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).
What’s happening out there?!
I downloaded a PodCast recently looking for entrepreneurial information and advice, and one of the top searches sounded fantastic. So, I clicked on the episode titled ‘Recharging your motivation’ or something like that. However, after listening for about twenty minutes, the announcer started griping on about how the price of laundromats had increased… for ten long minutes.
I couldn’t wait to delete the episode and find something else more on-topic. He wasn’t getting my subscription and I didn’t want to listen to any more of his sessions.
Why? Because the content didn’t deliver on the promise it presented to me.
Now, that sounds impatient and a little petty, but I’m certain I’m not alone in how I reacted, even if people don’t want to admit it! That is your audience today- they’re time poor and have an abundance of choice. So, don’t make it hard for both them and yourself.
I say in all of my copywriting classes: their attention is extremely valuable to both them and you.
If you’re going to earn their attention with your Content Marketing and Copywriting, then you cannot be disappointing them, as nothing results in a higher ‘bounce rate’ than this.
The lesson to learn from this blog is that consistent message the whole way through the customer’s journey is essential. A key statement leads to a relevant image which leads to a relevant blog, which leads them to a call to action. If you break the pipeline, then your audience gets confused or frustrated, and you’ve lost them. It’s as simple and as difficult as that.
How do you not disappoint your audience?
Here are some tips to help you craft your copy to maximise exposure and leave your audience happy (which should earn you conversions!).
(1) Match your titles with the following content
Right, so this one isn’t rocket science, but so many businesses get this wrong. If your title says, “How to build a herb garden with materials you have at home”, then it better be about building a herb garden with household materials. If it says, “All of your top 10 FAQs about painting with watercolours answered”, then it better have some of my questions about watercolour painting and answer them.
It’s absolutely crucial.
If you’re heading down the route of becoming a key opinion leader in a particular topic and/or offering your audience useful information, then don’t set them up for failure with a promising title then never gets delivered!
Which brings me to my next point...
(2) NEVER NEVER NEVER clickbait
People despise clickbait titles with a dark, passionate fury. This is why gossip magazines and tabloid websites have become the distrusted laughing stock of society today. The lies and misleading titles plastered across their websites and front covers reek of desperation for some eyeballs… ANY eyeballs.
This is an endless cycle of hollowness because readers are fooled and disappointed, leaving them frustrated. They start to avoid these media, causing the mags to write even more drastic headlines for people to take a second look, which in turn, don’t deliver, and it goes on and on until they crush their subscription base.
Even the way these articles are written sounds like the author is losing the will to live! With every word, you can hear them thinking, ‘I wish I was writing something of value’. So, why would they think that their audience would be any different when it comes to reading?
Don’t engage in clickbait, as it leads to an unfulfilling cycle that both you, as the business, and your audience, will begrudge.
(3) Match your intro with the following content
This one tends to happen on sponsored adverts, like Facebook and Instagram, where there is a question or a statement that is trying to capture attention and get a potential customer to click the call to action.
“Are you looking to secure your financial future? Here’s how a passive income can give you the nest egg you deserve.” That sounds pretty appealing to the right audience, right? (Thanks! Don’t steal it, haha).
However, if it directed you to a random video about the myths of real estate, or how credit card debt is holding you back, suddenly your audience is confused at the jump between your intro and the follow-up content, leaving you with zero on your ROI.
This occurs so often because people within a business who are very familiar with their product and their industry assume (incorrectly) that their target customers have the same knowledge and care. To the Marketing team, it makes sense how the intro description links to their lead magnet eBook or video, but to the average person, they start with low interest already and the misunderstanding leads them to hightail out.
(4) Use landing pages
Using landing pages to convert potential leads has become a popular practise over the last few years, and for good reason. If you have a message followed by a call to action, and it takes people to nothing relatable, believe me, they’re getting out of there!
For example, if your message says: “Are you looking to learn more about website coding? Attend our class in May”, and people get taken to your generic home page, they won’t stick around or try to navigate themselves. However, if it takes your audience straight to the seminar sign-up page, you have a much better chance of conversion because they’re in the right mindset at the time.
Landing pages are an effective way to guide people from your initial message to a relevant endpoint, such as a lead magnet or call to action, through consistent and logical flow.
Moving from frustration to compelling content
The biggest challenge businesses have is communicating effectively with their customers. Sure, we know of them, but we can often misunderstand their true needs, and this leads to disappointing them.
Your wider audience is very unforgiving if you waste their time or deceive them, even if it’s not intentional. By utilising quality copywriting to guide your potential leads through your content marketing journey which keeps them interested, rather than disappointed, you will see much more engagement and leads.
How Can Melotti Media Help You With Your Content?
At Melotti Media, we understand that high quality copywriting is essential for business success, but it is easier said than done. You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and marketing needs!
If you need further clarification about content, or if you need a quality copywriter to get the results you need, contact me now at firstname.lastname@example.org. Or leave a comment, below.
I can sharpen your words to achieve your goals, today!
Melotti Media Copywriting and Message Marketing Bureau
DISCLAIMER: This blog expresses the opinion of Christopher Melotti (Melotti Media) and should be taken as general information only. No responsibility is taken for your actions in response to any content in this blog. See the website's Terms and Conditions for more information.