How to create marketing content that converts your target audience
‘Content is the fuel for the digital marketing engine’
Simply put, your content determines how customers see you and a large factor in whether they continue to engage with you and make the decision to purchase.
Your content is three times (yes 3x) more efficient for generating new business leads than outbound marketing...
But what is 'content'?
Marketing content is any form of ‘created’ communication – whether written or visualised - with the aim of attracting, acquiring, engaging and communicating with a clearly defined and understood target audience.
And, we need to keep creating and publishing it - at every stage of our marketing and sales funnel – from generating awareness through to converting leads into paying customers.
If you’re feeling disillusioned, lost for ideas and producing content which serves no purpose - try my 5E’s model to create better content for your marketing and sales strategies:
How to create marketing content that converts your target audience - using the 5 E's of Content Marketing:
> ENGAGE with your audience by providing plenty of ‘problem-solving’ value such as top-tips, how-to guides, free trials, and taster sessions.
Recommended Content:
Blogs, eBooks, image posts, quotes, memes and gifs, articles, quizzes, templates, checklists, and challenges.
> ENTERTAIN your audience with your brand story, life experiences and inspirational anecdotes.
Storytelling is a powerful technique for marketing your business as it can form an emotional connection.
Recommended Content:
Video’s, podcasts, virtual events, blogs and vlogs.
> EDUCATE your audience by showing them how your products / services could help solve their ‘pain points’ – and what differentiates you from your competitors.
Recommended Content:
Webinars, product demonstrations, infographics, long-form posts, Q&A’s, case studies, eBooks, and whitepapers.
> EMPATHISE with your audience - understand what challenges they are experiencing at this moment – can you offer support or provide a solution.
Recommended Content:
Surveys, questionnaires, polls, interviews, action plans and private coaching groups.
> ENCOURAGE regular dialogue with your audience using your website, social media, email marketing, and networking. Nurture your community and build mutually beneficial relationships!
Whether it's writing blogs and articles, filming video, or creating eBooks and podcasts – my 5 E’s of content marketing should help you create content that communicates and converts!
Recommended Content:
User-generated content, forum and private group discussions, email marketing, mastermind groups.
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