Content Marketers: Stop Creating and Start Documenting
by Anja Skrba last updated on 0

Content Marketers: Stop Creating and Start Documenting

In the quest to be heard, it is important to gain your audience’s attention and make sure that you have something of interest to say. This is certainly a mindset that drives content marketers in the modern age, who are constantly striving to target customers through the creation of engaging blog posts, white papers and infographics.

The fact that 61% of customers prefer brands that create custom content also influences the mindset of contemporary marketers, who are inclined to become obsessed with the idea of generating truly innovative narratives while inadvertently compromising on the frequency of their publications and the channels used to distribute content.

Not only can this be detrimental to your brand, but it also ignores the fact that there is a far more simple solution for companies that want to create custom content. But what is this, and how can you put it into action?

Stop creating and start documenting

This solution requires you to change your perspective when creating content, as you document practical experiences and real-time developments within your business rather than attempting to find unique stories or narratives. This enables you to strike the ideal balance between the uniqueness and the frequency of your publications, as you can tap into your brand’s journey and a never-ending stream of potential ideas.

As a result, you can focus on promoting your brand and creating genuine awareness, while speaking authoritatively about something that you have first-hand experience of.

There is also the issue of authenticity, which was the focus of a key 2013 study conducted by the Boston Consulting Group. The results confirmed that customers identified authenticity as one of the top qualities that would attract them to a brand, while audiences are increasingly suspicious of larger corporations and the way in which they utilize content. The notion of documenting an authentic brand journey taps into this, creating a relatable and believable story that customers can buy into.


How can you successfully generate content through documenting?

As you can see, there are obvious benefits to documenting your brand’s journey. In order to capitalize on these, you will need to embrace numerous social media channels while also ensuring that you publish frequently and on a daily basis. Here are some practical steps that will help you to achieve your objectives:


Focus on the attributes, struggles and challenges that define your business

While you may not have to spend as much time brainstorming when documenting your brand and its journey, there is still a need to explore relevant themes and develop a viable content strategy. This ensures that you are able to engage customers over a sustained period of time, while also detailing the characteristics, narratives and challenges that make your brand unique.

Documenting the daily challenges that impact on your business can be particularly effective, as this can help to humanize the brand in the eyes of customers and deliver actionable content that others can learn from. Let’s say that you’re a startup digital marketing brand that is striving to obtain 10,000 Twitter followers, pursuing alternative strategies to achieve this goal.

By documenting your efforts and the experiences of the individuals who are implementing these, you can organically promote your core services while also sharing the type of challenges and aspirations that followers can identify with. The same principle can be applied to product-oriented brands, who can use video to narrate the development of ideas as they brought to life and then to market.

You could achieve a similar aim by encouraging employees to write, record and publish daily diaries for the company blog. The combination of video and text is extremely engaging, while this type of documentation enables you to cover a wider range of commercial challenges and developments. These diary entries can also be used as part of an ongoing and longer-form series of publications, which can help to cultivate loyalty and a genuine interest in the brand.


Aim to produce 5+ pieces of content each day

We have already touched on the importance of frequency, and you and your brand should strive to publish approximately six or seven pieces of meaningful pieces of documented content each day.

This is central to any content marketing campaign, as it is a proactive and consistent approach to publishing that ultimately builds brand awareness, cultivates relationships through thought leadership and successfully converts leads.

It is also important that you use an integrated social platform to share your content, focusing on the behavior of your core users and embracing relatively new platforms such as Snapchat and Instagram.

Aside from your own company blog, these two platforms should as serve as staple publication resources, along with Facebook (and the live streaming channel Facebook Live) and YouTube. Snapchat is particularly relevant due to its unique storytelling feature, which allows you to use images and video to document daily events that occur within your business. Not only does this leverage various elements of rich media, but the fact that narratives are deleted after 24 hours lends a sense of urgency that compels followers to share.

Podcasting is also an exceptional way of documenting the discussions and meetings that take place within your business, both in terms of content and medium. An estimated 4.7 million adults in the UK are thought to have listened to a podcast, and this provides a growing audience for your brand to target.

You can also include niche social media channels depending on your core demographics, as you look to publish content that will resonate with your customers. An estimated 81% of Pinterest users are women, so this is ideal for brands that wish to document their journey and appeal to a largely female audience.


In summary: why documenting can help your brand grow

In the digital age, Millennials have emerged as the single most dominant and influential consumer group. This has helped to underpin the rise of content marketing in recent times, while 62% of Millennials also expect brands to engage them regularly through various social media networks.

This has encouraged many brands to begin an obsessive pursuit of innovative content, which has proved increasingly difficult in an age where social media is saturated with branded copy, videos and images.

This why documentation is such an effective alternative, as it provides truly unique content that can promote your brand organically while sharing a telling insight into the daily events at a thriving business.


stop creating and start documenting your content marketing