April 13, 2016

How do you create confident content?

Creating confident content that will inspire your customers to engage is not easy. In a digital world jammed full with content, just getting your voice heard above all the other ‘noise’ can be difficult.

Most content is boring and dreary because it’s safe. People are scared to write what they really want to and instead they replace this with what they should say. So we go through the usual rigmarole of pointing out the benefits: suggesting where a product or service could be used to make life better in order to offer a great, one-time-only offer on the price because it’s winter/summer/Wednesday etc, etc…

This is what consumers are bombarded with and its dull!

So how do you create content that will inspire your customers?

We have compiled 8 steps that will help you engage with your customers at a whole new level. Our content guide will support you to write content that will make your potential customers remember who you are!

Step 1: Say less!

Nervous, unsure people speak! They witter on and on and on, terrified that if they leave a moments silence someone might ask them a question they don’t know the answer to.

This stinks of desperation. It tells your customer that you’re nervous, unsure and out of your comfort zone, which will quickly translate into how you feel about the product or service you are trying to sell.

This is altogether, completely uninspiring for any customer. So think before you speak/write! Be succinct. Getting the message across in less words is the artform.

Step 2: Keep it simple!

If something is so clever you have to explain it – it’s lost! Take the hint when you read your article to someone and they look lost. Don’t tut and assume they are stupid, go back to the drawing board and produce something that won’t alienate anyone.

However clever or technical your product or service, the cleverest part is communicating your message simply.

Step 3: Ditch the jargon!

Your use of language can be like being in a secret club. If a customer feels they are excluded from this, or are made to feel silly if they don’t understand your acronyms, they are unlikely to choose to engage with you.

Make sure your doors are open to everybody. Say what you mean and don’t hide behind Jargon.

Step 4: Be fun and exciting!

If something looks like fun, it has the most attractive force. Customers will want to be a part of what you are doing and will naturally gravitate towards you. The more people that get involved with something, the more others will want to be involved.

Everyone is busy and your customers are no different. Offer them a welcome break from the drudge of everyday life by giving them the information they require with a bit of humor.

Step 5: Create content with laser focus!

Ensure your audience feel like you are talking directly to them. Take time to consider what it is your customers want and what solution you’re offering to their problem.

Once you know this, you can begin to focus your marketing and pitch your content perfectly to answer their questions and needs.

Content that speaks directly to the customer can be very powerful.

Step 6: Be empathetic!

Communicate with your customers that you are on their side. Reassure them that you understand the problems they are facing and that they are in safe experienced hands with you.

To do this you will have to listen carefully to your customers and understand the wider, external factors that impact on them and their business, as well as any smaller, in-house problems. 

Step 7: Don’t be weak!

Weak content feels dishonest, it’s flimsy and not backed up by anything. This can do more harm than good by making people question your integrity.

If a customer doesn’t trust you it is unlikely they will buy from you.

Step 8: Create a call to action!

However good your content is, do not assume that a customer will know what to do if they are interested! Make your directions punch-you-in-the-nose clear and tell them exactly what to do:

Call us on …

Visit us at…

We’ll see you at…

For more information, go to…

Whatever you use as your call to action, make sure your contact details are clear and accessible at a glance.


Great content seldom exists in isolation and is normally a part of a wider strategy that has been well researched. If this has been done well, and you understand your market and customers, your content marketing should be brimming with confidence.

So don’t forget:

  • Aim high
  • Say less
  • Speak plainly
  • Have a ball
  • Put yourself out there
  • Be passionate

Say what you want to say and not what you think you should say!

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