Sunday, 24 June 2018

Information and commentary for the small business banking industry

How to be heard above the content marketing noise

26 Sep

These days, it’s not just your competitors you’re vying with for audience attention. You’ve got to get your content noticed among all the “Funniest cat fails you’ll ever see!” videos, your customer’s Facebook friends, and headlines screaming Tom Cruise’s 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, it’s even tougher to get customers clicking on you instead of the most recent “funny cats” video doing the rounds.

How you headline content is obviously one of the most important things to get right, because that’s what’ll attract people in the first place. It’s a good idea to try and harness emotion – although not with sensationalist headlines, they’ll make you look like a tabloid – but by tapping into basic human psychology by exploiting emotions such as fear or greed, you’ll get people clicking on you. For example: “5 reasons why the new credit card means more bang for your buck!”

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 they’re there. As long as it’s consistent with your brand and your message, then be brave and use images that are provocative or sentimental.

One of the best ways to get customers returning to check out your content on a regular basis is to give that content a ‘voice’ that’s uniquely ‘you’. Whether it’s 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.

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