Great content can be taken for granted — like water for fish or air for humans.
But your digital business will wither and die without it.
Content covers everything from wonderful web writing to vibrant video and inspirational infographics — the most crucial elements that ‘close the show’ for customer conversions.
So here’s how brilliant content breathes life into business to customer (B2C) relationships.
If your content doesn’t use empathy to create an emotional connection with customers, you’ll leave them cold.
But you don’t need to rehash Shakespearean sonnets to charm customers — just identify how your products and services meet their needs and talk to them in the appropriate tone of voice.
Developing customer personas is a wise way to formulate the tone and style of your communications.
Research how your target audience talks to each other, the jobs they do, their shared interests and passions.
Once you have a firm idea about what ‘makes them tick’ you can tweak your tone accordingly.
And your business offering is probably the solution to a particular customer problem.
So empathic content highlights how it heals these customer pain points and makes their lives that little bit more effective.
Embedding empathy in your content from the start is important — this is the beginning of a mutually beneficial relationship where you and your customers listen to and talk with each other respectfully.
And your conversations will develop and deepen as your relationships mature — it’s only natural.
Once you’ve fashioned your content to heal customer pain in a friendly manner you need to ensure it’s optimised.
Without SEO techniques the most wonderful web content can be invisible to search engines like Google.
And without a high Google ranking, prospective customers might never know you exist.
The craft of content marketing lies in creating relevant material that contains the precise keywords that your customers search for.
And making sure that the video and graphic elements of your website are properly coded so that they’re recognised and ranked appropriately.
Your site should be easy to navigate, with good internal and external links — this ensures a smooth user experience and satisfied search engines, too.
But remember that search engines change their ranking algorithms regularly as they attempt to deliver the most relevant content for customer queries.
And the popularity of different search terms also fluctuates — words that were once relevant can quickly fall out of fashion.
So analytics platforms and social listening tools allow you to continuously adapt your content so it remains flexible and fit for purpose.
You might want to mix long-lasting ‘evergreen’ content with a website blog or social media posts that are easily updated on a regular basis — this means your SEO ranking remains on-point in a fast-moving marketplace.
Rinse and repeat
High-quality content can be spun out in campaigns across your entire digital real-estate.
So a bombastic blog can give birth to a tranche of tweets that tie in to an email campaign.
Or a viral video on Facebook can drive traffic back to a landing page where customers sign up for a newsletter or purchase a product.
Evergreen content that remains relevant can be remixed and delivered to customers in an entirely new format without the trouble of starting completely from scratch.
Creating the right type of content in the appropriate tone from the start simplifies the task remaining relevant as your business develops.
But staying on top requires a commitment to monitoring customer behaviour and modulating what you deliver so it always meets their needs.
Following a cycle that allows you to empathise, optimise, analyse and repeat makes for vibrant customer relationships and booming online businesses.
Do you have any tips on what makes great content? Share your advice in the comments section.