In “Content Criminal Minds: Why your content needs a BAU” (the first of my Content Criminal Minds series*), I introduced the stunning Derek Morgan. Yes, he’s eye candy, but he’s functional eye candy. While he adds beauty to the show, he also shows a lot of passion for his job and dedication to his community.
Content and content strategies need that same functional beauty. After all, first impressions make all the difference. If your content and website look spammy and low quality, it won’t get the attention it deserves and no one will see the value.
Content and Content Strategies Should Be Pretty
Whether you’re looking at an individual piece of content or all of your content as a whole, it has to look good and reflect well on your brand. (And yes, I mean it should be high quality, but it should also have visual appeal.)
For example, a piece of content should have images, video, audio and other mediums instead of just text. This will make it easy for people to read, it’ll make the page look nice, but it will also help with things like SEO, social sharing and comprehension. Your content strategy should be the same.
Including a variety of mediums in your content strategy will:
- Keep your site (and your brand) fun and interesting.
- Expand your reach by catching those who prefer alternative media.
- Improve your authority and value by further exploring a topic.
- Make your content easier to consume and share.
- Better show the value and benefits of your products/services.
Use Content to Show Your Passion and Personality
Part of what makes Derek Morgan attractive and such an important member of the group is his personality and passion for what he does. And it shows in everything he does. He knows when to have fun and when to get serious. Your content and content strategy needs to do that, too.
It’s important to get down to business and get your information out there, but that doesn’t mean it’s your only option. Even if your brand is highly professional and refined, you still need to be personable and show your personality. You might even want to have a little fun.
Take Nike, for example. They’re a huge company and very, very formal and professional. Their advertising also screams quality and professionalism, but they’re not afraid to have a little fun, either. And they’re passionate, too.
If you can’t get excited about your industry, products and services, your target audience won’t be able to, either. So, get excited, show the love you have for what you do and open the window to all the benefits, value and opportunities your industry can bring. You’ll find it will get a far better response and be much more effective.
Be Easy to Work With and Make Sure People Know What You’re About
Derek Morgan may have the occasional disagreement with other characters on the show, but he’s easy to work with and they always know where they stand with him. There’s no beating around the bush or playing games. Your content and content strategy should be the same.
Everything you do should have a single purpose. If you add something to a page (or to your strategy) that doesn’t meet that specific purpose or goal, it doesn’t belong. This strengthens your marketing, adds clarity and strengthens your message. Visitors will be more likely to get your message and you’ll be more likely to meet your goals.
Navigation through your content and your content strategy are also important. Everything you create should be easy to find. People should be able to find what they need without digging, and most importantly, they should find it in the right order.
In other words: You need clear content funnels that move visitors from the landing page to the “goal” or “money page”. That being said, your content strategy can’t just be a stream of advertisements and product pitches.
Your content should be well rounded. It should be a well rounded strategy filled with relatable, confident and valuable content that informs or entertains. And it should all have an emphasis on serving your community (your target audience).
Derek Morgan adds good looks, passion, a fun personality and an unwavering dedication to his community. Your content and content strategy should do the same.
*The Content Criminal Minds series:
About the Author ~ Angie Nikoleychuk
A seven-year veteran in the war against boring, crap content, copywriter Angie Nikoleychuk loves writing, but she loves content strategy even more. She’s always up for a challenge and enjoys showing others how much fun (and effective) content can be. When she’s not running Angie’s Copywriting or on Twitter, she can be found doing other weird and wonderful things like geocaching, crafting, or performing as a professional oboist.
photo courtesy of Wikimedia Commons
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