Bill Gates, Founder of Microsoft once wrote "Content is King".
In the age of information few would deny his logic. But have you ever stopped to ask,
What kind of king is my content?
Is your content a tyrannical overlord that regularly barks out instructions expecting to be heeded without question?
Or perhaps your content king is the illusive kind, nervously appears once every couple of years, doesn't really say much, makes little impact.
Maybe your content king is a benevolent ruler, loved by all, it listens to it's subjects, taking their concerns into account and adjusting itself accordingly.
Whatever the case, the quality of your content could make or break your business.
Why? Because drab, boring or irrelevant content will greatly distance you from your customers making them less likely to buy from you. Whereas well-thought-out, regular, engaging content will enhance your relationship with your customers making them more likely to buy from you.
the quality of your content could make or break your business
How to write really good content and win more customers
Step 1: Have an objective
Start by examining your objective. What is it that you are trying to achieve with this particular content? Are you trying to boost sales of a product? Are you informing people of a new service you offer? A new member of your team? Are you trying to make your brand more memorable?
Key Point: Having an objective in mind will give your content steer. Keep referring to it as you write your content.
Step 2: Know your audience
Next, think about your audience. What are their motivations? What are their interests? What obstacles are they facing?
Understanding your audience will help you to write content that appeals to them. Your content should provide some value for your audience, a reason for them to spend time reading it.
Try this: Ask a handful of people from your target audience to give you feedback on your business. Encourage them to be honest and specific. Use their feedback to improve your offering.
Step 3: Keep it simple
While computers may enjoy performing complex tasks we humans tend to look for shortcuts. The simpler your content, the more likely your customers will be to read and retain it.
In practice this means:
- Using uncomplicated language
- Breaking your content up into manageable chunks
- Making good use of paragraphs, headings and bullet points
Step 4: Keep it interesting
According to one study, our attention span is around 8.25 seconds (2015). That's less than Goldfish, which have an attention span of 9 seconds.
If your content is boring people will leave.
Try this: Next time you're about to put pen to paper, (or finger to touchscreen), Ask yourself, if I was surrounded by a group of friends would the topic I'm about to write about hook them in? or would they cough politely and change the subject?
There is a direct link between interest and action. If we read something interesting it tends to hold our attention, the longer it holds our attention the more likely we are to take action.
Key Point: Try to find an interesting subject to talk about, if you have to write about a boring subject, try coming at it from an interesting angle.
The results speak for themselves
The better your content, the more people will engage with and remember your business. Writing high quality content for your website, brochure, newsletter etc. will leave a lasting impression on people, making them much more likely to do business with you.
To illustrate this, we recently overhauled our entire website, paying careful attention to the way our content is written and presented. The results? Our bounce rate dropped by 96.72% and the average amount of time people spend on our site went up by 1,831.28% compared with data from the previous year.
- Start with an objective and refer to it often
- Engage with your audience; before, during and after your campaign
- Keep it simple
- Find an interesting subject to talk about, or come at a boring subject from an interesting angle
Having really good content will increase your chances of converting users into customers. But what if you're struggling to get users to come to your website in the first place? Our article SEO – If you build it they will come, not necessarily can help.