Great article about the importance of influential content.
1. Talk like a person.
2. Establish credibility.
3. Use the right tone for the brand or situation.
4. Be courteous in your timing and placement of content.
5. Remind customers of differentiators and benefits.
6. Appeal to both the left and the right brain—the rational and the emotional.
7. Tell stories.
8. Consider using metaphors.
9. Avoid cheap tricks.
10. Don’t forget to use images, video, speech, and audio.
Once you’ve done all this, test the effectiveness of your copy through eye tracking.