Author : Jeremy Durant
While creating customer facing content is important to your internet
marketing efforts, it's not a panacea. You shouldn't just be developing
content because someone on a blog told you to. You can use the word
'you' a lot - but at the end of the day - if sincerity is lacking in the
tone of the content, customers will be turned off. It's one thing to
say the right things. It's another thing for customers to believe you're saying the right thing.
Long story, short: Valuable content is values-driven. Write about
what you believe in because you believe in it - not because you think
it's something you should be saying.
It's not just about believing it, it's about doing it.
Great content helps people do things, solve problems, meet goals,
etc. But do you know what else it says? It says a lot about how you do
business. It says that you are a giver. It says that the customer is
important. It says that you're willing to change, evolve and adapt to
meet their needs. If your actions don't reflect the tone you set in your
communications, the consequences could be serious. It's not about
rushing people in the door and
making tons of money. It's about creating value in your business by
cultivating long term, genuine relationships. The way you do business
should be reflected in your content. It's an essential part of your
branding.
Being genuine means more than you'll know.
Insincere content sticks out like a sore thumb. We've all read "The
top 10 reasons to do " posts. We've all read
"How to rocket your profits"... Basically, we know when we're being
sold. Direct sales copy is
customer facing, but it's also hugely distinguishable and easy to tell
you're being sold a bill of goods. People are becoming increasingly
skeptical of this kind of prose and are beginning to tune it out. Sure,
it's well written, sure it addresses pain points and all the other good
fundamental rules of making the sale. But it's beginning to fail because
it lacks sincerity. People crave authenticity in their relationships
more and more these days and the more sales-driven your content becomes,
the less likely they are to think that you're on their side. Don't
relentlessly sell to people. Listen, dialogue, provoke conversation, and
ask questions. Inclusion in today' digitally driven world can be the
best marketing strategies you can employ.
Good content isn't about giving answers. It's about creating conversations.
Remember the old saying '"it's about the journey, not the
destination?" More often than not, that's exactly what is at the heart
of good content.
While it's great to divulge secrets and provide answers where you can,
the copy that will resonate the most with your readers is that which
provokes conversation, encourages dialogue and requires participation.
Customer-facing content is important, but making it effective goes
well beyond writing about what they want to hear. Tone, disposition,
intent and action mean a lot and are important marketing tactics. Be genuine, be sincere and most of all, be yourself.
About the Author :
Jeremy Durant, Business Principal at Bop Design
Bop Design is a San Diego Web Design and Marketing Agency
Bop Design is a boutique marketing communications firm. We express your business' values through branding, advertising, print design and custom web design and development. We also help attract your ideal customer through affordable seo services and search engine marketing. Our focus is on small businesses that want an external team of marketing specialists to help give their brand an edge in the marketplace.
Bop Design is a San Diego Web Design and Marketing Agency
Bop Design is a boutique marketing communications firm. We express your business' values through branding, advertising, print design and custom web design and development. We also help attract your ideal customer through affordable seo services and search engine marketing. Our focus is on small businesses that want an external team of marketing specialists to help give their brand an edge in the marketplace.
1 Response to Why Great Content Is More Than Telling People What They Want To Hear
Wow!
Nice Marketing Tips. You have the good knowledge about it. Specially the last topic about content is the the superb. You are right. It's conversations not answers. great post!! I enjoyed every little bit of it, I have you bookmarked and waiting for all the new stuff you post.
Web Design San Diego
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