Great advertising doesn't happen accidentally - it's created by a combination of factors that includes reach, exceptional messaging and content that is specifically created to appeal to your target audience. Ad content can take a variety of forms across media channels: text, audio, images and video. But regardless of the medium, it's the quality of the content that will drive people to your product or service. See first-hand why data-driven, relevant, informative and engaging content can make the difference between advertising that is simply good or truly great.
Advertising is most effective when it includes content that speaks directly to your target audience. This can be achieved by gathering data and insights on their needs, pain points, demographics and behaviors to better focus your content. You can gain a thorough understanding of your audience by conducting customer research, leveraging industry insights and assessing analytics from past campaigns. The ultimate goal is to use this data to create advertising content that effectively attracts and engages your target audience.
Advertising content that reflects your audience’s needs, challenges or interests provides a more personalized experience. And personalization increases the likelihood that they’ll engage with your ad. Relevancy is an important factor in advertising, as the lack of content relevancy generates 83% lower response rates in the average campaign. Conversely, 78% of U.S. consumers noted that receiving relevant content from their favorite brands increased their purchase intent, which shows the direct correlation between quality content, relevancy and sales.
It’s not enough to simply run an ad and expect results, you must also educate and inform customers on your offering.
When creating informative advertising content, remember that most ads - whether traditional or digital - are short, concise and to-the-point. Aim to provide as much information as possible in the space or time provided, then drive customers to more in-depth content - like a landing page, blog post or video - to further educate them on your product or service.
Your advertising is competing against a multitude of distractions such as social media, work, real-life interactions and more. Therefore, it’s important to create engaging content that grabs your audience’s attention, sparks emotion and ultimately drives action. To put it simply, engaging content is helpful, inspiring and/or entertaining. For a radio ad, you may work to incorporate a well-known voice or distinguishable sounds, while video advertising can utilize storytelling to pique the interest of your prospect. Engaging content pulls the customer in and inspires them to click, download, buy or perform another desired action.
The content that makes up your advertising is truly the key to your success. Exceptional advertising content is relevant, data-driven, informative and engaging to your audience, but pulling everything together may require professional help. At Zimmer, our team of marketing experts can help manage every aspect of the advertising process - including the content and medium - to boost your results. With our thorough knowledge of advertising, we can add unique value to your next campaign.