Want better Results? Start thinking about content as a product.

The best way to get better results from your content is to start thinking of it as a product. Instead of thinking of your marketing content as something that you churn out over time, instead think of it as an exciting event and that can add value to your audience.

How does this change things?

First, think about the way in which you might normally approach your content. You probably write several hundred words each time, churn it out in a few hours with some keyword optimization, then publish it and share it.

Instead, I want you to take a little more time and be more intentional about the entire process.

First, you want to start by generating a buzz and some excitement around your content. That means that in your email marketing campaigns, videos and social media pages you can start to mention the content you’re working on. This is something that a company will often do with a new product but that you rarely see when it comes to content. This will get your audience ready for the content that is coming, and it will make it seem much more important and exciting if it is worthy of buzz!

In product marketing, we tend to think a lot about the packaging and the name. In this case, packaging is similar to the design of your page, the way you lay out your writing and any images that you choose to add. If you take more time and care in the presentation of your content, then it will leap off the page and it will seem much higher value. Your audience will feel they are reading something more exciting and , they will be more likely to be engaged. This will also help you to build trust and credibility with your audience.

The ‘name’ of your product in this case is going to be the title or hook. This should be something that conveys value and your Unique Selling Point or USP. Your USP is the thing that sets a product apart from the crowd and that ensures it has value. This is just important when it comes to content marketing. If there’s nothing unique about your content, then you aren’t giving your visitors any reason to read it and you will greatly decrease the potential value.

Think about it: gold is valuable because it is rare. If we were to discover huge reserves of gold, then all gold would go down in value.

Articles on ‘how to get abs’ aren’t all that valuable because the reader can get them anywhere. Articles on a specific and lesser-known technique for weight loss such as cardio-acceleration are not as common , which makes it more valuable.

You need to convey this unique selling point in your content and you need to make sure that your audience knows what your content can do for them. Speak to their pain points. Really highlight the ‘value proposition’ and the emotional hook.

Finally, you are also going to approach the way you market your content in a similar way in which you would market a product. Promote the content you create by sharing it across multiple platforms, from social media to blog posts and adding value to online groups.

Content marketing can take your company to new levels, but first you need to change the way you view content. When done correctly, it can help you build an engaging audience who will be excited to do business with you.