Creating dynamic content is the basis of an inbound marketing foundation. The philosophy of inbound marketing is simple: potential buyers come to you when you offer them information or services they are already looking for.
For example, if you create an e-book or series of blog posts about increased longevity in investors and what this means for the field of financial advisory, you have made a desirable resource. There are search engine users looking for this content right now; as long as your search engine terms are optimized and your landing page is appealing, this resource will help potential clients find you.
If your brand is currently consistently blogging, that's a good start! Yet regular blogging may not be enough. What else can you do to capture audience attention? Keep these three strategies in mind:
Keep it Visual
Keep in mind that the average media consumer's attention span has decreased in the past five years. Humans now, literally, have shorter attention spans than goldfish.
If you bog content users down with thick texts and no breaks, you are guaranteed to lose their interest. To keep your content engaging, break up text with headings, bulleted lists, and better yet--images.
Beyond our shortened attention spans, remember that some people are more visual learners to start with. Images are powerful and can help drive your message home. Engaging content can mean infographics or striking photos, as well as useful and interesting written text.
According to a study by Invodo, 51.9% of marketers state that video is the content that has the best ROI. This is in part because video was shown to hold content-consumer attention span longer than other media forms. This may explain why video content leads to 40% more purchases, according to retailers.
Now is the time to take advantage of new video streaming technology. The popularity of Live streaming for educational seminars demonstrates how accessibly content attracts attention. The buzz around VR technology is exciting, including visions of employees who can have meaningful interactions with clients though they may be miles (or continents) apart. It all starts with becoming comfortable creating and sharing video content today.
An added bonus: videos are more likely to be shared over social media. Your content users may bring you new clients, simply through their enthusiasm for your content.
Your brand voice needs to be unique and authentic. Don't just spout out facts or statistics! The voices of your bloggers becomes more engaging by using an authentic voice. When people are reading engaging and relatable content, they're more likely to absorb the information they're consuming.
Most importantly: make it fun! Blogging allows your brand to live and breathe and share things that follow your brand values, instead of just stale promotional content over and over.
Content marketing is about engaging and educating your audience in a way that will be easy for them to learn something and remember your brand and for you to create a relationship with your potential customers. If you want to generate more leads, download our blog editorial content calendar to help you keep track of your content.