We all have a lot to say. Between sales pitches and proposals and PowerPoint presentations, we’re kind of up to our eyeballs in information. But is information content? If so, what information?
If content is king, how do you ensure he doesn’t get dethroned? The answer is to have a conversation.
BE APPROPRIATE
That doesn’t mean don’t post questionable photos on your website. (Don’t do that, though). Being appropriate means having something to say that reflects the venue in which you’re saying it. Your corporate website and a product-specific Facebook page that has a college-aged audience will have different things to say. Neither are mutually exclusive. But you likely have a different way of speaking when you’re talking to your best friend versus a corporate CEO. The content, or conversation you’re having needs to focus primarily on the audience with which you’re having it. Like any good conversation, it should be a two-way street. I’m not talking about a live chat feature. I’m talking about solid research. How your customers reach out to you tells you a lot about the conversation they’re looking to have. Traditional websites, product-specific sites, individual social media interactions, trade show interactions and even Skype chats, each attracts a unique audience that will respond to you if you are appropriate.
RELEVANT WEBSITE CONTENT
One of the primary drivers of Google’s search algorithm comes from relevant content. Google, they’re pretty smart. Not long ago you used to be able to type a bunch of keywords onto the bottom of your web page and jump to the top of Google’s search. Actual content that relates to the subject of the page, the industry associated with the site, etc., is one of the things that drives search results. More is not always better. Doing extensive research about search terms and analytics data will give you a good start in providing content that corresponds to the most relevant search terms for your site. If you tailor your content to what your audience is actually looking for, you will notice a dramatic difference in your search rankings.
KNOW YOUR STUFF, BUT DON’T BE A KNOW-IT-ALL
Content is a conversation. It’s not a lecture. There’s a fine line between the two. Your job and the job of your business is to be the expert in your field. As such, you’re expected to know a bunch of stuff. But information is like having your in-laws come to visit. A little goes a long way. Keep in mind that what most of your customers want to know is that you know. They don’t need the complete recipe to your secret sauce. They just need to know that you know how to make it.
BE BRIEF
A good deal of your ongoing conversations with your customers will be via social media. Social media is a drop in sort of place. It’s the virtual water cooler. Your interaction should be short, sweet and to the point. You don’t need to write the entire novel, just a short chapter. When you’re writing short content, be specific. Don’t necessarily talk about all your new products, just one at a time. Or maybe a single feature of a product.
DON’T WASTE THEIR TIME
Your audience bores easily. Quick bursts of information that grabs their attention and allows them to get on with their lives will leave them wanting more. Respect the short attention span. You can’t win against it. Don’t even try.
BE BRAND CONSISTENT
Above all else, have a plan. Don’t sacrifice your overall brand strategy for a specific venue, but be flexible enough to remain appropriate. That takes a little effort. You may need to experiment a bit.
There is no single way to generate awesome content. Your conversation is and should be different than your competition. What is consistent across the board is that you are having a conversation. You’re building a relationship. That’s the secret to creating killer content. Your voice should be unique. That’s what sets you apart. So now it’s time to start a conversation.
No comments:
Post a Comment