Writers, producers, and other creative professionals know the power of a good “hook.” Considered something introduced early on communication to grab consumers’ attention, the “hook” draws on a powerful motivator for most individuals: curiosity.
Rather than “killing cats” as the proverb suggests, curiosity is a useful tool for driving traffic and sales. Curiosity has turned up in research as an emotion related to viral content. Businesses rely on consumers’ curiosity to gain their attention, hopefully, their business, and eventually their loyalty. Curiosity can influence consumers by:
- Enticing people to learn more about your business or product
- Improving click conversion rates
- Offering memorable information connected to your brand
- Making your business relevant
To meet customer curiosity and win consumers over, offer creative content through online marketing. Use these new content ideas:
1. Share Relational Stories
Many consumers are inundated with advertising and marketing throughout their daily lives. Even social media sites tend to feature ads. As a result, consumers tend to be numb to traditional marketing tactics. About 198 million web users even tools like ad block. Others easily gloss over marketing to skip to what they are looking for: relational, personal messages.
Creatively working relational stories into content marketing gives consumers a welcome break from straight sales pitches. Personal stories easily evoke curiosity as well as empathy from consumers, driving many to click for more information or read the whole of the content shared. Working in a call to action or demonstrating how your business is connected to the personal stories can also be carried out creatively.
Try story-based marketing by:
- Sharing personal testimonials from satisfied consumers
- Posting stories of the staff behind products or services
- Relating little-known stories about famous people to your business
- Creating fictitious stories that will be meaningful to your target audience
- Walking through the story of your company, a product, or a service
More intriguing, appealing, and comfortable for consumers, telling stories like these through content marketing satisfies curiosity and makes your brand both memorable and relevant.
2. Get Empathetic with Q and As
As simple as it sounds, one of best ways to meet customer curiosity is just to ask a question. Offering questions and answers will catch attention, prove useful, and help make your brand more trustworthy in the eyes of consumers. Question and answer style content also uniquely displays empathy to consumers because it suggests that your business can anticipate what consumers care about and are concerned over. FAQ sections are also convenient for consumers. All told, any sort of Q and A creative content is a win-win for your business and curious customers.
3. Start With A Joke And Hold Back the Punchline
In the postmodern age of marketing, experts are finding that humor is highly effective. Humor is valued by multiple generations, reaching a wide target audience. Further, humorous content is much more appealing to consumers than most bland information is. Humor can also be combined with other forms of creative content, like video, comparisons, story-telling, and Question and Answer sessions.
What’s really important to do correctly when creating humorous content is placing the punchline effectively. Consumers need to be hooked by an immediate implication that the content is going to be funny. Open content with something silly, ridiculous, catchy, and joke-like. But then hold back on the punchline, convincing consumers to read through the article or visit a site for the punchline. When this is done well, it can drive conversation rates up without aggravating customers.
4. Talk About Your Mission
With so many options to choose from, consumers are often drawn to businesses that stand out for reasons besides that they offer a great product or service. One common reason consumers get curious enough to connect with a company is because they have a shared or valuable mission. Consumers want to know that businesses have a goal that benefits them or agrees with their values. Businesses do well to center their content around their mission.
For example, personal injury attorney Curtis Quay shares on his website about his mission to get clients every penny they deserve. He uses content marketing best practices like selecting “personal injury claims” as a keyword, but the real hook for consumers is the purposes and goals he shares. Not only does his mission appeal to consumers because it suggests customers are valuable, but the mission stated also evokes further curiosity about how many pennies the attorney can get for the consumer. That drives conversion and traffic to the site.
5. Be a Guide
Creating new content that meets customer curiosity is based largely on approaching content as a guide. There are many ways to do this. Some businesses are very direct, like this one offering a trustedbeasts guide on iPhone unlock, which is practical and engaging. Other businesses are more subtle, offering guidance through storytelling, humor, question and answers, and other kinds of content already discussed.
Being a guide should be a principle behind all creative content because guidance is friendly, memorable, useful, and naturally helps curious customers find what they’re looking for (which may be your business’ services or products.)
Make your business’ “guide” quality apparent through any content by using pronouns like “we” and making offers to “help,” “lead,” or “demonstrate” valuable concepts to consumers. Tell consumers up front that creative content is for their benefit, and they’ll be more curious about what your business offers.