Unless it’s Your Profession

If you ask anyone, I am the queen of DIY. If there’s a way to do it myself I will in almost every instance. The one exception to this rule is where things really are best left to the professionals, like painting the Mona Lisa. What does the Mona Lisa have to do with exceptional content marketing? Well, let me explain.

I tried art class in High School, I threw myself into art wholeheartedly, believing that if I put enough effort into it, I would succeed. Sadly, that was not the case and after a grueling year the art teacher finally pulled me aside and suggested I try drama instead.

Creating content is an art form in and of itself. One that not everyone can do, despite willingness and enthusiasm. It’s easy to go the DIY approach, and with content marketing tools on the rise, like Canva, Infogram and Piktochart, suddenly everyone can be a designer. But just because you can do something, doesn’t always mean you should. 

It can be really tempting to save some money and DIY your content marketing, but there are a few things you need to ask yourself first:

Do you know the difference between average content, great content and just plain bad content?

Can you tell great design from good design or bad design?

Do you know what content the people you want to reach will best respond to?

Are you aware of what’s being talked about in social spaces and digitally, trending # and negative associations with #?

Can you spot a mistaken comma or misspelt word from a mile away?

If you answered no to a single one of these questions, perhaps it’s time to step away from the content.

Content creation is like baking a designer cake, if you are wrong with even one step, the whole cake’s going to end up on the floor. That’s why it takes a team to make sure your content is king.

When you’re making exceptional content, you start with the right information. Content will never standout if you use a spray and pray approach, trying to reach the largest volume of people with you’re trying to say. Rather know your audience, who they are, what they want and what they care about.

Once you have that information your wordsmiths can craft a multi-message campaign that is targeted to the right audience. If you have more than one target audience, then you could look at crafting a message per audience, ensuring the people who interact with targeted content feel like they are being spoken to, directly.

The next step is passing that content to editors who eat grammar for breakfast, they know their adverbs from their adjectives, and ensure that there are no errors or mixed messages. We’ve all seen content with errors and have that cringe moment, asking ourselves, “How did they miss that error?” Once the foundation is solid it’s over to design, where visual artists ensure that your copy pops by making it stand out from all the clutter online, for the right reasons. Visual content is at the forefront of marketing and where content is going. If your visuals are not exceptional, your content will fall flat. Graphic designers are the painters of the digital environment, ensuring your visuals tell the same story as your content.

Some people think that’s the end of the journey, but in reality, it’s just the beginning. Once your content is ready to go, it’s up to social and pay-per-click targeting specialists to do their magic and get your content out into the hands of the right audience, depending on what success means to you. Do you want people to simply like your content? Or would you have them comment and share? Perhaps your goal is to ask them to fill out a form for more information?

So, unless you would let your really enthusiastic intern fix your luxury car, don’t let bad DIY content make your brand fail online. Let the experts do what they do best and create the secret sauce that keeps your brand growing online, in-store while ensuring new consumers find you all the time.

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