Beyond Likes: Crafting Content That Truly Resonates

Want to increase engagement, improve brand awareness and build relationships with your customers (and prospects)? Of course you do. But to get there you need content that actually connects with your readers.

Skip this step and you’ll just wind up wasting time, money and effort on marketing campaigns that don’t produce results.  

In Crafting content that connects, Jennifer Daniel reminds us that content marketing is part-art and part-science, and that it takes a good helping of both to develop campaigns that resonate with readers. Here are some of Daniel’s tips for creating content that connects: 

1. Don’t bury the lead. Respect your readers’ time and grab their attention from the get-go.    
2. Ditch the jargon. And, never use a 5-dollar word when a 50-cent word will do. 
3. An anecdote is the antidote. Share case studies, statistics, and testimonials to build trust and credibility.
4. Skip the buzzwords. Say goodbye to cliches like “innovate,” “disrupt,” and “unprecedented.”   
5. Avoid platitudes and hedging. If it goes without saying, don’t say it.  
6. Practice the rule of thirds. When you finish your initial draft, shorten it by one-third.