Brian Clark wrote the words in that quote a few years ago, in a reply to a comment on this blog. Here are five ways I’ve found to create content that escapes invisibility — five ways to create content that’s worth seeing. Cultivate an obsession with your audience Content and copy are written to serve audiences. Remember Kathy Sierra’s timeless advice: And you can’t make your audience a little more awesome until you deeply understand who they are and what they care about. If you want your content to get read, viewed, and heard, study techniques from fiction writers to bring more life to your work. Just like the great stories we read or watch, terrific marketing stories weave together characters, conflict, and plot. But content marketing takes the audience on a journey. Content marketing should take our audiences on a journey of discovery, understanding, and growth. If your content isn’t here to help people solve their problems and get what they want and need, why should we spend our time creating it? And why would our audiences spend the time to read it?
Brian Clark wrote the words in that quote a few years ago, in a reply to a comment on this blog.
Ouch.
It’s not always very comfortable to face, but there’s no way around it.
To succeed with content in 2019, you have to go beyond the ordinary. You have to rise well above the sea of thin, mediocre content that floods our inboxes and Facebook feeds.
It’s our mission on Copyblogger — week in and week out — to help you accomplish that.
Here are five ways I’ve found to create content that escapes invisibility — five ways to create content that’s worth seeing.
#1. Cultivate an obsession with your audience
Content and copy are written to serve audiences.
And that means we have to get a little obsessed about who those audiences are — what they want, how they think, and the words they choose.
This is an easy step to overlook, because it can feel like “not really writing.” But until you really understand who you’re writing for, your work will always feel a little flat.
You can tune in to social media conversations, run surveys, interview potential customers, or any of a dozen other ways.
However you get there, you need that “voice of customer” in your head in order to craft the content and persuasive copy that helps them get what they want.
Remember Kathy Sierra’s timeless advice:
COMMENTS