There’s a common scenario for those of us involved in the content marketing business and it goes something like this:
A small business owner has been carefully crafting the next Blog post for hours, burning whatever midnight oil is left after a day working in their business.
Everything else…late night TV and Sunday afternoons have gone by the wayside while they sweat over the laptop – it’s hard work and possibly a few tears are shed from the ones closest to them.
Some even double check spelling and grammar, give a passing nod to SEO and craft a spectacular lead-generating headline.
They hit ‘publish’ and listen.
Crickets. Possibly other forest sounds.
It’s a depressing start to the week but there could be a way around it.
Be laser focused on the message.
It’s much more about who you’re saying it to, than what you’re saying or how you’re saying.
It’s all abouyt delivering the right message to the right audience at the right time.
Here are the 5 Steps you need to take:
1. Understand Your Audience
To have your message heard, you need to understand who it is that is listening. This will mean actively listening to your potential audience. Surveys, one on one conversations, and even social media exchanges are all good methods for getting absolute clarity on who you are targeting with your business and what their key problems are.
2. Tailor Your Product or Service
To sell anything effectively, you need to ensure your products and services directly address the expressed needs of your audience. Think about your customers’ pain points, and articulate exactly how your offering alleviates them.
3. Know What Differentiates You
Now that you’re clear on the who and what, you need to spend some time identifying the why – namely, why your customers should choose you over your competitors. If you don’t know, they won’t either.
4. Craft Your Message
Now comes perfection and polishing. Make sure your communications capture the previous 3 elements: right audience, right problem, and why you are the person to solve it. Do it succinctly if you can.
5. Choose Your Channel
Once you have crafted a killer message, it’s time to disseminate it to the world. But choose wisely. For instance, don’t spend all your time on Google+ if your customers hang out on Facebook. It just doesn’t make sense.
Still sound too hard? Don’t despair – OwenBolwell has got you covered. Our content writing and social media specialists will make sure you’re ‘on message’ every time, with a fresh stream of relevant content, attracting the right type of customers, and positioning you as an authority in your industry.
We invite you to contact us here to find out how.
When I prepare for a presentation on digital business and content marketing, I think a lot about what I want the audience to take away. Of course, there’s always the First Rule of Copyblogger, which I preach to anyone who will listen. But telling people “don’t publish content that sucks” tends to need a little Read More… The post 5 Remarkable Qualities of Effective Online Content appeared first on Copyblogger.