Tuesday March 6, 2018
Does your content tell a good story?
We've said it once, we'll say it again: people love a good story. Quality content connects with people emotionally and moves them to make buying decisions based on their positive feelings. Your content should get your audience like you and what you offer. Connecting emotionally could look like telling a joke, sharing a pop culture reference that your audience would relate to, recognizing and building solidarity around your audience's pain point, or celebrating a customer highlight. Telling a good story can take so many forms, but it's up to you to frame your content in such a way that your audience feels connected to you.
Does your content speak to a specific audience?
Sometimes it's easy to generalize your audience. As a business, you should narrow down your audience to a specific group of people - that could be college students in a specific city, homeowners from 30-50 years old, or stay-at-home moms from 25-40 years old. Then whenever you create content, you should write as if one person from that group is listening to you speak. You may have smaller groups within the overall group, so some of your content can speak to people in those smaller groups. As much as possible, get specific with who you're talking to so your message stays engaging and answers a need.
Does your content make a good case?
This may sound like legal jargon, but really it's just common sense. Quality content is concise, thoroughly thought-out, and well supported. The best way to ensure your content matches those three adjectives is to revise. Don't publish after your first draft - re-read and edit your material to make sure everything makes sense, clearly communicates, and is concise. Most importantly, don't assume your audience will believe what you say just because you say it. Support your claims with common sense, examples, and specific details. No, you don't have to have a works cited page, but people want to know they can trust you so do your research and show it!
Is your content relevant to your audience?
If you're creating quality content, you will be answering a specific question or providing specific insight for your potential buyer. In order to do that, you have to know what your buyers' questions are and what they need insight about. Chances are, you know what those questions are already, so most of your content should be centered around answering them.
If you can say yes to all 4 of these questions, you've passed the test for quality content! Your content will represent you well online, build brand rapport, and move your buyers down the sales funnel. If you loved this article, checkout our other blogs about the basics of content curation and content curation hacks! And don't forget to join our Facebook group, Social Insights Community, and subscribe to our chatbot.