Content marketing campaigns tend to have a few common elements â theyâre accessible, consumable, relevant, solve their target audienceâs specific problems, and they contain terrific storytelling.
How can you ensure your bank content has as much of the above components as possible? For starters, consider the following six content enhancements.
About 80 percent of people will read your headlines, whereas only 20 percent will read the rest of your content. A clickable headline not only focuses on keywords, it makes readers curious. The perfect length for a headline is only six words. *
Regarding timely content with great headlines, one of our clients at TSBC says, âAfter sending out the small business enewsletter we saw a five times increase in customers signing up for our LinkedIn group.â Melissa Hendrikson, ANZ Bank, Australia
A higher word count generally results in more search traffic. In other words, because of the 200-plus factors that influence how your content ranks, the more content your page has, the greater chance it has of a higher position in Googleâs rankings.
Just like the old saying, âa picture tells a thousand wordsâ, itâs a fact that content with visual information tends to do better than content without it. Add visual elements to your content to enhance it.
Learn about TSBCâs ideas on repurposing content to create infographics or videos.
Being able to develop relevant content, regularly, and in a timely manner is easier said than done. Postings on social media platforms differ depending on which one youâre using. For instance, two posts a day on Facebook is suggested before âlikesâ or âcommentsâ start to drop off. Likewise, three tweets a day on Twitter and 20 posts per month (one each weekday) on LinkedIn are thought to be optimal.
Find out how to push your content further on mobile devices with this advice from TSBC.
Consider the wording and the design of your CTAs. When creating your wording, make sure your CTA is direct, creates urgency and conveys value. For example, a CTA stating, âDownload your free infographic nowâ portrays a sense of urgency. Color, position, shape and size also make a difference.
You can build trust and transparency with your small business customers by letting them get to know your writing and social media team. Allowing comments below your articles, blogs or other content is one method of opening up a two-way conversation with future prospects.
At TSBC, we have a wealth of content to help your business enhance its own content marketing strategy. Contact us via email at firstname.lastname@example.org to find out how we can help.
* Write irresistibly clickable headlines like Buzzfeed â Social media today
Glen is the founder and CEO of The Small Business Company, a New Zealand based agency that specialises in helping banks communicate with small businesses through content marketing. He has written a number of books on small business principles and is a sought after consultant and conference presenter.