What is Content Marketing?
Effective Content Marketing strategically connects your brand with your audience by providing valuable or interesting content for them regarding your product or industry. From a constructive standpoint, there are several ways to go about it. Some content attempts to educate the audience by giving them information relevant to the product or service. Other types of content provide a solution to a specific problem the customer might have, while other forms are more creative and attempt to attract the audience through the use of stunning visuals or humor. Regardless of its format (text, visual, audible), ultimately the goal of your content is to generate a purchase or to create prospects. Keep in mind that you should not be creating content just to entertain, effective Content Marketing should lead the audience on its path to purchase, and it should have some sort of a business purpose ALWAYS.
How to Effectively Structure Your Content?
Being able to create interesting & valuable content can sometimes be challenging and requires a well-thought-out strategy. Whatever form you choose to create your content it will most likely depend on what business/industry you may be in. Regardless of how you go about it, however, there are some general structure guidelines that are worth sharing with you in order to successfully deliver your messages. Sonia Simone of Coppyblogger has some amazing insights regarding content structure I would like to share with you:
- Capture the attention of your audience: Effective Content Marketing relies heavily on being able to capture the attention of your audience in the first few seconds. Having a catchy headline and furthermore making sure the first couple of sentences attract the reader is crucial for them to continue to engage with your content. Once again, providing humor or mentioning a problem they might have can attract your audience and entice them to continue engaging with your content.
- Have a single point: Make sure your content has a specific point to it. Whether it be to inform the audience in order to make a purchase or to interact with them in some manner in order to get closer to your brands, make sure there is an end goal that is clear.
- Have a call to action: It is important that your audience has a clear understanding of what they should do after engaging with your content. Whether it be a purchase, a subscription, or whatever it may be, your audience should understand what their next step should be in the path to purchase.
Put It Into Practice
Hopefully, this information will serve you in the future when creating your own piece of effective Content Marketing. By creating that connection with your audience through engaging or informative content, you will be one step closer to guiding your customers down the Customer Journey. I hope you have enjoyed this entry and found it useful. Feel free to connect with me on Linkedin or place a comment below!