5 dos to help you create content that your audience wants to read
8th, Feb 2016
Is your content boring? Giving clients and prospects interesting and helpful information is a great way to attract attention and build trust. The problem is how to create the kind of content that gets read. This week I have a few Dos to help you get started developing engaging content.
1. Do answer real questions. I am consistently asked by clients and prospects – what should I write about? Among the best sources for content are the frequently asked questions you get from your own audience. Put together a list of them and start answering them. Don’t worry about giving away too much information for free. You don’t have to go into minutia with your response, but you do want to be genuinely helpful. Highlight what they should know about their problem and possible solutions so they see you know what you’re talking about and can solve their problems.
2. Do listen to your audience and talk about the issues they are following. Where do your clients and prospects turn for information on their problems? As a start you can ask your own clients, but then go deeper. Identify and subscribe to publications your clients read, set up google alerts to monitor areas of interest to them and use social media to “listen” to what topics they care about.
3. Do use stories. This is a great way to demonstrate how you help people solve their problems. Provide case studies and examples to let your audience see that you are dealing with others like them. They also personalize your work as well as your content. It’s more interesting to read a story, than a bunch of facts. And don’t worry; you can omit confidential/identifying facts without sacrificing the value of your story.
4. Do use the same terminology as your target audience. Speak to them in their own language. You shouldn’t talk to potential clients the way you would talk to your colleagues or referral sources. Using the right tone and wording not only will make your content more readable and interesting, but you will be showing that you can relate to your audience.
5. Do keep it concise. Sadly people’s attention span keeps getting shorter. According to Microsoft we’re now at 8 seconds. Think about format. Lists, headings, visuals, and other strategies can help you organize and relate your content in a more readable and compelling way.
Next time I’ll cover the Don’ts – 5 things not to do if you want to create compelling content.
Do you need help producing great content that will attract clients? Contact me for a free consultation.