Content Marketing : Providing Useful Solutions
Your job as a thought leader is to pinpoint problems and offer time saving or money saving solutions. Around that core dimension you can add a wide variety of elements to your storytelling. Bloggers who don’t offer solutions tend to get discarded into the space of forgettable internet history, which is by no means a lonely place. There are more blogs that fail than succeed, but the winners are the ones who make life better for others.
Challenging Common Thought
One way to enter the realm of online problem solving through blogging is to analyze current market conditions and evaluate trends with the intent to be critical of the ones that don’t really matter. If you study the music industry you’ll find that many trends have been nothing more than well executed marketing schemes. Certain genres or artists have remained a continuum through multiple generations, such as the Beatles, whereas certain trends have had short life cycles before burning out.
Figure out the difference in your field between long term mainstays and short term trends. Don’t be afraid to criticize short term trends because it can help build your track record in the long run. Embrace established order that you probably can’t change and pick apart the quick rise and fall schemes that are fragile and aren’t worth defending, especially if they add up to big expenses over time. Consider how the SEO schemes of a decade ago are now outdated and could have been costly for followers who latched onto them. You can demonstrate thought leadership by helping readers learn to see through popular myths.
Every business or industry has limitations, which many times are swept under the mat. Businesses tend to hide their problems from public view for branding reasons. You don’t necessarily have to single out any competitors, but you can gain an advantage in your content marketing by developing a list of customer “pain points,” which are any scenarios that create uncomfortable problems for consumers regarding products or services.
Even if you do not have readily available solutions to specific problems, take note of them anyway. Create a list of pain points as long as possible because every single one of them can be turned into a compelling blog at some point. Rank the pain points by severity and by your ability to resolve them at least through ideas. You many not have the resources to develop product solutions, but that doesn’t have to stop you from establishing yourself as a thought leader. Eventually you may come across partners who can help create such products.
Content marketing at its best is about offering useful solutions that improve an industry and consumer experiences. Your ability to provide solutions in your blogs can be enhanced through inspiration and brainstorming. Inspiration can come from art, movies, music, books, sports or other areas of pop culture. Solutions do not always come from the top geniuses on the planet. Many times they surface as a result of group discussions or ideas triggered during a game or activity.
Solutions are powerful topics in your blogs because not only can they win the loyalty of online customers, they can also get the attention of possible business partners or even the media. Newspapers and TV news reporters crave covering new ideas and inventions, because it helps build their own images as thought leaders. Search engines are waiting to rank web pages, especially blogs, that provide answers that their users are searching for.
Take the lead in content marketing by offering blogs that speed up people’s quest for resolving difficult matters.
Ian Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.
OTR Web is a Value Added Partner with HubSpot.
For all your Inbound Marketing and Website requirements Contact OTR Web.