We’re are not talking the 4 C’s of diamonds. However, your content should shine bright in the eyes of your readers with a few basic rules.
How does a company create good marketing content? Is it done by an employee, a CEO, a marketing department, by committee? Perhaps they utilize an outside marketing agency. However its done, content should always support the brand and their USP, and it needs to be clear, concise, compelling, and consistent.
To begin, always be clear. Know exactly what you want to say. Start with an outline and put your thoughts on paper. Clarity also means being correct. Check your facts and be accurate. If your information is questionable, you’ll lose valuable credibility.
Information today is delivered in ever-diminishing sound bites that must be concise. Whether it’s a tweet, headline, or press release, get to the point fast! Today readers have short interest spans and have become conditioned to dealing with information quickly. You have only seconds to capture their attention.
Draw the audience into your content with compelling information tailored to their needs. Give your message a “call-to-action” and motivate the reader to engage with your message. Provide a benefit of doing business with you over your competitors. Compel them to call, click, or seek more information.
Never underestimate the importance of consistency. Create content that can be repurposed over and over again. A consistent message across multiple media reinforces your brand. As a bonus, consistency also supports search engine optimization.
When readers see similar messages through multiple channels, they begin to associate your brand with that message. The more frequently that message is delivered in multiple ways, the more engrained it becomes. Think “Just Do It!” from Nike.
If you want your message to shine like a diamond, the 4 C’s of content development are critical to your message development efforts.
For more information on developing strong marketable content that supports your brand, contact the experts at 360 Marketing for a free marketing strategy discussion.