3 Easy Steps To Creating Content Your Customers Will Actually Read
Have you ever had one of those conversations where your biggest contribution was to keep nodding and smiling in an effort to pretend like you actually cared what was being said? Unfortunately, and far more often than you might realize, this is the exact reactions that clients often have to content published on your site. They might nod, or smile, maybe even hit a Facebook like button, but most of the time your “filler content” does little more than take up space on a page, adding to the white noise they regularly ignore.
In case you didn’t know, the last thing you want is for your clients and their friends to get used to ignoring your message. The key is in figuring out what’s worth saying to them in the first place, and why.
Step 1: Correctly Identify THEIR Problem
Chances are, unless you’re hilarious or famous, your clients aren’t reading your content because they find you fascinating or entertaining. They are reading your content because they are looking for an answer. The question… that’s what you need to figure out.
So that when you are crafting your content, they know if you are answering THEIR question, or somebody else’s.
People are very selfish, especially when it comes to research. They don’t really care if your solution was difficult, or if only a few experts know what you’re about to tell them, or even how much money it cost for you to discover this solution. They only care that your content (your solution) will solve to their specific problem.
The more specifically you can solve their specific problem, the more interested they are in what you have to say. There are a number of different ways writers find this out, but the only way that consistently works is lots and LOTS of research. It takes time to know and develop an audience, but a good writer will find out what their readers want to know, and give it to them.
Step 2: Give Them Something To Talk About
Like the party-goer energetically talking about nothing you care about, its not enough to write something interesting. You need to engage your clients, and the best way to do that in this world of social media is to give them something to talk about. Provide an outlet for them to express their opinions, ask questions, and even create micro-conversations amongst themselves.
The more they talk about YOUR CONTENT, the more they are talking about you, and the solutions you provide. Don’t take my word for it though, numbers don’t lie.
In case you are too lazy to click the link, it goes to an article by the Marketing Professors which demonstrates that engaging customers inspires them to spend more, while also causing them to be more loyal customers. This just makes sense, but what it says about your content is that if you can steer them in the direction of engaging in conversations about your company and what you do, you can turn those clients into a community that will stay with you for as long as you stay loyal to them.
Step 3: Prove You Can Be Trusted
This can be the trickiest part, proving that you can be trusted. A big part of that is making sure that your content is top quality, checking your posts for style, grammar, and readability. This can play a bigger part in your credibility than you may realize, with many folks not wanting to trust your advice if you can’t be bothered to spell-check your messages to them.
However, another part of being trusted is in being able to admit when you are wrong, and correcting any mistakes you made. This is a smart move from a PR perspective, but when you have a community of people who care about your message, showing that you appreciate their feedback by actually listening to it can go a long way in cementing your credibility.
The Rewards For Creating Content Your Clients Care About
As was pointed out in step 2, customer that are engaged with your message are more loyal, and they tend to spend more money with you too. However, if more money more often from loyal customers isn’t appealing in and of itself, don’t worry, there are plenty of other great reasons to care about the quality of your content. For starters, when communities care about your content, they spread the word. They tell their friends and their colleagues, they share your posts, and that means more exposure (and LEADS).
Also, as any reputation manager will tell you, having great content online helps to prepare you in the event of a PR crisis. If the Internet is full of great content about what you do, and how what you do can help people, the next time someone complains about you online, that message is diluted by the gallons of positive content already in place.
Of course, creating great content consistently may not be in your bailiwick, so hiring a professional writer can make your life easier. If you’d rather not manage your own content department though, there are other options available. At WordsRWeapons, we are committed to creating great content for our clients faster and cheaper than they could ever get done on their own. We guarantee this by offering a free consultation, in order to find out what you need, what your budget is, and pairing it with a solution that will save you money while still making sure that your projects get completed under budget and ahead of schedule.
Schedule your free consultation today, and find out first hand why when your content is top quality, your customers notice.