Welcome to Effective Marketing 101! The objective of this three-part blog update is to help give you tips on how to build your business through effective marketing. The lesson for today focuses on making an effective content.
Imagine yourself holding a magazine. As you open it, you see nothing but uninteresting images, unintelligible articles, and useless information. What would you do? Keep it?
No. Like most people, you would just probably throw the magazine away and find something worthwhile reading. So, what makes a magazine or an advertisement worthwhile reading? Simply, it is the content. However, it has to be good, targeted content.
The content speaks for your website, for your products or your services. Beneficial, interesting, and excellent content can effectively help you woo customers to your business. Let us look onto some tips that can help you create a better, targeted content.
1. Understand the purpose of making content Always remember that content writing is different from storytelling. You are not making content just to amuse people; you are making content to make your audience respond to your business. Ann Handley, CCO at Marketing Profs and co-Author of Content Rules provided useful questions that can be used in writing effective content.
- Who is this for?
- Why are we creating it?
- What do we want them to do?
- What do we want them to offer?
- What do we want them to do after that?
- Where will this go?
2. Understand who your audience is While you should view the world through the customers’ eyes, it is still not good to write for a general audience.
“Content that appeals to everyone appeals to no one,” as Jay Acunzo, Director of HubSpot’s Content Team said. Have a specific target audience in mind and focus on their needs.
3. Add new media to enhance your content One way of enhancing your content is by adding videos or pictures. A study at 3M Corporation reveals that we process visuals 60,000 times faster than text. Another study says that the human brain can immediately comprehend image elements. So make use of available photos and videos.
Also, incorporating social media can better your content. It can be appealing if you create groups and discussions about your business that can be “Liked” or “Followed.” These are some points to help you improve your content.
Writing content is a process. It’s a process of continuously understanding your audience and your business and keeping up with day-to-day changes and trends. As Jay Baer, the founder of Convince and Convert said “The goal isn't to be good at content; the goal is to be good at business because of content.” Next time, we will discuss about Search Engine Optimization or SEO and give you some ideas on how to use it effectively.