This one is 2 Legit 2 Quit (Reading).
“People remember what makes them feel.
Content is no different. If you want something to resonate with audiences, you need to tap into what emotions you’re addressing. If you don’t have a handle on this, you won’t execute the content as well as you could have, and you may not engage as many people as you’d anticipated.
Here are some best practices I’ve found when it comes to fusing emotion and content.”
See? You get your feast after all.
There are some really great people on this list. Go pick a few to stalk on social media.
Jason McBride says don’t hold anything back. In this article he makes the case for content marketing as a way for potential bad-fit buyers to disqualify themselves (and for ideal customers to move deeper into the buyer’s journey).
People tend to have some really strong opinions about pop-ups, but there’s a reason they exist. In this article, Really Good Emails Co-Founder Mike Nelson unpacks the results of some pop-up testing their team conducted. This is a great read if you’re hoping your pop-ups help people feel nudged instead of nagged.
Also, because I feel like the more email experts we engage with the more we hear that list size is less important than engagement:
“... we at RGE don’t really care about list size. We often say: ‘Build relationships. Not lists.’ We are okay with people leaving our lists because we’d rather talk to the people who want to hear from us than try to get the attention of those who could hear from us. The importance of list size is based on vanity metrics and billables. Most ESPs and bosses put an emphasis on how many people are on your list, not who is on your list. If anything, this little test reinforced this position that your most engaged readers are the ones you should be serving.”
A good interview can go a really long way in content marketing.
“Your primary purpose when conducting an interview is to gather interesting, engaging, surprising or humorous content which will attract the attention of your online customer audience.”
In this article, you’ll learn six ways to hone your interview skills.
Hint: Stopping by the platform to drop a link or two isn’t going to have much reach or help you network. These tips will get you started.
I’m guessing Mae Rice and Ahmad Daher both tuned in for Carlijn Postma’s session, Binge Marketing: A Practical Guide to Building Your Brand with Serial Content, at Content Marketing World because they each posted articles encouraging Carlijn’s strategies last week.
(See either Can Content Marketing Hook People The Way Netflix Does? by Mae or Your Content Marketing Should Look More Like Netflix, Not Webster’s by Ahmad.)
Both inspired today’s Opt In Weekly Prologue.
Mae’s take nails it with this statement:
“Once you’re into a show, it can keep you up at night.
Marketing campaigns, on the other hand, don’t really keep anyone up at night. Besides marketers.”
Then she clearly explains how content marketing can follow a more dramatic narrative structure so that prospects and customers never run out of relevant content. In other words, use the allure of the unfinished story.
Click through for some actionable steps to start framing your content in this way, and to bring those lessons learned into your email newsletter.
Content Marketing Institute General Manager Stephanie Stahl cites experts from Content Marketing World to provide snippets of content marketing advice. The general consensus is that we should focus on creating powerful, purposeful, and memorable messaging. Check out their expert inspiration.
Image: Content Marketing Institute