Content is the artfully plated banquet that makes your takeaway message (“Please buy our stuff”) palatable. You can’t just go out and ask for the sale: you have to earn it, through informing, educating and entertaining your audience. Through enthralling them, captivating them and generally being more darn interesting and relevant than your competitors.
If you’ll indulge our culinary analogy a little further however, all content isn’t created equal. A five-course serving of potato waffles doesn’t go down as well as one laden with mouth-watering treats, exotic delicacies and moreish morsels. If your content’s dry and repetitive, you might as well not bother. Don’t blog for blogging’s sake, don’t create video cos you heard that video’s in and don’t upload stock photos for the sake of having images on a page. You can do better than that. You have to do better than that, for your sake and for the sake of your customers who deserve better.
Great content doesn’t have to be read or watched: it flies off the page and embeds itself in your brain. It absorbs you. Captivates you. Stops you idly multitasking as you absent-mindedly skim through it. Great content is unputdownable and highly shareable. When was the last time you read an article that held you rapt from the first word to the last? When did you last watch a video that had you hooked or saw a stunning photograph that caught your breath? We’re all so jaded from a constant bombardment of data streams, news feeds, timelines and push notifications that we don’t have the luxury of giving our full attention to every piece of content that comes our way.
Every second counts on the internet. If it’s going to make an impression, it needs to be better than good – it needs to be great. Due to the prohibitive cost of paid advertising, organic search is how many businesses make a living. Organic traffic might not cost you a penny, but you still have to invest in the content that will attract those visitors in the first place: ebooks, slide decks, infographics, video, photography, composite graphics, blog posts and landing pages. Get it right though and this initial investment will pay for itself several times over.
On the internet, we’re all just a bunch of street performers trying to entice passersby with our skills, flair and flamboyance. If you’re to out-juggle the jugglers, so to speak, and out-conjure the conjurers, you need to commission strong content that’s on point and on message. Thankfully, this doesn’t require the sort of theatrics deployed by actual street performers. Believe it or not, it’s possible to hook readers without resorting to cheap tricks.
After all, you’ve just willingly read 600 words on a B2B website that didn’t lure you in with clickbait or placate you with images of fluffy kittens and pink unicorns. At the risk of sounding mildly smug, you’ve made it to the bottom of this page. Now just imagine what we could do if we channelled our creativity into devising content for your brand.