Module 1: Boosting Brand Visibility Through Content-Driven Relationship Marketing Unit 3: Marketing to Persona Pain Points
differences across traditional Christian religions.” Listicles. Yes, they may seem annoying, but listicles work. Using list posts often gets viewers to ponder points thereby creating a curiosity to see what is included. Some popular blog posts about Christianity were captioned as: • 3 things Christians do that non-Christians despise • 6 things never to say to a depressed Christian • 5 reasons people have stopped attending your Church • 12 reasons Millennials are OVER Church • 5 reasons willpower Is not enough to overcome addiction Listicles also provide cues on whether the content is easily digestible. For example, “5 reasons to…” provides an expectation that the items can be readily consumed (e.g., likely to be identified with headers) and quickly read. Moreover, the relatively small list may pique the interest of readers wanting to know if the list of reasons matches their own understanding.
INVITING CONTENT
Besides attracting audiences through incongruities, brands can make their content inviting by posing questions, by using listicles, and through imagery. Posing Questions. Much like the concept of incongruities (did I get that right), our brains also gravitate towards filling in the blanks. A great way to create this attention is by posing a question in the title of your content. Some of the most viral content released by faith-based organizations involved questions like: • Why can’t all established traditional Christian religions join forces? • What is unique about Christianity among the world religions? • What does the Bible say about depression? • What does the Bible say about how to treat other religions? Much like the concept of reverse context, there is more clarity and specificity in this context as compared to “an examination of
“I mean one-half a step too late, and you don’t quite make it.”
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