There are lots of places offering great content to you. Imagine. Easy and instant content. No sweat, right?
Wrong.
It is easy for someone gifted with words to gin up the usual batch of useful clichés for your industry. Unfortunately, it most often is sold to many other companies. Content is just rearranged a bit so that you cannot do a verbatim search.
But the Biggest Reason of All- Generic content is boring anyway.
Generic content is a lovely blend of clichés and keywords- well written… unfortunately NOBODY CARES.
PEOPLE ARE BUSY. If it does not add value to their situation, it is spewed out. Content has to be localized. It has to relate to real needs, real questions, authentic situations not some blithering on with bland information.
Compelling content revolves around your experiences with customers and colleagues. Real stuff that has an impact on your customers and clients- that impacts on your turf.
Real content involves real personalities, local issues, local addresses, local considerations.
Copy is judged compelling by the people reading it not you. The find it compelling because offers value- they find it useful- they find it cogent- it sparks their imagination- they find it entertaining.
Compelling value improves when you know your prospects, when you talk to your customers. Testing and improving your content is essential. It takes work. Always offer valuable content and your chosen audience will read it and come back to stay in touch.
Feel free to email me if you have questions or need help with ideas about how to create content. People love making connections. Give them a good reason and they will connect with you.
PS A second mistake is copying content verbatim from somewhere else. You can always borrow an idea and build on it, particularly when you build your own connection to your own situation- but, just copying makes you look bad.
It is also a strategic mistake. Google sees this for the watered down repetitive info that it is and knocks you down in the search engines.
Any questions or concerns come to mind?
Have you tried to create content? What kinds of challenges have you run into?
Feel free to leave a comment or email or call.
