Creating the marketing imperative with relevance

Exposing your brand to the over-exposed

We live in an age of marketing clutter. We’ve gone from being exposed to 500 ads a day back in the 1970s to as many as 5,000 a day today. And even if consumers do happen to eyeball your branded messages, whether they process the information is a different matter. As marketers, we need to hit the nail on the head first time, every time. Nobody appreciates being interrupted with irrelevant information that doesn’t fit their emotional or practical needs. Your message needs to cut through the noise and be so good that it adds value to your reader.

Here are 5 tips for putting out relevant and compelling content:

  1. Put yourself in your customer’s shoes. You might know everything there is to know about your products – but the reality is, your customer probably doesn’t care. Especially when it comes to technology products. People expect the technology to work and what they want to hear is that you care about their pain points and have real solutions for their problems
  2. Watch your language. Remember, it’s not about what you know but how you say it. Save the technical jargon and keep it simple.
  3. Highlight benefits to show value. So many marketers still confuse features and benefits. What we need to communicate is exactly how each feature of your product or service translates into a real, tangible benefit for customers.
  4. Research popular content from your competitors. This is not about plagiarising content, it is about crafting words with a different, stronger slant.  Socialcrawlytics is a great tool for analysing content posted by your competitors across the different social networks.
  5. Get visual with Infographics. Most people absorb information much better when presented in a visually pleasing manner. Infographics are a great tool for stimulating your readers.