Convertible Content: The Secrets to Creating Click Through
Reaching out to millions of people on a leading website can make or break you as a media expert. The opportunity to establish increased credibility, increase your exposure to a global audience and to entice audiences to visit your website are all within reach as you secure national media placements online.
There are five specific components your content needs to have to create the impact you need. Let’s discuss each one.
I – Insight: Your content has to move from being strictly academic and research based to a more emotional and insightful message. You do need research in order to secure major TV placements, however its crucial to also include a personal tone and anecdotes. People respond to people, not just information. So put your voice out there in a way that shows you have passion, experience and touch of humility for your topics and for the people you are trying to reach. Your content will be far more effective and will be well received.
M – Magic: Effective content ultimately needs to help people, not just inform them or be a tool to promote your work. That is a bit of a daunting task in 650 words. It can be done however, if you know how to approach this goal. Include unique specific strategies and tips that set you apart from other experts. You want to create a sense that people need your expertise and support. If you can impact their lives in a way no one else can truly do, you will create the relationship with them you need to support your business.
P – Position: The primary goal of content with IMPACT is to position you as a credible expert in your genre and to set you apart from other experts who might appear similar. This is no easy task, as many of my experts have really struggled with this issue. But there are specific ways you can do this. It largely has to do with showcasing your credibility, offering highly effective strategies and solutions people can easily utilize and having a personal appeal that resonates with people. They need to feel like they know you…or want to. Letting people hear in your content that you do understand their needs and you have personally struggled or experienced similar issues is very helpful. Be real and avoid sounding “preachy.”
A – Accommodate: Highly promotable content does need to meet the needs of the media. You may be able to address 50 issues, however its critical you find the topics that editors are working on and can use your expertise. Be in tune with the news and the specific slant each media outlet is looking for and have solid research to back up your message and solutions. When you make the editor’s job easier, you will have their support for years to come.
C – Clarify: Make sure your content is clear, above all else. Follow the format guidelines of the content of the website you are approaching. Your articles need to be easy to read, with short paragraphs and specific strategies that can and do change lives and really help people. Include personal comments, but don’t get mired down in background. Articles that are easy to read or used the most and responded to with the highest click through rates.
T – Tenacity: No matter what, don’t give up. Stay true to your brand and your message and if editors don’t respond to a specific article, keep presenting new ones. Alter the topics as indicated, but don’t lose sight of your brand. Continue to push your expertise and research, altering only the way that you say things or topics you present.
If your content is timely, credible, personal and truly helpful to the relevant audiences you are approaching, you will have created true IMPACT with your content and it will become a powerful promotional tool to build your business.
© Copyright 2018 Anne Leedom
Anne Leedom is the Founder of Anne Leedom PR, a premier online branding and placement agency for experts, authors and products. Anne is featured regularly in national media and has provided the branding strategies for many of today’s leading experts. For more information visit www.anneleedompr.com.