Wednesday, February 29, 2012

Content Marketing Tip #2 - How to Create Content for Real People

Have you read blogs or watched sales & marketing videos that sound like a regurgitation of Donald Trump's corporate-speak? If you feel turned off when you read content that's riddled with jargon and words that belong in a PhD dissertation, you aren't alone. The average content reader wants to read "real" information, and not be exposed to content that sounds like it was manufactured in a board room. You are a human being, and so are your readers. 

1. Find & Develop Your Authentic Voice - Don't copy other people's content style. Don't lecture or talk over people's heads (or make yourself sound or look better than other people). That's a given, but you would be surprised at how 'holier-than-thou' people come across in their content. I have opted-out of newsletters, blogs, and social media because of the condescending tone people use in their content. Be kind and respectful. It's about engaging with people, and not coming across as an egotistical windbag. 

2. Share Your Real Story - Be honest and authentic. When developing content, don't pretend to be something you aren't. Do you speak five languages? Did you serve in the Peace Corps? Are you a military vet turned entrepreneur? Your background and experiences are part of who you are and people are curious to know the "real" you. Don't be afraid to share who you are - both online and offline. 

3. Create Targeted Content That Real People Enjoy - Because you are interested in the technical aspects of how to build a website, that doesn't necessarily mean your targeted audience will enjoy content on this particular topic. Research topics and trends that "real people" enjoy. Don't create content for yourself -- develop content aimed at your target audience. You can still create content that interests you, but make sure the average person will enjoy it as well. Skip the jargon and keep it simple!

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Therese Pope, Copywriter/Content Developer & Digital Buzz-icist

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