Marketing

Why message is the lynchpin of your content strategy

Why message is the lynchpin of your content strategy

Inbound marketing, whether it’s in the form of an e-book or social content, is sharing a message. Your message. That message, if communicated in the right way to the right audience at the right time, will generate valuable leads for your business.

Every time I call my dad, he puts me on speakerphone. I hate it. He finds it easier to hear me that way and happily shouts down the phone. That loudspeaker always garbles his voice and I prefer to end the phone call and laboriously type messages in WhatsApp instead.

The same principle applies to the marketing method you choose. Are you using traditional methods of marketing to reach your audience, which is the equivalent of shouting into a loudspeaker to your potential clients? Or, have you tried walking in their shoes, speaking their speak, solving their problems and sharing a message they want to hear? That’s the beauty of inbound marketing.

Inbound marketing, whether it’s in the form of an e-book or social content, is sharing a message. Your message. That message, if communicated in the right way to the right audience at the right time, will generate valuable leads for your business. The question is, what are you going to say?

 Who is listening to your message?

With smartphones, tablets and broadband internet widely available, you can be assured that there’s an audience waiting to devour your content. Effective content is content that drives engagement. People want to click on it, read it, share it, talk about it. You can punt your products or share update after endless update about the fantastic service you offer… but let’s face it ー the initial interest of your audience will wane if you’re not able to offer them something of value. Something they want.

 Why should people listen to your message?

To this end, your content needs to have structure and strategy behind it. You need to know who you’re presenting content to and what their needs are. Ask yourself the following questions:

- Why should people engage with your brand and the message you’re sharing?

- What makes you unique?

- What needs does your audience have and how can you solve those problems for them? Not just solve them, but do so in a way that other brands or businesses are unable to.

This will help you structure your content and find the right angle for your message.

What do people need? 

You’ve got to give a little, and take a little. To make a sale, you need a lead. To get a lead, you need an email address or phone number. So how do you get these? Offer your audience something in exchange for those valuable contact details. You’ve got to have something of value to give your audience, for them to become potential clients (because, essentially, that’s what you’re hoping for, right?) Consider an e-book or giveaway which people will willingly exchange their contact details for.

How does your message come across? 

Another important consideration is your tone. How should you communicate your message to your audience in a way that they will understand and engage with it? For instance, would you use formal, business tone or colloquialisms and emojis in your content? Be conscious of who you’re talking to and find a way to communicate effectively with them.

What your message creates: trust 

To create a relationship with anyone, you need to have trust. Trust is formed when you have direct, open communication and when you offer something of yourself to the other party. And trust is the currency of good working relationships – ultimately, you want to transform a disengaged member of your audience into someone who not only believes in the product or service you offer but openly recommends you to others.

 So, what are you going to say?

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