People have no time for whatever it is you want to tell them. Or to put it more kindly, they don’t have a lot of time for certain things. It’s nothing personal really. The human being’s attention span is simply getting shorter. Every marketer must also understand that the potential audience’s attention is divided into thousands of content that bombard them through all forms of digital media every second.
Digital marketing is tough, especially now that everyone is doing it. You should know by now that clicking is not the same as reading or actually consuming content. An analysis of two billion visits taking place over the course of one month was studied by Chartbeat, a web analytics company. Their analysis found that 55% of these website visitors spent barely 15 seconds on the page. One in every three visitors also spends only 15 seconds trying to read a regular blog. After that, they give you the eye-roll and move on.
While they move on, you are stuck wondering what it is you’ve done wrong. Like a case of unrequited love, you end up the scorned lover.
You need to fine tune your content marketing strategy. Steve Jobs used to say that in order to win, you should not look at the competition and say “I can do it better,” but instead look at the competition and say “I can do it differently.” Level up on your content marketing creation game by using this 11-point guide to make your next content worthy of a longer second look.
Copycats never win, be original
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Ideas abound everywhere, especially on Google. But try to find other avenues to be creative and original. Of course, it is easy to fall into the trap of rehashing old content over and over again especially since you are pressured to produce a certain amount of content every day. However, always remember that quantity will never win against quality. Do a little bit more of reading, observing, and researching and you will find yourself more inspired to create an original content.
The power of visuals
Never underestimate the power of images and videos. It is said that 90% of information transmitted to the brain is visual so if you want to get there fast, add some photos to your content. Brands who subscribe to visual content are enjoying a 65% increase in engagement.
Keep headlines strong and interesting
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The first thing that followers see is the headline. You have to understand the content consumption cycle of your audience. They need to discover you first before they can actually like and trust you. And if your headline isn’t strong enough, you’ll lose them right off the bat. Sure, a headline is just a phrase and a few words but go over it again and again. Does it look good? Does it sound good? Will you even read it?
Spot the difference:
Headline 1: The Right Way To Cook Cauliflower
Headline 2: How To Make Cauliflower Taste As Good As French Fries
See what we tried to do here?
Can be it be done?
It is a given that people love reading content that teaches them something. Content has to be useful and helpful. But it also has to be actionable. If you know your audience well, you more or less have an idea of their skills and resources. This means that if you are a hardware or construction company, you don’t tell them how to construct a house but teach them a few DIY pieces that could make a home.
Laugh it off
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The universal appeal that makes content viral is humor. One study suggests that content that is broadly viral is almost always funny. In this case, smaller companies win. The study found that despite Fortune 500 companies producing the most ads, 60% of viral ads were created by the smaller companies who know how to have fun.
Be on point
Stop beating around the bush and go for short, pointed content. When you are crafting content for your audience, say it quick and say it well. Do not focus on word count because there really is no perfect length for content. You just have to be fun and easy to read.
Decide on a tone
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You have to know who you are before you can have a voice. What does your brand stand for? Your message must be clear from the start and you have to be consistent in the way you are delivering this to your audience. You can’t be inspiring one day then miserable and desperate the next.
Engage and involve your audience
Of course, this is easier said than done. It all starts with a great story and a great write-up. Consistently produce content that is thought-provoking, interesting, controversial, and powerful. How? Ask questions, challenge the norm, tell a story, and be relevant. It must be content that would make it a sin to not comment on. If your content gets a lot of activity, it is being automatically updated regularly.
Give answers fast
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It is called a search engine because people actually “search” for something. They want answers. And if your content can’t provide accurate answers quickly, forget about winning the content marketing wars. Make your content easy to scan and provide answers creatively such as producing a video, infographic, or illustration.
Easy to find
Every digital marketing agency spends on visibility. After all, if nobody knows that your awesome content exists, it is practically worth nothing. Make it easy for followers to find you by being where they are: search engines and social media.
Encourage feedback
For readers to feel more invested and involved, solicit their opinion. Encourage them to share what they think about the content you just published like whether they agree with it or not. A discussion in your page is always healthy. It is also advised to follow up on your followers’ concerns. In crafting your content marketing strategy, make sure to include a plan on giving fast, good responses.
Make it easy for your audiences to take in your content. Stimulate their eyes, stir their emotions, and keep them interested. Digital marketing can be tricky but not if you know who your audiences are, what they want, and what they need.