Never use a metaphor, simile, or other figure of speech which you are used to seeing in print. Never use a long word where a short one will do. If it is possible to cut a word out always cut it out. Never use the passive voice where you can use the active. Never use a foreign phrase a scientific word or a jargon word if you can think of an everyday English equivalent. Break any of these rules sooner than say anything outright barbarous.
~ George Orwell
The goal of content marketing is to generate online traffic and leads for your business. There is serious competition to be visible online: if you attract viewers to your content, make sure your message is heard! Your content needs to entertain, inform and educate: and most importantly, your content has to deliver your message.
5 Tips for Effective Content Marketing
1. Be clear, not clever.
Clever copy can generate buzz and go viral. But if no one knows what you’re trying to say
2. Know your audience.
Your tone and voice should match your target audience. If your audience is finance professionals, you may want to limit the number of times you say awesome and epic.
3. Say what you want your reader to do.
Calls To Action are a must-have for any website page, digital ad or social media post. If you don’t tell your audience what to do, they probably won’t do it.
4. Visuals attract more attention than text.
There are a lot of impressive stats proving that peoples eyes are more drawn to visuals – graphics, videos, photos – than to text; and that people remember visuals long after they’ve forgotten your text.
5. There is no correct length.
Individual viewers have different preferences in reading content online, and different messages demand varying amounts of content. A well-written 3 sentence blog with an impactful image can send a better message than a 1000 word blog; just as a single paragraph can leave your reader searching for more information. Well-written and designed content is as long as it needs to be to tell the story.