Want to create better marketing content? The key is to stop looking for perfection.
When you’re creating content to promote a brand and deliver value to potential customers, seeking perfection is a very dangerous trap. Why? Because you end up walking to a dead end. Thus, the best marketing content is those that you launch by privileging speed over perfectionism.
Perfectionism is a notion that comes from psychology and involves thinking that perfection must be achieved,that is, to achieve a goal as defined. But is it possible to achieve perfection?
Finding perfection hinders your content strategy
The perfect is the enemy of the good and this is a truth that applies in everything. Do you think it would be perfect to exercise six days a week, but since you don’t, you abandon your mission to get in shape? It’s best to set a more realistic goal, and if you visit the gym three or four times a week, you’re sure to notice the difference.
The same is true when the goal is to make better and better marketing content better. If you’re a marketer and your dream is to be the author of “the best social media campaign ever,” and all your video productions go viral, it’s time to put your feet on the ground.
As you’ve probably already seen, the digital ecosystem has made marketing times fleeting. What is new today, tomorrow is a nice memory and in two months it will seem that it never existed. Therefore, your priority should be to create as many content as possible for testing and, from there, to define which ones work best.
Use A/B testing to evaluate your marketing content
The great advantage of digital marketing is that everything can be measured. Which blog note had the most views, what e-book generated the most leads, about which Instagram photo was most conversation? Getting those numbers is easy. The tricky thing is to know exactly what element was decisive for those results: the color of the button, the phrase in the call to action, the typography, the length of the note, the character in the image and a wide range of others. Hence the need to perform A/B tests,those that allow to know the effectiveness of each element, because they modify a single variable at a time.
The number of variables involved in digital marketing results is almost infinite. That’s why it’s so important to be agile when updating content. The more content you generate, the more tests you can perform and you’ll have more elements to evaluate the best way to go.
What are the best marketing content?
It is a fact that there is no magic recipe to make the best marketing content. But it is also true that the most successful content is those that arise from a genuine interest in providing useful and valuable information for prospects and customers. To achieve this, we recommend you take the following actions in each of the materials you commission from your content agency:
Know who your audience is
When your brand has different audience types, it’s very important to define which specific audience you want to target in each content. The idea of “killing multiple birds with one stone” always ends up being counterproductive, because when your target audience doesn’t feel identified with the content you offer, it will quickly lose interest in your posts.
Be clear about the purpose of each content
Just as you can’t use content to talk to three different audiences, a common mistake is to pretend that a single piece achieves different goals. Here it is important to consider where in the sales funnel you are: it will never be the same to generate parts to create awareness in your future prospects as to launch content to close the sale.
Measure results and be self-critical
When your priority is to have agility in creating content, it’s much easier to accept the failure of content that looked wonderful in the brief. Use how much measurement tool you have within reach and objectively analyze the results obtained to make future decisions. If you put your ego aside, you’ll see that A/B testing can be extremely fun. Remember: everything is perfectable, because perfection does not exist.
Are you looking to make better marketing content to boost your business? At ICO we can help you; Send us an email to firstname.lastname@example.org