Have you ever asked yourself, "What's my message?" When it comes to content, you only have a short window to capture your audience, and it's important how you deliver it. For blogs and articles, the headline needs to capture your reader's attention and have the intro paragraph enthrall them to continue reading. However, to do this successfully, you need to know the message you're trying to convey.
- Are you feeling out potential interest in a product or service?
- Are you highlighting specific products or services to build desire?
- Are you showcasing new features or updates to your products or services?
- Are you selling or discounting a product or service?
Once you have this nailed down, it's time to move onto the application.
This is where you decide where the information should live. Will it work better as a long-form article or blog post? Is it more of a quick hits social post? Or is it better used for updating an existing digital or print ad? If you don't know the answer, there are a few ways to figure it out. For me, I like to start by writing a social post about what I'll be sharing. It's a good way to gauge how much or how little information you are actually working with. If it fits in a few sentences with a title and engaging photo, your best bet will be to keep it as a social post and make those few lines of text as engaging as you can. Just make sure that image is on par with your message!
If you've come to the end of those short three sentences and fee you need to go into more detail or have more information to add, you should create a blog post or article. Sometimes it's easy to forget that just because you write a longer piece it doesn't mean it also won't live on social. It's good practice to always post your blogs and articles to social channels. This gives your work a wider audience base and brings people back to your website.
Where do ads come into play?
If you're only offering a small change to a product or service, like a new color or updated feature, chances are it will be more engaging and effective as an ad, whether digital or print. Take this for example: a fitness tracker company just came out with a new color band for one of its most popular models. They don't want to write an exhaustive piece on this tiny change, especially if that's the only thing that's new. It's much more impactful to update an existing ad or create a new one showcasing this change. Something like, "Your Favorite Fitness Tracker, Now with a Purple Band!" is really all that needs to be said. It makes the audience want to click to see how it looks both on and off a model, as well as pricing options. That short bit of text not only conveys all the information, but does so in a very specific and well-executed manner.
So when you're struggling to figure out what to write and how to write it, just ask yourself these two questions:
- What is my message?
- How can I deliver my message with the greatest impact?