Content is the endocrine system that creates the image of your company. Content is what makes your company a brand.
Pick any big name and you know about it because of the reach the company has had. This kind of outreach is a product of consistent content marketing efforts the brand has invested in to reap the benfits of consistent lead flow in the long term.
But creating on-brand, value-based, educative content is not an easy affair. It takes months of planning and consistent creative efforts to come up with content your audience revere.
Employ these 5 essential strategies to create timeless content that attracts your best seeker.
|5 Essential Strategies to create timeless content|
Create content that is hard to copy
If you want to make your content an experience, it has to be unique and individualized.
To make it unique, use excerpts from your own business interactions. Talk about events that occurred between you and your clients. Narrate de facto episodes and instances in your content.
The one thing people can’t steal from you is your experience. It’s exclusive to you. Now, how do you apply this idea and use it to your advantage to create content?
Talk about your work process that highlights the direction your prospect is hungry for. When you highlight your work process in a blog or case study or any of your company marketing material, you’re instantly checking off objections in your audience’s minds by:
- Feeding their curiosity – by giving the exact steps they’ll be walked through during your work process
- Eliminating anxiety – by mapping out clear directions
- Establishing authority – clear processes are a result of the experience that comes from the learning you’ve applied from your failures
Content that connects relieves your audience and builds their confidence because they now believe they’ve found the solution they’ve always wanted. It’s like going to meet your audience at a point where they are, instead of asking them for directions.
Banking on the not-so good-things
You can bring your negative experiences and present them as valuable lessons. To show you how – nobody knows about the challenges you have faced in coming up with the robust system you have now. I am sure you have learned your lessons from this. Turn this experience into a shareable excerpt that instills trust and confidence in your readers.
By talking about these learnings, you demonstrate your openness. Plus, you are bringing a real story that has lived with you. Real stories are charming because everybody wants to know what happened to your product/event/client meeting at the end. That’s what it means to show and not just tell.
Help your content with the what happened angle and you will be, remembered.
Create content that is easy to use
The web is filled with beaten content. It’s either overused or still greasy.
Starting your headlines with facts and figures used to be a thing where an average writer would stick an unimportant stat in the headline just to make it more believable even though the headline never explained how it was beneficial. And when you do that, you almost never convince your reader to actually click on the headline. All your effort goes in vain.
Easily consumable content is:
- Clear and concise
- Visually appealing
- Actionable (not just inspirational)
The great content overwhelm
Let’s talk about the other face of marketing – Content Fatigue
Do your readers a favor, save them that unwanted stress! If the gurus tell you to write a minimum of 2000 words and the content you are creating doesn’t stretch that far, then do not write 2000 words just to keep up with a random rule.
Write for your readers, not for rules.
Creating flubby-dubby conundrums or writing lengthy unwanted stories, stuffing images unnecessarily, throwing in stats at the drop of a hat makes your content forced and coerced. Avoid. All of this.
Is grammar and spellings everything?
Although the internet may forgive you for typos, sometimes, bumbling with grammar and syntax can get annoying.
You instantly look down upon a piece of writing that that calls more than one mouse mouses instead of mice. Agree?
Sometimes, typos can get annoying as silly errors tend to change the meaning of a sentence completely leaving the reader baffled and thwarted.
“Their wasn’t a way out” – sounds awfully misleading and confusing. Yes?
But, in a quest to obsess over grammar, syntax, and spellings, don’t ignore the big work.
Typos can be forgiven if the content is exceptional. – Adam Connell
Adam Connell, the chief wizard behind Blogging Wizard goes on to say – “We’re only human, so mistakes happen. That said, when people find typos, it can cause them to question the credibility of a website – particularly in sales copy or any page that someone would use to evaluate a buying decision.
Ultimately, how significantly typos impact your results can largely depend on the type of content and exactly who your audience is.”
So, if you do not want to risk your position, it is best to avoid typos and severe grammar errors that question your credibility.
Create content to connect with your readers
We write and create content to communicate what we know and express what we think. This is just one side of the story.
Your readers read your content because they want to learn, know, make aware, be informed and ultimately feel how they want to feel. That is why, it is important to write content that influences, and not just informs.
Sharp writers choose each word with piercing precision. – Henneke Duistermaat
No doubt Henneke is the best of writers. She knows how to evoke your senses. Look at the choice of her words – piercing precision! Isn’t that incredible? Your word selection makes or breaks your content. Because there’s no choice – you have to be empathetic when you’re writing. You have to give your audience what they’re searching for. If you promised a solution in your headline, deliver it. If you promised a result in your headline deliver it. That’s how you connect and keep your readers.
Do not deviate from purpose and context
Are stories overdone? We all know that marketing pushes stories like it’s the bloodline of the marketing system. Stories are being pumped into content like never before.
But, what we see today, especially in email newsletters is a bunch of irrelevant, irreverent stories with a connection so weak that you begin to hate business emails.
What should you do?
Cut the crap and deliver what is needed. Even if you have to break rules.
When the whole world is drumming about using stories in your content, it is alright to go without it if you do not have a worthy story that connects.
I have seen emails with subject lines like “My mother’s death anniversary + Fast action bonuses“. I find this kind of subject lines obnoxiously careless and insensitive. You too, right?
Capitalizing on your mother’s death and mixing business by writing a story in the email about how loving your mommy was – an absolute NO!
It is a huge turn-off and people unsubscribe. You don’t have to bring your mother’s death anniversary to build context. It is off-putting.
So please, avoid using such click-bait headlines and cheesy marketing tactics. It is 2020! If you promise something in your headline, make sure you keep your promise by delivering what you are supposed to.
Tip: Check how to write promising headlines and also keep the promise.
Evergreen content is continuously improvised and nurtured. It is not a one-time task, it is a process. So, to summarize:
Timeless content is – exclusive, consumable, grammatically correct, evoking and in context.
What do you do to make your content evergreen? Do you have anything else to add to this list? Tell me in the comments below.