Stop Them in Their Tracks: 3 Quick Tips for Profitable Content Marketing

Do you want your target customers to pump the brakes when they see your content?

Customers want authentic relationships with the companies they do business with, and inbound marketing focuses on creating content and resources curated just for them.

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Here are three tips for shaping dynamic content marketing to get your readers to slow down and build trust that sparks sales.

1. Craft Attention-Grabbing Headlines

On average, 80% of people will scan your headline, but only 2 in 10 will read the rest of your content.

Not having a strong headline wastes the energy you invest in content creation! Writers should spend at least five minutes brainstorming titles and try generating 5-10 options before selecting a winner.

Compelling headlines are specific, make a promise to the reader, and create a sense of urgency so people will read the piece right away.

2. Use a Relevant Tone

Have you ever used a particular "voice" to talk to your dog or a young child? Would you use that same tone in a board meeting?

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When refining your writing, match your tone to your readers' attitude and the subject. For example, Harley Davidson might use a gruff personality while Old Spice employs a humorous "dad joke" style. Should your tone be technical, playful, conversational, or blunt?

Content with a distinct voice is engaging, memorable, and persuasive. Check out this resource for 42 different styles of tone – examples included!

3. Put Practical Help in Their Hands

With thousands of videos, blogs, and podcasts zooming around daily, people only scratch the surface of available information.

Maximize your efforts by creating content that helps readers learn or do something new – or encourages them to improve what they're already trying. Don't shoot in the dark! Before writing anything, create a detailed buyer persona that identifies your ideal reader's challenges, pain points, goals, and immediate needs.

As you write, employ the exact words people will use in an online search or their daily lives. Don't write about "architectural consulting" if your leads are looking for help with "home remodeling."

Drive Action to Maximize Audience Engagement

You've started strong, and it's time to finish well.

Now that your content has people's attention and confidence, tell them what to do next. Do you want your readers to register for a workshop, call your office, or order a free catalog? Give a relevant call to action to encourage them to continue interacting with your company.

Reinforce convincing online content with rock-solid print marketing. Contact us today to help update brochures, business cards, or new customer portfolio pieces.

Inbound Content: A Step-by-Step Guide To Doing Content Marketing the Inbound Way

by Justin Champion

Inbound Content is a step-by-step manual for attracting the right people, turning them into leads, and closing them into customers. Your content must be valuable, relevant, and consistent―but how should it be implemented at the actual content-creation level? This book shows you how to develop a unified strategy, create compelling content tailored to your needs, and utilize that content to its greatest advantage in order to build your brand.