It’s hard, isn’t it?
Establishing your brand name, generating new leads, and securing new clients are crucial to the success of your business organization.
Yet it’s hard doing all that while also taking care of the regular business processes of minimizing savings and maximizing profits.
This is why you need to look into the most cost-effective means of achieving your business objectives.
And what’s a better way to do that than a no-nonsense blog post? It’s simple, to-the-point, and you don’t need to spend a fortune on it.
So here’s how you can turn your story of using content marketing into an inspirational one.
Why You Need to Build Your Brand with Epic Content
Business organizations generally rely on creating media campaigns to build their brand and attract new clients to that brand.
But when the forms of media you’re using are non-traditional, your media strategy should be innovative as well.
If you want to build your brand using digital media, you need to re-evaluate your media strategy and begin to use content and content marketing to attract new clients.
Content is one of the leading ways you can reach your audiences and the higher quality content it is, the more people you can contact.
Another reason why content marketing works so well when it comes to brand building is that it’s one of the most cost-effective means of reaching your audiences.
I mean, think about it. You have the potential to use mass media without paid advertising. Where else would you find a better opportunity?
It’s no wonder why nine out of ten marketers are relying on content marketing today.
Whether you are creating and disseminating content through email newsletters or blog posts, you need to be clear about what you want to achieve with your content marketing strategies.
Building your brand is not the only purpose for relying on content marketing. You can also use it to generate more leads, acquire more customers, and increase customer loyalty.
Tips for Using Content to Achieve Your Business Purposes
Now that you know the importance of using content and content to build your brand and increase sales, it’s time to know some of the best ways you can achieve that.
These five tips will help you in your quest to secure more customers:
1. Add Curiosity by Using Surprise
What does that mean?
How’s that possible?
That can’t be true, can it?
These are some of the feelings that make someone click a blog title that catches their attention. And catching the client’s attention is the key here. This is how you get likes, comments, and shares in an increasingly attention-deficit world.
George Loewenstein of Carnegie-Mellon University has worked quite a lot on the subject of curiosity. According to his information gap theory, curiosity develops when we feel a gap “between what we know and what we want to know.”
This means that if you want to attract people’s attention, you need to create that mental itch, that thirst for knowledge that makes it almost irresistible for your audiences to ignore your blog post.
Consider the subject of this article, for instance. It was the most-shared article on Huffington Post in 2015:
There is, however, an important consideration here. While we suggest coming up with a title that invokes curiosity, it shouldn’t feel like clickbait.
And the one thing that distinguishes between clickbait and shareable content is valuable information in the article.
But more on that later…
2. Come Up With a Controversial Post on a Hot Topic
Provoking curiosity in the minds of your readers and then satisfying that curiosity is not the only way you can build your brand through blog posts. Another thing that helps blog posts go viral is audience engagement.
What does your audience think about the blog? Do they agree with your opinion? Do they disagree?
The kind of response you receive doesn’t really matter. Engagement is what drives your content through social media. And according to Alex Chris, maximum engagement is what you want.
But when it comes to generating controversy through your blog post, you need to be mindful of a crucial consideration. According to Erica Varlese:
When writing about a divisive topic, do your research. While your blog is a place to voice your opinion, it is also important to present the facts. This includes adding information about opposing viewpoints on your blog post, so that your readers can get a well-rounded presentation of the issue you’re talking about.
This is an example of a well-written, well-researched, and well-argued blog post that generated a controversy for all the right reasons. Although on the surface it was a gross generalization of marriage, it really wasn’t.
This was a personal diatribe from the author who underwent a troubled marriage. And it divided opinions.
Within a day, the blog received more than 25 million views and the author was invited on many major media outlets to share his experiences.
Here’s a screenshot of the coverage it received on ABC News:
3. Harness the Power of Visual Content
The average human attention span is around eight seconds.
Just eight seconds! Think about that. This is all the time you need to capture someone’s attention. And that’s not enough.
Once you’ve got their attention, you need to hook them to their seats until you’re done with your message. Then, you need to keep them coming back for more.
Can you do all this and more through a huge wall of text?
I think we all know what the answer to that question is. No one likes to read a bunch of words when there are so many bright and vivid colors screaming at you from all directions, vying for your attention. Even Shakespeare wouldn’t have had that kind of success in this day and age.
This is why you need to use those colors to pull someone in. You need to be more visual in your approach when creating content. Think infographics. Think bright images. Think photography. That’s where a lot of your clients will come from.
This is what Becca Fieler has to say about it:
According to psychologist Albert Mehrabian, 93% of all communication is nonverbal. Consider how we react to body language or why silent movies are so compelling despite the lack of verbal dialogue. What we see has a profound effect on what we do, how we feel, and who we are. How you use graphics greatly affect how you and your business are perceived.
If you want to see how to effectively incorporate visuals into your content marketing strategy, consider this stunningly simple and simply stunning example from Amanda Smyth’s cooking blog:
4. Use Scientifically Backed Information to Get Better Results
I promised you more on including valuable information in your blog posts. And here I am.
When you’re in the content marketing business, it’s your job to build value for your clients. This means that you have to provide something valuable to your clients for free. And it can’t be one of your products or services. So let’s settle on the second best option.
Since the information you want to offer your clients should be research-based, the point I want to make here must be research-based as well.
According to the results of a study published in Communication Research, research-based evidence is much more persuasive than story-based evidence.
So now you know research is important. But how do you actually set out to do research in your niche? Here’s a helpful tip by Belle Beth Cooper:
I try to save and tag anything I read online that might be useful at some later point. I currently have 6,600 bookmarks. I keep a folder of bookmarks called Research, that contains any studies or articles I might want to reference in my content—this folder has 374 bookmarks so far. This makes them easier to find than throwing all my bookmarks into one place.
Here’s how the Kentucky Visual Library sums up the process of conducting research:
5. Engage On an Emotional Level
How would you feel if I pile up a huge list of drab facts to make a point?
You’ll get the point. You may even appreciate the effort I put into finding those facts. But would it have an impact on your life? More importantly, would you ever come back for more?
You probably won’t. And here’s why. Although research-backed information is more persuasive, it’s not really memorable. Touching someone’s heart with a poignant story is. This is why it’s important to write a blog post that is emotionally engaging for your clients.
Here’s a helpful tip from Nicholas Tart:
From a blogging perspective, one of the most effective ways to connect with your audience is to reveal the things you’re not proud of.
Tart also cites this blog post from Quicksprout’s Neil Patel among the ten that changed his life:
Wrapping It Up
So there it is.
Those are the five actionable tips on how to achieve your business goals through killer content.
If you diligently follow each tip and compose your blog post accordingly, you’ll get a much better response from your content marketing strategy.
If not, well, good luck finding your clients the old-fashioned way.
Now that you’ve seen how to establish your brand name with a blog post, I’d like to hear from you.
What do you think of the new content marketing strategy?
Or maybe you have a question about generating leads through a blog post.
Either way, leave a quick comment below.
If you have a question or thought, leave a comment right now.
Note: The opinions expressed in this article are the views of the author, and not necessarily the views of Caphyon, its staff, or its partners.