How to Build an Unforgettable Content Experience

When consumers need the product or service you’re offering, do they think of your business? Do they visit your blog when they’re looking for interesting content? If not, it could be that your content is simply forgettable. The key to many successful businesses is unforgettable content. Not only does it improve brand recall, it also drives web traffic and converts more prospects into loyal customers. According to Dr. Carmen Simon, author of Impossible to Ignore: Creating Memorable Content to Influence Decisions, audiences typically remember only 10 percent of content shared with them. So how do you make more memorable content that inspires action and leaves people wanting more? Free Actionable Bonus: Looking to elevate your content strategy? Get our our complete guide to creating a content strategy, plus a free content planning template and a list of 30+ places to distribute content Capture Attention With Unforgettable Headlines On average, around 80 percent of people will read your headline copy, but only 20 percent will continue reading. If you want more people to stick around, you have to grab their attention with a compelling headline. Here’s a few tricks that will help: Pique the reader’s interest with a question. Quote a little-known statistic or unusual fact. Give an unusual perspective on a story. Speak to the reader directly by including the word â€Å"you.† Use â€Å"How to† headlines, showing how readers will benefit from further reading. This applies to home pages, landing pages, emails, social media posts, blog posts, case studies – any content aimed at your target audience. Be Unique Whether it’s your unique selling proposition, your website design, your choice of words, the colors you use, or the images you show, try to be different. It differentiates you from every other business. Use your own, unique voice to make people sit up and listen. If your content isn’t distinctive enough, people will easily forget it or attribute it to someone else. Don’t Be Too Predictable To get more attention, add elements of surprise to your content strategy. While list posts and how-to articles will keep some readers happy, others will be yearning for something different. Change the format or your approach to key topics. Spend some time creating content that you wouldn’t normally create. Why not conduct an interview, hold a survey, or share a controversial viewpoint? When you break the pattern that your readers have come to expect, you get extra attention and a higher chance of recall. Use Storytelling It’s through stories that consumers connect emotionally with a brand. Stories help us to remember; they stir our emotions and drive decision-making processes in the brain. Ultimately, all a story needs is a main character, a conflict, and a resolution. For example, you could tell the story of a customer struggling to achieve something until they use your product. Helping readers visualize themselves in a story is one of the quickest ways to motivate action, which is why case studies are such a powerful marketing tool. Use Descriptive Language Our minds are more able to remember things we can picture. Obviously, this includes images, but it also applies to words that are highly descriptive. For this reason, try to use descriptive words throughout your content to help readers visualize what you’re talking about. Use analogies, similes, and adjectives to help potential customers experience your business in relation to their needs. This will help them to remember you on a deeper level. Put Customers Center Stage Rather than putting your company at the center of your content, focus directly on customers’ experiences, hopes, and problems. Why should they continue reading? What will they learn? How will they benefit from reading the content or trying your products and services? When you make it all about the reader, they’re more likely to picture themselves benefiting from your business and remembering your brand. Use More Visual Content People only remember about 10 percent of standard chunks of text, but when you pair it with an image, they retain around 65 percent of the information. Give your content more power with the use of videos, infographics, striking images, and GIFs. Be bold with your choice of visuals and your content will automatically become more memorable. Leave Your Audience Wanting More Whether it’s a blog post, video, or social media post, try to stick to a single message. Identify the most important piece of information you want to share and build the content around this one idea. When you try to bombard readers with too much information, your messages become confused and forgettable. To avoid information overload, you could create a blog or email series split into weekly chapters. Readers are more likely to remember each piece of content, return to your blog, and open future emails. Refresh Your Content Team Effective content marketing isn’t easy, so why put all that effort into something that people are going to forget? Focus on delivering an unforgettable content experience that will build your audience and drive conversions. Why not upgrade your content team by adding a few new writers who have what it takes to deliver more memorable content? At Constant Content, we have a pool of talented writers from every industry based all around the world. Get in touch to revitalize your content team!