As a marketer, being specific with the delivery of your content is your foremost responsibility. Of course, this is possible only after you’ve created an engaging ad or promo copy.
Successful marketing campaigns outstand the failed ones by being clear and solitary about the messages. It also helps the audience understand and remember the marketing copies.
Consider this: how many TV comms do you remember? Probably a handful of them.
And what do you think is common in all the ads that you remember?
Well, honestly speaking, most people tend to remember the ads they can personally relate with.
But here’s a fact check for you: research shows that the ads that most people tend to remember are less converting than straightforward ad copies.
Yes, you read that right. Statistically speaking, the ads that have a clear message convert more leads for businesses.
And, to your surprise, that’s not it. Explicit marketing content can benefit your brand or business in several other ways too.
Well, let’s explore more about clear content marketing and how it can help your business.
Answer these questions first:
How do you wish your audience to remember your brand?
What do you expect your customers to feel and experience when they interact with your brand, buy your products, or use your services?
And most importantly, what solutions will you be offering to your customers?
Answers to these questions should help you figure out where you want to position your brand. For example, you’d wish your customers to think of your brand as soon as they need a related product or service. And for this, the first thing that you’ll need to do is let your target customers know precisely how you’ll be helping them.
Consequently, you’ll need to create an emotion for your brand that your consumers can relate to and connect with.
And all of this is only possible with the help of the right content strategies. Or better said, if your messages are clear and targeted to your audience.
You can start by describing your attributes such as reliable, helpful, responsive, and so on. Indeed, you can also use metaphorical comparisons in your content to convey your positioning against your competitors.
Now, think of how you would appeal to your customers and position your business in the market. Of course, content would be your first impression before your customers.
But what if your audience does not get the gist of your content?
Let’s give you an example.
Consider two different content pieces for the same campaign for a local brewery in New Westminster.
One ad copy says, “craft beer that quenches your taste buds”, and the other one says, “craft beer that you cannot resist”.
The first one might be more elaborate, but the second one is more appealing, although both are essentially the same. The strategy is known as storybrand marketing and is pretty effective in positioning your brand. And as the name suggests, the strategy indeed helps create branding stories.
Now, this is where content clarity comes into play. A piece of content with a clear and appealing message is more likely to establish your brand’s position in the market.
So far, you’ve learned that content clarity can help you position your brand rightly in the market and can also appeal to your customers.
If these two results are clubbed together, the following best result that you get is customer retention. Or better said, brand retention in your customers’ minds.
So, you remember the TV comms from your childhood. Or, for that matter, any TVC that appealed to you.
Now, answer this – how many products or services do you repeat buy among the ads that you remember?
We believe, if not buying, you’d still be recommending it to others.
So is the power of explicit and subtle content.
Studies show that promotions and marketing content that are usually remembered for longer intend to bring in more repeat sales than others.
We know that such ads do not convert enough leads in the first place. But, think of it this way: a one-time investment can get your brand a loyal customer that could last you a lifetime.
Now, that’s something worth putting effort into. Isn’t it?
On this note, you might wonder how you create clear content copies? Of course, the returns on investment make it worth the effort.
So, worry not. Keep reading, and you will find your answer.
The first step is deciding on the idea for your content. By idea, we do not mean that you should jump straight to the conclusion. The idea needs to be creative and appealing. So, take cues from trending topics and advertisements.
Once you’ve decided on the idea for your content, the next step is attaching a motif to it. Now, this might be the trickiest step of all. Remember, you need content that’s appealing and converting. But at the same time, you wouldn’t want it to be too overpowering to your audience. This way, you’d be able to reach and engage more audiences.
The next obvious step is creating content. With the idea in mind and the motif at hand, consider keeping your content short and to the point. And when you’re done creating your content copy, make sure you double-check it before publishing.
Lastly, when you’re done with the content creation part, it’s time to publish it. Now, depending upon your budget, audience demographic, and the results you expect out of your marketing efforts, you can either choose to use online media sources or offline media sources. Or, if your budget allows you, try using both to distribute your content.
Content clarity is not a tool. Indeed, it is the key to customers‘ minds. With clear messaging and crisp scripts, you can achieve more sales numbers and tap into newer markets as well. Just remember to stay agile with your content strategies, and you’ll never fail.