Content marketing is an area of digital marketing that has generated a lot of interest over the last few years. And it should. The message or content that you use is the single most important part of your social media or digital marketing, yet it often doesn’t get the attention it deserves.
I recently met with Facebook, and they had some interesting data that showed that content was the biggest factor in the success of any ad campaign – not the buying type, ad objective, targeting or technical setup.
As digital marketing has become more and more competitive you can’t afford to have mediocre content. It needs to be great.
Here are 5 tips to take your content from Good to Great. (Want more? Check out our Content Optimization Course)
Short, Direct and to the Point
In all marketing communications the biggest thing you are fighting for is ATTENTION!!! People have shorter attention spans than ever before (shorter than a goldfish believe it or not). People don’t want to have to spend a lot of time to get to the point. Get your point across as quickly and efficiently as possible.
Structured for Scanning
People don’t want to have to read every word of a post (like this one). Break content up into lists, bullets or use headers so people can scan and quickly find what they want. You’re probably scanning right now. Busted.
Real and Authentic
Study after study shows that people trust people – and are looking for authenticity as a way to build trust. Be authentic and real online (especially if you are building a personal brand). For traditional “brands” or businesses focus on showing real content – user generated, behind the scenes, etc. This shows your unique selling point and also builds trust.
Complete with a Clear Call to Action
What do you want someone to DO on your website, ad, email, etc. Think about the action that you want to inspire and be sure that it is clear, obvious and action-oriented. Studies show people are more likely to take action that you just ask for. So ask for action.
The #1 challenge with digital content is to GRAB ATTENTION!!! In Facebook marketing we call this thumb-stopping power. Does your content cause someone to stop scrolling and engage? Does your website get them in and help them quickly and easily find what they want? Does your email have content that inspires them to open and act?
Creating content that is interesting is the biggest challenge of most marketers. I recently worked with a brand and when we evaluated their Facebook content we found that most of their content just wasn’t capturing interest. As a result they were paying more and getting worse results.
If you are serious about growing the performance of your online content, check out our Content Optimization Training Course where you will find actionable tips, strategies and resources to take your content performance to the next level.