These days, itâs not just your competitors youâre vying with for audience attention. Youâve got to get your content noticed among all the âFunniest cat fails youâll ever see!â videos, your customerâs Facebook friends, and headlines screaming Tom Cruiseâs latest Scientology-related slip-up.
Getting your share of attention amongst all this online noise is a bigger challenge than it used to be. And when it comes to banking content, itâs even tougher to get customers clicking on you instead of the most recent âfunny catsâ video doing the rounds.
The âheadlineâ can be anything â a Facebook post, Tweet or email subject. Whatever youâre using to encourage people to click on your content needs to be bait.
A compelling image is a good way to arouse curiosity. You can use them to not only get customers clicking on your content, but also to generate sentiment while theyâre there. As long as itâs consistent with your brand and your message, then be brave and use images that are provocative or sentimental.
For example, if the bankâs working with a local charity like the SPCA â you might be providing some sponsorship for a fund-raising event â then images of some of the in-need-of-a-home animals wearing your bankâs colours will elicit sentiment while drawing attention to your brand.
If thereâs someone on your team whoâs good at commercial art â like cartoons â then harness that ability. Youâll have content that no-one else does, especially if you can include a relevant cartoon message to go with that of the main article.
One of the best ways to get customers returning to check out your content on a regular basis is to give that content a âvoiceâ thatâs uniquely âyouâ. Whether itâs an irreverent humour, a penchant for witty catchphrases or a unique way of encouraging feedback, you need to establish your place in the world of content marketing by developing and utilising your own unique voice.
The great thing about the way content marketingâs headed is that it allows you to develop better and more personal relationships with your customers than before. Youâre not just throwing stuff out there for them to read, youâre engaging them in conversation. So you need to define the way you âtalkâ.
And your conversation should be more interesting than the latest LOL KATZ video!