Everyone keeps saying you should have a website. You should have a blog and post to social media. But no one tells you how to create exciting content. So you start writing about what your company does, and guess what, nobody cares. You get discouraged and you no longer feel like posting anything to social media.
If this is your case, then read on. We will discuss how to create content people will want to share.
Rule 1: It is not about you
Following Donald Miller StoryBrand idea, you and your company are the guides in your customer’s story. But what does it mean? It means you are not a hero in the story. It is not about you. Good marketing is about showing value your company creates and helps your customer. That’s it, that’s the trick.
Our services, our mission, our customers, our, ours - this is bad writing. Sorry to break it to you, but your customer does not care much about your ethos unless it makes their life better somehow. You should focus on the difference you make in your customers’ lives.
Rule 2: What difference do you make
What do you do? We are a cleaning company and we clean houses. Wrong! Even as a cleaning company, you can offer:
Helping tenants get their security deposits back. By providing high quality and quick end of tenancy cleaning services that landlords are happy with (and include a few reviews)
Helping families get the best tasting turkey even cooked in a freshly cleaned oven
Helping patients recover faster in their own deep-cleaned cleaned home
See what we did there? Even a cleaning company like Yorkshire Cleaning Angels can be providing an essential service that is helping. Helping your customers is the theme here.
Let’s do another example. A recycling company that helps resolve the growing e-waste issue by reducing landfills one broken gadget at a time.
If you are not sure what kind of service your customers find valuable, ask them. You can send an email to all your customers and ask them three simple questions. What do they find most useful? Why did they choose you and based on what they make the purchase. Use appropriate language, but you can also gamify it. Anyone answering the questions will be automatically added to a draw for a €50 Deliveroo coupon. That’s right, invaluable customer research for one free dinner? That’s an insanely great value.
Your value proposition is the invaluable service your company provides to customers. By understanding your customers, you get to help resolve the problem they have. The better you understand, the easier it will be to create a clear marketing message.
Rule 3: Easy to read and understand text
Using big buzz words does not you make look like a professional. Your customers will not understand any technical jargon or complex terms that never popped up in a regular conversation.
Using a conversational style with the right catchphrases helps your customer connect with you faster. If they read text on your website and then call you, using the same language helps build trust.
Your website is not a book. Readers will skip a wall of text. Website text needs to be easily scannable, separated by helpful headings and plenty of white space.
Use a 7-8 grade level writing with short sentences. Avoid using technical jargon no matter how tempted you might be to do so. After all, you are the expert and the guide in your customer story.
Rule 4: Guide your reader to take action
Any piece of content needs to lead the reader to some action. Maybe not starting a revolution just yet but action that takes them to a starting point - that we call a business lead. At this stage, the customer is only interested in hearing more. Don’t bombard them with sales pitches.
It takes 7 to 11 points of contact with your customer to get to a sale. But until that happens, you need to connect with the reader. Inform them about your solution and highlight the best value your company creates.
Like this article is leading you to a Zoom call with us, the absolute first step. We are not trying to sell you anything. Just inform about what we can do to help your company get the most out of your marketing budget.
Guiding reader toward action is part of a successful marketing strategy.
Rule 5: Funny or informational
Negative news headlines and unbelievable click baits are everywhere. While negative news shock, positive information is much more challenging to create but lasts much longer. For example, a funny way to present your product for Halloween might actually make your customers smile. And even if they don’t buy anything from you now, they might do so later. They will trust your brand more, connect with your company, and see the people behind the business. After all, people buy from people, not companies.
In 2020 we all saw how working from home gives us a window into peoples lives. We all saw the books they like to read of how funny their children are interrupting mom or dad trying to make the best. While 2020 was a year to forget, it made us all somehow a little more tolerant of others. But that’s me - the optimist.
With these five tips, you will be creating sharable content. Content that understands your customers, addresses their problems and is easy to understand. Simplicity always wins. Remember, quality content means the value your company creates and delivers it to your customer with a smile. That’s quality!
Being able to produce valuable content is what makes you a trusted professional. Doing it consistently is what makes your company stand out from the competition.