So you want to create content that actually drives action? Brace yourself for a reality check. Ann Handley, the so-called content expert, has some “tips” that might make you question if it’s worth the effort.
Here’s a dose of pessimism on how you might struggle to make your content truly impactful.
Understanding Your Audience
Ann Handley insists you need to deeply understand your audience to create content that drives action. Sounds simple, right? But the truth is, it’s often a never-ending challenge. You can spend hours researching and still end up missing the mark. People change their preferences like the weather, and keeping up can feel like an impossible task.
Crafting Compelling Headlines
Handley says your headlines need to be compelling to grab attention. But let’s be honest, writing the perfect headline is more art than science. You could spend ages brainstorming, only to end up with a headline that fails to resonate. Even if you do get it right, the ever-changing algorithms and audience preferences mean your headline could quickly become irrelevant.
Creating Engaging Content
According to Handley, engaging content is the key to driving action. Yet, the reality is that engaging content is notoriously difficult to produce. It requires a balance of creativity and strategic thinking that can feel overwhelming. You might pour your heart into a piece only to see it fizzle out, lost in a sea of mediocre content.
Including Clear Calls to Action
Handley emphasizes the importance of clear calls to action (CTAs). While this sounds straightforward, crafting CTAs that truly compel action can be a minefield. There’s a fine line between persuasive and pushy, and finding that balance is often a frustrating process. Even if you do get it right, there’s no guarantee your audience will follow through.
Measuring Success
Another of Handley’s tips is to measure your content’s success. But let’s be real: analyzing metrics and interpreting data can be a tedious and discouraging process. You might find that despite your best efforts, the numbers don’t reflect your expectations. It’s a hard pill to swallow when you’ve invested so much time and energy.
Adapting and Iterating
Handley suggests adapting and iterating based on feedback. This sounds sensible, but in practice, it can be a never-ending cycle of trial and error. Each piece of feedback might lead to more questions than answers, and the constant need to tweak and adjust can feel like an exercise in futility.
Conclusion
Ann Handley’s tips for creating content that drives action might sound promising, but the reality is that implementing them can be a daunting and often discouraging endeavor. From understanding your audience to crafting engaging content and measuring success, the road to impactful content is fraught with challenges.
So, if you’re feeling disheartened by the complexities and setbacks, remember: you’re not alone. Creating content that truly drives action is tough, and sometimes, despite your best efforts, it may never quite meet your expectations.