4 Essential Ingredients of Highly Effective Content

In my previous post, I busted some myths about attention spans and content. Congratulations to me, I did manage to keep you hooked for more than 8 seconds!

Moving on, let’s talk about how you can stand out amidst all the white noise. How do you stay ahead of the game? How do you rise above the competition and get a toehold at the top?

Get up-close and hyper-personal

Your work doesn’t stop with simply creating great content. It needs to be not personalized but hyper-personalized. By creating targeted experiences using AI, analytics, data, and automation, you can send tailored communications to individual customers at the right time.

Deloitte’s study shows that 90% of people find personalized advertising appealing.

With an increase in competition in the digital marketing industry, hyper-personalized marketing is an opportunity, and a necessity for deepening old relationships and building new ones.

Moreover, hyper-personalized content improves customer experience, leaving no room for complaints!

Let’s take Netflix for instance. From a wonderful homepage that suggests what your next watch should be to providing you all the necessary information about a particular movie or show, Netflix is that friend who listens to you even when no one else is. This is what good digital marketing does. It strengthens brand loyalty, enhances your willingness to spend, and results in maximum revenue.

Slow and steady does not win the race anymore

Speed is everything in today’s world where patience and waiting times are whittled down to razor-thin slivers.

According to a recent study conducted by Google, 53% of mobile users leave a site that takes more than 3 seconds to load.

Want to stay ahead of your competitors? Create a site experience they will never forget. Enhance the speed of your site, remove any page load delays, and revamp its overall look. Speed means sales. It’s as simple as that. With an improved site experience, you have the attention of your customers, which in turn leads to more conversions and sales. It’s a win-win situation!

Head-turning headlines

Ok, what made you pause and give my post more than a passing glance? The headline right? Something about it caught your eye, and you wanted to see more. Catchy headlines grab attention. Reel in your audience with creative, head-turning headlines. For example, take a look at the two headlines below

–          Fun activities in Switzerland

–          7 kickass things you must try when you’re in Switzerland!

Which one would you click on? The latter, right? This is how powerful a headline is. Snappy headlines lead to more clicks, which ultimately pulls you on top of the game.



Keep it crisp and punchy

Great writing is an art, indeed but what matters more is the way you present it. Remember, it is not a PhD thesis. Today, people have no time to wade through large swathes of content to find the one sentence that makes sense to them. Keep it short and simple, and make them feel. Give them content that can be easily digested, in short capsules. There’s a reason why people have shifted to text messages instead of long letters, don’t you think?

What can you expect in 2021?

The times they are a-changin’, and so are the marketing trends. Hyper-personalization is here to stay while more users will turn to short-form videos and voice search for all their needs. Easy, quick, personal are the watchwords for 2021. They are the keywords defining the content game in the coming year. The question is, are you ready to play?


About the author:
Amar Gulwade
Director & CCO
Square One Communications LLP.

Amar is an expert strategist with 10+ years of experience in advertising and communications. He is a keen observer of industry trends in advertising, digital or ATL, and believes creativity is still the key to the success of any advertising campaign. An avid reader, he recently subscribed to the idea of connecting to a wider audience by expressing his thoughts and ideas through blogs.

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