How the Secrets of Persuasion Boost Content Marketing Effectiveness
your integrated marketing team posts blogs, writes social media posts, produces
podcasts or uses video to share information, they are involved in the practice
of content marketing. But creating content and producing results are two
entirely different things. In this post, we’ll share a few secrets on making
content campaigns more attractive to your followers.
Writing Vs. Copywriting: What is the difference and why does that matter?
means sharing information your customers and prospects will find interesting.
That could be anything from a case history to a tip sheet to a white paper.
Copywriting is all about writing attention-getting headlines, building
attractive landing page, crafting magnetic emails and the like. For many
marketers, these two disciplines are like night and day. But smart marketers
know that the persuasion techniques practiced by top copywriters can be infused
into their content marketing efforts.
A recent article
from Copyblogger points out two things:
- Content marketing is used by a whopping 86% of businesses
these days, but…
- Effective content marketing isn’t quite so easy to find.
suggests that by leaning on techniques used by successful marketers, content
creators will be more likely to find readers willing to sign up for content
updates — and share them with their associates.
what exactly are these principals of persuasion? Follow this famous acronym:
of advertising and marketing may recognize the well-known AIDA formula, which
stands for, “Attention
how it works, in a nutshell:
first step in attracting a prospect is to get their Attention. Once they’re
aware you exist, create Interest by communicating the benefits of your product
or service. Knowing your potential customer is interested, the next step is to
appeal to their emotions and build Desire for your product. Finally, you make
them the proverbial offer they can’t refuse — an offer so compelling that they
will want to take Action and purchase it.
AIDA works for content marketing.
paid marketing campaigns, which aim at getting customers to take action right
away, content marketing focuses on building bridges and forming relationships.
But the same AIDA formula — Attention, Interest, Desire, Action — still
still must get a reader’s Attention in order to attract them to your content.
still need to attract their Interest in your blog, social media post, podcast,
etc. It’s critical that they Desire the information enough to agree to
subscribe to your content. And the way they do that is by taking Action on your
be content with the same old content.
of just publishing content, focus on effectiveness. As Copyblogger puts it,
“…it’s content that people desire and seek out, and it’s great content that
Google wants to rank well in the search results so those people can find your
to commit to high-impact, high-quality content marketing? Study: The
Do’s and Don’ts of Writing Conversationally