Today’s consumer is sophisticated and savvy, with a world of information in their pocket. The average consumer visits 10 web sources before making a purchase, and consumers who read information on a company’s website or blog are 50 percent more likely to convert. And this doesn’t just apply to e-commerce sites and B2Cs. For B2B companies, 70 percent of customers make first contact after researching their purchase options on line.
This all means that customers are looking for information. They need details, pricing, specs/model information, reviews, videos and blogs. If they can’t find what they’re looking for on your site, they’re going to look somewhere else.
To make a difference with today’s consumer, you need to interact, engage, and connect through content.
There has been a shift in what influences consumers. What really counts in this market is connecting with people through content and storytelling. Social media usage is increasing, but it’s lead to a decline in brand preference. Because how people shop is changing, the companies that are able to engage and inform with content are the ones who are getting ahead.
There are several phases to content development. And it’s not something you do just once. Consistent content development involves:
Before you write one word of content, define who your audience is, what questions they’ll be asking and what motivates them. Effective content strategies include different types of content which will appeal to a variety of consumers (web content, info-graphics, video, pictures, blogs, and testimonials). For more details see:
How do you decide what to write about? Some ideas are: company history, products and services offered, case studies from satisfied customers, blogs, articles, white papers that would be helpful for your consumers, industry developments, and anything you have expertise in that would help your consumer thrive in his business.
Develop each piece of content by:
- Engaging the consumer by providing information that’s relevant to them.
- Communicating a key proposition within 4 seconds.
- Having an engaging introduction.
- Using a conversational tone.
- Having clean, well-sized font (14 is the new 12).
- Anticipating questions and answering them.
- Break up word density by using short, easy to scan paragraphs.
- Using titles and subtitles to draw in readers.
- Writing content into an interesting, narrative format.
- Ending with a strong call to action
Well written content can be re-purposed in different formats—as blogs, e-mail newsletters, included in white papers, used for press releases or testimonials, and transformed for video script or info-graphics, brochures and lead generation tools. They key is to develop it uniquely for each medium it will be repurposed for.
Keep developing it
Google has a new algorithm which has changed search results. It’s more than just keywords now. Relevant, useful content, that’s consistently updated, is critical for organic search results. If you keep adding fresh content that’s relevant, readable and interesting, consumers will find you. But, it’s about more than being found. Relevant, engaging content engages consumers so that they purchase from you.
In this age of savvy consumers, decisions are made based on information. Consumers today are swamped with pitches, coupons and great deals. You won’t stand out if you join in the noise. But you will if you interact, engage, connect and build a relationship through content.
Content is as engaging or boring as you make it. If you can’t write it yourself, consider, hiring someone who can.
Contact us now to see how content development can help your business.