Anyone involved with inbound marketing has heard the terms "content is king" and "quality content." In fact, many would say that both of these terms are overused and even a bit vague. The truth is, there is already a ton of quality content out there; not only that, but there are more than a few differing opinions on what constitutes quality content.
It is safe to say that quality content is informative, well-written and perhaps entertaining. It comes in a variety of mediums, such as text, video and graphics. With so much content floating around out there, and much of it quality, how does yours stand out?
Many businesses and individuals alike are dismayed to find that despite their best efforts at creating quality content, they still aren't getting the traffic and engagement they hoped for. If this sounds familiar to you, you may be wondering where you are going wrong.
In today's overcrowded digital world, it takes more than technical quality or even valuable information to get noticed. It takes something that only you have: your story. Storytelling is one of the most powerful mediums there is. The human brain is hardwired to respond to and remember stories. If you are leaving your story out of your content, it will not matter if it is high-quality or not, it simply may not be remembered. Your audience will skim over it, perhaps take what they need, and forget the rest in just a few seconds.
Maybe, instead of focusing on creating quality content, you should focus on creating memorable content. This goes back to storytelling. People remember stories, and they enjoy a good one. Focusing on telling your unique story and being authentic is one of the best strategies you can use in your content marketing. Your brand's story is what will set you apart from the competition, and it is what people will remember.
Whether on your blog, social media or emails, you should make a regular habit of storytelling. Stories get engagements, spark interest and create relationships. Remember, there is a ton of quality out there. Quality is a no-brainer. When you start focusing on creating memorable content, good things will happen. Of course, you still want to be informative. You still want to come from a place of solving problems, but do not leave yourself out of the equation: be authentic.