Fresh and Fit Vancouver is a collective of writers that supply the local wellness community with content writing and social media management—and there’s a lot that goes into making sure our writing and posts are making connections.
The old way of sending a message to consumers is dead. We, in the last ten years or so, have reduced our ability or want or need to focus longer than about 8 seconds on any given piece of information. What does that mean? It means that when you want to communicate something to a potential customer or client, you’d better do it in a way that makes them want to deliberately focus for longer than that. Your message needs to be interesting, relevant, new, and contain visual stimulation.
This is where the term ‘content marketing’ comes in:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
Here are 5 things your message needs to contain in order to be successfully absorbed by consumers, and these are things our writers strive to include when compiling our tailored blog posts:
When consumers are looking to make a purchase, commit to a subscription, or invest their time and hard-earned money in a specific company, they need something to stand out about what you have to offer. If you’re offering the same thing as everyone else, why would they choose you?
Offering original content is vital to the success of catching and maintaining a reader’s focus. When people learn something new, they remember you, and that is what it’s all about. Content drives traffic, and good content pulls you up to the top of relevant Google searches. Which brings us to…
(But first, click HERE to read over 30 interesting stats and facts about content marketing.)
In order words, know your demographic, and market to your target audience. If you’re blogging consistently about light fixtures to a readership who’s interested in food photography, you might be putting a lot of content out there, but it’s doing nothing to help you or your home hardware business.
You need to know who you’re targeting, and understand their needs. Then, give them information that they can use and keep coming back for. If you read this post because the term ‘content marketing’ is in the title, and then we gave you a piece on the best time to post a blog, that wouldn’t be helpful to you. You wanted to learn about content marketing.
Not surprisingly, this happens all the time.
Make sure your writing is relevant to what the reader is looking for when conducting a Google search, or thinks he’s going to get by reading the title of your blog post.
I’m often reeled into reading a blog post, if it begins with a hook and a sensational title. You could be writing about the same thing, but a title that says “Fresh Water Fishing” won’t be as interesting to most people as a title that reads “5 Ways NOT to be a Loser on the Lake.”
There are many other ways to create interest, but in our opinion, one of the best ways, is to be yourself and try not to copy other writers. Your writing and blog structure will be more interesting if it’s from a different prospective than everyone else’s, and it will be if you’re true to yourself and supply unique writing, in your own voice.
This might make us sound a bit like monkeys, but we’ve become lazy, and prefer to look at pictures instead of read words. (Maybe not all of us, but most of us.) As juvenile as that may sound, visual stimulation helps your readers to remember your post. A funny meme or a helpful video is what people remember and respond to, in this age of lack-of-focus.
For example, would you rather read the steps to complete a certain exercise, or be taught how to do it on video? Most of us respond much better to PopSugar Fitness videos than we do when reading about the same exercise in a health magazine.
Besides memes and videos, simple images and brand logos do the trick. Remember: assume you only have 8 seconds to convince someone to read your post. You want to make it as stimulating as possible.
Every single time you end a piece of writing intended to be read by your target audience, you need to include a call-to-action. What’s a call-to-action? It’s basically asking for your readers’ business or continued attention.
For example, you might write “To view more posts on this subject, click HERE”, and then link HERE to another one of your bog posts. Another example might be “If you enjoyed this writing, why not let us know? Feel free to comment below!” Or, it might be “Like this blog? Hire us to write your blogs for you.”
A call-to-action is simply a way to encourage your readers to continue their relationship with you, and there are many ways to accomplish this.
To recap: your to-do list for successful content marketing includes:
When your message incorporates the five things listed above, it has a MUCH better chance at being successful at attracting new clients and retaining current ones. Content is the present and future of marketing, and learning how to do it effectively will garner impressive results.
(Hint: This is a call-to-action.)