How Important Is Content?

What you say – on your website, in a letter, in an article or email – either captures the interest of your prospects and clients or bores them. The words you choose to explain your services are vital to whether the information is read, or not.

Your audience, no matter how sophisticated they are, must be engaged immediately. How do you do that? Here are a few rules when it comes to writing your own content.

  1. Your audience doesn’t care who you are. OK, that’s a little harsh. They do care. They do want to know what experience you have. But it is NOT their first concern. What your audience wants to know right away is, “What can you do for me?” If the first paragraph of your content promotes your expertise and longevity, think again. Instead, tell your audience how they will benefit by working with you.
  2. Technical language or plain English? My clients sometimes want to write their own copy. I get that. They know the business better than I do. The problem is, sometimes the language they use is specific to that industry. When you’ve been in any industry for a period of time, you sometimes forget that others really don’t understand the terminology you are using. Content should be written so that one hundred percent of your audience understands what you are saying.
  3. Sophisticated approach. Just because your content is written in plain English doesn’t mean that the content can’t be sophisticated and professional. What you say is the representation of your company – you want the overall approach to be recognized as experienced and knowledgeable.
  4. Tell stories. Sometimes your content is difficult to absorb. If you’re an engineer, medical professional, insurance agent or financial advisor you may have to explain difficult concepts. When you do, try giving examples, telling stories, or providing a case study – all of these help get your point across to the audience.
  5. Break it up. No one wants to scroll continuously and read an article that goes on and on. Our patience, especially online, is limited. So instead of writing one article on a complicated topic, break it up into several articles. It’s much more effective, for example, for me to write 5 articles on the various aspects of Public Relations, than one long article on the topic.
  6. Don’t promote, Inform. You are more likely to keep someone reading if you provide information. For example, if you are a mechanical engineer, you can promote your services. Or, you can talk about the rapidly changing environment and having access to better technologies. Content that informs your prospects is more likely to be read. . .and more likely to be filed away.

For more information on writing content, take a look at the following articles. If you need help with content, give is a call at Make It Count Marketing (301-467-2501) and let us discuss your needs with you.

More articles:

Inbound Marketing: How to consistently engage your prospects and clients.

Marketing After a Disaster: How to communicate when your company is going through a disaster.

Connecting with your customers. This article provides information on communicating and using social media to connect with customers.

How to market if you’re in Sales. A few tips on providing information to customers and prospects on a consistent basis.

Your Marketing Letter/Email. Steps to creating a good marketing letter.

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