Your Content Marketing Could Use Some Cheese Sauce via @scalablesocial http://scalablesocialmedia.com/2015/01/content-marketing-makeover/

Your Content Marketing Could Use Some Cheese Sauce

Your Content Marketing Could Use Some Cheese Sauce via @scalablesocial http://scalablesocialmedia.com/2015/01/content-marketing-makeover/It is the rare child who begins their solid food adventures craving broccoli, despite the fact that it’s full of fiber, vitamins and even a good amount of protein – all things our bodies SHOULD be crying out to consume. Truth is, we seek out what tastes good, no matter the impact on our health and waistlines.

PS – Stock image providers – I am suspicious of all your images of children looking overjoyed about broccoli. I believe these may have been staged. 🙂

So, what’s a concerned parent to do? Well, you can try sneaking broccoli in to omelets, casseroles, soups, or covering it in melted cheese – a classic choice. Over time, you’ll likely be able to decrease the ratio of cover food to broccoli until your little ones love eating “baby trees” au naturale. It’s about giving your kids what they want AND what they need. And sometimes it just takes a little parental subterfuge to get to both.

When “Broccoli” is Wrong for Content Marketing

For many companies, the content they create in their blog posts, social updates, webinars and ebooks is raw broccoli –  giving their prospective clients what they need. That’s a good thing, right? We’re all told to be useful – and well we should be. However, just as it’s the rare child who seeks out broccoli at dinner, it’s the rare individual who seeks out what’s really good for him. Instead, we all look for what they think we need, what we want, or what confirms our current view of the world,ourselves, or our business.

Which means we need to give people just that.

Content Marketing ‘Cheese Sauce’

Have you seen skilled marketers publish blog posts or infographics such as “When is the best time to post on social media?” Is this because those smart people think there is one best time to publish, or they think their potential clients need to follow this one-size-fits-all formula? Nope. This, my friends, is content marketing cheese sauce.

Content designed to appeal (pander?) to what a company’s potential customers think they need has a place on every blog. In many cases, that place is front and center. Sprinkled throughout, however, you’ll find tiny, nutritious bits of content broccoli – designed to whet the appetite for the more healthful content the readers actually need. Those who follow the trail will eventually find themselves in a whole new content world – one that challenges their notions of what is best for them. By the time they’re in this spot, they’re developing a taste for what’s good for them, and the cheesy dish they once craved seems like content junk food.

So, as much as it might sting to have to write about the mundane, the passe, and basically anything that makes you feel like you’re selling out, sometimes you just have to suck it up and do it with a smile. Slather on that orange cheese food product until they can’t get enough. 

How to use Content Marketing Cheese Sauce

“But,” I can hear you arguing already, “There are nine billion articles with titles such as The Number One Way to Lose Weight. What could I possibly have to add?” Nothing. You have nothing to add. But, the reason there are nine billion (I counted) articles like that is that people can. not. get. enough.

We (yes, I switched to “we” because, let’s be honest) think that each link we click is going to have THE secret we’ve been missing all this time. It never will. The seemingly inevitable feeling of disappointment, however, is something YOU can help your readers avoid. Give us your number one way to lose weight (which we’ve read 100 times), but then acknowledge that this is nothing new and you understand our frustration. Then, lead us to a piece just a LITTLE more substantial. Always provide an opportunity to contact you – someone who understands and who can help. Try to get readers to sign up for your email list or download something useful so that you can continue to build upon what your readers want (to lose weight) by giving what they need (education and support).

Next Steps

Review your current content library. Is it full of naked broccoli, yellowing and neglected? Could you spice up what you have with some olive oil? Throw some Parmesan on it? Or, maybe you need to create some new cheese soup with just a tiny bit of broccoli in it that leads to your good stuff. If your content marketing strategy could use some help, please share your challenges below, or just schedule a quick content review with me by calling 800.305.9420×1. Just leave your name, email, URL and biggest marketing challenge and I’ll get back to you with a recipe suggestion. Anyone hungry yet? Pass it on. 🙂

Summary

Article Name
Your Content Marketing Needs a Broccoli-Style Makeover
Description
People want what looks and tastes good. How can you help them get to what is good FOR them (and you), instead? The secret is in the sauce. The cheese sauce.
Author

About the Author Alisa Meredith (311 Posts)

As co-owner and chief inbound marketing consultant at Scalable Social Media, Alisa Meredith spends a lot of time keeping up with online marketing trends for the benefit of our customers. Computers have been a passion of hers since her first T1-99, so inbound and social media marketing is a natural fit.

Comments

  1. I actually can force down raw broccoli, but cooked? Not happening. No matter how much cheese sauce covers it. But, I digress.

    This so true. It’s all about balance. We can layer some savvy social media sauce over the healthier content in order to draw the eye and make our points more palatable.

    It is important though, to know when to just give in and admit defeat. To this day I loathe and despise eggs, but ketchup was also ruined for me, as it was my egg cover sauce. We have to be careful not to the same thing when it comes to our content and social sauce.

    Great read, as always, Alisa.

    • Alisa Meredith

      Really, Mallie? I’m exactly the opposite. Raw goes down, but with great effort. Cooked and I could eat it all day. Preferably with parmesan, olive oil, red pepper and garlic. Lot of garlic. Getting hungry.

      Yes, why didn’t I use the word “palatable” in this post? Grrr…. Yep, we all have our limits. For instance, I vow here and now to NEVER write about the “best” times to post on social media. Just can.not do it. Also, I’m very sorry you lost ketchup. 🙁 Hehe.

      Thanks for stopping by! I know you’re busy taking over the podcasting world!

  2. OMGEEEEEEE! I LURVE this! (I’m also a broccoli fanatic ANY way you serve it — preferably without cheese. I also adore eating Brussels sprouts. I know.)

    Wordsmithing is a thing. A real thing. A thing you have done so well here. It’s easy to write about the mundane if you have a wordsmith on hand. I’m totally sharing this everywhere, BTW. 🙂

    • Alisa Meredith

      How did I miss this treat, Brooke!??! Brussels roasted with garlic, olive oil and salt – count me in for lunch!!

      Thank you so much! You’ve made my day, even if I am two weeks late! 🙂

  3. Content marketing is the only way to growth in online businesses now.
    It closed doors to all the black hat shady stuff We used to Do for marketing now.

Leave a Comment

Awesome! You've decided to leave a comment. Please keep in mind that comments are moderated.

Your email address will not be published. Required fields are marked *

XHTML: You can use these tags: