I loved the grade, but I didn’t love the comment until years later, when I realized that nuts and bolts are the keys to great marketing content. If you don’t have the nuts and bolts located and labeled, your article or email or web page is going to fall flat. Just like the bookshelf that requires these pieces to stand tall.
The nuts and bolts great marketing content are simply benefits, facts and audience emotions and desires. With these three tools, your content will stand tall amid the fluff many marketers call great content. Let’s break down what’s behind these essential pieces of great marketing content.
The benefits are the bolts of the content. They give your content the strength to attract your audience. Benefits are the foundation of great marketing content, but they don’t work without the nuts and washers.
Facts are the washers in great marketing content. A good nut and bolt combination uses a washer to build a stronger foundation between joints. For instance, if you are connecting a door to a cabinet a washer protects the wood surface from damage when the nut is tightened. Fact “washers” come in three flavors – audience, product and industry. Consider them the protectors of your benefits and audience claims. Here’s how each washer works:
- Facts about the audience help you connect the message to the consumer of your message, especially when there isn’t an exact fit.
- Facts about the product help you derive the benefits for the audience
- Facts about the industry help you understand the demand for the product.
Emotions and Desires
I often see content written with no audience in mind. Sure, there may be an implied audience, but without the audience or your content won’t keep anyone engaged for very long. Audience was covered in the facts section, but beyond the facts, marketers need to understand the emotions and desires of their audience. The emotions and desires give the bolts and washers (benefits and facts) the support they need to stand strong.
Remembering these fundamentals of great marketing content can give you a foundation of credibility and engagement with your audience. Please share your thoughts in the comments below.
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