Creating Content That Moves Consumers to Action

Content marketing is not a new trend for businesses; it is however, a strategy that is increasingly popular in marketing and branding circles.

Whether it’s through blog posts, videos, photos, or social media posts, connecting and engaging with consumers through content is the goal for marketers.

There is a fine line between speaking to your consumers and sounding too “salesy” or pushy, but how do you ensure your marketing efforts remain on the correct side of that line?

Here are three effective concepts you can implement to start getting consumers attention.

Hand writing Content Marketing with black marker on transparent wipe board.

1. Be conversational

Create authority with your content by demonstrating expertise in your space. If you are offering a product or service, demonstrate how those products and services offer solutions to your costumers’ problems.

There will be times when your content should take an authoritative tone, but generally, it should be presented in a manner that represents the way you, and your costumers, talk.

When appropriate, use slang or more casual language to make your readers feel comfortable and accepting of your message.

2. Create involvement

Bringing something actionable and valuable to your consumers will leave an impression long after your content has been read or seen.

Get your customers invested in your content by using your social media channels to get input about an upcoming blog topic. Soliciting your audience’s opinion can move your readers to action.

For example, if you are writing a blog post about “the challenges managers face in hiring employees,” pose this topic to your social media followers and ask their opinion. You can include some of the responses in your blog post. That way, you’ve not only involved consumers in the creative process, but you’ve also given them a sense of ownership of the content.

3. Keep the brand in mind

It’s easy to get bogged down in “brand-speak” which tends to shut consumers off.

Make sure your content is representative and consistent with the image of your brand by giving it a unique tone. Try to avoid jargon and acronyms that only industry insiders would know. Instead, maintain the language that makes consumers comfortable with your brand.

The most important thing is to draw in your readers and make them comfortable with your brand. To do this, ensure that your content maintains consistency in personality, style, and authority; doing so helps connect consumers to your brand.

With these tips in mind, you will be able to create content that leaves your readers feeling engaged and wanting more.

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KWSM is a digital marketing agency made up of brand journalists. We specialize branding, positioning and ongoing marketing execution in order to generate leads. Our offices are located in Orange County, CA, San Diego, CA, Las Vegas, NV and Atlanta, GA, but we serve clients all over the country. Read More