Liked, Trusted and Remembered: Does your content stand out from the crowd?
Great news coming from Forbes: 62% of B2B content marketers are “much more” or somewhat more” successful with their content marketing than they were last year, while 63% of B2C say the same. While the fact that the numbers are rising is good thing, this means that there will be even more content to compete against.
The question then becomes, what can you do to make sure that you content stands out from the crowd, and catches the eyes of your consumers? And more importantly, leads to conversions?
Over the past 20 years, I have been creating content marketing systems for clients. What I have learned is that content marketing is not very different that building relationships with people. In fact, I believe that content marketing is just an efficient tool for creating relationships.
Like creating relationships, every one of them starts with a conversation. That’s why I built a content framework around three principles to build great relationships and growth-oriented businesses; Liked, Trusted & Remembered.
What is “Liked” Content?
Does your content “speak human”, as in H2H, or human-2-human? Do you incorporate personalization in your content? Turns out 74% of customers feel frustrated if the website content is not personalized. Yikes! If you are not connecting on a personal level, then your content is not being “liked” by consumers.
“Liked” content and posts are tapping into the emotional connection with people. Remember at the core of all business relationships are people. And people are emotional. So, does your content and post make it easy for people to Like you?
Playing off of Facebook’s Thumb’s up “Like” it is the easiest and fastest way for someone to acknowledge you and your post in a positive way. It’s a simple, “Hey I Like that” message. Plus, it’s a great way of staying in front of people so you are remembered.
I like to use “Liked” strategy to just keep in front of people by having strategic posts that I know my target audience will find interesting, motivating or encouraging and therefore easy for them to simply, “Like” it.
In an upcoming blog, I will share more details about a Like strategy. Be sure to subscribe to my blog to get it once it is published.
What is “trusted” content?
Do your customers trust your information? Are you considered an influencer in your business community?
Trusting your content really breaks down to credibility. What are other people saying about you? What events have you attended, or been a keynote speaker at? What steps are you taking as a business to keep your consumers informed about the product you are selling? Sharing cute memes and 3rd party content will always be a part of your content marketing, but you also need facts and numbers to support your case.
Developing trusted content does not give you floor to brag about how amazing you and/or the product is. This is tasking the time to show the consumer that you understand what answers they are looking for, and are creating content they can trust.
How can you create “trusted” content:
- Case Studies – how did your product help consumers?
- White Papers – explain different parts of your product and how they can help the consumer solve an issue.
- Webinars – host events online to discuss your product and how it can help a consumer right now.
- Facebook Live/You Tube- create videos that answer consumer questions/complaints, and show events that you are attending
- Events – encourage live video, live tweeting, promote a hashtag so that consumers who can’t attend feel like they are a part of the event
- Interviews – get your influencers involved with interviews for the company.
- Service – get involved in your community, and partner up with local activities/events.
What is “Remembered” content?
“Just do it” “Live Mas” “Because You’re Worth It” “Got Milk?” Each one these slogans should prompt you to “remember” a specific company or product. Are you teaching your consumers to remember you? Think of remembered content like a mini mission statement. What is the goal? To leave a key brand message in consumers’ minds so that, if they remember nothing else from an advertisement, they’ll remember the slogan.
How can you create “remembered” content:
- Slogan – a catchy 1 liner that speaks to your brand.
- Hashtag – a specific hashtag that refers to your brand consistently and is used consistently.
- Logo – does your logo grab the consumers attention?
- Memorable – is your slogan recognizable in under 3 seconds?
- Key Benefit – what does your product offer, or what pain point does it solve?
- Stands Out – how does your product stand out from the competitors?
- Positivity – does the slogan make your consumer think positive, happy thoughts?
Do you want your content to stand out? Do you want your content to drive consumers through the sales funnel to lead to conversions? Do you want to be an influencer in your online community? Then you will want to consider our framework for content that will catch consumer’s eyes: like, trusted and remembered content.
Tell us, what tips do you have for creating content that attracts attention? Leave your tips and tricks in the comments below.