There seems to be a lot of pressure for content creators — corporate or individual — to also be content leaders and trendsetters. Not only are you responsible for constantly producing rich articles, social media content and blog content, but you also have to anticipate your audience’s interests. You must be bigger, better, faster, stronger! It’s enough to drive any marketer crazy.
Before you get sucked into this mindset, take a step back and realize the reality of the situation. While you should not simply regurgitate other content that’s out there, you also don’t need to be 100 percent original with every single idea you put forth in your content. By commenting on current trends or other concepts developed by industry players, you can put your own twist on ideas that didn’t necessarily originate with you.
Related: Being your own content publisher
Your first goal when engaging in blog content writing shouldn’t be the content itself at all. Rather, your focus should be on your audience. Your audience may change over time, along with your branding and key messages, and so you should constantly reevaluate your readers and any feedback they give you. Find out exactly what your readers want, and it will become much easier to develop content that meets their needs.
There’s a lot of value in being a “thought leader” in your field, but that doesn’t have to be the primary goal of your blog content. If you’re not a thought leader at the moment, at least know who those leaders are. These content providers have a solid understanding of their audiences’ needs and preferences, as well as the latest trends or breakthroughs in your industry. You should regularly read the blogs, white papers and other content these leaders offer, as you’ll find that you can comment on the ideas they present in your own content.
It’s also important to realize that markets interact, and your articles, white papers and blog content should focus solely on your industry. If you’re in real estate, you should also keep an eye on all fields that could possibly be related to your profession, including financial markets, employment trends, education and state and local regulations. All of these issues might impact your customers, giving you an opportunity to offer engaging, informative content. Think outside the box when it comes to your copywriting.
If you keep these factors in mind, you’ll stay focused on your messaging strategy and continue to offer your audience content that’s both interesting and informative. And as you establish your presence as a credible resource for information, you’ll advance your ultimate goal of becoming a true industry thought leader.