• Simple Ways To Become A More Effective Marketer

    When you develop your content marketing materials, are you writing with your target audience as your absolute number one priority? If you aren't doing that, it is time to focus on your audience and to put them first.

    The WIIFM concept

    You may or may not be familiar with the concept of WIIFM. WIIFM stands for What's In It For Me? What that means is that no matter what you are selling (product, service, etc), it doesn't matter how wonderful those products and services are and how amazing you are are as a business owner. All that matters is that you have the ability to solve the problem that your target audience member is experiencing at that particular moment. The way that you phrase your marketing content has a tremendous impact on how that target audience member reacts to what he or she is reading.

    Although there is no doubt that your content marketing strategy is vitally important to your business, your content itself must be precise and effective and it must reach its target each and every time. Of course, the driving force in that situation is your content marketing strategy, which is your road map when it comes to knowing which content your need to write in order to achieve the results that you wish to achieve.

    The most effective content marketing possible

    When it comes to your business' content marketing strategy, of course, it must start with well-written, customized content. That content must hold a great deal of value and it must be educational for anyone who reads it. It is very important for you to understand here that your content is a tool that will enable you to get what you want for your business. Content marketing is one thing and content strategy is another thing entirely. In fact, in many cases, content strategy is a lot more difficult to come up with than content marketing materials. Of course, one must come before the other (content strategy must come before content marketing materials).

    Your strategy should include leveraging your content after it has been published

    It is probably safe to assume that you are not merely writing content for your own pleasure and enjoyment. You may have a variety of reasons for wanting to publish it but leveraging it in some capacity is probably one of those reasons. After you publish your content, you will need to promote it on a broad scale. The first thing that you need to decide is how to get the biggest bang for your buck. You will need to figure out how to use it in the most optimal way. However, it is very important to keep in mind that you will need to make sure that it stays current. The best way to ensure that is not to mention dates or events. It is essential that you take a long, hard look at your content and make sure that it is top quality. The last thing that you want to do is present content that is mediocre.

    Viewing your content in the most effective way

    As you are going through the content that you have, you may very well spot some that can easily (or not so easily) be eliminated. It is a really smart idea to go through your content periodically and do "spring cleaning." Even though your content (in its entirety) is not time-sensitive, you may still be able to eliminate a significant portion of it. Not only will that make your content respository much more effective but it will also allow you to have the room that you need to write new content on new, exciting topics.

    Universalize the voice of your content

    As you read your content, there is a high likelihood that your content has a consistent voice. That is a very important thing to identify and to propagate. You may be aware of the importance of telling a story with each piece of content that you write. Well, the same is true when it comes to your voice. People will come to rely on it and to identify that voice with your brand and with your business. Giving other people what they want and need is the way to your professional success. You need to hit the nail on the head every time you write a piece of content.


    It is important for you to always keep in mind that your content is your representation and your mouthpiece. If you understand just how important it is, it will motivate you to make sure that anything that you write and share with other people online is as close to perfect as possible each and every time. At the same time, always make sure that your writing is clear and concise so that it isn't confusing to other people. Through your content marketing, you goal should always be to get other people to do what you are asking them to do so that you can build your relationship together.

    Author: Michael Cohn
    Author Notes: Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications. He has over 25 years of experience in IT and web technologies. Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company's Intranet capabilities, which accelerated gains in business productivity. He also reduced company travel and travel costs by introducing and implementing various collaboration technologies.

    His expertise includes business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.

    Mr. Cohn earned a Master's degree in project management from George Washington University in Washington, DC; and a Master's degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.

    Mr. Cohn is a member of the Institute of Electrical and Electronics Engineers (IEEE).
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