Try as they might, the innovators who work in online marketing can’t get around the simple fact that Content Is King. Well written text won’t be replaced anytime soon by videos or social media posts. Having professional text placed on your site is still the solid foundation that won’t let you down when you build on it. That said, here’s a few content tips that will make a difference.
Letting it all hang out (to use a phrase from bygone days) is what builds trust with new clients and older loyal customers on the web. Stories are good, even though conventional wisdom would frown on personal narratives that lend a face and personality to your brand. Trust is built on emotional reactions and letting people in will get them to see you as more than just another online business trying to separate them from their money.
Teach People Something
Good content in general and worthwhile blogs are about more than writing about interesting things—you need to teach people something, to give them something of value they take away so they’ll want to come back for more. Use that as one of your yardsticks and you’ll build a clientele that multiplies through readership. Being interesting is okay, but when anyone feels they’re getting value added information for free, they’ll start to see you as an expert in the field and worthy of their business.
Don’t Be Too Advertorial
Remember that many readers will be reading the content that you’re writing from the comfort of their own homes. Don’t make the mistake of intruding into that personal space with a direct pitch or Call To Action in your text. The reader’s interests need to come first here and you’ll cover the marketing end of things by proxy.
Think About Direction
There’s an amazing number of ways to get your message out there with the written word these days. Don’t make the mistake of putting the cart before the horse and choosing the method before you understand what you need to accomplish. Being aware of your target market is a great way to keep things focused and make the right choices between Facebook, Twitter, blogs and whatever else is available. Think about the direction and the results you want before you choose the channel you’re going to filter it through.