Converting targeted readers to an engaged audience, capturing increased shares, acquiring backlinks, and earning higher rankings on social media platforms is the ultimate goal of any digital marketing strategy. But in a crowded and noisy space and with a multitude of social media formats, being competitive in gaining the attention of an audience can be very challenging. The reason may be that many digital media players are becoming exceptionally good at how they play the game in a league that is populated with talented performers. Being good is not good enough anymore; today it starts and ends with being better at all aspects of a digital marketing effort. Looking to achieve respectable metrics without first doing the challenging work in social media circles today will leave your brand out of the most important conversations.
Presentation of content matters. Font types, character size, layout, and colors play an immediate role in how a content effort is welcomed by a prospective consumer. Readers will be less likely to engage a brand in a conversation if the content is difficult to read and the environment around it is messy or disorganized. Ask any chef and they will tell you that a diner eats first with the eyes. It remains true that the first goal in creating successful communication, whether digital or otherwise, is making a great first Impression.
Gaining the attention of an audience begins with developing a comprehensive marketing strategy that is built around a well-defined goal and a budget with specific and objective priorities. Reaching the correct listeners, optimizing the quality of engagement, and achieving increased conversions demands a comprehensive communication effort. So many attempts to gain listeners fail from the outset, not because of the quality of the message but due to mechanical or visual annoyances.
Slow-loading websites, poorly designed graphics, or plain unattractive formats can turn off prospective readers before they get through the introduction. Initiate the conversation by leading the body of the content with a relevant bit of information that will not only draw the attention of a reader but encourage them to continue to listen. The body of any content creation is particularly important, but failing to capture a reader early on will ensure that the all-important body and ending of the message is abandoned before it is experienced.
Despite all the dramatic shifts in the methods of communication over time, a picture is still worth a thousand words. Today the most important content marketing is video. Regardless of the platform, video has become an essential part of any digital marketing strategy. Video adds value to a content experience as consumers become increasingly selective about the content they consume, so it is important to develop high-quality videos and images that are educational, entertaining, and relevant to the message. Studies have found that written content of 75 to 100 words followed by an image or video, can attract a 75 percent increase in content shares.
As more people discover the convenience of mobile technology, it is critical that all digital communications are mobile-friendly. Whether it is smartphones or tablets, utilizing mobile web or mobile apps, social media, QR Codes, or location-based proximity, a majority of marketers and consumers are having conversations while on the move. More than 56 percent of website and social media platform visits are from mobile devices. If your website is not optimized for the mobile experience, you will be missing out on the majority of conversations. Social media users are mobile, not only in the devices they are using but the channels they are frequenting.
Establish the right tone when creating a conversation and validate your message by providing supporting data and documentation that portrays the brand as an authority in the field. Tell a compelling story that ends with a solution that solves a listener’s problem.
The success of any content marketing effort is not reliant on any one element, but rather on a combination of elements designed to engage in two-way conversations with a targeted audience that promotes brand value, trust, and consumer awareness.