Wednesday, 20 June 2012

8 Attributes of Content That Inspire Action | SEOmoz

"As a marketer, you already know getting your visitors to perform an action is crucial to the success of any marketing initiative. Content marketing is no different. Tracking measurable actions (like newsletter subscribers, social
shares, leads, clicks, and sales) tied to your content is crucial to gauging its efficacy.

Every piece of content you publish should be crafted with this in the forefront of your mind. If you’re not doing this, you’re wasting your time.

Here are the elements of impactful content:

1. Provocative
Easily confused with controversy, being provocative is about more than raising eyebrows. Provocative content ignites emotion by pushing boundaries and challenges the status quo.

2. Visionary
Are you causing a “Eureka moment” for the reader?
Visionary content puts into words a frustration, realization, or need that the reader has, but may not have been fully aware of or seen properly verbalized previously.

3. Differentiated
Differentiated content presents a completely original idea or discusses a tired topic in a new fashion or format. This is uncommon to most content and one of the toughest attributes to master.

4. Relevant
Does your content appeal to your target audience?
Content should be related to your brand without being an overt sales pitch. If you do go off topic, you’re doing so from the perspective of your vertical.

5. Timely
Are you one of the first to cover hot topics?
Even if you aren’t trying to break news, you should be incorporating current trends and news into your content. Leverage news items your audience is naturally talking about or seeking more information about.

6. Demonstrates Mastery
Are you positioning your brand as a thought leader?
Masterful content offers an unparalleled depth of insight. It expands on complex ideas and shows a comprehensive analysis on the topic unlikely to be found from other sources.

7. Can Be Delivered On
Do you provide the solution?
Content should intrigue the reader about your brand, and make them feel they have an unmet need only your brand can fill.

8. Narrative
Are you telling a story with a clear beginning, middle, and end?
Content with a strong narrative takes the reader on an exciting journey full of surprises and leads to a call-to-action of value for the brand. It’s cohesive, easy to understand, and inspires action related to the story...."

Each element is enriched with some examples. In addition at the end of post, the author has included an evaluation rubric for you to consistently measure if your content incorporates these attributes.


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