3 Formulas Anyone Can Use to Write Content for Any Marketing Message
By: Kimberly Grant
Socially speaking, content is everywhere. Everyone is writing content and putting it out for the world to see. It’s not all strategic and it doesn’t always generate conversions. Then again, if you are smart with your content strategy, you can maximize your reach. Strategy. Conversions. Reach. All marketing buzzwords that mean hard work pays off.
Most marketers know how to strategize their marketing efforts to gain reach and conversions. However, there are many that aren’t the best at writing. Sure, it’s easy to write all of your content so that it gets a high ranking for search engine optimization (SEO). But most people don’t want to read something that’s appealing to an algorithm. Humans want a human element.
Writer’s Market
Just in case you’re wondering, content marketing is focusing a message that will connect, attract, and maintain the attention of a target audience. Examples of content marketing are paid partnership posts on Instagram, in-stream ads on YouTube, and blog posts like the one you’re reading. For the purposes of this post, I’m only addressing content writing.
PAS Marketing
In marketing, PAS (problem, agitate, solve) is used as a formula for generating content. With the PAS formula, you can write your content so that it:
- States a problem the consumer has
- Makes the problem worse in the consumer mindset
- Gives a solution that only your brand can solve
Using the PAS formula, will allow you to speak to the consumer’s pain point and get to the root of what they want. Once you know what the consumer wants, you can solve their issue. This will lead to that golden conversion that marketers are fond of. The next formula is one that is most often used.
AIDA Marketing
In my blog post, AIDA & the Feels, I discussed how you can use attention, interest, desire, and action in your marketing efforts. The AIDA model will help you generate brand awareness by building strong emotions between your brand and potential customers. You first get the attention of your target audience. Then, you keep their interest.
Followed by keeping them engaged and desiring your product or service. Once you have hooked your potential customer and they want what you are selling, you give them a call to action to purchase your product.
Are you seeing a pattern yet?
Get attention, keep their interest, make them want what you have, then make it easy to buy your product or service. Easy peasy, lemon squeezy. Let’s move to the last formula for content marketing. This one is a big one.
SUCCESsful Content Marketing
The acronym, SUCCESs stands for: simple, unexpected, concrete, credible, emotional stories. In storytelling, you really have to be creative. That sounds like common sense, but it’s not necessarily so when a writer sits down to put words to a page. Most stories are just the same story with different elements. It is the same way for content marketing.
As a marketer, you are basically telling the same story that everyone in your industry is telling in order to get people to buy your product or service. You have to set yourself apart. Your story needs to be simple enough for the reader to understand what you’re saying. It needs to be unexpected so that the reader isn’t getting deja vu.
Your story needs to be concrete and credible so that it realistically relates to your brand. Meaning, your story should feel like it matches your brand; even if the consumer doesn’t even know what your brand is yet. Lastly, there needs to be an emotional connection that’s built with your content. Emotional connection usually leads to conversions (or purchases).
Emotional Marketing
If a consumer feels an emotional connection to your brand (as long as it’s not anger), then they are more likely to buy what you’re selling. These human connections are not only important, but can be generated using one of the formulas above. Just like any math class, practicing your formulas makes perfect.
Inspired by what you read? Feel free to share below and check out my last post here.
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You could certainly see your enthusiasm in the paintings you write. The arena hopes for more passionate writers like you who are not afraid to say how they believe. All the time follow your heart. “Man is the measure of all things.” by Protagoras.
Thank you Powley for your kind words. Hopefully, you will continue to enjoy future posts.
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more on this topic? I’d be very thankful if
you could elaborate a little bit further. Many thanks!
Hi Theron. Thank you for reading. Are there any specific content questions that you would like answered?
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