In Pursuit of Engagement with High-Quality Content
Make It Specific: There’s a reason that “how-to” content always seems to top the list of the most popular content - it is what people want. Consumers want to be shown what to do and how to do it and marketers that are able to make their content highly specific and targeted to a specific need are those best positioned to attract users with their content.
Make It Personal: Content that is specific about a certain topic is a powerful way to increase relevancy but marketers can take their content optimization efforts a step further by finding ways to make their content relevant to the person actually consuming their content. Lifestyle brands do this very well and there are numerous examples of this available.
Make It Consumable: The biggest mistake that marketers and designers make is creating experiences that are difficult to navigate and consume. For example, fifteen minute videos when a three minute version would suffice, or creating a 3,000 word article without clear breaks through the use of headlines, pull quotes or images.
Make It Interactive: Perhaps the biggest mistake that digital-minded brands make today is providing a “static” experience - one that doesn’t really involve the user outside of providing them the content they see in a context they can understand. Those marketers that make their digital experiences interactive however have far higher performance in relation to conversion. Adding in micro experiences like interactive charts or embedded surveys are simple ways to achieve this.
Make It Relevant: You might think that just by making content specific and personal the job of a content marketer is complete - but alas, it is not (and not by a long shot). The most successful brands know that consumers often use wildly different language to discover the information they seek. For this reason, one of the most important tasks a digital marketers can take is engage in a thorough and rigorous understanding of the keywords and search phrases that their prospective audience will use.