In content marketing, the “what” of your message may capture audience attention, but it’s the “how” that really engages them. If content isn’t hitting the right notes with your target audience, then you could be missing out.
The key to creating content that resonates and drives engagement is knowing your audience. However, it is not enough to simply identify those targets – you must write content that speaks to their worldview and what’s important to them, in language that they will find compelling and persuasive.
Here are four ways to refine your message to encourage and intensify audience engagement.
- Deliver something unexpected
Predictability is the quickest way to fade into the content marketing noise that consumers are bombarded with every day. To stand out, give site visitors something unpredictable and fresh. A new take, unique angle or unexpected point of view will give your message the novelty and curiosity factor that can help grab attention and drive interest.
- Keep it simple
Creating a unique, unconventional message is a wasted effort if your meaning is lost in translation. Clear, simple communication is at the core of successful content marketing, so be sure that your content isn’t trying too hard. If you can reduce your entire point of view into a single, essential sentence or tagline, then it can help inform every other piece of content you create.
- Be authentic
Today’s consumers want to feel connected to brands with which they interact. Social media has made this kind of direct, human interaction easier, but it’s not enough to rely on these channels alone to create meaningful connections. Every piece of content you publish has to be real and authentic in order to establish the trust and relatability that will inspire further engagement.
- Strive for credibility
Content marketing is meant to convert leads to sales, but it has to be credible. Your message should inspire and motivate without becoming overly emotional or illogical. Use data, testimonials, proven benefits, support from experts and other concrete methods to back up claims.
If your content marketing strategy is in need of a boost, then try refining your message so that it speaks clearly and directly to your core audience in a way that is intimate and convincing. You may find that this refined approach to content creation is the adjustment you need to revive a stagnant campaign.