood structures by a region’s leading craftsmen in home exterior projects. Other instances may include a packaging company exploring the latest in sustainable packaging selections as a demonstration of its comprehensive, all-in-one services. No matter the industry or audience type, effective written content should carry a distinct emphasis on your brand position’s importance within a specific marketplace.
At the same time though, it’s important to realize that written content is not another platform for a sales pitch. It’s an opportunity to be a helpful resource consumers can trust – without giving them the feeling there are “strings attached” or waiting for the pending sales spiel.
One of the critical reminders we often tell clients is avoiding overly promotional and sales-style language. The beauty of written content in differentiated marketing strategies is its conversational and informative tone. Getting caught up in “selling” a product or service will immediately leave readers closing out of your website and heading to the next best source for their questions and concerns.
Instead of hitting on your best sales points or regurgitating existing content through AI chat queries, consider that open blank page the perfect opportunity to dramatize your brand’s unique voice. Allow a culmination of your position, brand identity, and industry expertise to naturally answer the questions at hand, and before you know it, you’ll find yourself looking at a complete dialogue of written content that fulfills the necessary requirements of differentiated marketing strategies.
Still nervous to take that first stab? Then consider partnering with a full-service content marketing agency like Innis Maggiore. Our comprehensive services, all backed by the power of positioning, ensure your written content not only meets SEO standards, but adopts appropriate and differentiated branding that leads to stronger audience engagement and overall awareness. Contact us today to start your first draft of your content marketing strategy.