Long gone are the days when consumers waited patiently for advertising to reach them. The modern consumer seeks out information with the verve of an academic, and the instinct of an apex predator.
One of the most successful ways to appeal to this new kind of consumer is content marketing. In content marketing, the encounter with the consumer isn’t passive or fleeting. If they see value, they will keep coming back for more, even contributing themselves, if possible. User-generated content (UGC) can be a huge driving force behind a business.
Some of the world’s largest companies subtly direct their most-engaged consumers toward UGC. More about that later.
This high level of interaction is the reason why content marketing leads to compounding returns. The higher the quality, the more attention it will generate over time.
With that in mind, here are three strategies for crafting content that will engage consumers and stand the test of time:
1. 365 tomorrows.
We’ve all heard the quote about skating toward where the hockey puck is going, not where it’s been. But cliches don’t get to be cliches without having some truth to them.
In our increasingly complex world, it’s impossible for a consumer to be 100 percent informed, no matter how much research they do. It’s the job of the content marketer to create content that anticipates the needs of tomorrow.
For example, instead of another article on the convenience of home appliances connected to the internet, a content marketer might focus on the robust cybersecurity of the product.
Not only does this enable content to stand out from the herd, but it sets the consumer’s attention on a path they might not have considered before, a path dictated by your business.
An immediate way to quantify whether or not you’ve found a new vein of interest is by studying how much reaction there is to your content, whether through comments on the article or on social media, or through the subsequent appearance of similar material from competitors.
2. Say goodbye to bias.
Consumers are more wary of clickbait and fake news than ever before. The bias and lack of objectivity present in a lot of content can raise immediate red flags. It can even sour a consumer on a business permanently. That’s why it’s so important to build trust right away with an even-handed approach.
One area where there’s a full-throated demand for objective, thoroughly-researched content is finance. The situation is so dire, in fact, that the SEC has begun a widespread crackdown on journalists who accept payment in exchange for writing bogus investment articles for financial websites.
An effective antidote to this kind of ‘pay-to-play’ bias is to reward consumers for generating objective content themselves. One company using this approach is Pareto Network, a fintech company selling its product via an ICO (initial coin offering, of the SEC compliant variety).
The Pareto network rewards users who provide financial information which benefits others. The more objective, profitable, and helpful the information, the greater the reward for the provider, leading to a virtuous circle.
In other words, self-interest will get you nowhere. Networks like these represent a paradigm shift. Content becomes a commodity in itself, traded between users, with value tied to how beneficial it is to buyer and seller alike.
3. Rich soil grows evergreen.
Empathize with your audience. Anticipate how they’ll be viewing your content, and make sure it reads just as well on the smallest smartphone screen as it does on the largest monitor. Avoid spammy language at all costs. Observe the golden rule – don’t do anything you wouldn’t find interesting yourself.
If you succeed in generating content that stands the test of time, you’ll see your returns increase for months, or even years to come. This is known as ‘evergreen’ content, and as Google continues to update its search algorithm to favor quality, information-rich material, such content will continue to hold a place of privilege in the rankings.
Starbucks and Apple understand the importance of owning evergreen user-generated content. Whether you draw on a white cup or shoot something amazing on iPhone, these brands offer gift cards and prizes in exchange for the rights to the content. The consumer is happy, the brand stays authentic and can ditch their advertising firm in favor of crowdsourcing.
Or, in the case of Apple, keep all advertising in-house.
Whether the consumer is seeking out high quality content, or has a hand in creating it themselves, one thing is clear: Knowledge is power. People want to make informed decisions that will improve their lives and the lives of others. Thanks to the internet, everyone is a truth-seeker. Harness this energy, and your return will be rich indeed.
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.