Do branded companies provide branded output in their websites, magazines, print-ads, ad campaigns and social media? Most often the reader is annoyed by reading lengthy content, repetitive message, logical fallacies which results in ambiguity for normal audience. Your content writing skills should persuade the reader like a boy writing a love letter to his girl friend! Below are some of the rules and pitfalls where companies generally has to concentrate in content marketing
1) Keep it short and Simple (KISS) – The customer should get the feel of visiting the market place by reading the content. Example: A website for a fashion retailer should be able to showcase the physical shop with FAQs asked by the customer to the shop keeper. It shouldn’t be too elaborative and should be short and simple which can be understood even by layman. They should act as pointers and memory aids for the customer to trigger interest and to involve in a purchase behavior
2) Use Media Optimally – The marketers should not bombard the customer with overloaded information in their website. Too much of videos, flashy contents, lengthy information are called clutters which annoy the customer to stay further on the page. Too much of images and videos increases the loading time of the webpage. Companies spend in investing a lengthy one page ad in news print media with too much of information reduces the interest to know further about the brand.
3) Your ROIs should be measurable – Companies end up burning their fingers with unplanned marketing budgets and invest in various medium for marketing their products and services. The return on these investments should be measurable and justified.
4) There shouldn’t be any repetition – The contents should be concise to the point and there should be no repetition of the same message. Few content writers prefer repetition of messages to re-emphasize the message which reduces the audience interest and image of the brand.
5) Should not have logical fallacies – The contents in print ads shouldn’t have logical disconnects in delivering the message to audience. The marketer should follow IMC (Integrated Marketing Communication); the message passed through all forms of communication should be uniform, synchronous and complementing to each other.
6) There should be no ambiguity – The content should convey the message clearly ‘As it is and as it should be’ and it shouldn’t convey more than one meaning to the reader. Ambiguity will dilute the brand’s positioning in consumer’s mind leading to decline in equity of the brand.
7) Should facilitate memorization – The content should be simple and strong that reiterates the brand’s message to the target audience. The companies promote their brands through social media, print-ads etc to reiterate the same message which is delivered through their ad campaigns in order to facilitate memorization of the brand’s slogan.
April 8, 2012 By Arun Kumar