Create Powerful Content
Published March 26, 2007 by Gillian Hunter
Content. Content. Content. What do people mean when they say content? In the age of the internet and email communications, content has become increasingly important. Content is about substance.
Great content can help to persuade your audience to take action. It helps to build trust, confidence and credibility. You can be creative as you like, but if you do not have content that your audience would value, you might as well go back to the drawing board.
Without it, your communications won't get off the ground. And you'll find it hard to persuade people to do business with you.
Clearly, great content shows the value a business delivers. It engages the audience. And, persuades people to take action. It is what we marketers refer to as AIDAS: Awareness, Interest, Desire, Action, Satisfaction.
Quick AIDAS Test Take the simple AIDAS test to see whether your content is doing its job. I'd suggest you try it out on your website home page or landing pages. These are critical points of entry into your business. It is where you engage your audience. Or turn them away at first base. And, you don't want to do that.
Awareness : So why should I be interested ... Does it grab our visitors' attention within seconds? Is it relevant to our audience? Does it provide information to solve their problem/s? Does it meet their needs? Interest : Okay tell me more ...
Will it capture their interest? Does it assure them they're in the right place? Does it tell them that your solution is relevant and useful to them? Desire : Yes, I think I may want one of those...
Does it inspire "desire"? Will it persuade them to take action? Will it help them move to the next level? Closer to purchase? Does it reinforce that they will get value from the transaction? Action : Now how do I buy one ...
Is it easy and obvious how to take action? Do we provide relevant information at the point of action? Do we help people feel confident in taking action? Satisfaction : What a great experience ...
Will they be satisfied with the experience? Do we provide what they want, how they want it? Will they come back for more? Will they recommend us to others? If you've tested your home page, stand back and look at the rest of your site. See how easy it is for people to get around your site and whether you persuade and engage people at every level. Critically, is the information relevant to your audience? And, will it give them "after action satisfaction" so that they come back for more?
But, the true measure of success is when they tell others about you ... more about that later!
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