Give ‘Em What They Want!
3 Sure Ways to Write Content That People Want to Read
(…and keeps them coming back for more!)
People are inundated with advertisements, commercials, images, placements, and content—everywhere they go. In fact, most environments are so saturated that the majority of people just tune it all out. T.V. commercials? Thank goodness for DVR and the ‘skip’ button. Magazines? Flip. Billboards? Yawn. Thinly veiled attempts at blogging that’s really just trying to sell something? At best, it’s insulting. We aren’t stupid.
So why, then, does it continue? The pop-ups, the spam, the cold-calls? I suppose because it works on some people some of the time, and … because… well, marketers haven’t all caught on to how to do it any differently.
“Only outstanding content can cut through the noise.” — Gary Vaynerchuk
When you are creating content to share with your audience, is it something you would want to read? Would you be annoyed by it? Bored by it? It’s time, if you want the attention of the perpetually connected, to learn how to create content that connects. Content that people find real, organic, funny, worth sharing.
1.) Offer Content That Fits In Seamlessly
Nobody pays attention to content that doesn’t fit the platform. It looks contrived, and that automatically screams “Marketer” (Actually, “Amateur Marketer”). Taking the time to understand each platform that you use, be it blogging, Facebook, Twitter, or Pinterest, will tell your audience that you are the real deal, genuine and worth paying attention to. Anything less exudes laziness and an agenda; neither of which the average consumer wants any part of.
2.) Make Sure It Adds Instead of Detracts
Nobody likes to be interrupted. Pop-ups with practically invisible x-buttons just piss me off. Loud ads leave a bad taste in my mouth. If you want people to notice you and your brand, give them something that adds to their experience. Something funny that they might want to share with their friends, a useful tutorial, or a helpful tip on a hot local deal. As a busy consumer, I absolutely hate when something gets in my way when I have a mission online, whether it’s a mission to learn something new, to goof around on Facebook, or to shop and find a great deal. Interruptions make me impatient. But I love, love, love when something adds to that experience, by helping me along in one way or another. So, search your platforms, watch your consumers, and offer them something that will add to that experience.
3.) (Most of the Time…) Just Be There For Them
You don’t have to tack on “Call us for more details!” or “Let us help you, contact our team now!” or “You can purchase our kit for only $9.99!” at the end of every blog post, Facebook status, or Tweet. It makes you seem fake, and it makes your consumers feel used. It actually can make people disregard what you’ve said, even if you’ve offered them some really great information! There is a time and a place for planting that seed and landing that sale, but if you want to create content that builds a brand and a following, connect with them first. Show them you know them. Offer the joke, the story, the tutorial, or the tip for free with no strings attached, so that they have a chance to see you as a trustworthy authority in your niche, and when they’re ready to buy, they’ll think of you. Or when it’s time to drop that call-to-action, they’ll be more receptive to taking a look at what you have to offer—after all, you’ve already gained their loyalty. You gave them so much, they’re already primed for a ‘yes’.
Make it simple.
Make it memorable.
Make it inviting to look at.
Make it fun to read.
— Leo Burnett