BACKStanding Out From The Crowd
When it comes to delivering quality content with eloquence and intrigue while simultaneously driving numbers, we storytellers know how it’s done. Driving content with the expert eye of a writer in this online world will definitely benefit your ROI and customer loyalty in the long run. But it’s not just about driving sales, it’s about driving trust…and that comes with the simple steps we know so well (but often forget).
Streamline your marketing communication strategy with a focus on the end goal delivering the right message, to the right audience, in the right channel, at the right time.
1. Identify the objective of the piece
Creating clear key messages and driving content around them is vital in understanding the objective of the piece. American Express’ Open Forum website is a good example of identifying the drive behind your content delivery. Found within their mega-site is a content-rich a range of articles written by guest authors, from a myriad of industry sectors. They add value with a focus on sharing business knowledge, hints and tips leading to success. They tackle topics from leadership and growth opportunities to digital tools and productivity, tailored to small to medium businesses as well pieces for large businesses. They know their objective…and their audience.
2. Identify and your audience
In any form of communication, it is important to know who you’re talking to. Who is your content piece directed towards? Is it a brand audience and customers, or a niche audience within the industry, such as upper-level management and CEOs? What are their likes and dislikes, needs and wants? What drives them, at work and at home? Where do they go information? When you know who you’re talking to, then you can work out how to talk to them. Delivering personalised and niche information to your target audience gives your brand an advantage over competitors..
Take Truth’s #Catmegeddon campaign, for example. In order to engage their audiences with content that was relatable and still relevant to the company’s objectives, they executed a campaign revolving around the effects of smoking on pets — specifically cats. By connecting the harmful effects of smoking and cigarettes to furry four-legged loved ones, #Catmegeddon became the most successful campaign in Truth’s history.
3. Determine how your piece will add value
The truth of the matter is that readers visiting a site don’t stay for more than 10 seconds if they don’t getting perceived value. According to BuzzStream over 45% of readers and consumers will unfollow a brand if their content is focused primarily on self-promotion, so keep things up-to-date and interesting. Understand the range of your niche audience and focus on providing content that keeps them coming back for more.
It’s the same for social media. Take jetBlue, for example. The American low-cost airline uses twitter to provide fast and simple customer service. That’s it.
4. Research and plan before you write
It is time to research with some depth into the necessary information and content you plan on delivering in order to provide reliable and accurate facts and data for your content piece. Creating a loyal following of readers relies on the fact that you not only provide valuable content but the truth as well. Studies have found that 94% of all consumers are likely to remain loyal when a brand offers total transparency with the way they run their business (Label Insight).
Yelp is a prime example of how building a trustworthy brand builds a trustworthy community. By focusing their initial marketing campaigns on building trust and delivering a transparent review site, their customers engage in their content the way they prefer. Yelp has secured a five to nine percent increase in business revenue for every one-star increase a rating gets…thanks to good content.
5. Walk away and come back to edit
Now, plan, write and walk away. Grab a cup of coffee and treat yourself as most of the hard work is done. Take a moment away from the screen and come back to edit with a fresh pair of eyes. You’ll be able to catch grammatical or factual errors and typos better after a second and third read-through. Double-checking your content piece ensures you’re delivering only the best content possible — and without the rookie mistakes.
A content schedule is a great way to work. Spend some time planning what is going to add value and build trust with your target audience and start the process. If you find yourself suffering from a good old writers’ block, — well, welcome to the world of content writing. Don’t panic, it happens to the best of us. Just sit back, relax, and start at the beginning – audience, objectives, research and valuable topics.
