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Why Creating Epic Content May Not Do You Any Good

Are you creating epic content?

If you are, how do you know? And if you aren’t, why?

What does EPIC content even mean anymore?!

For me, there are three things I put at the forefront of creating epic content  — and guess what, even then they’re only the tippy top of the content marketing iceberg.

why-creating-epic-content-may-not-do-you-any-good

Why Creating Epic Content Is Easy (And Hard)

Do you find yourself sitting in front of the computer screen trying to figure out what to say on your

  • Website
  • Blog
  • Social media channels
  • Sales brochures

and on and on? You are not alone. That’s the hard part.

One of the number one things we hear as an online marketing company (besides, “I don’t have the time”) is “I don’t have anything to write about.”

YES. YOU. DO.

Here’s how …

  1. First, I want you to banish epic from your vocabulary. Epic is a marketing term. It’s soooooo 2014. Epic is in the eye of the beholder, anyhow, and the only person you need to impress are potential customers.
  2. Second, I want you to throw aside your own agenda. That means your brand story, your marketing, your business goals, or your hidden agenda.
  3. Last, I want you to focus on the customer you’re trying to snag TODAY. For example, we serve many clients with many needs, but for today I’m focusing on clients who need help with creating epic content.

You with me?

Here’s a little mantra I picked up in one of my networking groups, use it when you’re creating content.

My name is [insert name].

I’m with [company name] and we provide [industry or market].

A good referral for me today is someone who … [insert the customer you’re focusing on today].

And you’d know them because they’re saying/looking for/doing [insert your focus customer’s problems, needs, and desires].

Did you catch it? The easy part of creating epic content?

It’s not just focusing on your customers, but their problems, needs, and desires.

Creating Epic Content Your Audience Cares About

Ah ha. Now we’re getting somewhere.

[bctt tweet=”Creating content your audience cares about comes down to problems, needs, and desires.”]

1. Solve A Problem  

When Alex and I decided to move from NYC to New Jersey it became obvious that I needed a car.

In that regard, selling me a car would be easy. As a car salesman, you’d be solving my problem.

But the problem with solving problems is that they’re rarely that easy.

Knowing your customers’ problems is an excellent start, but using them to dive deeper is much smarter.

2. Fill A Need Or Want

Using the same scenario, if you’re a car salesman knowing that I need a car isn’t enough.

Take it a step further. I need a car, but I want a luxury car. I want to drive a BMW.

Since needs and wants drive us to do different things, it’s critical to understand the difference between your customers’ needs and wants.

And knowing what someone really wants brings us to the final step.

3. Create Desire 

Do I need a BMW? No. I want one.

I desire one based on a multitude of things:

  • Pleasure / Reward
  • Status
  • Power
  • Prestige

If I were a salesperson creating epic content for a person wanting a BMW, I wouldn’t start my copy with, “So you need a car …”

I’m selling the experience of driving a German-made luxury automobile.

It’s fast, it’s fun, it’s sporty, it’s good looking, it’s going to make you look like one really cool chick.

[bctt tweet=”Using these three easy copywriting rules will help you create content your audience cares about.”]

Desires go beyond the mundane. They play to psychographics.

creating-epic-content-infographic

Put It To The Test

Go back through your most recent copy, whether it’s for your website, emails, blog, or social channels.

Does it:

  1. Solve a problem?
  2. Fill a need or want?
  3. Create desire?

Creating epic content isn’t where it’s at.

Creating content that is at the core of what your audience desires is a really good place to start — especially when it comes to converting leads.

Take these concepts and apply them to your content marketing strategy and keep them in mind when you’re developing your audience.

Have any tricks you’d like to add when it comes to creating copy customers care about? Let us know in the comments section below!

 


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Brooke B. Sellas is the in-the-trenches Founder & CEO of @HelloBSquared, an award-winning social media, advertising, and customer care agency. She's also the Co-host of The Marketing Companion podcast with Mark Schaefer, where they discuss jaw-dropping marketing trends. Brooke's marketing mantra is “Think Conversation, Not Campaign” so be sure to give her a shout!
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4 Comments. Leave new

  • Avatar
    Mark Salke (@marksalke)
    July 15, 2015 11:37 AM

    So Brooke, what kind of car DID you buy?

    Reply
    • I went with the X3 (BMW), Mark! I’m not sure if it hits all of those bullet points or makes me “one cool chick” but it drives like a dream so I am ONE HAPPY LADY! 😉

      Reply
  • Sadly, epic has been misused and abused for some time. And not just by marketers. In fact, we’re one of the later waves of abusers.

    Epic, like almost anything else in marketing, relies on the eyes (and mind) of the beholder. What you deem epic, might make me yawn.

    My focus in my writing isn’t always on a solution, though you’re absolutely correct that content that solves a problem is content that is valuable. My content focus is more on bringing issues and ideas to light, often by taking the devil’s advocate role. It works for me and my audience.

    And that’s really what it’s all about. Pleasing myself and my audience. Epic shmepic!

    Reply
    • I’m with you, Mallie. I said, “epic” is in the eye of the beholder and I stand by that 1000%. As long as your content is moving, getting the conversation started, and/or putting leads through your funnel you’re on the right path. It will be interesting to see where the content game goes over the next few months and years. It’s rough out there!

      Reply

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