They say if you seek to impress everybody - you impress nobody in the process. And so it is with generic content.
Generic content plays it safe and fails. Personalized content, on the other hand, fits the customer perfectly - like a favorite pair of jeans.
Forbes and PricewaterhouseCoopers recently conducted a survey which concluded that most successful organizations rely on personalized content to boost traffic and convert customers.
If you’re a blogger - personalised and high quality content can even be sold. Just think about all of the media sites that sell their content in the form of subscriptions.
Audiences enjoy relevant and helpful information. But the real trick is being relatable; making the reader feel like you're peeking out of the screen and speaking directly to them.
Writing blocks are real. They happen when you start feeling like your style has gotten stale or repetitive. But there’s no time to waste - still gotta make that post!
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Converting a reader is only one part of the job. The primary goal is to turn them into your loyal customer.
Like a fan of your brand, they must love everything you do. They must follow your Facebook, Instagram, and not forget to click that bell on YouTube. Consequently, you must always give them exciting and engaging new content.
Engaging content is original and creative, sparkling with ideas. It speaks to the wants and needs of your audience. To succeed in creating this type of material, there is a bit of wisdom to be learned.
If you want these people to listen to you actively, you must become an active listener yourself.
Asking readers to leave feedback: okay.
Responding to that feedback and improving the service: GODLIKE!
Imagine an unsatisfied customer taking their time to write a review, hoping their voice isn’t lost in the abyss of the internet. And then suddenly - the company responds, addressing his issue to the fullest. That customer will be mind-blown, and they’ll have more faith in your company than ever!
Audiences often leave feedback in comment sections. They express their love or hate for what you do, and it’s important to listen and respond to them. Urge the customers always to leave comments, and remind them that you do read and react to feedback.
Only through listening to the customer you’ll able to create an accurate customer persona.
Those kids who liked the first few Harry Potter movies were in their late teens when the final installments of the franchise were released. Those last films were much more serious and had a darker undertone. Fans loved the change because it made them feel like they grew up with Harry Potter and the gang. This would never have worked if the franchise stuck with the childlike magic style of the original films.
How does this tie back into our argument?
Lots of companies work off old customer personas which may not be relevant anymore. It may be time to revisit your marketing plan and see whether your demographic has changed in any way.
Do some research to freshen up. If your target audience is the same as before - take a look at the political, economic, or technological climate. If smartphones have become our primary way of communicating - maybe it’s time to introduce a smartphone app?
Companies who cannot adapt to change will eventually fade from sight.
Having an open mind is an excellent trait.
It allows you to learn from those who do the job better. If the competition has better results than you, it's time to learn something from them.
Head straight to their website. Read the content, analyze the message in the copywriting. How do they communicate? What makes the readers so responsive to their content?
There are plenty of tools like BuzzSumo or Ahrefs which allow you to see the trending articles on a target website. Find these articles, and analyze them critically.
Analyze failing competitors is also good. Sometimes it’s useful to learn what not to do.
People always ask the web for solutions for their problems. Sites like Quora or Reddit provide deep insight into a customer's needs.
Use these sites to learn which problems your customers face; which services they require. This further helps you know your customer persona.
Also, Quota is a fantastic source for finding new blog topics. Just look up words which are relevant to your business, and you'll be surprised how many ideas you'll see there!
While everyone is waiting for Marvel's Avengers: Endgame to come out, many YouTube channels are taking advantage of the hype. Hundreds of videos get posted every week with story breakdowns, fan theories, and character studies.
Similarly, you need to jump on board with your trends.
Hop on to the trending section of YouTube, Twitter, or Reddit to see what people are talking about. If it’s time for college admissions, students are going to be going online looking for narrative essay topics.
Seek out ongoing trends, and it will bring traffic and new audiences to your page!
Generic content gets you nowhere. By impressing everybody - you impress nobody. That’s why personalized content sells so much.
You want the reader to feel like your content is speaking directly to them. You want to engage with the audience, respond to their feedback, and keep up with the ever-changing social and technological climate.
After you’ve got your customer persona drawn out and updated, you can hit the sweet spot with your reader and give them what they want. This will fully convert them into a loyal customer.
And the final advice is: be consistent.
Hard work is always rewarded with time. If your content is truly original, creative, and relevant - you are guaranteed to reach the heights of success!