{"id":20273,"date":"2019-05-07T19:03:04","date_gmt":"2019-05-07T18:03:04","guid":{"rendered":"https:\/\/www.intercom.com\/blog\/?p=20273"},"modified":"2024-07-12T17:34:23","modified_gmt":"2024-07-12T16:34:23","slug":"opinions-are-not-optional-marketing","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/opinions-are-not-optional-marketing\/","title":{"rendered":"Opinions aren’t optional in content marketing"},"content":{"rendered":"

There\u2019s a stat that should strike fear in the heart of every marketer, but particularly those involved in publishing content.<\/p>\n

By next year the digital data created and copied \u2013 everything from iPhone snaps to the billions of hours of TV streamed by Netflix every month \u2013 is predicted to hit 44 trillion (44,000,000,000,000!) gigabytes per year.<\/p>\n

For content marketers, that\u2019s a staggering amount of digital noise that you\u2019re struggling to break through to be heard.<\/p>\n

“There is one simple strategy which, provided you stick to it, will help you rise above the noise”<\/p><\/blockquote>\n

So it makes sense that there are thousands of tactical tips and tricks out there to help get your content in front of the right audience. From posting in industry-specific Slack communities<\/a> to republishing on Medium, from targeting industry newsletters to repurposing your content into new formats, the challenge is not coming up with tactics that might grow your audience, it\u2019s figuring out which ones are going to work for you. Never was the phrase \u201cyour mileage may vary\u201d more aptly applied.<\/p>\n

Those tactics all focus on what happens post-publication. But what about the content itself \u2013\u00a0how do you think about maximizing the audience when you’re still creating? There is one simple strategy which, provided you stick to it, will help you rise above the noise. Put simply: have an opinion.<\/p>\n

Opinionated \u2260 Angry<\/h2>\n

Let\u2019s get clear on this first. Being opinionated does not mean you have to be angry, contrarian or SHOUT AT PEOPLE all the time. But it does mean you are not publishing saccharine content that is available hundreds of other places and which everyone in your industry agrees with. e.g. The end of apps as we know them<\/a> is a strong opinion that is well argued and illustrated \u2013 which is why it\u2019s one of the most evergreen posts on this blog.<\/p>\n

Opinions start conversations<\/h2>\n

By their very definition, opinions are something that others can disagree with. In fact asking yourself if anyone would disagree with what you are about to publish is a really useful acid test that we regularly apply here at Intercom.<\/p>\n

“People are much more inclined to share opinionated content on social media”<\/p><\/blockquote>\n

And if no one can disagree with what you\u2019ve produced it\u2019s not going to start a conversation either. This is also why people are much more inclined to share opinionated content on social media, with their personal networks or post it on their work Slack.<\/p>\n

Even \u201cinformation\u201d is opinionated<\/h2>\n

This advice doesn\u2019t just apply to articles or podcasts that you consider as \u201cthought leadership\u201d. Everything you publish should be opinionated \u2013 even if you just think of it as sharing information or knowledge. Take this post on how to file a good bug report<\/a> which states that everyone in your company (from the CEO to the intern) should know how to highlight problems in your product. We\u2019ve all worked with engineering teams who wouldn\u2019t embrace that world view.<\/p>\n

A healthy dose of opinion can also lift a post from the also-rans to something unique. Rather than being just a list of productivity tips (which it still contains) the post Being busy is lazy<\/a> takes a clear point of view that most of us over-inflate tasks and we need to get much better at prioritizing.<\/p>\n

Highly optimized SEO content is rarely opinionated<\/h2>\n

<\/p>\n

There\u2019s a reason that SEO-optimized content rarely performs well on social. If you are primarily writing for the algorithms, you won\u2019t prioritize opinions and you\u2019ll be looking for the consensus (so that your article satisfies search intent for the maximum number of people possible). And that makes readers far less likely to share it. Think of it as “happy meal” content – it looks good from a distance but you’re left feeling hungry not long after you consume it.<\/p>\n

“Opinionated content has the time to pay off and establish your reputation”<\/p><\/blockquote>\n

In our experience at Intercom it\u2019s much easier to produce opinionated content that performs well in search \u2013 it\u2019s the sweet spot on the diagram above. We do that by having an “SEO-informed” content strategy rather than an “SEO-driven” one. That\u2019s not to say this works for every kind of business. There are many B2C sectors where nearly 100% of business is driven by search e.g. care homes for the elderly: most of us end up looking for a facility for a loved one in a rush and turn to Google as our first port of call. But for B2B software with a longer sales cycle, opinionated content has the time to pay off and establish your reputation as a trusted source.<\/p>\n

Opinions sell products<\/h2>\n

Geoffrey, one of the editors on the content team, loves to share this graph. It\u2019s pretty self-explanatory.<\/p>\n

<\/p>\n

By abstracting away the complexity, it makes a point that many marketers forget as their companies get larger. If you haven\u2019t got something to say, you certainly don\u2019t have something worth reading, And without that, you simply are not going to get the opportunity to sell your wares.<\/p>\n","protected":false},"excerpt":{"rendered":"

When crafting your content strategy, there is one simple tactic which, provided you stick to it, will help you rise above the noise. Put simply: have an opinion.<\/p>\n","protected":false},"author":84,"featured_media":20295,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[12897],"tags":[170,85,70],"coauthors":[350],"class_list":["post-20273","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-content","tag-content-marketing","tag-marketing"],"yoast_head":"\nOpinions aren't optional in content marketing - The Intercom Blog<\/title>\n<meta name=\"description\" content=\"When crafting your content strategy, there is one simple tactic which will help you rise above the noise. 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