While your primary content marketing concern should indeed be providing real value to your target audience, that doesn’t mean your content doesn’t also need to be persuasive. It just needs to be persuasive in the right way.
And as an SEO company in NY and NJ that’s been doing content marketing for years now, we know where and how to properly persuade in this day and age. So, read on for some tips.
Be honest and back it up.
First of all, if you fail to deliver on big talk and promises, it will be a whole lot harder to convince your audience of anything at all nowadays. You need to think long-term. So, being persuasive starts with being honest and supporting your content with facts and quality information.
Quote industry experts and back up your promises and big statements with facts and information from trustworthy sources, and cite them of course. Use testimonials from clients, share case studies, show off any awards and badges, and display big-brand logos to indicate you’ve worked with or been mentioned by them.
The point is, no matter what you’re trying to persuade your audience to think or do with your content, if you don’t take measures to build come credibility, why should they even give you or your content the time of day?
For some more tips on building trust, check out this post, Tips for Building the Trust of Your Target Audience.
Get on your target audience’s page.
While many believe that the best way to persuade audiences with content is to appeal to their emotions, take it from us as longtime NY / NJ SEO experts who’ve been in content marketing for a long time, sometimes logic can be just as powerful.
The objective is obviously to convince them that they have an issue or need and that what you offer can genuinely help or solve the problem, and that’s not always easy.
So, again, you need to use facts, studies, and statistics to back your argument up, but you also nee to get on their page. Try to get in their heads to predict their counter arguments and thoughts. Then, address them with your content.
That way, your audience will start to feel that you truly understand their needs and respect their thoughts, and that you’re the logical solution to their problem or answer to their issue.
Tap into their emotions.
Like mentioned above, most businesses and marketers believe that creating content with a genuine emotional appeal is the best way to persuade their audience to think or do something, and that’s because it often is.
Think about it, while backing up your content with facts, studies, statistics, etc., is a great way to start earning some credibility, if that’s all you do with your content marketing, things could get boring, fast, and boring’s not very persuasive.
Creating content that evokes an emotional response lends it an inherent sense of urgency and can also give the content the power to compel the audience to take action. For more on that, check out this great post from LeanData, 5 Tips for Tapping into Your Buyer’s Emotions with Content Marketing.
Creating persuasive content isn’t about being misleading.
As you can see, creating persuasive content isn’t just about telling people how amazing your products or services are anymore. Your audience needs to be able to trust you and they need to know that you’re on their page on not your own.
From there, evoking a genuine emotional response always works, but the bottom line is that you can’t think of creating persuasive content as an opportunity to deceive or mislead now, but to educate, help, and influence your audience.
About Us: Climb The Search, a leader in SEO in NJ / NY, offers the total search marketing package, including search engine advertising, inbound marketing, and website design. At CTS, we help businesses grow, each and every day.