content marketingDo you know what acronyms are?

These are words that are pronounced usually according to the first letter of the words that comprise it.


Examples are:

RADAR – RAdio Detecting And Ranging
LASER – Light Amplification by Stimulated Emission of Radiation

ERNIE – Electronic Random Number Indicator Equipment

The good thing about using acronyms is that it eventually becomes a good mnemonic device, especially for most of us whose memories are already failing us! Yes, old age is upon us!

Which now brings me to AIDA.

Not the name of a girl, AIDA actually means Attention, Interest, Desire, and Action.

In the Journal of Applied Psychology, the concept of AIDA has been around since the 1920s serving as a guideline in the different sales stages.

Interestingly, this same Checklist or Guideline can also be used in Content Marketing.

#1. Attention

It goes without saying that the first thing we should strive at is tograb the attention of our readers. An attention-grabbing headline is a prelude to your readers taking notice of your article in the first place. A question that piques the interest of your readers is a good way to start.

#2. Interest

The next best thing to do after getting your readers’ attention is to sustain their interest. You could start by showcasing at least 3-4 useful tips that they could get from your article. Sub headlines can also make your readers curious. Bullet points and numbers or enumerations instead of lengthy paragraphs also make it more appealing.

#3. Desire

Once you’ve captured their interest, you must eventuallywork on your readers’ desire to know or learn some more about the topic you’ve just introduced. Make your article appealing by showing its benefits and/or advantages. In the new wave of content marketing, content is king and your readers know good substance and how they could get something noteworthy from your article.

#4. Action

This is where the magic happens in content marketing. More than just outlining to your readers the benefits and advantages of the product or service or idea you are espousing, there must be a purported call to action to complete the process of “selling. If flagrant selling is still not an option in the first stage, your call to action could be something else like asking your readers to opt-in and sign up to your newsletter, or connect with you on Facebook or Twitter.

Have You Ever Tried AIDA In Outlining Your Blog Posts?


Share your thoughts by leaving a comment below. If you enjoyed this post, don’t forget to share, retweet, or bookmark! Thank you!

To Your Success,

Elmar Sandyck

Elmar Sandyck

7 thoughts on “Knowing AIDA: Your Guide to Effective Content Marketing

  1. Hi Elmar,

    Being prior military and ATC (Air Traffic Control) I am very familiar with acronyms. 😉 They have one for almost everything!

    The first time I heard of AIDA it blew me away. What sounds so simple is SO profound! When we take the time to consider each of those with every piece of content we produce, we’ll see a drastic improvement in our conversion rates.

    Thanks for this wonderful post!


  2. Hi Suzanna,

    I didn’t know you were in the military and ATC before! What a change in your life! 🙂

    Indeed, AIDA is very simple but very profound!

    I’m glad you like the post!

    Thanks for your wonderful comment!

    Take care,


  3. Hi Elmar,

    A lot of people try to belittle that 4 letter acronym of AIDA these days. But let me tell you it’s a time tested proven method. People dismiss it, but they don’t even realise they’re actually using it when they’re writing sales pieces.

    Thanks for the insight.

    Here’s to a great 2011,

  4. Hi Wayne,

    Indeed, the AIDA method is a time tested proven method, and it’s very important to use it when you write content or sales pieces.

    My best wishes for a great 2011 Wayne! 🙂

    Thanks for your comment!


  5. Hi Oliver,

    AIDA is a very powerful concept to use!

    It’s not a shame on you that you didn’t use is so far, there are so many things we “should” apply that we simply can’t do it all, but if you want to give it a try I only can encourage you to do it!

    You’re totaly right : “Only applied knowledge is power !”

    Thanks for your great comment!


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