Are you, like most Marketing professionals, in amongst the storm of creating content to help promote your brand and organisation, yet struggling to keep your potential and loyal customers coming back for more?
You're not alone. After all, if people aren't following your content and feeling enlightened by it, then it really is a waste of time.
So here are some quick tips to keep you on track.
(1) Rule Of Correspondence
First things first. Does the content you're producing have any relation to the brand, product or organisation you're pairing it with? The whole rationale behind content is tying it in with a common theme or goal. For example, if you are a charity, then your regular content should revolve around interesting updates, wins and success stories that have been achieved due to the funds received. This engages and rewards current donators and inspires others to donate in the future. If you are a hardware warehouse, then content about DIY projects and newly stocked items is the way to go, so as to attract interested customers into your store and try building things with your products themselves.
See the trend here? Your content should work alongside your organisation and branding goals to bolster them, while at the same time, offering the reader an incentive to interact with it. Win Win.
(2) Stay Relevant
This means, your writers are keeping abreast of trends and what's hot at the current moment. No one seeks content that is boring or out of style- people want new and on-topic items that benefit them by consuming it now. So mention relevant news items or emerging styles that tie in with your brand or organisation. For example, if you are a car manufacturer, mention the latest safety technology in your models, or interesting tips about what fuels to avoid.
There are other benefits to this. Releasing content about upcoming products will provide fantastic market intelligence given how your audience responds. That way, you can tweak your product lines to suit how customers are reacting to your press releases.
(3) Make It Personal
People today can easily spot the real from the fake. Your content should be genuine and highly aligned with the values of your organisation and brand. Keep the tone personal and tell a good story which encapsulates your message in a fascinating way which is highly tailored to your audience, rather than a boring white paper document that doesn't resonate with them at all. Customers want to feel unique and loved, so cater your marketing content right to them.
(4) Keep It Interesting
An obvious one- hook them in! Keep the content simple, sharp and above all, interesting! You're wasting your time if no one is drawn in and consuming your content from the get-go. So, it's best to begin with a clever hook or thought-provoking question that begs them to read on and, thus, gets your message across. You want the reader to have learned something by the end and feel like that time wasn't wasted.
(5) Facilitate Feedback and Sharing
Don't just release one-way content. Finish with a question which opens the floor and allows for comments and opinions- even the negative ones. And never forget to allow people to share your content to their own social media platforms. Your Marketing efforts will gain a far better reach if you allow your readers to engage, reply and spread it everywhere for you. Make it as easy as possible for them to take it and run, and you'll get far more out of each post than you'll even imagine!
And, extra points for continuing to weigh in on the comments after the original content has been posted. People love to know that their contribution has been acknowledged, so join the conversation (politely)!
(6) Mix Up The Mediums
Adding photos and videos, GIFs and audio to the content mix greatly improves its appeal. Vary it up and make it really easy for people to interact with it. No one likes the same thing over and over, so offer them visual and audio cues to go along with your content. It makes it far more inviting and will encourage engagement.
(7) Regular Posts
Don't leave people waiting, but don't over-saturate either. Find a nice balance, relevant to your industry and customer profile and then deliver consistently. You want your audiences looking forward to your next release or at least pleasantly surprised when your new post pops up in their feed. Reward them for their loyalty.
Getting Copywriting Right
Getting your content right is so important! Actually, it's vital.
Sub-standard writing reflects poorly on you, your brand and your organisation. The savvy consumer of today can spot the difference, and your competitor will quickly out-class you. So spend the time perfecting your writing style and technique (or hire an amazing copywriter, who specialises in these kinds of things) so you always look amazing to your target audience! Earn their respect with your content and you'll be seeing success in no time!
What are your thoughts? Have I missed any important tips?