Every time I think I am getting closer to knowing what the whole content game is, more amazing stuff comes around. It may sound frustrating but really it amazes me as to how much each word, order of words, color palette and even your choice of bullets can actually make or break the deal. And that to me is sheer power! power of compelling action using just the right content…wow.
If you think the intro is too over the top (like that thought never crossed my mind) then this will help your belief system – “Copywriting isn’t that mysterious. We’ve got over 100 years of data on tested and true tactics that always work when you want more people to buy or take some form of action.”
In this post I’d like to share a study material (along with the above mentioned quote) from one of my ongoing courses on Coursera – The Strategy of Content Marketing by Sonia Simone, Chief Content Officer, Rainmaker Digital, LLC. The material is light and easy to digest, especially for beginners, and it leaves you with some very basic pointers that will come in handy when trying to create effective content (print, audio or video).
Here is a link to the booklet: www.flipsnack.com/5Papproachtocontent/the-5-p-approach-to-copy-that-crushes-it.html
Here are my key takeaways from it:
- Winning Premise – this is the foundation to what your content will be for your customers. will it be just another ad in the noisy prime time section or will it something your consumers will relate to. Establishing a groundbreaking premise determines the reaction/action of your target audience. The premise holds in it the core emotion or message that the customer will live with for days to come. Remember how Coca Cola has been selling happiness.
- Premise is not always the USP – i will go back to Coca Cola for this one. take a moment to realize that the product is a fizzy drink that might go very well with a pizza but there are no earth shattering aspects to a carbonated drink. And then there is competition which is selling more or less the same stuff. So the premise of your content should not rely on USP that might not always be unique or the selling proposition that your customers are looking for.
- Research and more research – so now that we know that obvious is not obvious when it comes to content marketing, go out there and find answers. Content is the king because customers make it the king. A thorough understanding of your target audience, their requirements, expectations and emotions is probably the step before step 1 of content marketing.
- Broader picture – Do Not Forget the Broader Picture! All the words, sounds and visuals are there for a reason which is to make the customer act. Having a clear selling proposition and call to action allows the customer to react to your content. It happens more often than you think, you start with a winning concept, jazz it up with the keywords but lose track of what the customer is supposed to do when they come across this content.
- Keep it simpler than simple – and i couldn’t agree more with the example given in this course material. Nike has given you the success mantra of life in just 3 simple words – Just Do it. As a marketer I cannot even begin to express how overwhelming all the product or company information could be to begin with, because let’s face it every company thinks they are the best and their product unbeatable. The process of boiling all that information down to a phrase that has literally shaped many a lives is beyond genius. And it is part of content marketing to simplify things and present to the customers the most refined version of your thoughts.
I know what you are thinking…what are the 5 Ps to Content Marketing? well that you will find in the link mentioned above and honestly it is what you NOW already know. My attempt was to build a **drumrolls** PREMISE and that starts with a P 😀
Thanks for stopping by and let me know your thoughts…