On average, the content that you produce for your marketing campaign has about 25 seconds to grab the attention of a reader. If you are able to adequately engage their attention, then they will continue reading your copy. If not, then they are going to move on elsewhere.
Think of all of the things that content is supposed to do. It is supposed to capture the attention of a reader, guide them to a specific course of action, and then nudge them in the direction of taking the desired action. While the content should grab their attention, it shouldn’t be “preachy”. Consumers are bombarded with advertisements 24/7, so the content that you generate should show them exactly how the products or services that your business offers are relevant to their lifestyle and why exactly they need them.
It’s a tall order. Exactly how is a content writer supposed to know if the copy they are producing is matching up to their business’s needs? In order to gauge the effectiveness of your content, here are three questions that a content writer should ask and answer about what they are producing.
1) Is the content I am producing too dry?
Take a look at the content you have written. Read it from the eyes of a consumer. Ask a friend or colleague to take a look at it. Is the language sterile? Are you using too much industry specific jargon? If a consumer is going to need to use a dictionary to decipher the language you are using, then the chances are that it is probably too dry.
Adjectives should be used liberally to make your content “come alive”. It needs to show a consumer exactly how the product or service that you are offering is applicable to their daily lives. This is why it is important to have colorful and engaging language. Leave the jargon out. You will be doing yourself a big favor.
2) Is my content too ambitious?
We’ve already mentioned the primary goal of content marketing: 1) It should engage their attention, 2) It should guide them to a specific course of action, and 3) It should contain a strong call to action. For many writers, the effectiveness of content writing is lost when their content aims to become too ambitious. A single email or blog post is not going to provide enough room to explain why a product or service is available to a wide range of business prospects. This is where segmenting is going to be beneficial.
For example, an email mailing list should be segmented according to different characteristics of the clients, like gender, age, occupation, etc. After segmenting, your content can be custom tailored to each segment to produce more effective content that shows uniquely why a product or service is applicable to them.
3) Is my content too overstated or understated?
Larger businesses that are going to be making a substantial purchase of your company’s services or products are rather a big deal. While you do not want to preach your message at them, you will also want to ensure that they know how your services are going to shake and move things for them. Likewise, if your content is too completely obviously, then it is not going to provide the reader with any content they did not already know about. Content writing should always seek to provide content that is specific and efficient.
Once you have ensured that your content adequately answers all of these questions, you will be ready to produce high quality pieces that engage the attention of your target audience in the best possible manner.