When I was a kid, my mom and dad would take me on road trips. We’d stop at museums and monuments along the way, but there was one thing we always did: stopped at roadside attractions. Roadside attractions are places like amusement parks or small museums with interesting attractions that you’d never visit otherwise. Usually, they’re not very educational—but they’re fun! In this post, I’m going to teach you the basics of marketing content so it’s educational (and hopefully fun!) for your readers.

 

1. Maintain a consistent, trustworthy brand voice.

Consistency is key in terms of the language and tone you use to describe your brand. If you want people to feel confident about buying from you, then they need to recognize the same voice in all of your content. For example:

• Use the exact words and phrases on your website (for example “free shipping”) as those used in social media posts (for instance “buy now for free shipping”).
• Ensure that each piece of content sounds like it was written by one person rather than many individuals with different writing styles.
• Don’t be afraid to use humor or sarcasm if it suits your brand and audience–but make sure that whatever tone you choose, it’s consistently applied across all channels!

 

2. Ask “what does this mean to the customer?”

Now that you’ve identified what your customer wants from your product or service, you can begin to focus on how it’s delivered. Ask yourself: What does this mean for my customers?

Your customers are not always right, but they are always the focus. You should never write a marketing piece without thinking about who it’s for first—even if you’re writing about yourself or your company. The point of content is to connect with people and show them how you can meet their needs better than anyone else.

If you’re writing about yourself, your content must be authentic. It’s not enough to just tell people what you do—you need to show them how it affects their lives. What kinds of problems does your product or service solve? How does it make their lives easier? Show, don’t tell.

 

3. Share the stories behind why you do what you do.

Sharing the stories behind why you do what you do is a great way to connect with your audience because it’s relatable. In fact, according to research by Buffer Social, stories increase social sharing by up to 4x!

If you’re not sure where to start or have some boring stories that may not be relevant for your audience, try this:

• Share the story of how you started your business or became an expert in your field (if applicable). This could include tales of overcoming obstacles, joining forces with others, and finally achieving success. It’s an opportunity for people who are starting on their journey as well as established entrepreneurs who want to share their wisdom.
• Share the story about how two businesses came together — maybe yours doesn’t even exist yet but will someday soon! People love hearing about new partnerships and companies coming together for a common goal; it gives them hope that their ideas can come true too if they work hard enough at them.”

 

4. Demonstrate empathy with the reader’s point of view.

When we talk about empathy, we’re not just talking about feeling bad for someone. We’re talking about understanding the point of view of your audience and showing that you understand. This is the difference between “I’m sorry” and “I understand.”

It’s important to note that empathy can be demonstrated in any form of marketing content, whether it’s a blog post or an email newsletter campaign. It’s especially helpful if you’re trying to show empathy with a specific group of people (like women or millennials) because then there will be no question in their minds that they’ve been listened to and understood by your brand.

Empathy is important because it shows that your brand cares about people. It’s a subtle way of connecting with your audience on an emotional level and building trust with them over time. This is especially important when you’re trying to get someone interested in purchasing something from you—after all, they’re not just buying what you’re selling; they’re also buying into an idea of who you are as a company or organization.

 

5. Choose the right voice and tone for your audience.

The tone you use in your content is important. It can help define your brand and set the tone for how customers interact with it, so it’s important to get this right.

Here are some tips for choosing the right voice:

• Use a conversational tone that feels natural to you and other people in the company who will be writing content for your site.
• Choose a voice that’s appropriate for your audience, such as using casual language if you’re targeting younger customers or more formal language if you’re targeting older ones.
• Make sure that all of your content uses similar tones and styles so that people don’t get confused about what kind of product or service they’re reading about at any given moment on their website (and maybe even across social media platforms).

 

Storytelling can go a long way in marketing content.

Have you ever watched an ad on TV and thought, “I’d love to buy whatever that product is”? If so, it’s probably because the ad used storytelling to appeal to your emotions and establish a connection with you as the viewer.

Storytelling can go a long way in marketing content. It helps break up monotony while also creating a personal connection with customers. And it’s not just effective for advertisements; stories are also useful for websites, brochures, presentations—anything that promotes your brand needs some sort of narrative element.

Take a look at some essential elements to add for a successful marketing campaign.

 

Wrap Up

While it’s easy to get caught up in the big picture of what you want to accomplish with your marketing content, we think it’s important to remember that your audience is at the core of everything. Understanding their needs and perspectives is key to creating messages that resonate with them—and these five elements can help you do just that. As marketers, our job is not only to create messages that sell but also to make people care about them (or at least be aware enough to not tune out!) By focusing on storytelling and sharing stories from the heart, we can all write more effective emails, tweets, and blog posts—whatever it takes!

 

Now It’s Your Turn!

Now that you’ve got the basics down, it’s time to get started.

If you’re looking for more help with your content marketing strategy, we at EXP Digital Marketing are here for you. We can provide guidance and expertise as you work on implementing these proven ideas into your content-writing process. If you have any questions about how to make the most of this information, please don’t hesitate to reach out! We’re happy to help! Good luck and happy business!