Content Evaluation
Up until this point, our evaluation includes audits and evaluations of your marketing tools, strategies, and tactics. Content is the string that threads all of the previously mentioned aspects of your marketing together – it’s the message your potential customers hear and internalize when they see your ads, browse your website, or click around your social media. Our content evaluation is where we act as your customer, dissect and analyze the message you are taking to the market, and evaluate how effective it is.
Who Are You Talking To?
In marketing, one of the first fundamental exercises we perform when taking a business or product to market is that of creating a persona of our ideal customer. A persona is a fictional character that has all of the traits, interests, hobbies, problems, and desires as our perfect customer. We do this because it helps reveal patterns about our prospects, and solidifies key points of attention that we can use to find the right people, grab their attention in the right way, and then show them a message that appeals specifically to them.
“The man who chases two rabbits catches none.” Trying to be everything to everyone will leave you struggling, so be specific about who you are talking to in your marketing. Our content evaluation will audit this essential part of your marketing and identify the important points of attention you may be missing in your content.
Are You Sending Signal Or Noise To Your Prospects?
Remember the last time you checked your email? How much of what you receive every day from marketers do you actually pay attention to, let alone take them up on? This is an example of the difference between signal and noise. Because we are so involved in our business we often fall trap to simply outlining features and benefits in our marketing, which comes off as noise to our potential customers, instead of calling out their specific problems and desires, which cuts through the noise as signal. Our content evaluation will help you identify both the signal and the noise in your marketing so that you don’t end up just another unread email in the spam filter.
Do They Know What To Do, Or Are They Confused?
Lastly, our content evaluation will give you insight into whether or not your prospects are simply not buying because they are confused and don’t know what to do next. Including a clear call to action in your content that directs your potential customer towards their desired goal, and yours, will eliminate much of the confusion. This on top of staying consistent in your content creation will ensure increased effectiveness in your marketing.