This past weekend, I came across this AWESOME slideshare presentation created by Brad Frost called “Death to Bullshit.”
"Death to Bullshit" points to these new realities:
• In the digital age, content is being created at an unprecedented rate.
• We are bombarded with information and data at every turn.
• High quantities of new content means that attention is at a premium.
As a marketer, it’s your job to earn the eyes, eyes and dollars of your target customer. As customers become more and more saturated with content, it get’s harder and harder to get noticed and use your content marketing efforts to generate and nurture leads.
As an inbound marketer, I find myself constantly telling prospects and clients about how important it is to create content. I say things like “your blog is the backbone of your marketing strategy.” or “If you do nothing else today, blog.” This is all true. Quantity and consistency make a huge difference when it comes to generating traffic and engagement. However, the quality has to be there too. And, quality is the key to building a long-term relationship with visitors who convert into leads and customers.
Of course, “quality” and “better” are somewhat relative. The key here is to create content that your customers love. This is content that they want to share and keeps them coming back for more. It’s content that helps them solve something. It’s content that makes your customer more successful, their lives easier or their day better. Therefore, better quality content is content that successfully meets the needs of your target audience in a way that is both compelling and delicious.
So, here are a few tips on how to push yourself to create content that your prospects and customers will love:
#1 Keep the language simple.
You don’t have to be clever or witty. You do need to be clear and engaging. Use short sentences. Say what you mean. RUN away from jargon. This is harder than it looks, but it is extremely important.
#2 Obsess about what it feels like to be your prospect.
If you do this one thing, the rest of your marketing efforts will fall into place. In order to serve your prospects with marketing that creates value, you have to “get” them. You need to understand their needs, wants, stresses, interests, ideologies and mindsets. Build detailed buyer personas and revisit them each day, with each piece of content that you create. This is everything. Know your customers better than you know yourself.
#3 Speak the right language.
Once you understand your target customer, learn to speak their language. Use the words that they use (except jargon) and speak and write in the style that resonates with them. The way that you choose to communicate with your prospect is an important step in showing them that you get them.
#4 Create targeted content.
Even the best content is completely ineffective if it isn’t relevant. Relevance is a key factor in creating awesome content. Create targeted content for each of your buyer personas.
#5 Don’t be boring.
Sometimes, we get confused and equate “professional” with “boring.” For so long, we’ve been trained to think that everything in the B2B space should be blue, pinstriped and full of jargon. It doesn’t have to be. You can be both professional and interesting. Most importantly, be useful.
What did I miss? How do you push yourself to create better content? Share your tips in the comments section below.