The 7 Keystones of Effective Marketing Content

The 7 keystones of effective marketing content

Content encompasses countless avenues through which a marketer can convey a message to an audience. Publications, blogs, social media articles, books and research materials all provide outlets for content, and as technology and social behavior evolve, these outlets expand to vaster boundaries.

But despite the diversity in content marketing, the rules and foundations remain to be consistent throughout all media. Whatever method you choose to connect with people, these 7 elements should, without exception, be present in your content for it to be effective:

Credible
People measure credibility in terms of the authenticity of your assertions and the relevance of your contentions. This may also include how your content is linguistically and grammatically accurate.

Purposeful
Your content should be a train tip, not a rollercoaster ride; it should be able to bring readers to another place, to introduce a new-fangled point of view, or to bring them into the light of understanding. Without a purpose, your content is just a futile collection of words.

Memorable
For a post to be memorable it doesn’t have to be new – it only has to be unique. You can always talk about the same old topics but if you present it with novelty, it will be remembered.

Accessible
Today’s technology has provided people more ways to consume content other than their computers. The more you cover all these channels, the more extensive your penetration would become. Make your posts gracious to smartphones and other mobile devices, across all formats and platforms.

Measurable
Content marketing will always use resources, whether it’s money, time, energy, manpower or creative juices. It’s only logical for marketers to be able to evaluate their effort to see if they’re biting more than what they could chew. There should be a standard for success and failure.

Shareable
You don’t just provide people with social media buttons for them to share your posts. You have to make them want to share your posts. Create material that makes them feel obligated to share it, that by not doing so they would have deprived the world access to a truly remarkable content.

Actionable
Using content doesn’t stop at consumption – there must be a corresponding participation or movement from the audience’s end. They should be compelled to do something about what they have seen or read, and that “something” must be a targeted or desired response. Only then can marketers say that their content is effective.