Good content can not only motivate but also inspire, create brand awareness, and even amuse an emotive interaction between the buyer and the product or service. Sometimes all this can be acquired by touching upon the right emotional or logical connections between the customer and his engagement or interest.
A business can implement a couple of gimmicks to ensure the content is successful
Avoid Generic Content
Content needs to speak from the heart. Today’s market offers several software apps that produce content in a split second. However, the essence, storyline, and improvising creativity are lost. After all the outcome of the content is only limited to its code. Content requires thinking out of the box and applying marketing strategies at the right time. Over a thousand different stories can be drafted from one picture, such is not the case with auto content writing software.
Grabbing Your Customers’ Attention
Before writing anything it is always better to first understand the psychology and behavior of your customers and their interests, What will get their attention? How to hold their interests? The simple solution to this is the intersection of material matter dynamics, drill down approach, and the neuroscience of it.
Neuroscience The RAS or reticular activation system is the sector of the brain that is responsible for attention and orientation. An example of this neuroscience could be in an email. You may receive several emails and the feeling of lethargy abides, however, the one email that has your name in the subject matter immediately grabs your attention through the RAS selective attention. The gambit here is to make the content as personal and engaging to the audience as possible.
Content Matter that Matters
The body of the content also needs to be meaningful, relevant, and useful to the reader. If you want your content to stand out from your competitors it should address the problems and the solutions that your customers are looking for. Remember when it comes to content it is better to first understand your target audience before writing. To put it in layman’s terms casting a wide net will not get you and catch. It is better to target a specific group of people for higher attention and return.
Drill Down and Visually Mix
Remember you are competing against your competitors if they offer a better tagline, a deal, or even some eye-catching content, your audience is more likely to be lured in their direction even if your product quality may be more authentic. Remember to create multiple layers of formats to keep your content and literature fresh. Too much information can be too much to take. Follow a drill-down method with pictures or diagrams to help the audience understand.
Remember you may know everything about your business but the customer is still an infant in the subject and you need to make it as simple and understanding as possible. This can even work in places where business meetings between clients and new partners are at a merger. Follow a written and casual concept so people can consume more information.
Emotional Content Resonates
Simply think of an art gallery where a picture can have multiple meanings to a viewer, however in terms of business the message needs to come across accurately. Content that not only is informative but also has a personal touch where the reader connects with the author can be the best way to gain loyalty and product or service trust.
This can widely influence decision-making and purchase behavior in a customer. Customers who are buyers, respond more to meaningful stories rather than a narrative. For example, if your website content also includes case studies showing customers’ reviews and stories, then people are more like to consider your content as trustworthy and factual rather than just a narrative.
Minimize Choices
When it comes to content marketing never put all your eggs in one basket. Studies have shown that customers are more likely to take longer to make decisions or be confused if there are too many offers on the table. Keep it simple by limiting the choices and targeting limited products or services with one draft or campaign. Remember your content has to help filter options rather than discomfort them.
Content navigation
Every reader thinks differently. As a writer, one would need to figure out how a customer would think when it comes to clicking on products. First, the writer needs to understand that several customers may have the same requirement but may end up searching for a service or product differently. The best way to work around this is by covering a variety of navigational approaches that lead to the same pathway. This concept is widely used when it comes to creating website pages, IVR help, customer support, etc.
Familiarity Fosters Likeability
This is another psychological aspect called Swap that was discovered in 1977, where the study suggested that if people had prolonged exposure to a particular product it was observed that they would eventually develop a liking to the product. This is why advertisements and social media influence is widely used by brands to create a mental resonation with the customer so the customer would choose their brand by default over others.
Recommendations & Reviews
As per the 2008 Jupiter research, it was discovered that nearly 50% of people would research blogs or other sources before deciding to buy a product. This need for researching and depending on social influence for decision-making has started to grow. Clients are highly likely to act on recommendations by blogs and people’s reviews even if they do not know the person.
So to sum it down here are some points you need to remember
- Target your audience
- Offer different formats, navigational approaches
- Keep it slightly casual for B2C and formal and short for B2B
- Offer products in multiple formats
- Create an emotional connection and tackle the problem
- Try to build a following
- Move from negative to positive results
- Focus on the three M’s Market, Media & Message
If you have a business and wish to adopt an effective content marketing strategy for your social media marketing, email campaigning, blogs, or even effective content persuasion on your readers you can contact info@strattonblue.com. Let us have a casual meeting and see what solutions we can bring to the table for your project. We understand you need to focus on your business so we offer these services to save you resources, time, and effort.
