6 Tips to Create Content that Sells and Stays
Content has been omnipresent for the longest time. Whether in the form of prose, poetry, fiction, non-fiction, it has always lured a set of people who were enamoured by its creativity. But there was another set of people that were not only enchanted by its mystique but also wanted to tap it and channelise it further. These were the future content creators and marketers who had identified the potential and were yet to discover the power they held in their hands. While content creation was to woo the audience, content marketing was an art which would make sure that it reaches the right people at the right time, and is retained in their psyche for an inevitable period.
Thus it fell on the content creators to achieve the first stage -- to create content that sells. How do we do that now? After all, it is to appeal to humans, who are diverse and dynamic in nature, seldom static. So how does one categorise them into baskets and broadcast content that appeals to them? That’s exactly what we are going to talk about today.
Good content is not storytelling. It’s telling your story well. - Ann Handley, Marketingprofs
Face the Facts
You’d be surprised to know how many people are convinced when you present them with hardcore facts and figures to support your content. The reality at hand is, content without facts to base it upon, is merely a flurry of words. Facts, however, make it authentic, and thus more susceptible to the trust of the audience to which it is being served. So collate your facts.
Centre of it All
What is it that your content points towards -- the product, the content itself, the consumer, or the prospects that are offered? A content that sells is ideally the one that strikes a balance in all the aforementioned factors. Think like a customer. What would you want the content to tell you when you know its intention is to sell? A not-too-obvious yet clever campaign which binds you till the last word. There is no centre to a content that sells, just a strategy which will not just impress but stay.
Content is dynamic and has varied forms -- not limited to written word now. However, while other mediums through which it is channelised, viz. Video, adverts, and all may not require SEO, written word does. This is even more important because with time, the takers of written content have also increased in numbers. Hence, a very important aspect of creating content that sells is the SEO. Increasing the visibility of the content is as important as escalating the viability of it. Because without the former, the latter would be of no use. So keep your content close and SEO closer for words that sell and bring in the revenue.
Switch the Content Cloaks
As mentioned earlier, content is all-encompassing. That means, the message that you wish to put forward can be conceptualised in one way, but put forth through multiple channels. While print and digital form the broader baskets, there are several sub-baskets of content which lead to the success of a strategy, and by extension that of the idea and the content. Make sure you use all the channels and all the ways to promote the content and exhaust it well before assessing the gains or losses from it.
Play on the Positives
Need we tell you that? If you have struck a balance in the elements as mentioned in point one, a part of it is achieved. However, many forget the next part, that of focusing more on the positives of their product which they are wishing to sell through their content, than the negatives of what the competitors have. Be honest to your creation and use your content to weave the same. For instance, you can’t compromise on quality, especially if you wish the sales to be long-term ones. So, if that requires you to sell higher costs through your content, focus on that. Channelise your resources in perfecting what you have and not in negating what others possess.
Open the Bar for QnA
You created the product and you created exceptional content that sells. That just the beginning. How do you make sure that it’s a ripple effect that makes your revenues stay? Don’t just identify your consumers, understand them. Further, use your content to engage with them over various stages -- pre, during, post, and even after that. Don’t use your content to bully them into making a decision. Instead, create content that speaks to them like equals and changes tone with respect to their stage of buying. Understanding and empathising is the key to creating content that will stay around for a long time.