Content has an attention problem. What does that mean? Simply, that there’s so much content coming at all of us that it’s harder and harder to actually engage with anything meaningful. We’re barraged on all sides by snappy soundbites, quick takes, hashtags, memes, gifs -- you know the drill. That means it’s more important than ever to add value through your content.
Unfortunately, the term “add value” is so overused it can seem almost meaningless. However, you truly do need to add value if you want a potential customer to give you their precious time and attention. One of the best ways to do that is to show how to solve a problem.
Cool, you might be saying. We show readers/viewers/content consumers how to solve problems all the time.
Here’s the thing: most companies have decided which problem they solve and subsequently, tailor any messaging to fit that solution. They believe that, if they can just perfectly state the great things the company can do, they will be able to create a perfect piece of content that will magically “sell” their solution. (FYI - there’s no piece of content that will make someone come to a blog, read one piece of content and buy a big, expensive solution, but that’s a blog post for another day.)
The most common mistake I see is that companies tend to make their content about themselves, not about their customer's issues. The problem with that? Content that’s focused on selling your company and its solutions isn’t really focused on understanding and solving the customer’s problem.
This blog will help you understand how to create empathetic content that will make the reader feel like you understand them. This will place you in the position of a guide, and over time, will allow them to see how you can help them achieve their goals.
It’s not just about regurgitating your marketing message over and over again. You can tell a customer how great you are, but the more self-interested and self-promotional you seem, the less trustworthy you’re perceived to be. See the catch?
So, what should you be doing?