Secondly, expertise in a particular area should not be underestimated. Something that sounds simple to some, may not be as simple to others and the information we now have at our fingertips means anyone can become a ‘so called expert’ if they know where to look, but it is too easy for information to not come from a reliable source. Becoming a credible source of information can really pay off as consumers look to deal with those organisations that are open, honest and provide a good level of detail, sometimes for free, but mainly in exchange for what is most important to them, your data!
Whether you view this as a good or a bad deal, the fact that you are willing to exchange this information with an organisation highlights the fact that (in most cases) you are interested in a products or services they have to offer and therefore should be comfortable with future communications. Within a blink of an eye you are now a prospective and engaged customer. Content Marketing at its best!
Your content has to engage with the right people to make a difference and drawing attention to this is the first stage. Using keywords, written or spoken, around a particular topic can project can ignite conversation within a targeted audience, where even dull topics become engaging.
One of the most recent examples of this can be seen within the transportation field:
89% of all travel in the UK is done by road and with failing infrastructure due to the increase in traffic and inadequate investment over many years, you would think that this vital transportation and the upgrades required would be a hot topic on everyone’s lips. Sadly, this isn’t the case as it isn’t portrayed as sexy! HS2 (the proposed high speed rail link between the North and London) however, could be classed as a much sexier topic in the way it is written and spoken about and so gets far more coverage and funding, than a few ‘holes in the road’ (although only effecting 0.001% of the population compared to the two thirds that commute to work on UK roads).
Like most, I’m sure you have your own opinion on what is right and what is wrong, but the fact remains that HS2 is seen as THE transportation topic due to its positioning and the way information is presented.
It’s the Way You Tell ‘Em
So to recap, if it needs to be simple, keep it simple. If it is a detailed document, make it detailed, but above all make sure you choose the right platform for getting your messages across, by making information easy to find and digest in a way that your target market wants it.
Finally, what is your hook? Discover the keywords that spark a chord with consumers and make sure you tell your stories the way they need to be told. Remember, it’s the way you tell ‘em!