What’s the biggest reason why your content loses people’s interest?
It doesn’t deliver on its promise, and their disappointment leaves your reader reaching for the exit button. Boom. It’s as simple as that.
If your business works hard on its Content Marketing strategy (which it should!) and you aren’t seeing the results you were expecting, it’s because it doesn’t live up to the expectations you are setting for your audience!
Here’s how to improve your engagement by fine-tuning your promise and flow, to deliver value that your reader will enjoy (and get the results you’re looking for).
As a Copywriter, I find that many businesses focus on producing a lot of fresh content pitched towards lead nurturing and brand awareness to acquire new customer segments.
This is a very powerful and proven strategy, to be sure.
However, there is another side of copywriting and content marketing that seems to be going underutilised: engaging your current customer base to offer them ongoing value.
Producing 'current customer content' for them can be equally as effective and profitable (if not more!) as approaching new customers, because it fosters a stronger relationship with the people who are already familiar with your brand.
Here's how copywriting and content marketing can be used to develop stronger bonds with your current customer base, and how to reap the rewards.