There are many ways to get your content out, and even for it to reap the benefits you are hoping for. But here are 3 things your content must do to succeed.
In order for your content to reach the heart and mind of your readers, it must be empathetic. That means you’ve taken time to get inside the head of your audience, to know and understand what they want and need. This is not the place to pummel your reader with clever vignettes about me, me, me. No, this is your chance to get to know your reader and speak to their interests, desires, what they care about. Ask yourself, “What do I offer that will bring value to my audience and fulfill a need or a desire”?
Once you have compelled them to appreciate the value of what you offer, you are in a ripe position to convert your reader to a prospective customer. This is where you expound on the value proposition of your product or service. This is where you reinforce why your product or service is not only better, but more cost effective, efficient and longer lasting. Reiterating with your reader what they need, you then answer that need with the strength and reliability of your brand.
Now you must invite your reader to take action. Your Call to Action (CTA) is the trigger that changes your reader into a doer! Make sure you only have one, clearly defined CTA and make it visible and actionable. If there is a form, be sure the form fields are brief, limited in number, and foolproof (i.e., have you tested them to make sure they actually work)? If there is a trial period or a guarantee tied to your product or service, be sure these are clearly stated to relieve fear of converting or buying.
Content drives the Internet, and consumers are looking for information that solves a problem or meets a need, not an immediate hard sell. They want trust, credibility, and authority: the components that exceptional content marketing creates and perpetuates.