Making Good Content Great: Five Tips for your Marketing Campaign
Business buyers are experts in what they do and like expert-level advice in the content they read from you. To fortify your marketing message your content strategy needs to be remarkable and better than the ideas they are getting from your competition. Buyers quickly evaluate information to decide if it is worth their time.
When you're putting together your content campaign strategy, you know you're going to be including key ideas about your company. But what is going to make that information stand out? What about your offer is significant, noteworthy and memorable?
Check out our five tips to help make your content messages great:
Know Your Target Audience
Is the content meaningful to this group?
Easy to read and scan what you are looking for in the document is important to the reader.
Does it address the specific challenges and pain points of the buyer?
Know Your Competition
What does your competition send out? Find out! Make sure you feature your points of difference. Those key core competencies that set you apart and above your competition are important to your audience. What is that one single statement that will single you out amongst the competition?
Include a Call to Action
You've probably put your website on your documents, but what about Facebook, Twitter, LinkedIn, or other social outlets your company participates in? Give your prospect many ways to reach out to you, visit you, and be informed by you.
Make sure you have clearly identified the action goal for your reader. Exactly what do you hope to get from the buyer? Make it easy for them to do so.
Consistency
Everything should "flow." Your photos, your fonts, your coloring, your story. Between each different item you add to your campaigns, a constant thread of consistency needs to remain. Even though each piece might be explaining a different facet of your business, they all need to tie in together to show one cohesive company.
Proof, Proof, Proof
Reviewing your copy is one of the most critical things you can do and is critical to successful communication. If numbers get transposed in a phone number, how will the prospect call you? And how many times have you seen spelling and grammar errors show up in newspapers and flyers you receive? It reflects poorly on the company. Either they didn't care to take the time to check their work, or they thought it was okay to send out as is. And that tells a potential client that you are sub-par. Have several of your staff proof your documents. The more sets of eyes you can have on a document, the better that document will be.
