A lot of people doing online, digital marketing are focused on the tools and channels. But it’s compelling content that causes someone to look at and engage with you. As you are faced with hundreds of blogs, Facebook posts, and tweets some catch your eye and some don’t. Here are 10 ways you can catch the attention of your reader with your marketing content:
- Tell a story that is relevant – We all like to know how other people have solved problems successfully. What was the problem/situation? What did you do? What was the result? We all like to learn from these mini case studies. They establish your credibility.
- Write in the language of your customer – I see a lot of web sites, blogs, and Facebook posts aimed at small and mid-sized businesses that use the jargon of tools and acronyms for compelling content marketing. But their audience are business people, not necessarily technologists or marketers. To engage your customer, speak their language, not yours.
- Provide compelling content that is timely and relevant – It’s about issues and problems your customers are dealing with now. It’s current. It’s up to date. It’s not information on a web site that you last updated 2-3 years ago.
- Help solve a problem or give tips and techniques – You provide compelling content when you educate and supply information that assists your audience to solve a problem. By teaching, your audience solves the problem on their own and remembers your assistance. Or they may reach out to you to solve the problem on their behalf. Or your content may be compelling not because it solves their entire problem, but it aids your audience to improve and increase the return on their investment.
- Analyze and summarize data for decision-making – Your target customer has multiple competing priorities. Helping them with data and insights from that data will assist them to make better decisions. And that will lead to more sharing of the data and visibility to your expertise in the area.
- Be concise – The more senior your target customer, the less time they have to consider your information. Don’t expect them to read a long white paper to get the key points. Summarize the conclusions/recommendations first and then give the option to read the longer report. Make your text easy to read. Use bullets, lists, and graphics.
- Create an emotional connection – People love to read and hear heart-warming stories. Maybe it’s about one of your employees. Maybe it is about one of your customers. Maybe it is about something going on in the community in which your business is involved. Not only do people love to hear a heart-warming story, they also love to share them with others.
- Give a peak behind the scenes with insider information – Part of a strong customer relationship is the customer knowing a lot about your company and the people that make up your company. We feel more connected when we know more about individuals working in your organization. We also feel valued if you give us a peak behind the scenes. Do you have an innovative process or interesting equipment or a new technology that would engage me more by becoming an insider with you?
- Be humorous – Poke fun at yourselves, your industry, your employees, your pets, but in a positive way. Be “punny” about your business. We all love to laugh and to share things that will make other people laugh.
- Provide a picture worth a thousand words – In the crush of online blogs, posts, and tweets, pictures grab our attention and compel us to stop and look. Many pictures are worth a thousand words. They communicate concepts and ideas succinctly or they at least stop our eyes to read the text.
What are your thoughts? Have these 10 ways worked on you? Can you think of examples of marketing content that caused you to stop and take action?