Whether you write content for PR, digital marketing, or social media: it matters to be smart, targeted, and brief.
We all have access to more information than we can process in a meaningful way. Vast resources can be accessed with the click of a button. How can your brand stand out and be different? How can your marketing be different? You are competing for a reader’s time and attention. Why should they give you their time? How can you be relevant to them and give them the information you want to convey? Answer: be targeted, useful, and entertaining.
1. Sell people what they need - not what you have
Every marketing person worth their salt can sell an idea or a product. You may reach your immediate goal, but it's not a strategy. Your audience (i.e. customers, reporters) will figure it out. They bought your product or idea because of your good sales pitch, timing, charm, or sheer luck. But they will not buy from you again. Be it a product or a story. There are two ways for you to solve this problem and be targeted. You can find the audience that's right for you. Or change your product and what you have to offer until it fits your audience and addresses their needs. Understand your audience.
2. Speak to "their" problems and give "them" answers
You've just read a great report or article. You know there's a lot of wisdom in it. But how do you apply it? You've just come from a conference. You're back at your desk and you want to apply what you learned. But how? You get this feeling because you know you read/heard great content from smart people. You just need to put it into action. If you share your ideas, you want your audience to take action. Make it easy for them! Tell them three easy ways to apply what you taught them. If you talk about content for social media, give your audience specific examples, e.g.
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3. Be Visual and Entertaining
With a picture, people understand much quicker what you want to say. Think about alternative ways to convey your content. Especially, if you pack a lot of information in a short amount of space/time. Think outside the box. Use eye-catching images and other forms of multimedia to grab your audience’s attention. The right picture can be worth a thousand words and it can capture attention in manner words cannot. Use infographic templates or free stock photos to enhance your message and be understood.
Successful writers know how to be clear, effective, and punchy when it comes to writing successful content. Truly understand what your audience is looking for and how they want it. Be mindful of the time you have to make the biggest impact. It is what separates successful brands from failures.