1. Create unique, interesting content to stand out from the crowd
Joe Pulizzi wants you to ask yourself a tough question: Are you really creating unique and valuable content, or are you just pumping out the same stuff as everyone else?
The key to getting content marketing right is to produce content that is high quality, unique, and valuable to your customers.
Give your customers a real reason to read your content. Give them a reason to care. It’s about quality over quantity.
2. Build trust through current, high quality design
According to Mandy McEwen, design plays a huge role in a customer’s decision to trust your business.
Humans are visual creatures, and your customers are going to make judgements based on the appearance of your site and social media accounts.
We all carry around amazing phones in our pockets, so there’s no excuse for low quality photography.
Tools like Grammarly will check your content for spelling and grammar issues.
If your site looks like one that was rushed together by a scammer, your customers are going to trust you as much as they would trust a scammer.
3. Create content that appeals to only your target audience
Over at MarketDoc, Jacob McMillen’s advice is focused on lead magnets, but it’s applicable to your landing pages, your blog posts, and the rest of your content.
You can’t please everyone all the time, and you shouldn’t be trying to.
Your content will be much more effective if it’s created for a specific audience, and only that audience.
But this doesn’t mean you have to start from scratch. You can easily create variations of your content that are geared toward each of your target markets.
This is especially important when it comes to landing pages and lead magnets. Create versions for each market you’re targeting, and run specific campaigns to that market.
Your market-specific content is more relevant and useful for your audience, and will boost your conversion rates.
4. Relatable content is very shareable
Veronica Hunt’s research shows that people can have subconscious reasons for wanting to share your content.
Personality quizzes are highly shareable, because they provide a quick and easy way for people to show others something about themselves.
Short, quick content like quotations and inspirational statements are relatable and identifiable, and give your customers a way to use your content to show off their personalities.
Helping your customers show off in this way can also lead to them having a more positive mental association with your business.
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