Content for customers versus content for influencer outreach? Are these two different? Do they need to be? As a marketer have you ever given it a thought about what kind of content a potential customer may find useful, and what type of content an influencer or another blogger may find worthy of linking to or sharing? The issue at hand is that, unless you write some content specifically for influencer outreach and get backlinks and shares thereby, your content for potential customers will not work as hard, as you may not get the Google rankings for it that comes only with a good number of backlinks. Often content written specifically for influencers is known as “link-bait”. And link-bait content isn’t really what your customer may find to be what he is looking for!
There are a lot of articles online showing you how to write “link-worthy” content. In fact, Brian Dean the backlinks guru, says he started getting any traction at all, when he stopped writing for “consumers” and started writing specifically for “linkreators” i.e. other bloggers who had a blog to link to him from. Whereas his consumers were new bloggers without the traction yet to give him worthy links! So should it be an either/or situation? Or do we find a way to write for both audiences, without your brand sounding like it’s in two minds? I am a votary of the idea of making one piece of content go a longer way with both types of audiences. I think Content Writing Expertise demands that you have to be able to write with some versatility and cleverness. Read on to see how you could strategize for this, and how to implement some intelligent content tactics!