December 05, 2013 - Comments Off on 8 Top Tips to Make Your Content Marketing Fly
8 Top Tips to Make Your Content Marketing Fly
Want to make your content marketing stand out, spread like wild-fire and smash your targets? Well, I’ve pulled together my core tips to help you do just that. Whilst marketing is never an exact science, these eight pointers will make sure you’re well on the way to producing great content that flies.
1. Catchy headlines
It might sound simple, but come up with a good headline. Many content creators focus a lot on the core idea and then they come up with a convenient and relevant headline as an afterthought. It’s important to remember that the headline is the first thing that will catch readers’ attention. As Pratik Dholakiya (Co-Founder & VP of Marketing of E2M Solutions & OnlyDesign) says ‘Blog posts don’t go viral, headlines do’. When a content piece goes via social media, the headline is the most visible part of the content. The short of it: people share headlines first and content second. So, don’t miss this opportunity. Use your headlines to grab your readers’ attention.
2. Do your homework
It’s not rocket science: good research is the key to a successful campaign. In any content marketing piece, it’s important that you know and can back up your facts and stats properly. However, before you’ve even got that far, the most important thing is that you know your target audience – their habits, their age and their desires. By knowing your audience you can quickly define who would be interested in your content marketing idea, why they would be interested and plan for future marketing ideas too.
Defining your target audience may seem like a difficult process, but it’s a necessary one in order to be able to produce content that’s great and successful.
3. Tell your story
Everyone has a story to tell. There is always a story behind a brand. You don’t always need to go too far to find a big content marketing idea. You will most likely find it in your office or among your employees like Anglian Home Improvements did couple of months ago when they produced this ‘Football in the Factory’ video.
Story telling is at the heart of good content marketing – and should be at the heart of any brand. People want to feel that they are part of the story and, in return, they reward brands with their trust as customers.
Make your story worth reading. Keep it as simple and clear as possible. Consumers are time poor – so make your story worth their while.
4. Get the backing of an expert
Just writing about an interesting story is not enough. Consulting an expert is key. Quotes from experts give value to your content and an expert’s opinion gives importance to facts and figures, helping to build the trust with your readers.
Why do people like experts’ quotes so much? Well, it’s simple: people take brands more seriously when they know that the information is coming from an accurate source and, more importantly, from an expert.
5. Don’t be afraid to do something crazy
Don’t be afraid of randomness! Make your content relevant but fun, and above all, make people feel something. All of this will help people to engage with your content and share it with friends.
To achieve the right level of ‘craziness’ be careful to use relevant but ‘catchy’ images to make your content look alive. As the old saying goes, a picture tells a thousand words – don’t underestimate their importance in catching readers’ attention and adding quality to your piece of content.
6. Your audience is your friend, make them feel like one!
Honesty is a big part of successful content. The key here is to talk to your audience as you talk to your friends. Make a conversation with them and make them feel that you are talking directly to them.
As Ste Sawyer discussed in his recent blog post, try to have only one person in your mind when you’re writing – this will make the process much easier, helping you to develop a conversational tone. Doing this will make real a difference in the quality of your content.
7. Make your audience smarter
Many readers love anything that will make them smarter. Through your content piece you want to educate, inform and delight your readers. Moreover, by giving your audience practical solutions and advice to help them solve their problems, you have more chance of making them feel smart and willing to share your content.
8. Use celebrities
Celebrities are your audience’s attention grabbers. They could be Victoria Beckham, or they could be a famous blogger/influencer that writes or comments about every single topic your audience is interested in. These people have frequent readers, subscribers and fan clubs. They have the social currency that could make your content spread like wildfire.
Focus on finding the market influencers – those people that are generally interested in talking about your content and are well connected to other people who would like and share your content too.
So, there we have it. There are my key content marketing tips – I’d love to know what you think, and what you’ve found works well for your brand.