From the course: Introduction to Content Marketing
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Making content effective
From the course: Introduction to Content Marketing
Making content effective
- It's one thing to create content. It's quite another thing to create effective content. With content marketing, you're creating content not to express yourself, but to make an impact on customers. That can feel like a challenge. To help you meet this challenge, I'm going to share three dimensions of content effectiveness based on data I've collected from more than 100000 people. The first dimension is usefulness. This means the content is serving a clear purpose for your customers. Two common purposes are what I call the two Es, educate or entertain. The comfort technology company Purple actually does both brilliantly in a series of videos showing experiments and behind the scenes looks at their technology for mattresses and more. They're scientific, but also funny. I highly recommend The Human Egg Drop Test. So consider whether your content is serving a purpose that your customers will find useful. The second…
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