Write inclusively and with your customers’ perspectives in mind
Words and terms that you and your colleagues regularly use may be new or confusing to some of your customers. Look at your text or article from a customer’s perspective: are you being concrete and informative enough? Are you addressing your customers’ needs and challenges? Clearly, you should not oversimplify, but the risk of you actually doing that is very low. After all, you know your customers and your industry, and would hardly publish something you could not stand by.
Your article should not be aimed at yourself. Sounds obvious enough, but it is essential that you keep your customers’ perspectives in mind. They want to know about your work and insights, but they also need to know what is in it for them.
Your subject expert may not be the best marketing messenger
The person with the most knowledge on a particular subject may not be the one best suited to convey that knowledge. Make sure that your article is written by someone who can present your expertise with clarity and conviction. The right expert paired up with the right writer, in other words, since they are not always one and the same person.
Divide your content marketing article into easily digestible paragraphs and chapters
Be generous with your paragraphs and subheadings, as they give your reader the opportunity to digest your information properly. This helps get your points across in a clear and intuitive way. It should be added that Google appreciates these kinds of articles too, thus those that come with instructive subheadings, followed by succinct, clarifying paragraphs. Google tends to elevate such articles among its search results, which is crucial when you want to reach your target audience online.
Revisit complex subjects in follow-up content marketing articles
Most complex subjects benefit from being covered in more than one article. Cramming everything you want to say into that one article can make it unnecessarily far-reaching. Instead, make a habit out of revisiting complex subjects; approach them from different angles and add new layers to the discussion. Revisiting and elaborating on these subjects will only strengthen your content marketing and business offer, as it keeps showing your knowledge of, and dedication to, what you do.
Video content can be a good addition to your content marketing articles
In addition to relevant pictures, your content marketing article may very well benefit from having an embedded video as well. The video should not be a filmed version of, or snippet from, the article, but strengthen your argument. Some things are just easier to present or demonstrate on camera, so make sure to use that opportunity when you can. A short video clip allows you to, for example, elaborate on a theme or detail mentioned in the article. It also further shows your customers that you want to share your expertise in a generous and sincere way.
For more content marketing tips and advice, have a look around here on our Skapa blog. Would you like us to help you with your content marketing? Just drop us an email, and we will look at how we can create the right content for your business and customers!
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