But as I keep telling my students in my Copywriting and Marketing Classes:
- engagement is queen, and
- words are your kingdom’s bricks and mortar.
All brands today understand the need for amazing content to reach and build a relationship with their audience – but if you genuinely want to capture some of their precious and limited attention, the same content over and over just doesn’t work.
Why would it? It’s BORING!
Through my years of successfully producing marketing content through copywriting, I’ve identified and distilled the 4 essential elements you must build into your content if you want to get results.
Here’s what they are and how you can make those 4 elements work for you.
However, the saturation of marketing materials and messages out there is undeniably raising the bar of what your potential customers will either ignore or totally forget.
Harsh, but true.
The same content over and over again doesn’t work.
1. Structure
Your content must have a logical flow that effortlessly guides people from the start to the end of your message and feel enlightened by the whole experience.
Strong content structure guides audiences from start to finish effortlessly.
The ideal content structure will mean people consume your media with little effort and understand the reason behind it. So remove excessive waffle or leaps which can distract or annoy people.
If you’ve got it right, their minds won’t stray from your message because the forward momentum never feels laboured.
2. Intrigue
How do you create intrigue? Through brand relevance.
How do you offer brand relevance? By knowing your customer really well, identifying their pain points and building content around a compelling solution.
Pique their interest through something they actually care about.
Once you’ve got this right, put your own unique spin on your subject, and it will be both fresh and relevant! Suddenly, eyeballs on your content a-plenty!
3. Information
What will your audience learn from being exposed to your piece of content that they will deem worthy of their time?
It doesn’t necessarily have to be academic or scientific, but what will you be offering people through your content that they didn’t know before?
- An upcoming sales period?
- Some fact they can tell their friends about?
- A new product or feature?
- How to improve their life?
- Something that can further their career?
- Tips and tricks?
People will give you their time and attention if you promise something of value through information. Of course, if you don’t deliver, they will ignore or forget you (and rightly so!).
4. Entertainment
I don’t mean you need to show them a blockbuster movie, have juggling monkeys or dramatic fight scenes. But no matter what media your content is, there should be something entertaining about the whole thing that adds a bit of colour to their day.
If you want their time, amuse them in your own unique way!
Entertaining content is the “glue” that makes your content sticky. If your audience feels entertained, they will stick around and continue to interact with your business and your brand.
Why are these 4 elements so important?
This intangible value is the sole reason why people look for, engage with and respond to content.
Nothing to gain? No interest. It’s simple.
So, when you’re creating content, ask yourself: is what I’m creating going to offer value to my intended audience through:
- A conducive structure?
- Relevant intrigue?
- Offering information?
- Providing entertainment?
If you can say ‘YES’ to all four without lying, you’re onto a winner. Keep doing this.
Of course, if you need help, an experienced Marketing Content Copywriter is who you need! I wonder where you can find one…
How Can Melotti Media Copywriting Help You?
You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and content marketing needs!
For more information or to speak to a quality copywriter to get the results your business deserves, contact me now at enquire@melottimedia.com.au.
I can sharpen your words to achieve your goals, today!
Christopher Melotti
Melotti Media Copywriting and Message Marketing Bureau
www.melottimedia.com.au
