With all the digital distractions and SEO hype, creativity became an afterthought to the multitude of marketing-like activities marketers were doing instead of the one thing that mattered most: making emotional connections between businesses and their prospects.<\/p>\n\n\n\n
A Marketer’s Job<\/h2>\n\n\n\n
A marketer\u2019s job is to influence\/change market perceptions.<\/p>\n\n\n\n
That\u2019s it. Sure there are a lot of ancillary benefits to a marketer doing that successfully, which would fall into a marketer\u2019s job description, but it doesn\u2019t change the fact that the job is clear.<\/p>\n\n\n\n
A marketer does that by articulating what differentiates a client\u2019s offerings from the competition and finding ways to make an emotional connection between potential prospects and those offerings.<\/p>\n\n\n\n
The emotion makes the connection memorable. Without it, prospects don\u2019t buy.<\/p>\n\n\n\n
It\u2019s not complicated. But it is difficult, which may be why so many digital marketers embraced the \u201cnew\u201d marketing methodologies instead of sticking with the proven difficult one. The new methodologies are also easy, quick to implement, and profitable (for the marketers promoting them, at least), which may also be why they have been so readily embraced.<\/p>\n\n\n\n
The net result has been lots of companies putting out lots of shallow \u201ccontent\u201d focused on defining an item or process, comparing it to others out there, and describing how it works, what\u2019s used for, and who should use it. The articles will be rich with \u201ckeywords\u201d and written well enough to please a Google algorithm but not necessarily the prospects they\u2019re trying to draw in.<\/p>\n\n\n\n
And There’s the Rub<\/h2>\n\n\n\n
Far too often, companies are so focused on SEO, that they overlook the fact that their approach is actually alienating the prospects they\u2019re competing for by getting them to click on vapid content.<\/p>\n\n\n\n
Vapid content does nothing to influence\/change market perceptions. Instead, it typically results in higher bounce rates (visitors abandoning their search because they don\u2019t believe there is value to be gained or a connection to be made).<\/p>\n\n\n\n
And what\u2019s worse is that the companies focused on SEO will likely never realize the error of their ways because their metrics will record those clicks as an increase in traffic volume, making it appear that the SEO push is working and that the digital marketer who set up the program is doing a good job.<\/p>\n\n\n\n
On top of that, the websites of the companies following these strategies will become increasingly cluttered with single purpose, SEO-rich, click-bait-like content that will not only diminish those companies abilities to control the user experience (UX) for their prospects, but actually make the UX worse for those prospects because of the increased layers of dead-end content.<\/p>\n\n\n\n
In the end, frustrated users will be far less likelihood to engage with these companies, despite whatever increases in traffic volumes or \u201cinterest\u201d in social media posts they may experience and despite the fact that they may rank higher for certain keywords and phrases.<\/p>\n\n\n\n
So focus on articulating what differentiates your company\u2019s offerings from those of the competition. And find ways to make an emotional connection between potential prospects and those offerings.<\/p>\n\n\n\n
That\u2019s how you\u2019re going to influence\/change market perceptions.<\/p>\n\n\n\n
BTW, we\u2019d be happy to help. So if you\u2019re interested, just let us know what you hope to accomplish, and we\u2019ll show you how you can.<\/p>\n\n\n\n
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Walter High has built a career from his proclivity for using marketing creativity as a tool for business growth. He is a multi-disciplined marketing expert with deep experience in conceptualizing and executing successful strategic branding, product marketing, and demand-gen\/capture initiatives in B2B and B2C arenas.