Content sure is king, but mere creation isn't enough for this king to thrive. He needs contextual relevance to thrive.
Every word, every image, every call to action must be strategically crafted to guide your audience seamlessly from curiosity to conversion.
Easier said than done, right?
But perhaps there is a framework we can use that can act as a guide or experienced editor, taking your first attempts at creating compelling content and taking it to the next level...
Enter the 12345 formula—a beacon of clarity in the foggy landscape of online marketing strategies. This one is easy to follow, and it's so easy to apply.
Let's take a look at each of the 5 steps in this very creatively named framework.
Step 1: Introducing Action A
The journey begins with Action A, the cornerstone of the 12345 formula. The Action plays a pivotal role in propelling your audience towards the desired outcome—be it a sale or any other coveted behavior. Crafting a compelling call to action (CTA) is of the utmost importance.
Without a call-to-action, your content is just content. Remember, this content needs to provide a marketing purpose.
Step 2: Deciphering the Call to Action
The call to action—a huge force in the realm of content marketing, yet a potent catalyst for conversion. In a world inundated with information, a clear and direct CTA emerges as the beacon that guides your audience towards the path of action.
Yes, it's true that some content with "pushy" CTAs can feel salesy, but at the same time, they are getting to the point and calling the reader into action. As marketers, we need to drive a behavior, and a CTA is our best psyhcological tool to make that happen.
"Click Here" sure is generic, but...it works! That's why we see often see the same CTA taglines over and over - they are effective.
Step 3: Embracing Risk Reversal
As the journey unfolds, so does the specter of uncertainty. Fear of making the wrong decision looms large in the minds of consumers.
How can we quell those fears?
Risk Reversal!
If you are't familiar, risk reversal is essentially the antitode to the reader's apprenhension and anxieties. What does risk reversal look like on a landing page?
By offering guarantees, testimonials, and badges of trust, businesses can kill the fears of their audience, paving the way for confident decision-making.
Step 4: Delving into the Psychology of Persuasion
Behind every click, every purchase, lies a complex interplay of emotions and logic. This is where the psychology of persuasion comes into play.
It also makes me wish I paid a bit more attention in my P101 class in Bloomington.
As a writer, we need to place ourselves into the shoes of the buyer. What might be preventing them from wanting to take action (signing up, making a purchase, etc) that we can remove from the page?
On the flip side, what might persuade them into making this decision now? The answer(s) to this question give you areas to hone on in in your content's copy.
Step 5: Embracing the Art of Testing
In the ever-evolving landscape of content marketing, stagnation is the enemy of success.
Because of this ever-changing reality we live in, I advocate for a culture of experimentation and optimization. I am urging businesses to embrace the art of testing. By deploying different approaches and analyzing the results, businesses can refine their strategies and unlock untapped potential.
Testing and optimization sound like corporate buzz words, but there is application here in this landscape. We may not be able to test at scale like a large corporation, but that doesn't mean we can skip this test.
It means we need to test our content in different channels with our key audience, measuring those interactions, and using the insights we uncover to drive our forward-thinking content strategy.
Empowering Small Business Owners
For small business owners navigating the cornfield mazes of online marketing, the 12345 formula offers a beacon of hope. By mastering the art of crafting compelling content, businesses can forge meaningful connections with their audience and drive tangible results.
Content marketing is not merely a science—it's an art form. By embracing the principles of the 12345 formula and honing their craft, small business owners can unlock new realms of possibility and chart a course towards sustained success in the digital age.
Remember, persuasion is not manipulation—it's empowerment.
Questions? Reach out to me to get started on your content marketing journey - Kevin @ avecpeanut dot com