Custom content is unlike other types of advertising, because the copy is written by you, the business owner, and doesn’t leave the marketing message up to interpretation. It’s content that you use to build anticipation for a promotion or to raise awareness regarding news in your industry. Your words can add a level of experience and authority that an ad may not convey.
Here are four tips that will help you create an article consumers will be more likely to read and engage with.
1) What’s Your Story?
You shouldn’t write a word until you decide on the story you want to share with an audience. You need your message to be clear, concise, and compelling. Will you be describing a recent guest presenter you had the opportunity to see? Is there news that will affect customers and you know you can offer a clear understanding of it? Your content needs to connect with your reader and guide them to engage with your business.
2) What Are You Promoting?
When you have thought of the story you are going to tell, you then have to pick what product or promotion you want to direct customers toward. A majority of your piece should be about reporting on an event or news, but a section of it should be dedicated to how your business offers a solution. Describe a product, service, or virtue of your business that relates to the topic you are writing about.
3) Outline Your Message
Creating an outline for your content will act as a guideline to help you prioritize the points you want to share. For example, if you are planning to write a five paragraph essay, the first paragraph should be you introducing the topic of the piece. The next two paragraphs should provide quotes, facts, figures, and general information about the news you’re writing about. The fourth paragraph offers an opportunity to share how your business can aid the customer. Finally, the fifth paragraph will be your summation of the story and your argument.
4) Create a Call-to-Action
At the end of the essay, you want to provide a location for customers to learn more. A visual and clickable link that indicates to consumers that they can easily take advantage of your expertise. Your call-to-action (CTA) emphasizes the value of your business.
Including custom content into your marketing campaign helps you create a narrative that presents more information about your business and your expertise. Create a story that shows your local customers that you are accessible, knowledgeable, and ready to help them.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at firstname.lastname@example.org.