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Communication, connection, and content marketing

When you are doing business online, content marketing is important. A vast majority of businesses rely on content marketing to tell their story, to convince people that they know what they’re talking about, and to show customers what they have done before and what they’re planning for the future. Content can entertain, inform, distract, engage, or accomplish any or none of these things. That’s the beauty of it. With the right wordsmithing, content can be anything you need it to be!

6 Points of connection

  • Personal preference – People are more likely do do something that they like, or interact with someone or something that they enjoy. Your responsibility is to use your content to show people how likable and engaging your business can be.
  • Authority – Authority is all about how you present yourself as a business. You need to give people a reason to trust you and then provide them with plenty of proof that you know what you’re doing / talking about if you want them to believe that they can do business with you successfully. You want them to ask themselves “Who is the best search engine optimization agency?” and have the answer be you every time!
  • Loyalty – Loyalty in reference to content marketing is a sort of “You scratch my back, I’ll scratch yours” sort of thing. You are endeavoring to make your customers feel loyal to you in some way and continue doing business with you. This can be done through excellent customer service (testimonials can then be published in various ways as a part of your content marketing strategy) or consistently providing great deals.
  • Commitment / Consistency – This one can be tricky, but when pulled off correctly is very valuable. Think of it this way: If someone expresses an opinion in favor of your business, they will likely continue to do so in order to appear consistent. Do what you can to positively encourage this sort of commitment to your business! Don’t make people feel pressured though, or you might get the opposite of the result you were hoping for.
  • Social proof – People like seeing that other people like the same things they do. A person is far more likely to “Like” a page on Facebook that has 1,000 fans than one that only has 100. It’s just the way most brains are wired. You can enhance your content marketing through including tidbits of social proof such as social sharing icons on your blog posts that show how many times something has been liked / shared / etc.
  • Supply & Demand – If something is scarce is is more likely to be sought after. Don’t limit yourself when creating and sharing your content, but at the same time don’t over-saturate the newsfeeds of those who have chosen to follow you, or the inboxes of those who have trusted you with their contact information.

Your takeaway

These 6 points of connection are simple yet powerful. Each one takes human psychology into account and uses it to accent content marketing to produce the desired result.

When you get stuck and wonder what the content marketing greats would do, ask yourself what sorts of things encourage you to act? What do you like to see before you engage with a brand? You might have your answer right in front of you!