What is going to make your target audience pick up the phone?
Although we’re saturated with online and digital media today, content has always been everywhere. For as long as man has walked the earth they’ve told stories, and the content we put online is just a modern adaptation. In order for content to succeed online, it has to answer a question, tell a story or solve a problem for your audience.
We’re all interested in the right stories, pitched at the right time. We can all get our imaginations involved if the backstory is believable in the right moment, and the challenge as copywriters and marketers we face is making sure that we know what story to tell at the right time.
Visual media can help a lot in telling the right story, and it has become increasingly important to twin the right visuals to help tell the story. Think of it in the same way you’d think of telling your business story if it had a double page spread in a magazine – publications such as Sidetracked Magazine and Another Escape rely so heavily on their visual imagery they more or less become the story in their own right and quite often the main reason people pick them up. There’s no reason your business’s content should be any different – treat it with pride and as if you’re sharing a treasured story.
Answer a question – you should know what your audience is grappling with – and either pose a question in your content and immediately answer it, or offer an idea or a solution that goes someway to helping the people you want to reach.
The best content and the best businesses out there solve a problem by default – they don’t have to work hard at making sure they know their place. This is one of them important things and it pays to know your role and what problem you are solving for the people you work for or who buys your project. Use it to assess your marketing and business goals and how you want your company to grow. What other problems can you solve? Have you uncovered problems you’re able to solve that might increase your appeal to potential clients or customers. Products are always evolving and the questions might change, but it’s important to ensure there’s a why to what you make and how you market it.
We all have a story. When we buy something from a brand we have an affinity with, it’s because we’ve bought into their story and invest our time and money in what they have to say. You either tell an intriguing story and we want to know more, you solve a problem or you answer a nagging question. If you do all three, your marketing will come naturally.