Offer Solutions in Your Content
Today is my dad’s 83rd birthday.
I just got off the phone with him. We talked about the weather. Asparagus, he’s got some growing by the sidewalk that he breaks off and eats raw as he walks around the house. And mom, who shouts things as they come to mind because you know I’m on the speaker phone.
Why are you hearing about my dad? Well recently I used a phrase in an article I wrote, and I heard another speaker use the same phrase yesterday in a webinar. “I used to call my dad.”
Pre-internet, moms and dads were the fonts of wisdom people turned to. “Mom, what do I do; I don’t have any buttermilk.” “Dad, how do I unplug the drain?”
In a twist of irony, we still turn to our phones. It’s just that now instead of calling up mom or dad, we call up the internet.
In the Wild West days of the internet, you might find the answer you needed quickly or it might not be there at all. Today, more answers are becoming available daily.
In fact, if you write content, it’s your job to put answers on the internet.
Consider the first question for mom. You have no buttermilk. If you write for a dairy, you can write about the great buttermilk your client offers, but you can also let the consumer know that you recognize everybody doesn’t keep buttermilk on hand.
Let the consumer know they can take some of your client’s wonderful milk they do have and add a little vinegar or lemon juice. Voila! Buttermilk. Or to use some of our sour cream instead. Our yogurt is another great substitution. XYZ Dairy has the baking solutions you need. We’ll never leave you half-baked.
Content marketing frequently contains soft sells.
This type of marketing works. Butterball has offered customer service to people cooking turkeys for the holidays for years. Originally it was on the phone and now they have internet service too. Can you name another brand of turkey?
The question for dad, “How do I unplug the drain?” is another open door for content.
Who could provide an online answer?
· A hardware/home improvement store who sells the necessary tools
· The tool company itself could show you how to use channel locks correctly
· A local plumber who also lets you know he’s available if the job’s too tough
The buttermilk question is one that can be easily answered with simple text. The drain question may be better served with video or at least images or an infographic. Content is not limited to simple text anymore. Provide consumers with information they can easily use.
One final thought, when writing your content think about your audience. I’ve repaired my own washer and my dryer too after watching videos on the internet. On my washer, I could tell you water was dripping in the tub when the washer wasn’t on. I could not tell you that an “RJ42 Sprocket” would fix the problem.
If you’re writing for a B2B audience, you may be able to effectively use jargon, but describing the problem can be effective for every audience. No matter who you are, there was a first time you saw the problem. It’s an SEO tip as well.
Good content helps your clients develop a positive relationship with the consumer. Clear, honest instructions can build trust. Ease of use and understanding makes you more likeable. And, putting quality information out there that’s easy to find will let folks get to know you.
In the meantime, give your dad a call. Maybe there’s something he needs you to look up for him on the internet. Lol.
Synthia Dove writes content to make your customers happy and then she writes the copy to move them to buy. She’s not terribly fond of asparagus but calls her dad anyway. If you’d like help with your content marketing strategy or copywriting needs, contact her at firstname.lastname@example.org