Narrative and
story-telling make the content compelling!
No, this blog post is not about marketing Kennel service, rather it is about drawing the attention of the reader! |
Effective content marketing is
dependent clearly on the skills of five different experts,
namely, ICT experts, Language experts, and Engineering experts or the
manufacturers themselves, the legal expert and last but not least, the legal
expert. Companies that do not have all four experts on board
will fail to have an effective marketing strategy. An example of what
happens when you don’t have a legal expert on your team is brought out in the
example of how few advertisements have been accused of gender
discrimination, objectification of women, and the mistake of making false
claims. One of these ascribes to the claim that using a specific deodorant
would attract the opposite sex! I would like to add here
that advertisements are very much an integral part of content
marketing!
Nor is it the intention of the writer of this blogpost to market electronic components! |
I run a blog, that you are
reading right now, and yes, I would like to boost my SEO ratings, and get an
Alexa rank too! I have been advised to use a lot of gimmicks such as memes,
graphics, hash tags, info graphics and what not! It would not be wrong to
state that all, if not few bloggers, writers and journalists to name a few are,
in their own rights, content marketers and that makes me one too!
Unfortunately, I am not very good at designing images and graphics but believe
that narrative is what comes more naturally to me!
Graphics can be compelling to the eyes, but then this is neither about selling chairs! |
However, it takes more than
gadgets and the so called balance between text and graphics to make content
marketable. A lot of content that I see on websites and in printed formats is
attractive. It is presented in such a way that your eye is drawn to it, whether
it is because of that alluring model in the foreground, (actually competing
with the product itself) or the pleasing graphics, or perhaps even the colour
scheme itself. In many cases however, when the targeted customer looks deeper
into the matter, he or she is left with more questions and queries about the product. What
makes matters worse is that if the target audience is a discerning and educated
one, then grammatical errors, flaws in expression and those niggling spelling
errors that stand out like a sore thumb in an otherwise well
organised content will become great stumbling blocks for the firm
that is marketing the product.
It is all about gold, isn't it? |
For the discerning and well
informed target audience it is what lies deeper in the content that matters. I
guess they are more likely to read between the lines and even go through the
fine print rather than go through the pleasing graphics and colour scheme of
the content that might please a few but not satisfy the curiosity of many! The
flaws in narrative and written content will damage the efficacy of a well-designed
web post, or even a travel brochure, leading to a dip in trustworthiness
and even sales of the end product.’'-*
No I am not marketing Orbeez balls in any case! |
This brings us back to the
question of what Content Marketing is. To answer this question I would
like to take the liberty of quoting Stewart Schley, “Content
marketing aims to attract and persuade business customers by presenting them
with interesting information in the forms of articles, blog posts, papers,
videos and podcasts that engage audiences, generate favourable impressions and
ultimately support buying decisions.”-How to put more (and better) content
into content marketing What will draw the eye of the reader is
the eye-catching graphics but what will sustain the interest of the target
audience is the “interesting information” that is provided in the content. To
make the information interesting, there should be a narrative, and to make the
narrative compelling, we need to have a story. What makes the story compelling
is the flow of narrative and what make the flow of ideas smooth is the quality
of syntax and semantics!
Content marketing needs to cater to a discerning audience. |
This brings me to the argument,
therefore, that writing of content material for advertising a product should be
delegated to language experts and not technicians or experts in other fields
though I don’t suggest in any way that they are incapable of supplying
information on the product! Experts in languages can therefore
celebrate the fact that Content Marketing can be a viable profession for
them besides teaching languages and working as translators or transcribers!
Content writing for content marketing purposes depends mainly on narrative and
the ability to tell a story. Strangely enough, it does not require a very long
narrative to tell a story, and often, some of the best stories are conveyed in
the shortest number of words.
It is not my intention to let you linger on this picture of Orbeez balls but to let you continue with the narrative! |
At the beginning of this article,
I talked about how content marketing depends on five different fields of
expertise which include ICT skills, Language skills, Legalese, knowledge about
Psychology, and Technical expertise (about the product), however it
is possible to train a single person in at least three or more fields. A
language expert can be trained in Law, and Psychology, while the ICT expert and
the technical expert can be maintained as independent experts. What this means
effectively is that when you combine the skills of a good story-teller with
those of proficiency in legalese, and a sound knowledge of Psychiatry, then you
get a good content developer. The art of story-telling is something that few
content developers really focus on. Nothing can beat the effectiveness of a
good story that has a hook in the beginning and a suitable conclusion at the
end! This reminds me about how effective some “Testimonies” are in prayer meetings. Induction events involving new
appointees, or in some cases even prospective employees in some organisations
are built around narratives and stories extolling the transformational impact
of a particular faith or even the cultural ethos of an organisation. “Testimonies”
and induction ceremonies entail exhaustive content development
strategies and planning. They are examples of effective content marketing,
examples from which a lot can be learnt.
I guess, I made a point, didn't I? |
*How to put more (and better) content into
content marketing
Stewart Schley https://medium.com/@stewartschley/how-to-put-more-and-better-content-into-content-marketing-bf3be92303d#.tw3ctwd1m
Content marketing training is essential for anyone looking to build a successful content marketing strategy.
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