I ran across this great slide share about how content marketing works on Vizedu from Sandeep Arora, but there’s something missing. Don’t get me wrong, I love this explanation of what content marketing is, how it works, and the difference from traditional marketing.
In order for your readers to find you, read your content, and remember you, you’ve got to grab their attention, spark an emotional engagement, and get them to take action.
How do you do this?
- You must appeal to people’s emotions, using visuals and stories. A visual story is even better, which is why videos work well online.
- And, since the subconscious brain is always on alert for danger or pleasure, your content must be strong, and novel. The brain is self-centered. Your content needs to be customer-focused.
- Your content must be Zen-like clean: no clutter, not too many choices, no distractions.
Here’s the content marketing graphic from Sandeep Arora on Vizedu.com, a great visual story explanation of content marketing and how it is different from traditional marketing. Be sure to click the advance buttons to see the story.
Sandeep Arora is clearly an expert in visuals and explaining technologies with interactive graphics.
But his very attractive and comprehensive visual misses an explanation of what exactly is “compelling quality content.” If you’re intending to get readers to “virally share” your content, you’ve got to grab their attention in a big way. You need strong emotions for this to happen.
This may mean being controversial, contrarian, maybe even a little bit strange and edgy. Naomi Dunford over at Itty Biz is a master at this. (I’m not suggesting using “*#”! language, apparently Naomi is a master at that too, but I have a hard time doing it.)
If you really want quality content and you want to allure, seduce and win your readers over, you’ve got to do more than present a visual with steps leading to success. (By the way, I think this is a terrific design and love this graphic. I’m a fan of Sandeep Arora.)
You need to tell people not only “what” and “why”, but “how.” Keep the readers’ needs and desires in mind; what can you tell them that will make their lives easier, better, more enjoyable? And, of course, tell them how your products and services can contribute.
What do you think? Have you found useful tools, resources, information or connections through content marketing? Do you regularly use content marketing as part of your overall marketing strategy? I’d love to hear from you, leave a comment!