Marketing Momentum  Blog

Strategy, behavioural analytics and insight - served with a creative twist.

Creating the marketing imperative …relevance

And 5 top tips for creating compelling content

"We've gone from being exposed to about 500 ads a day back in the 1970s to as many as 5,000 a day today."

There are some fairly scary statistics floating around stating the number of promotional messages that are competing for consumer's attention every day. Regardless of whether the figure is 3,000 or 30,000, it is clear that businesses need to do something special to be noticed.

We live in an age of marketing clutter and even if people do happen to cast their eyes on your branded messages, whether they actually take any notice or process the information is a different matter. As marketers, we need to hit the nail on the head first time, every time. Nobody appreciates being interrupted with irrelevant information that does not fit their emotional or practical needs. Your message needs to cut through the noise and be so good that it adds value to your reader. 

Here are 5 tips to putting out relevant and compelling content:

1.Put yourself in your customer’s shoes. 

You might know everything there is to know about your products – but the reality is, your customer probably doesn’t care. Especially when it comes to technology products. People expect the technology to work and what they want to hear is that you care about their pain points and have real solutions for their problems. 

2.Watch your language. 

Remember, it’s not about what you know but how you say it. Save the technical jargon and keep it simple. 

3.Highlight benefits to show value. 

So many marketers still confuse features and benefits. What we need to communicate is exactly how each feature of our product or service translates into a real, tangible benefit for customers.  

4.Research popular content from your competitors. 

This is not about plagiarising content, it is about crafting words with a different, stronger slant.  Socialcrawlytics is a great tool for analysing content posted by your competitors across the different social networks. 

5.Get visual with Infographics. 

Most people absorb information much better when presented in a visually pleasing manner. Infographics are a great tool for stimulating your readers. 

In a day and age when the whole of the marketing world seems to have gone bonkers about social and digital trends, I do feel a little smile coming on as I write that the real lesson here goes back to old fashioned marketing - right message, right audience, right time.  It’s textbook stuff. 


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