How To Create The Killer Content Customers Will Love
You may have heard that content is king. Content always has been king, but remember, the customer rules. The customer always has ruled, and always will rule. What this means is that the first principle for creating killer content is that you must create quality content: content that your customers want to read. Killer content equals high quality content. If you don’t create high quality content your customers will ignore it and so will the search engine spiders.
Marketers draw a distinction between outbound marketing and inbound marketing. In brief, the distinction is that outbound marketing seeks out the customer whereas inbound marketing encourages customers to find you. Thus cold calling, direct mail shots and television advertising would be considered outbound marketing.
Writing blogs, newsletters and social media marketing – if you like what we can call content marketing – is inbound marketing. And if you want your customers and prospective customers to find you and stay with you once they have found you: your content has to be something that they will find interesting, valuable and worth the investment of their time in reading it or watching it – content can include images. Chris Kelley makes the point that,
At the core of your successful inbound marketing program is a consistent stream of website content….that’s not so easy to do day after day…So savvy publishers and knowledgeable editors use a few tips, tools, and techniques to make sure the great ideas that produce killer content keep on coming.
We’ll have a look at a few of these tips and tools in a moment but before we do, just another word about quality content.
Another Word about Quality Content
This is a topic in its own right, but I’ll keep it brief. Remember that you are creating content for your customers. Put yourself in their shows. What are they looking for? What will be valuable to them and in turn what will encourage them to see you as a trustworthy expert in the field. If there is one thing more than anything you should avoid it is talking in jargon.
Whilst jargon makes sense to you: it may just be mumbo jumbo to your customers. If customers have little idea what you are talking about in your content, then your content hardly deserves to be given the label “quality” content. Corey Eridon puts this very straightforwardly:
High-quality content is easy to understand. Jargon, however, is decidedly not easy to understand. Remove any gobbledygook from your content before publishing it to ensure any of your readers can easily understand what you’re talking about.
Now, let’s move on and have a look at some of those tips for creating killer content.
Take Notice of What Your Customers Are Saying
The single most important criterion that makes content into quality content is that it is material that your customers want. It answers questions for them; it addresses concerns that they may have, or it explains why something is the way it is.
One of the ways you can discover what your customers are talking about is to monitor your social media sites. If customers are sufficiently exercised about something they are likely to comment about it using social media. As Eliza Steely explains,
Everything from the old school industry publications to social media tools can help you find what people are talking about, see what’s resonating, and find the influencers that will be friends to your brand.
It’s good to remember that people like to know that they are being listened to.
Use Images Wisely
We are living in a world that is becoming increasingly one with a love affair with the visual image. Using images wisely in you content can make it much more interesting for your customers. Scott Severson makes two useful points,
Your image selection is critical for both capturing attention and creating sentiment. If you want people to read your headline, line it up next to the most interesting image or photo that you possibly can…Understanding the sentiment that you want to convey [is] essential to capturing… audience attention.
The old saying about a picture being worth a thousand words is worth recalling here. A good picture will get the attention of your viewers. Large amounts of text that are broken up with appropriate images are a good thing. The images offer the reader a respite from the arduous task of reading.
However, make sure that the image is relevant. You may have some great images that you’d like to use and that your customers might enjoy viewing in other contexts, but if they are inconsistent with the text it can jar and disorientate the reader.
The point that Severson makes about sentiment is valuable. An image will add color to what you say, and you want to add the right color. For example, if you manufacture kitchen knives and write about how your knives are the sharpest available you could show an image of a knife slicing a tomato or an image of a severed finger and blood-stained knife. Both suggest the sharpness of knives.
Get Your message Across in Different Ways
It very easy to slip into producing content for the type of media you feel most comfortable with. It is not unusual for content creators to have their favorite medium. It could be blogs, articles, videos or photography. If, though, you are truly serious about creating killer content on a consistent basis, you need to look at how you can take advantage of the widest range of media possible.
Of course, if are a small business owner that has a small budget for marketing purposes and more than likely you do all your own marketing, this can present challenges. You may be a very proficient article writer but have little or no experience of using video or photography. The irreducible minimum, though, is that the more you can vary the ways that you transmit your message, the more successful it is likely to be.
The tips above are a good start to ensure that you produce killer content. The thing about producing quality content is that it is not a one off event. It is a continuous process. High quality content, produced consistently will encourage your customers and prospective customers to see you as a brand leader and encourage their loyalty to your brand. Those conditions are well worth aiming form.