Your brand's content may be appropriate and highly valuable
for consumers, but are they paying attention? A lot of messaging gets lost in transition
simply because it lacks that extra punch. The trick is not to produce more
content, but to make each piece of content more valuable, relevant, and
compelling for your audience. The art of brand communication lies in being able
to convey what you actually want, and drive the desired result from the end
user.
Before you finalize a piece of digital content, it must
fulfil some basic criteria:
· Relevance - Is the content even relevant
for the target audience?
· Action-oriented - Is there a call for a
clear cut action for the audience?
· Shareable - Is the content written
interesting enough that it spreads through the word-of-mouth (WOM)?
· SEO Friendly - Has the content been
optimized according to the SEO parameters?
· Clarity of Brand Message - Is the brand
message coming out clearly in the content?
· Adaptive - Can the content be adapted to
different platforms?
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Apart from these key factors, the presentation can make or
break the content. You may employ creative writing to spread
your message, but the way it is presented can give it an extra edge. Communicating your
message in an innovative manner could result in increasing user engagement and
much higher returns.
There are some methods of presenting the content that are visually
more appealing and more impactful. Let’s take a look at some of them:
· Infographics
- Shared up to three times more often than the other types of content.
· Videos -
52% consumers say that watching product-videos makes them more confident about
online purchase decisions.
· Blog
Articles - B2B companies with regularly updated blogs generate 67% more
leads per month than those that do not.
· White
Papers - 57% of B2B marketers rate white papers as an effective content
marketing tactic.
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Digital content writing is an intricate affair, where
flawless execution of quality content can do wonders for you.
Here are some of the benefits of having that extra bit of
vigour in your content:
· Break the
Clutter - Your audience is receiving brand content from thousands of
sources every day. You need to provide them with something extra to grab their
attention.
· Google is
watching over you - After its latest Panda update, Google is hunting down
poor or ‘thin’ web content. The update is supposed to focus on removal of
redundant, irrelevant content, and spam from Google’s index.
· More Traffic - Unique content will make your site searchable via a wider array
of words and increase the reach through WOM.
· Increased
Conversions - With more traffic, the number of potential customers are
likely to increase, thus, increasing conversions and brand recall.
· Thought
Leadership - With quality content, industry sources will start utilizing
your content and direct potential consumers back to you.
· More bang
for your buck - Impactful content has a lasting appeal, reducing the need
to generate more content.
