Creating an active, engaging and healthy online presence is primarily defined by the ability to “keep it real”, whilst also being able to balance a professional, credible tone. Crafting content that reflects this can be a tricky task, and it’s all too common that audiences stray away from what’s in front of them, before your message has even managed to be properly delivered.
Your content is your brand’s story – make sure you’re telling a good one.
You’re retelling an age-old story
No one likes a copycat. Take your time to find a unique concept and make it your own. What knowledge and experience does your business have and how can you present it in an appealing, eye-catching manner? With an abundance of marketing messages constantly plaguing the internet, it’s important that you’re able to show why an audience should stop, listen and share the lesson they have learnt along the way.
You’re dumbing it down…
Don’t make the mistake of thinking your audience is stupid. Chances are, they’ve got a lot they can teach you, too. Find a tone that suits both your brand and the level of understanding you can assume your reader has. Find middle-ground where you won’t be addressing your readers as beginners on the topic, but also won’t be making the assumption that they’re experts. Speak with credibility and apply a structure to what you’ve got to say.
…or you’re trying to outsmart
Going overboard on the technical language will drive your reader away before they can even begin to decipher what your hidden message is. Craft your content with industry terms, but use language that can be recognised by various comprehension levels for multiple demographics. The best way to effectively achieve this is by knowing exactly who it is you’re trying to target.
You’re a robot
The web is cluttered with an abundance of noise and it’s all too easy to get lost in it. What will really bury you six feet under is the lack of authentic, personable content that shows the personality behind the screen you’re in front of. Stray away from monotonous text and opt for a tone of voice that makes your reader feel like they are your friend. You’re human, after all, and the best way to get your message across is by applying your personality to your message.
You’re trying too hard to sell
Nothing is more irritating than reading through a website that’s riddled with cliché, tired terms that sound like infomercials. Focus on your client base and customers – treat them with the transparent, authentic reading experience that they deserve.
Committing to a purchase is an emotional process, and chances are you’ll achieve a whole lot more by sparing your audience the dull, endless ‘buy now’ and ‘save more’ spiel.