The Write Stuff: Techniques to Help Produce Worthy Quality Content in 2016

Business.com / Marketing Strategy / Last Modified: February 22, 2017

This article recognizes the importance of the customer experience and discusses ways to improve content quality.

Focusing on the customer experience by using customization and personalization has become increasingly popular among businesses in recent years.

Statistics show a 42 percent higher conversion rate for sites using personalized CTAs, and 76 percent of marketers defining real-time marketing as personalized content in response to interactions.

Personalization will continue to be used at an increasing rate due to the positive results it delivers.

Use the techniques below to improve the quality of your content, which will in turn, improve the customer experience.

Related Article: Content Marketing Done Right: What Works And What Doesn’t

Be an Expert on Useful Content

This can be easier said than done. Pinpointing and publishing content that is useful to your readers can be a challenge to some businesses.

One way to identify the right content is to focus on why your audience reads your content and how your content can be useful to readers.

An example of this could be regulations and laws that people in your industry must abide by. These laws are constantly morphing to address new issues, and many find it difficult to stay informed.

This may not be a fun topic, but it will attract attention because it’s useful and necessary information.

Once you have found the topic of your content, build a tool to educate them, which will attract views and shares. This could be a survey asking your industry how they comply with regulations and remain productive, or asking how they are at risk of non-compliance. This will provide you with data that can be a useful asset to the media, industry leaders, and industry workers who can learn from the information as well as share the link with others.

In one published piece, you’ve established your company as an expert in the field and improved your brand reputation. Not to mention, all those links will improve your SEO and increase your followers’ engagement.

Once people identify your brand as an expert that provides useful content to their industry, they are more likely to remember your brand, whether they use your product/service or not. Creating this connection is an indirect strategy to building brand loyalty.

You never know when someone is going to need your product; wouldn’t it be great to have them say that when they needed product X, they would start with your brand?

Anecdotal Content

Readers don’t like ads or anything too sales-y. Instead, they want to feel like they’re getting to know your brand’s personality, like they’re getting to know a friend or acquaintance.

Related Article: If You Build It, They Won't Come: 11 Truths About Online Traffic

This is why writing content as op-eds and narratives is a useful way to improve the consumer experience. Many businesses are using this writing style and seeing an increase in backlinks, while being recognized as an industry thought leader.

Try this if you are in a niche market that has few experts, and be prepared for instant success. When you include links in your content, make sure they flow naturally. You want the link to be as unobtrusive as possible. You don’t even necessarily want the reader to click on the link; it’s there to grow your brand’s domain in the online world.

Having a connection to another authoritative source will also improve search engine ranking by using the linked website’s domain reach.

Engaging Interaction

Sure, you want your content to drive sales, but using interactive content is beneficial to creating brand awareness and loyalty through engagement.

This is just as important as driving sales, and some will say it is an indirect method of doing so.

One example of this working well for industries providing estimates is to include an estimator tool on their site. Many people prefer to do their initial research without the pressure of a sales pitch, so getting an estimate without having a person visit their home is appealing. 

Remodeling companies are finding success with these tools. A homeowner can input their roof dimensions, for example, and get an instant quote to see if they have the funds to begin the project. People also prefer these estimator tools due to a decreased risk of being taken advantage of by a human estimator.

Another example of interactive engagement is the use of quizzes and surveys to attract people to your site. These interactive tools can be serious or humorous. Buzzfeed uses humorous quizzes to attract viewers to their site.

Once there, it’s likely they will stay and read some of their more serious content. Fun quizzes like what TV character you best personify are a win for everyone. The reader enjoys taking the quiz and seeing the results and it can be completed quickly.

It’s also fun to share. These quizzes drive tons of traffic and produce millions of dollars of advertising revenue. The use of videos is another popular way to improve the customer experience.

Most people prefer to watch a video to reading. Businesses are using videos to show product details and product functions, which can initiate a sale better than static photography. Even service companies find videos beneficial for explaining lengthy or complicated processes in a fast and easy manner.

Customers who would normally skip or skim this information are watching entire videos and having a better understanding of why they should choose one company’s services over a competitor’s.

Related Article: Keeping Up With Google: Content Marketing and Google's Phantom Update

Keeping the information above in mind will help businesses and marketers improve the quality of their content, which will also improve the customer experience.

Both strategies are guaranteed to be a focus in growing businesses in the coming years.

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