Carving Out Killer Content 

As the nights grow longer and pumpkins start appearing, it’s the perfect time to ask: “Is your content casting a spell on your audience, or just ghosting them?”

In a world full of digital noise, only the most bewitching content breaks through, the kind that resonates, converts and builds lasting relationships. If you want to authentically connect with your targets and prospects, check out these five tips for carving out killer content.

Know Your Audience

Before you start cranking on copy, reflect on: “Who are you trying to enchant? What keeps your audience up at night? What are they dying to solve?” Use personas, analytics and a little intuition to uncover your audience’s pain points, goals, platforms and decision-making rituals.

The deeper your understanding, the more relevant and compelling your content will be.

Lead with Value, Not Tricks

Ask yourself a few key questions: what is my organization really about? What difference do I want to help my organization make? How am I helping to transform the lives of the customers, clients and prospects we serve? Features are great. Connections to real values are better. Your content should feel like a treat, not a trick.

Clever wordplay is fun, but don’t let your message vanish into the mist. Make sure your audience knows what you’re about and what you uniquely offer, why it matters and what to do next whether it’s purchasing a service or contributing to your special campaign.

Tell Stories That Linger

People often forget stats, but they remember a chillingly good story. Use storytelling to humanize your brand, share customer success tales and create emotional connections. Brew up some great content by holding regular brainstorming sessions and plan ahead with a quarterly calendar. AI tools can also be a secret potion, when used correctly, to help you achieve your content goals.

Try to also incorporate videos in your content as they are by far the most engaging content to push out. Whether you’re offering tips to plan your fundraising campaign or top strategies to improve your financial future, converting content into short-form videos engages and connects. Take it a step further by boosting your videos, increasing engagement and reach with targeted demographics.

Use Data Like a Mad Scientist

Don’t rely on hocus pocus. Use real data to:

• Track what content is driving engagement (and what’s not)
• Get granular … is there a specific day or time when your content was viewed more, did personalization get more open click rates, what email headlines resonated more?
• Test formats, headlines and CTAs
• Refine your strategy

Engage

Don’t just put your content out there. Ask questions. Respond to comments. Share user-generated content. The more interactive your content, the more trust and loyalty you build.

Killer content isn’t about who is screaming the loudest, it’s about captivating your targets and prospects. When you understand their fears, speak their language, and offer real value, your content becomes a powerful force that no one can resist.

Ready to level up your content strategy? Our team is a treat to work with! Let us help you brainstorm ideas tailored to your audience or campaign goals.

Tags:Advice & Counsel|Content Development|Marketing Communications|Media Relations