Might we have wound up in a content-bubble and that’s why it seems so obvious to you? To my mind, hardly can we find a truly polarizing article these days.
Let other players go on with that. As some kind of “bla-bla-content”, that clients and readers can find everywhere. But you are going to go along with me a different way. You want your content to be outstanding; you want the power to leave an imprint in your customers’ memory. So, here we go with my 8 tips for a great content.
Content drives action, otherwise it’s poetry.
Yeah, we know, it is not that simple as it sounds. You are a true specialist in your field, your company delivering this mind-blowing product or that wonderful service. This is exactly the sticking point where your content has to work. Your reader does not have a dictionary for all your fancy professional terms, and he doesn’t have to. A person has visited your website, displayed a sheer interest in your company and the service you provide, so, be reasonable and do not complicate your customer’s path on his way to make a purchase.
There already must be a reason why a potential customer turned his attention to you and visited your page. They probably want some answers, some professional advice, or just to be entertained, — isn’t that obvious? You are probably so good at something from the list, and this is your advertisement, so you do not need any extra. So, take courage to refrain from self-advertising content that is in abundance at any corner, just look around. Instead, entice your customers with your unique story, with a content that has a clear effect.
People are naturally programmed to trust authority; they are most likely to be convinced by someone who has experience and knowledge in some field where they need advice. There are many possibilities how you can ooze trustworthiness: some quote, simple references from some authority figures or a publication. Well, to illustrate in practice how important the trustworthiness, I recommend the book by Robert Cialdini “Influence – The Psychology of Persuasion“.
He says, “[…] Authority is one of the six key principles of persuasion“.
Just for a second, imagine the following:
On one page you find a continuous body text — it’s like the whole page full of dry text and nothing else. If the content looks like an endless slew of information that simply does not have a capacity to listen, give feedback and answer questions, you sigh nervously, you can’t wait but close the page. The text can’t hear you, it doesn’t listen, regardless whether you get bored and right now close the page or the website on the whole.
And then there is another page, you will find this content.
It is organized in easily digestible paragraphs, important and unique information is made especially visible.
and partly also with illustrating graphics.
Yeah, there may be some illustrations and specifying notes. The most “hardcore” avid readers among your customers would definitely appreciate that. Well-structured and visually appealing content allows your reader to decide for themselves where they want to get from one place in your content to another real quick and without extra effort or pondering.
Cut out all the redundant elements for your information, and may the excellent bits of your content do their best job. Online marketing guru Karl Kratz, whom we really respect, has packed within videos, articles and more on his Website Online-Marketing.net.
Get the Customer Insights Suite Light. This lean toolbox helps you create exciting customer relationships.
The same as with your headings, you should be razor-sharp with your call to action. Too aggressive or, vice versa, a wishy-washy wording of the call to action cater only for certain people. A reader or a potential buyer will wonder what they should actually start with.
Cool and unusual content is a basis of your marketing and sales in different traction channels.
So, grab some tips, produce some unique, awesome content and go on inspire your customers! You will see their appreciation, and you will get inspired in return.
As a growth marketing expert and customer developer, I experience every day how important a customer-centric corporate culture is.
In combination with agile testing and optimization processes, you will bring your growth fully on course.
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