Content has gotten such a negative connotation over the years. Before, it was simply the label used by creators to signify what they have made. However, modern marketing has slowly but surely twisted the term. Modern “content” emphasizes the importance of the corporate machine instead of focusing on its actual quality.
Today, we will be discussing why modern marketing is the way it currently is, and what your content strategy should be in the face of it. From unpacking the deceptive nature of social media to effective content planning, let’s dive into what it means to be an ethical marketer.
The overload of digital media
The internet brims with information. Every second, countless bytes of content get uploaded. Audiences today swim in a sea of data, articles, videos, and advertisements. The overload not only overwhelms users but also makes it difficult for content creators to stand out.
It’s not even “too much of a good” or “too much of a bad” at this point. There is, quite simply, too much of everything out there. Marketing may have more tools than it has ever had, but there’s also more competition than ever before. This has led many marketers to use more questionable means of obtaining leads.
The emergence of dark patterns (and why it’s bad)
These “dark patterns” are deceptive marketing techniques that websites and apps implement to make users take actions they didn’t originally want to. An example you’ve probably seen dozens of programs use before is when they try and package other programs upon installation.
There are bright colours to distract you from the very hidden “No thanks” button, and if they’re feeling bold, the box to install those programs is prepped already. How convenient for the business owners, right? While it “works” in the sense that those programs do get installed, people quickly realize these programs are just a leech on computer resources, and swiftly uninstall them.
Another more concerning “dark pattern” is “Privacy Zuckering”. This is typically used by social media, particularly Facebook, to obtain more information from their users than they would actually want to share. Little things like asking for your street name and secondary phone numbers, even when it’s unnecessary.
California even put the Consumer Privacy Act into effect to limit the proliferation of this practice. There are dozens more examples that could be talked about, but the short version is this. Marketers have lost their way, and instead of seeking ways to make leads happy, they use predatory tactics to get what they want by force.
The importance of personal relationships with clients
In today’s cynical era of algorithms, personal interactions are worth their weight in digital gold. A genuine relationship ensures not just brand loyalty but also invaluable feedback. It turns clients into brand ambassadors who willingly share and promote your content. Not because they were tricked into it by some draconian scheme, but because they genuinely care about your business and want to see it grow.
Personal relationships can still be built in the online space After all, almost everybody sees the ad before the business itself. Through trust and care, you can turn any lead into a lifelong customer. That said, you need to hook them in first, and that’s where content comes in.
Step-by-step guide to content planning
Here’s a brief but thorough guide on how to make your content personal while still standing out.
1. Goal Setting
Before anything else, clarify the content’s purpose. Is it to inform, entertain, sell, or engage? Setting clear objectives forms the foundation of effective content planning. Too many businesses make content solely because they think they have to. Don’t be directionless, set a goal and stick to it.
2.Know Your Audience
Delve deep into the demographics, interests, and behavior of the target audience. It shapes the tone, format, and distribution channels of the content. No matter how good your content is, it will fall on deaf ears if you market to the wrong demographic. For example, if you are a
3. Review Your Content
Evaluate current content offerings. Identify gaps, outdated information, or underperforming pieces. This lets you focus on what works and put what doesn’t back on the drawing board fast.
4. Plan Your Schedule
Organize content topics and decide on their publication dates. Spread out different types of content to maintain variety and keep the audience engaged. Remember, consistency is key, so if viewers expect a Monday upload, always have something up on Monday.
5. Smart Promotion
After publishing, focus on distribution. Utilize SEO, email marketing, and search engine optimization to maximize reach. The best content in the world targeted to the right people won’t be seen unless you make sure it’s seen.
6. Track Success
Regularly check the performance of the content. Monitor metrics like engagement rate, click-through rate, and conversion rate. Such insights guide future content strategies.
7. Keep Adapting
The digital landscape continuously evolves. Adjust and refine the content strategy based on performance data and changing audience preferences.
Final Thoughts
Personal relationships might seem difficult in this day and age, but they are still possible. Don’t get lost in the sauce of marketers who have lost faith in their businesses or leads. Focus on the fundamentals of ethical marketing, and treat your customers with respect. Curate your content to genuinely enhance their lives. This puts you on the path to success in today’s hectic world.
