… without staying up until midnight, even if you hate writing
Have you ever wondered what the single most important element is when it comes to content marketing?
In a word, it’s your headline. The length of your article, the use of beautiful imagery, the calls-to-action, unfortunately all of these will amount to nothing if you don’t achieve the first and most critical objective of content marketing: earning the attention of your target market.
Whilst the statistics around this may vary, David Ogilvy – the man commonly referred to as ‘The Father of Advertising’ – suggests “on average, five times as many people read the headline as read the body copy.”
If it’s so important, why do so many people get it wrong? The reality is, creating content can be a hard, laborious, and frustrating task which causes even the most battle-hardened content creators to fall into some kind of trance, making it incredibly easy to lose sight of the end game.
But that is not going to be you!
To ensure it’s not, remember the five major business goals of content marketing. Goals that will help you to remain on track when producing your next article, video, or webinar:
The five major business goals of content marketing:
- To be known: commonly referred to as brand awareness, great content will transform your business from ‘a stranger’ into ‘a familiar face’.
- To be liked: an outcome which is achievable most of all when you provide information which is relevant to your target market, to their needs, and their desires.
- To be trusted: building trust is one of the greatest outcomes of effective content marketing. Regularly providing valuable information to your target market is the best way to achieve this.
- To make it easy to find you: consistently sharing content which is relevant to your target market will ensure you can be easily found. Search engines like Google reward businesses who provide relevant, helpful information, with page-one rankings
- To create desire: educating your target market on the problems you solve and the solutions you deliver will make your products and services highly desirable.
Sadly though, if your headline does not earn the attention of your target audience, nobody will read your article, nobody will watch your video, and nobody will care about your webinar.
To avoid missing a golden opportunity to achieve the five goals above, here is an incredibly simple headline formula you can use with great success:
- How to (achieve something your target market desires)
- Without (doing an undesirable thing)
- Even if (common limiting belief about themselves)
Important note: Ideally aim for 16-18 words in total.
It’s the exact formula we used to write the title of this post, and the sales copy for The Lead Generating Masterclass for Financial Advisers.
With this formula, it becomes incredibly easy to achieve the first and most critical objective of content marketing: earning the attention of your target market.
Follow this proven formula for success and watch as your results through content marketing begin to soar.
Are you the owner of an advice business?
Are you sick of wasting valuable time and money on marketing that has no impact on your bottom line?
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Schedule a free, no-obligation strategy call with our team today. We will show you exactly how you can achieve the kind of results that matter to you.
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