Your content can do a lot for your business. It can bring you more customers and generate long term relationships with people that will buy from you for a long time. That is what your content should be about. Great content changes the way your customers feel about you and your company. And it is the ‘feel’ that makes all of the difference. It is what turns passing viewers into regular trade. It is what converts an audience into a set of customers. Everything your business does should be geared up 100% to your customers. The question ‘ What does great content feel like ?’ has never been more relevant.
Great content feels like something people haven’t read before. It does something that nobody else in your industry is doing. It doesn’t have to be ground-breaking, but it does have to be different. If your content tells your customers about things like –
“great customer service”
“dedication to excellence”
“built for your customers”
Or any of the other platitudes that make up so much of what people fill their websites with, then you haven’t tapped into a feeling. You haven’t written anything original. You don’t have something that will engage others. And your customers won’t thank you. Great content doesn’t have to be a literary masterpiece, but it does have to offer something different. And while you are at it, don’t say that you are different – show it. If you meet a customer face to face then you won’t say “we are different” and leave it at that. You will take the time to tell your story, explain what you are great at and start a conversation. Ask yourself ‘ What does great content feel like ?’ and see how you can change what you write. This should be the main driving force behind what you do in every piece of writing. People want to be given something to think about, something that is useful or something that is entertaining – maybe even all three.
The best content does the same thing. People want to know how you ended up here. They want to know the passion behind the company. They want to listen to what makes you tick. People buy from other people, not faceless organisations. The one good thing that faceless organisations do is put a “face” in front of you. They know that people buy people, so they try to utilise a team of sales people that will meet you and discuss your needs. Your small(er) business already has that face. You already have that advantage. Use it. Don’t make your website look like a corporate entity. There are enough of them out there. Make it look friendly and down to earth. People really dig that. Get in touch if you have any questions about your content and what it does for you. I can come along to your North East business and take a look at what you do. Let’s tell that story together.