We’ve all heard the phrase “content is king.” However, according to the Content Marketing Institute, 65% of marketers are unsure what makes content effective. Here’s a quick list of tips to elevate your content from mediocre to outstanding.
An Attention-Grabbing Headline
Eighty percent of people read the headlines, while only 20% will read the rest of the content (CopyBlogger). Your headline is what compells your customers to keep reading your blog, email, or direct mail piece, so it’s got to grab their attention. How do you do this? Make it personal, relevant, and intriguing:
Be Concise But Relevant
No matter the medium, you should focus on conveying your message clearly and without any fluff. Do this by eliminating adjectives (beautiful, dazzling, luxurious), adverbs (very, almost, delightfully), and hyperbole (amazing, hilarious, awesome). Feature your most important content in the first paragraph, or the “nut graph” as it’s known in journalism. Since only 20% of people read past a piece’s headline (CopyBlogger), featuring the important content up top ensures the heart of your message is processed.
The CTA Is Killer
Calls to Action, or CTAs, direct your customer to do something: call for a consultation, sign-up for our in-store event; like us on Facebook to learn about our specials today. Consider this – WordStream found that emails with a CTA had an increase in clicks of 371%! So how do you make CTAs work for you? Make them personal - use “my” instead of “your” where possible, i.e. “schedule my consultation today.” Use words that encourage action (schedule, click, call, contact, like, share, etc.). Make them time-bound (today, now, fast, etc.). By doing this, you can be sure your content converts.