P.A.M.P.E.R. Your Audience with Content | Content Creation Houston
Content is the string that unifies the fabric of an internet marketing campaign. Content is present at every crucial stage of the AIDA model. Content is used to catch attention, build interest, create desire, and prompt action. The key factor behind the success of an online marketing program is content. Content is the main ingredient found across multiple internet marketing strategies. If your content is non-existing, you are missing on an opportunity to reach an audience. If your content is poor quality, you’re not attracting quality buyers. To create great content, you must provide compelling content to your prospective buyers.
A study by Hubspot shows that there is a direct relationship between website pages and website traffic. There is a direct correlation between landing pages and inbound leads. There is a direct relationship between social media posts and website views. There is a direct relationship between quality content and online popularity. To read more about this study, download the Lead Generation Lessons Ebook.
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What is essential to creating excellent content:
- Promotion & Distribution
- Evidence & Metrics
- Right: Spelling & Grammar
Your communication must have a purpose. This purpose must be tied directly to business objectives. The purpose from following the S.M.A.R.T. method of goal setting. It benefits from having specific aim, measurable metrics of achievement, achievable, relevant, and time bound communication objective.
S A smart content goal is designed to guide buyers from one stage to the next stage. It’s the right message, right person, and the right time. A smart content goal perfectly complements an over-arching marketing goal. A smart content goal optimizes for thought sequences and buyer cycles.
M A smart goal is measurable. It’s can be measured in number of blog posts, number of social media updates, and number of landing pages. What you choose, you must set the time and resources aside to achieve it.
A A smart content goal is achievable, by taking into consideration the resources and constraints. It’s realistic.
R A smart content goal is relevant; this means it’s not for the sake of having more content but for the specific purpose of reaching a business objective. If you notice, for example, that your content to attract buyers to your website is lacking, this is where you need more. If you notice people are arriving but not converting, then you need more landing pages. If you notice that leads are not evolving into customers, you need to segment and create offers for their stage in the buying cycle.
T A smart content goal must be completed within a reasonable time frame consistently. A content goal without a deadline is bound to be put off for another day or until all the major priorities are completed. In essence it is put on the back burner. Your content cannot be delayed indefinitely without adversely affecting your marketing impact.
Your content needs to be tailed to your audience. Who is your audience? Your target market of course. Your target market or buyer persona influences heavily what your write about. It helps them understand what you do, whom you serve, why your business exists, how you are superior to the next provider, and why they should choose your business over the next one. How information is communicated to the audience varies, it depends on your brand, positioning, and unique selling proposition.
Your content needs to provide different messages for different stages of the buying cycle. Your message to someone in the research phase is different from the message for someone who is in the comparison stage. Here is a checklist to make sure your marketing message is consistent with your objectives. A message to be well received must possess these attributes:
Clear. The idea is easy to comprehend. It is void of convoluted words that confuse the reader. It makes a simple, direct message that the reader finds easy to understand.
Concise. There is a time and a place for long-winded creative expression. There is a place for compelling short statements. A concise message will be read, understood, and evaluated much quicker than a message that is elaborate and wordy.
Complete. The content message itself must be complete, even if it's is a two or three word summary. An incomplete idea can leave the reader confused or frustrated.
Once you have created your content message it must be distributed online to the target audience. Your message will not have the same appeal if it is given to the wrong people.
Example: If you sell accounting services to small to medium size businesses and you share information about accounting information with your peers within a LinkedIn group, then they will not benefit as much from the information because your peers already know the concepts.
Your content will be better received if it is presented to the ideal audience. Before you distribute your pieces of content online, determine who your audience is and where do they go online. When you connect your unique content for the right prospective buyer, the reaction will be more favorable.
Evidence & Metrics
Content must ultimately serve business purposes.
Content must be used to stir up attention, interest, and desire within a prospective buyer. It’s designed to promote attributes like credibility, likeability, and trust with a specific provider. When you create content you need to be able to track the results of the content as far as views, clicks, leads, and customers.
Content without metrics is like a ship without a destination, compass, or rudder. Metrics provide a sense of whether or not the content has helped the business reach a desired destination. The metrics act like a compass because they will you if it’s working or not working. It acts like a rudder by guiding people to the right place.
A basic rule of content creation is that it must be have correct spelling and proper grammar. It aids in comprehension for one. A message that is not understood cannot be appreciated for what it is. A clear proposition is easier to comprehend and act upon.
It's also important for the content to be correct as far as facts. An idea built upon credible sources earns more credibility than content based on experience. People want to make good decisions; a decision based on facts is easier to justify.
The next time you sit down to create a piece of content for your social networks, blog, or website remember how important your content is. Keep your purpose top of mind. Write with your audience in mind. Make sure your message is clear, concise, and complete. Promote your content online in places where your target market is likely to be online. Use evidence to support your ideas. Make sure you're writing is free of typos and grammar mistakes; your readers will know if you're grammar is right or wrong. If you follow the basic principles summarized by P.A.M.P.E.R. you audience will be more receptive to the message within your content.