The content you create should be aligned with what you are trying to achieve and what your audience is interested in. Photos and videos generally get more ‘engagement’ than text/links but links will pass better search signals
Mix it up a bit…test different types of content to see which works for your audience. And in the different communities you are active in. Test posting a phone number v a link to generate leads and if you want to get the attention of influencers, consider sharing their original post or alternatively @mention them in one of your posts.
Ogilvy said, “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.”
Simplifying your copy doesn’t necessarily mean ditching the technical jargon or writing to a Year6 comprehension level. It means making your message clear and concise so your target audience understands your offer and benefits as quickly as possible.
Successful advertiser Leo Burnett developed simple icons to symbolise easy-to-understand product benefits and values (such as the Jolly Green Giant and the Pillsbury Doughboy). One of his rules of copywriting was to “make it inviting to look at” – since if the ad didn’t invite and entice the eye, no one would read it. How?
- a good typefont that’s easy on the eyes and big enough to read
- short paragraphs
- variety in the text, e.g. bolding, italics, underlining
- bulleted or numbered lists
- indented paragraphs or quotes
- headings and subheadings
If you are stuck for ideas on content or want to boucne ideas off of – get in touch with Joolz and ask about a Marketing Inspiration Injection. Empowering and motivating business owners and managers to think differently about their marketing.
