If you’re reading this, we’re guessing you know content is the main event; it’s the reason the audience has graced you with their presence, and it’s hopefully the reason they’re going to keep coming back. When it works, content marketing in an incredibly cost-effective way to reach prospects and build relationships.
It educates, entertains, determines which key words your site establishes authority for with search engines, and when its combined with good UX (User Experience) it’s the hero in the recipe for a successful marketing strategy.
Let’s look at the 5 key components you want to have front of mind, every time you sit down to churn out a new piece.
1. Headlines entice
It’s an all you can eat buffet of headlines out there which makes it difficult to stay fresh. You could have the best quality content in the world but if your headline is boring, people won’t click. Make your headlines compelling. Make them different. It’s that simple. Let your prospect know what to expect from your article in one line. If you need help, try using this online tool that rates headlines for you.
And use numbers. They make things quantifiable. They’re strategic in marketing psychology and they give a mental object for a prospect to wrap their head around.
2. Research your topic
What are people yearning for when it comes to your topic? Before you start banging away on that keyboard, open Google and start typing in your topic. Look at what Google autocompletes as you’re typing. This can give you deep insights into the conversations already happening in your prospects minds and provides a great starting point for your piece.
Also, look at what other brands have written on the subject, and what types of content are ranking higher.
3. Write fresh and for purpose
A question you must ask yourself with every piece is, what is the purpose of this content and how am I going to keep it fresh. It sounds like a no-brainer but there is a lot of wishy-washy, yawn-worthy stuff out there.
It used to be the case that re-purposing popular content was something you could get away with but not anymore. We know its tough as everything has been done to death but you just need to get creative, get quirky, offer a new angle or example of where your own expertise has solved a problem.
4. Write for the audience
Let’s be honest – when it comes to digital content, no one really cares about your business (harsh but true). Just like any relationship, if you make it all about yourself it’s not going to be a good time. There’s a good chance you’ve already interrupted their browsing time so offering value to your new prospect is a great way to start.
Keep each post and page tailored for an audience, don’t tell; talk. Create goodwill around your brand and talk about things that establish you as a recognised expert and add value to your customer’s experience.
Alternatively, you could just ask us to write your content for you. We reckon we’re pretty good at it.
5. Make it Sharable
It’s about cultivating your audience. Every time you write a piece you’re sowing seeds that you ultimately want to spread. Keep social sharing in mind. Not only can it send qualified leads your way but if your content is great, you gain serious traction in creating a whole new group that are interested in your brand and respect what you have to say. Sounds like the start of a beautiful relationship to us…