Content that Counts
Choose your words carefully. This is a phrase that applies to both personal and professional situations, especially when it comes to content marketing. The content on your website and social media channels are your brand's identity and the words chosen to promote your business are crucial to the success of your campaign. It’s important to keep this top-of-mind when creating content, as it shapes the impression you make on both existing and potential customers.
The cornerstone of marketing
Well-developed content is a necessary component for delivering your brand’s message. In a recent study by Carm Lyman for Forbes, textual and visual creative content continue to have a stronghold in marketing strategies because of the emotional connection developed between brands and customers. To summarize:
- Emotional connection drives 82-percent of customer brand loyalty.
- Customers will spend twice as much on brands with which they feel this connection.
- Approximately 81-percent of these customers will recommend these brands to family and friends.
Personal recommendations are especially important to pay attention to, as this has become a predominant trend in how customers shop. And much of it depends on the construction of effectively written content.
How can copywriters create this connection? It’s all in the phrasing.
Christopher Hutchens of Business2Community details a few subtle but powerful psychological factors which can strongly influence how readers process, act, and react to written marketing content:
- Primacy and Recency Effect: Out of an entire paragraph, people tend to remember a few words which appear near the beginning and toward the end of the content. Copy in marketing materials, including print, website landing pages, emails, and social posts should, therefore, be engaging but brief and narrowed down to words the customer will remember, and act on. This is known as the primacy and recency effect.
- Coherence Markers: The inclusion of a few simple one-syllable words to connect ideas adds clarity, as well as a more informal and personal touch to content, which in turn, can increase interest in a product or brand. Such words are known as coherence markers.
- Sample text without coherence markers: “Clothes deserve the best detergent. ‘Brand X’ stands above them all. Clothes will look and stay cleaner.”
- Sample text with coherence markers: “Clothes deserve the best detergent, but ‘Brand X’ stands above them all. So, your clothes will look and stay cleaner.”
The addition of the words but, so, and your unify your brand with the reader, giving them the feeling, they are being addressed personally. These words strengthen the bond between the customer and the brand.
It takes deliberate creation and application of the right words to create the right tone to make the right impression on your target audience. If you think your brand could stand out with the help of some well-crafted copy, feel free to contact EGC Group today.