According to a 2018 study, there are nearly 1.7 billion sites living on the world wide web. Add that to the 124.5 business emails that are sent out every day and the 5,000 ads the average person is exposed to every day, and you’ve got an awful lot of content floating around!
In order to stand out from the crowd, your content needs to be absolutely irresistible. But how do you tell if it is?
Grab a pen and a piece of paper, and sum up your organization’s target audience and unique value in this one sentence:
“Our product/service helps ___ people who are struggling with ___ by ___.”
For example, here at Marvel Marketers, our sentence would say something like, “Our service helps B2B and B2C business leaders who are struggling with streamlining their marketing efforts and successfully communicating with potential customers by providing expert marketing, automation, content, and MarTech consultants and services.
Check out how we’ve translated this sentence into our website experience:
The very first thing you notice on our website refers to our consultants, who we call “marketing heroes.” Up at the top of our home page, we’ve got can’t-miss links to specific pages that are all designed to align with our sentence.
Here’s what you can do to create the same effect:
Now that you know who you’re talking to, what they’re struggling with, and how your unique value helps them, go look at your website, emails, landing pages, infographics, and PPC ad copy. Does each one align with your sentence? If not, then your content isn’t irresistible to the people you’re targeting. You’ll need to make changes before you can reach your full potential.
Want to take this tip a step further?
Pick 2-3 of your top competitors and come up with a sentence for each of them. Then, see if their content aligns with it. Seeing where they thrive and where they fall short can help you adjust your own content so that it meets the needs of your specific audience better than the competition’s does!
