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Conveying the Right Message in your Marketing Content
  • 25 January 2018
  • Eric Michaels

Conveying the Right Message in your Marketing Content

It can be difficult to wrap your head around the number of devices and content verticals your customers are exposed to at any given moment. In the space of a few hours, they might see an ad for a company on a smartphone app, catch a commercial for the same company on TV or radio, and then visit the brand's website from a desktop computer.

In today’s environment—where customers are always “on” and exposed to advertising through multiple channels—the question quickly becomes: Is your brand's message clear and consistent? Here are some tips on how to ensure your marketing content conveys the right message.

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Why consistency matters

You may think that it would be interesting to show consumers different sides of your company in your outreach communication, but this type of effort can actually work against you. After all, small companies often struggle to get on the radar of new customers in any field, because of the digital clutter people are barraged with every day.

In many ways, a small brand cannot afford to compete with companies that can present multiple sides of their operation. Start-ups need to grab a consumer's attention and convey a message quickly and effectively. By providing clear, consistent brand communications, you can avoid confusion and help your audience remember exactly what your products and services bring to the table.

Start with the basics

Before you get into the deep end of the pool, think about the basics of your business. How does your website look on a mobile device when compared to a desktop or tablet? Does the same person who drafted the content for the website also manage your social media posts? The answers to these questions will help you understand the potential tweaks you need to make to your strategy to ensure a consistent audience experience across all platforms and channels.

Of course, you may need to partner up with certain departments and third-party vendors here. Work with a developer to ensure that your website is easy-to-navigate on any device. When it comes to creating actual marketing content, decide whether you want to outsource the work or have someone on your staff be responsible for this task. Set up a standard process for reviewing content. Regardless of who writes it, have someone else do a peer review to help catch any errors or inconsistencies.

Get the message right

If you really want to get your message right, you should consider leveraging the expertise of a professional copywriter early on in the life of your company. This content expert should be able to help you find the right tone and voice for your audience (the people who will invest in your products and services).

Your company's overall function should factor into this process, as well. If you sell specialty goods, you may want to keep your content light and focus more heavily on visuals. Companies that provide security equipment, on the other hand, could try several different angles, but establishing a reassuring tone would likely build confidence and bring more business their way. Work out the finer points of your message and make sure its essence rings through every post you create.

Test and adapt

These days, there are a variety of different analytics tools and services you can use to evaluate your content's performance. After you send out a Tweet, amplify a Facebook post, or publish a blog article, you can see how well that information resonated amongst your target audience. As you move forward and try different marketing angles, continue testing to see which themes really catch on with your readers and customers. This process of building a brand identity can pay off for years to come.

Finding the right voice and a consistent message for your marketing content can make all the difference in your future success. Don’t let a mixed message get between you and your next customer.

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