In an ideal world, internet users would be as equally passionate about your product or service as you are. They would line up just to click through to your latest post or tweet about your new 10% sale, and every click would lead to a conversion. Alas, that doesn’t happen with anyone, no matter how interesting or hip your company is. So if they’re not looking for content that’s solely about what you offer, then what do they want? Here’s a few ideas to make sure your content gets read.
Content They Actually Want
Do people want to read about the latest improvements a hotel has made to its establishment? No. Do they want to read about the top 5 destinations to spot celebrities in your city? Of course they do. Buried somewhere within that article will be a subtle nod to your business; and in any case, by writing an article that gives the people what they want you’ll be naturally bringing visitors to your website. Some of whom might click through and spend money on your site.
Initially, it’s all about getting visitors to your site. Give them something that most people would consider interesting, and you’ll get a response.
Entertainment for the Eyes
When people want to sit down and read a wall of text, they’ll visit the library, check out the latest page turner, and curl up on the couch as they get transported to another world. Very rarely do they scan websites looking just to read content.
That’s why it’s all the more baffling that more companies don’t use visually entertainment ways to communicate their message. The internet has spoken – it’s what they want! If you have something interesting to say, it’s much better to do so through an infographic, poster, or video. Posters are easy to make when you have software like Adobe Spark, Canva, and videos don’t have to be overly complicated, either. Mix up your content with stuff that, for lack of better term, is simply pretty to look at and you’ll notice an improvement when it comes to crunching the numbers.
To Be Inspired
If you have a business, you know that you’re not really selling whatever it is that you sell; you’re selling an image. If you’re not, then you should be – think about branding, the image you want to project, and then make that flow through everything you do.
For example, if you’re an environmentally conscious fashion retailer, then you’ll be posting blogs about the environment. People look for inspiration in all spaces, they want the internet to reflect their passions. Be that mirror!
…And What They Don’t
To understand what they do want, it’s best to clarify what they don’t want. And what they don’t want are: adverts, overly complicated websites, and content that doesn’t in some way work for them. When you’re moving forward, before posting new material to your website or social media accounts ask yourself: ‘I am posting this for the benefit of me, or the benefit of my audience?’ If it’s the latter, then you’ll have found your mutually beneficial content.
