Creating great content is all about providing something of value to the reader. Resist the temptation to talk about yourself or your organization all the time. Is your content amusing? Informative? Educational? Inspiring? Is there a visual element? To remind us all about these concerns, I’ve created The Content Marketer’s Prayer.
Are you talking to ME?
Storytelling is all about entertainment. People love to be amused! Great stories draw readers in as they sit back and nod their heads in agreement. But this means you must get into the minds of your audience and give them what they want. Who are they? What are their dreams? Their fears? Do they share your opinions? Where do they live? A great deal of research needs to be done before you start creating. For example, I might not include the above graphic in a post to some audiences where there are few people with a Christian background. They might not appreciate the humour of a piece based on The Lord’s Prayer.
Conservative or casual?
Communication styles should be driven by your target audience and the circumstances. The CEO of a conservative company might write in a personal tone when addressing the audience. People identify with people more than with organizations. On the other hand, even the most progressive organization has to communicate conservatively during a crisis, for example, the 2011 Lush website hack, when thousands of customers’ credit card details were at risk of being stolen.
A call to action
Communications styles may also be influenced by what you want your readers to do. Do you want them to recognize your name, brand or organization? Do you want them to engage, for example, register for a webinar or make a donation? To accomplish these actions, you must reach their hearts and minds. Then a simple question or a call to action may encourage your audience to engage.
Next time you’re surfing, think about your own engagement. What kinds of stories and articles make you comment, like and share on social media and why?
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