Although the latest misconception in the all-important world of content is “nobody reads anymore”, I fundamentally disagree. In fact, I think people read more these days but in a different way.
We still visit websites, participate in social media, pick up a brochure, browse through a magazine – only now, we might “skim” a little more, or read half and then move on, or flip through pages a little faster.
Sure, a customer may not have the intention of reading every last word, but they certainly want to read some of it.
What determines how much of your copy your target audience reads?
- The material
- The presentation
These are the two key components of your content marketing campaign. What are you saying and how you are saying it?
Tell Your Customers…
1 – It’s easy.
Customers don’t want to be bombarded with irrelevant information. Too many details that don’t necessarily add value, suggests that the process to buy your product or service is somewhat complicated.
Keep it simple. Emphasize how easy it is to do business with you. Even if yours is a complex product or service, figure out a way to present only the most essential information in a cohesive, well-thought-out manner.
2 – You’re the right company.
Tell your customers about you. At the end of the day, it really is all about them but the truth of the matter is, before they make a purchase, they want to know about you.
The trick is to present information about your company in an exciting, interesting way that still ties your customers’ needs into the equation. Be clever, humble and informative. Find ways to talk about yourself when really, deep down, you’re actually talking about them.
3 – You have what they need.
Don’t beat around the bush. Customers today want answers and they want them fast. Within 5 seconds of arriving on your home page, opening your media kit or landing on Facebook, if they don’t know exactly what you’re offering, they’ll be gone the next second.
You need to grab their attention quickly and effectively.
Right at the start – at the top of your copy – use content marketing to tell your target audience exactly what you offer. Think of the pyramid approach to writing. At the beginning, start out small and be direct and to-the-point. Then as you continue, feel free to dive a little deeper into the information.
This way, your customers know everything they need to know in the first few sentences. But – if they decide to keep reading, you’ve provided all the nitty gritty details to keep them entertained.
4 – You’re engaging.
Consumers are bored – tired of the same old thing.
Step outside the norm with your content and dare to be a little different. You might have the most uninteresting, monotonous product that a million other companies are selling, but if you can present it in a way that is unique and engaging, guess what? You’ll win the business.
5 – Feel comfortable.
As consumers, we want to feel comfortable with our purchases.
Sometimes this comes in the form of buying from what we think is a credible business (here’s where the presentation comes into play).
Other times, we need information that helps us learn about a new product or service that we know nothing about (here’s where concise, direct and powerful copy is used to speak to your target market).
Behind your website, article or product package, customers want to feel as though they’re engaging with real human beings. Give your business a humanistic voice that reaches out to potential customers on a personal level.
Don’t fall into the trap of thinking there’s no use in writing content for your business because customers don’t read it.
They do.
You just need to know how to tell your story.
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