I Write…

As we’ve been talking about content over the last few weeks, I’d like to discuss creating good content this week. The kind of content people will actually want to read. The fact is that you can hire a great content writer, but you still have to understand the rules of content—you have to get the basic marketing facts. And some of them can be found below!

YOU Not Me

People love themselves. It didn’t take the advent of the selfie for that to be evident. So, create content that is customized to your audience. Use their names, their faces – anything that makes the content about them. Make everything about the people you want to sell to.

Everyone IS Listening…

One of the most overlooked sources of content is your customers. They ask questions about your brand everywhere. The content might not go viral, but your customers will appreciate being heard and responded to, and it will lessen the burden on your content writer. Plus, the feel-good factor will really please your customers. A company that actually listens to people? Who’d have thunk it?

We’re Only Human

Try to capitalize on the human side of your brand by being human in your content. And remember, just like humans, brands are not perfect. They make mistakes, and they can laugh at themselves. It’s okay to make fun of yourself—seriously!

Content Is FREE

Creating content that is free does not mean endless self-serving, evergreen articles replete with shameless plugs and links to your product pages. It means investing the time to create something of value to people. It can be as simple as one piece of useful, well-designed content, like a cooking cheat sheet or in-depth, brand-free buying guide. Become a trusted resource for valuable information first. For example, look at the toys McDonalds gives away—those are useful gestures that bring kids back again, and again, and again. Think of your content in the same way.

Cute Is GOOD

It is never more evident that we are sold by sentimental content than when the ads with cute turtles, kittens, or doggies come onto your TV. Cute means sales.

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