 |
I had sticky toffee pudding the other day, and frankly I can't stop thinking about it. It wasn't the stodgy kind, that you so often get after a good meal, it was sweet, light and topped with vanilla ice cream.
So logically, it made me think about advertisements, particularly written copy. (For those unaware, copy is the content writing used in marketing.)
Whether it's digital or print, copy needs to leave an impression - a good one. Good content stays at the forefront of the audience's mind, and should leave a sweet taste behind. It needs to STICK.
The sad truth is that people don't read anymore. Generally, attention spans are getting shorter and with the internet evolving at such a rapid pace, people tend not to spend time reading through articles and/or posts that they are not specifically looking for.
So, how to write copy that sticks...
Be a distraction.
When creating content, you need to remember that people will not be looking for your content, specifically. You want your blog, tweet or ad to divert viewers away from what they intended to look for. The kind of distraction that makes someone, enter a department store looking for a pair of shoes, but leave with new garden furniture and a lawn mower.
Give & Take
Content is the most effective way to reach your intended audience, so it needs to cut through the clutter. While it is great to be able to identify your target audience, and what impact you want your content to make; consumers don't want to feel like a target.
On Twitter, I get particularly bothered by the increasing number of automated DMs that I receive when I start following someone. Before any relationship has been established, through content sharing and interaction, I have been asked to view a website or pre-order a book. I feel targeted.
The sharing of content should firstly involve giving. Through your social platforms you can share quality content that enriches your audience's experience. Through the offer of entertainment, or useful knowledge, you can give people something of value.
Only once you have given your audience something of value, can you expect to receive anything. Traffic and engagement (likes and shares) will increase when people are truly interested in what you have to say/share.
On Twitter, I get particularly bothered by the increasing number of automated DMs that I receive when I start following someone. Before any relationship has been established, through content sharing and interaction, I have been asked to view a website or pre-order a book. I feel targeted.
The sharing of content should firstly involve giving. Through your social platforms you can share quality content that enriches your audience's experience. Through the offer of entertainment, or useful knowledge, you can give people something of value.
Only once you have given your audience something of value, can you expect to receive anything. Traffic and engagement (likes and shares) will increase when people are truly interested in what you have to say/share.
Be engaging.
When creating content, try to cover something new. Unfortunately, with the exponential growth of content sharing online, it's pretty much impossible to create something completely original. But obviously, nobody enjoys reading articles that regurgitate the same robotic-sounding ideas that have been spouted hundreds of times.
So even if you want to cover the same topic that someone else has already written about, add your own voice, own style. Organise your ideas in a way that puts a spin on a concept. And if it's funny, educational, industry-leading or packed with data, chances are the content will be engaging.
So even if you want to cover the same topic that someone else has already written about, add your own voice, own style. Organise your ideas in a way that puts a spin on a concept. And if it's funny, educational, industry-leading or packed with data, chances are the content will be engaging.
Timing is everything: Tie content with news
Most people who use social media, either personally or for business, will know that posting at certain times in the day will alter how many views, likes or shares it gets. Timely content is relevant content.
But is also important to link your content with recent industry news, so that you are focusing on a topic already being widely discussed - that your audience are already interested in.
But is also important to link your content with recent industry news, so that you are focusing on a topic already being widely discussed - that your audience are already interested in.
Shareworthy content is built on an already established foundation of news that people want to know more about. Creating content that is relevant and on-trend, increases your chance to lead thought.
It's all about you - not.
Your content shouldn't be all about you - it's about the customer.
When writing an article, blog post, etc. think about educating your readers, give them some useful information, that is relevant to them, so they'll be more inclined to share it with others.
Submit
And if you've smashed all of the above, it's time to smash the 'publish' button and share it with the world. Stick it to 'em.
Comments
Post a Comment