- Write content that your audience wants to read, not what you want them to read.
It’s human nature that people do what they want, not what you want them to do. Embrace this by producing content that solves their challenges. Resist the temptation to write about how great something is from your perspective. It’s all about them. Make it so.An example: right now I’m tempted to point out that my company’s marketing automation software is rated more highly than both Marketo & Pardot in 27 out of 33 categories on G2 Crowd – but that’s not what you want to read about. Don’t do that.
Rather, help people with their problems and earn their trust – in this case by answering your question. You’ll earn more subscribers, followers, etc., and have more people engaging with your content.
You see what I did there. Yes, so very sly, thank you.
- Make it look modern and sexy.
Set the bar as high as you can manage here. The easiest way to do this is to emulate the look of content produced by well funded Silicon Valley companies.They spend lots of money on appearance and perception. You don’t have to reinvent the wheel. Emulate their wheel. These companies are not hard to find.
Original design is difficult and expensive. Emulating is (relatively) cheap and easy.
- Offer low key calls-to-action.
Don’t just push the sale, let them subscribe to get more of your engaging content. All the while you’ve got your link to your demo or free trial or request a quote there for those who are ready.
Content is a long game that takes patience to play. In Las Vegas they say “scared money never wins”. In content, you won’t win if you’re in a hurry.
