A recent study from Parks Associates shows that our publishing content has a 72-hour shelf life in today’s digital world. While an editorial calendar certainly creates long term benefits that improve traffic, SEO efforts, and the like, most consumers will forget about a blog post they’ve read within 72 hours. To keep your content in the forefront of the minds of your consumers, it’s vital to make it memorable!
The benefits of memorable blog posts are threefold:
- Increased ROI. If your readers remember the content of your articles or can recall your business the next time they need your products or services, then you will have boosted your ROI. One of the goals of any marketing campaigns should be to maintain the highest ROI possible, as this will show that your marketing efforts and investments were worth it.
- Stronger sales. Memorable content means that you will be the first choice for consumers the next time they’re on the market for your services or products. As a natural result of increased ROI, you’ll find that your sales will steadily improve, which is the point of content marketing after all!
- Authority. As your content increases in memorability, your business will gain increased authority in its industry. You’ll be able to establish your brand as a thought-leader, which will make your business the to-go-to source for information on trending topics and news in your trade.
So how exactly do you create memorable content?
Find a unique perspective.
Even if you’re repurposing content, it’s crucial to find an element (the more, the better!) to help your post stand out from similar content. Think of it this way: if someone is browsing content through Google and all the first page results are similar, they’ll become a blur in the mind of the reader. It’s the unique perspective, information, or presentation that stands out and is revisited, bookmarked, or shared.
Take a valid stand.
If there’s an issue that concerns your industry, then consider taking a stand on the issue in your content marketing. This can get tricky, though, as controversy has the potential to hurt any brand. Regardless, creating a valid counter argument respectfully can help your brand stand out and drive attention as you swim against the flow. This will also encourage readers to continue returning to you for a unique perspective.
Consumers are more likely to conduct business with a brand that is personable in its marketing. Even if it’s only over the internet, your content can touch people – making them laugh, smile, get angry, feel sad, or get inspired. Find a way to touch people, and they will remember it!
What strategies have you used to create memorable content that keeps visitors coming back?