Alignment with your vision and objectives is key
Your website and social media should always be ‘work in progress’, still being added to and updated as you grow and develop when your content delivery consistency counts.
However, inconsistency issues creep in when content is written at different stages of your business cycle and by different people, which add nothing to the customer experience.
When adding to or updating your content, ensure the communication style is accurately aligned with your vision and objectives. If you change your approach avoid going off on a tangent and bring the rest of your website, social media, packaging and other marketing materials in line with your new approach to the market.
How many times have you landed on a website or other marketing materials and been immediately impressed by its design and functions? You quickly become ‘sold’ on the product or service, until you read the content.
Aim for shared customer experience
While impressive visuals are crucial to creating impact with your content, often the photographs, diagrams and videos are of a high standard but are let down with bad content
Nothing is more off-putting for customers and prospects than giving an impression they will have to work hard to find the information they want and need. Avoid an endless flow of paragraphs and think about how you might be able to use bullet points, lists, headings or visuals to make your key messages stand out and easier to take in.
Content delivery consistency counts and must pass the ‘so what’ test
Always have your target customer in mind. Put yourself in the shoes of your target customer when creating your marketing content. Understand and communicate clear solutions to their problems and frustrations.
Use language your market segments will understand and relate to. Effective content isn’t about showing off your language skills, people are not there to read, they are there to find out information before they make their buying decision.
There’s no doubt information and knowledge becomes easier to digest when it’s delivered in bitesize chunks. However, it can be challenging when faced with explaining complex concepts, products and services, but it needs to be done.
Will your content delivery really improve your marketing efforts?
Your website is the focal point of most people’s searches for information and knowledge. It is also the way people find you so they can learn about your products and services.
Keep in mind visitors will be expecting to learn from your content delivery, or discover as they click through each page and try to answer all the questions they are likely to have. Does your ‘About’ page tell your story, or have you just promoted your products and services? Perhaps you have focussed so much on your product or service descriptions and forgotten to let customers know who you are and what you do, or maybe you have forgotten to make your calls-to-action clear.
“When it comes to generating opportunity, it is a simple task to make your content complex, but a complex task to make it simple and content delivery effective”. Peter Sergeant
“Storytelling is the most powerful way to put ideas into the world today”. Robert Brown