Is Your Content Boring Your Customers?


What if I told you that there’s a huge flaw in your marketing strategy, and I can fix it for you? With one simple shift, I can help you make more money, establish a more efficient flow of business, and spend less time working.

Still reading?

Now, let me tell you about my business. I founded it in 2010 with two colleagues, and we’re passionately dedicated to our goal of helping marketers establish a more effective process for their online marketing efforts…

Wait, don’t stop reading! It’s just an example; you don’t have to hear any more about my fictional business, I promise.

At what point did your eyes glaze over? Maybe right around “2010”? Fair enough. You don’t care what I was up to in 2010 — why should you? The somewhat brutal truth of the matter is this: no one cares about your business. No one conducts a Google search hoping to learn the histories and compare mission statements of companies in which they have no vested interest. These bios can be beautifully written and jam-packed with buzzwords and good intentions, but if they’re not reaching your target audience, they might as well be filler text.

Our friends at Brainrider, the experts on creating “customer-centric content,” aptly describe the situation in their webinar on the topic:

“Better content is not content that’s about you. And it’s not content that’s about your company; it’s not content that’s about your product or your service. Better content is content that helps your customers and your prospects solve problems.”

Is your content really focused on solving problems for your customers and prospects? And are you displaying it in a way that communicates this focus? Consider the following three points from Brainrider with these questions in mind.

Conduct a Quick Google Search

This is the simplest form of research you could possibly conduct. Go to Google and start typing in a key phrase for your area of expertise. You’ll notice that a dropdown appears as you type, displaying the most popular searches that start out similarly. These are the terms that your target prospects are typing into search; this is the content they think will be helpful. Brainrider googles “b2b content” as an example and receives results such as “b2b content strategy” and “b2b content workbook.” Notice the absence of searches like “b2b content agencies” or “companies” — your target audience is searching for practical and applicable information. Is this the kind of content you’re producing?

Examine your Language Choices

Think about the opening to this blog post. What held your attention? Most likely the parts that directly concerned you and your goals (more money, more free time, etc). Readers don’t care about the features of your product, they care about how these features will benefit them — and you need to make sure your website uses wording accordingly. Consider the following two sentence structures:

Email marketing helps marketers connect with prospects and convey valuable information.

Connect with your prospects and provide the information they need through email marketing.

Admittedly not the most compelling sentence either way, but the second one probably left you slightly less cross-eyed. Sentences that begin with a call to action and describe a desirable outcome are far more effective at holding attention than those that start out with what you’re trying to sell.

Rethink the Organization of Your Site

Think back to the Google search example. Customers are looking for practical information in the form of checklists, guides, and tutorials because they’re hoping to solve their problems fast. It’s not just about finding the right content; they want content that can be easily found, digested, and implemented.

Make sure that all educational resources — white papers, ebooks, checklists, instructional videos — are prominently displayed on your website (if your recent hires can’t find them, it’s not a good sign). If you can quickly provide visitors with the information they seek, they’ll begin to think of your website as a resource. And if you can establish your company as a helpful and informative resource, you can start to build trust with a prospect before you ever attempt to make contact with them.

The bottom line is this: you spend a lot of time on your content, and you want it to be effective. But even if you triple-check your spelling and wear your Thesaurus thin, your top-notch writing will still go to waste if you’re not talking to the right people. What are your thoughts on creating customer-centric content? We’d love to hear from you in our comments section.