I’m sure you’ve seen those posts before.
They provide some great information, but then they just end abruptly.
Initially, you may not think that’s a problem. But it is.
Your job as a content marketer is to influence behavior over time.
You’re not just giving information or creating content for the fun of it. Your content must be designed to move your audience to action.
If that’s not your overall goal, you’re wasting your time, their time, and doing a disservice to your craft.
Don’t leave your audience hanging.
Make sure you finish your content with the following three things:
- Objection or example.
Anticipate an objection your audience may have to the case you’re trying to make. Or provide an example that demonstrates your point.
Recap the information you’ve just shared to help people retain more of your content. Remember the 4-T Structure: Tell them what you’re going to tell them, tell them, tell them what you told them, and tell them what to do next. Summarize your content in a short paragraph or with bullet points.
- Next steps.
What can your audience do immediately to get a better result? People are looking for things that move them forward. When you provide tiny tasks that help them achieve a desired result, you gain trust which impacts your ability to influence behavior over time.
Most content creators would stop here. You don’t want to be like most content creators.
There’s already an over-abundance of mediocre content. That’s average content that blends into everything else and gets ignored.
Get your content noticed.
Anticipate an objection or provide an example. Summarize what you’ve shared and point people toward the next logical step. Then you’ll be creating content that stands out and moves people to action.
Before you mark your draft as ready for review, make sure you haven’t lead your reader right off a cliff.