A colleague once asked me to come up with a simple formula for success in online content marketing. After pondering the question for far too long, I came up with this response: Write as yourself. Write for your audience.
Achieving success in online content marketing is all about finding the balance between authenticity and relevance. The key is to use an authentic brand voice to create content that is relevant to those consumers of your products/services. It’s a delicate balance; a dance, if you will. Finding the equilibrium between writing authentically and producing content that is relevant to your target audience is often easier said than done. However, when you’re able to find the sweet spot between brand authenticity and consumer relevance, you’re in the online content marketing zone, creating what I like to call purpose-driven content…
