Three Stolen Secrets to Supercharge Your Content
You’ve got a great strategic marketing plan in place, you’ve lined up your talent and your resources for implementation, and now it’s time to let it loose on the world. Ensure great return for your client with these three finishing techniques: Better headlines, better social media posts, and better CTAs. I totally stole these from some super-awesome bloggers. Be sure to check out the links.
Brian Clark at Copyblogger is always a sure bet for terrific content marketing ideas. In this recent post, he provides ten alternatives to the tried-and-true “list” headline. For instance: “Here is a Method that is Helping [blank] to [blank].” We’re especially fond of this example because it presents the opportunity to re-purpose those case studies.
If you want to go a step further with headlines, try this fun tip, originally from Entrepreneur‘s Adwords guide: Go to Cosmopolitan.com, and use their headlines as a model. “At Least One Person Isn’t Dating Robert Pattinson” becomes “At Least One Company Isn’t Using Facebook”–a great headline for that piece about helping a client focus on the social media efforts that really count for their market. Try it, it’s effective. Just be sure to let your office mates know why they might see… um… surprising content on your computer screen from time to time. It’s for work, for real.
Let’s just get this out of the way: We know there’s no such thing as THE “perfect” post for every situation. It’s all about audience and purpose and platform, and–as Sophie Andrea Kemenes pointed out on LinkedIn (you’ll have to join the LinkedIn group to read the discussion) recently–can even be affected by little things like the weather. Still, we love this beautiful infographic at PR Daily as a starting point for testing each market. We were surprised to see that, according to their research for Pinterest, photos with no faces generally get more shares on that platform. Hm.
Now that you’ve got a great headline and you know when and how to post the content, let’s make sure it does what it’s supposed to do. Time for the Call To Action!
How many of these CTA principles does this ad utilize?
Spoiler alert: Here are the three elements every effective call to action will contain. Urgency: Give readers a reason to follow through right now. Low/no obligation: Lower the threshold to action by offering no obligation options (fill out a survey, get an assessment, free consultation, 30-day trial, etc.). Signposts: Then TELL THEM WHAT TO DO. In most cases, it’s “click here.”
Don’t neglect these three principles just because they’re overused. They’re used because they work. You can spice it up though–check out these 21 examples from Kathryn Aragon at The Daily Egg. Then get creative. How many ways can you think of to say, “Don’t wait!”
What are you doing to ensure the greatest reach for your client marketing programs? What are your never-fail finishing touches for great content? Tell us in the comments!
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Heather Head is an author, as well as the founder of Scopcity. When she is not writing, running the business, or chasing down bad guys on Twitter, she enjoys hiking, snuggling with her husband and three boys, and avoiding the kitchen.