Marketing content should make a good first impression. Does yours? With every piece, you have less than ten seconds to do that. Readers will either stick around for more or move on.
Think of every piece of marketing content that relates to your business or profession as a three-dimensional physical representation of what you do. To instill that sense of expertise and confidence, you need to make that good first impression.
We’ve been taught not to judge a book by its cover, but we do, don’t we? It’s not just the visual that we notice, but the font, the title, and the words.
What you say and how you say it matters.
Your content needs to adapt for various purposes. Your marketing content must cater to customers or clients, vendors or suppliers, the general public or a niche audience. Poor communications skills won’t get you far in today’s highly competitive environments. Make yourself and your company look good – too good to ignore!
Marketing content focus on goals
Your marketing content needs to inform, fill a need, and most importantly, be helpful. Consider how you’re going to release that content. Are you thinking of a video or blog? What about an infographic? Your website, brochure, or webinar marketing content approach should differ with each format. Before you start, determine which type of content will encourage the best response from your target audience.
For example, does your brand:
- Stand out? Does your content ensure that customers or clients know exactly what you do or offer?
- Resonate with your target audience?
- Offer enhanced quality of life, performance, or meet a specific need?
- Is it focused?
- Structure its marketing content based on format? The structure of your content – and how you say it for each format is often drastically different.
Encourage respect and confidence when it comes to your content development. Your choice of language, vocabulary, tone and style needs to always adapt – from business documents and reports to product descriptions to marketing and promoting your business.
Effective marketing content provides huge benefits and potential for reaching goals. To do that you need to focus on the message and communicate with your readers.
Your marketing content approach impacts your business and the potential to attract or repel future customers. Try not to over-complicate your message. Sometimes less is more.