Learning About the Interest

To believe in. You have to give the audience more than just facts that matter to them. Everything you say to him must answer a premise: why should I care about this? If you don’t, you risk creating content without capturing the interest of your audience. Ultimately, with every piece of content, ask yourself, “do I want people to care?” The answer is a resounding YES . Otherwise, you will fall into creating cold content and “let the facts speak for themselves”. If you want people to care, you better give them more than content they can believe in. You better provide them with content they can believe in, even if it means trying harder. Creating beliefs is about understanding intent.

At this point the question surely arises, how do you begin to create content that goes beyond simple research, data and information based on facts? Go back to that discussion you had on social media or with the colleague or boss Philippines Phone Number who never seems to “get it.” Think about the customers you are trying to convince to buy from you or advocate for your brand. Are never going to win those battles with facts; you must understand why they are arguing, searching or deciding. You must understand their intent and base your SEO copywriting on what they want to know. To understand intent, you must first create mechanisms (content-driven experiences) that allow your brand to more effectively listen to the signals generated through your interactions.

What Has Happened ?

Unsurprisingly, this requires more effective use of data that is likely already available in your business. You need a comprehensive content strategy to provide data that helps you understand the type and purpose of each piece of content and how it applies contextually to each step of the customer journey. How is the content strategy that arouses the interest of your audience? In my experience, these types of strategies involve main steps. Organize your data Create a dictionary or interpretation to understand the intention. Simply put, you need to discern the most appropriate response to a customer’s interaction with your content. This is where a metadata structure and content tagging system come into play to track the context of the initial behavior or intent of your audience.

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Someone who downloads this eBook or White Paper will NOT be considered a potential customer, but instead will be cultivated as an engaged audience . Nurture the interest of your audience Develop next logical step to nurture interest Once you have an intent signal or tag, you need to understand what the “best next step” is for the customer to understand and care about in response. Companies need to create content-driven experiences to deliver a “next best” content consumption experience. For example, that message aimed at the beginner or learning audience member should entice them to want to read an article on how to change .

It Goes Beyond

That’s too simple, of course. But you can see how nuanced levels may need to with more than just answers to a question. Through the consumption of additional content.  A quiz or a survey, you can find out if this new user feels safe or fearful of change. This is where it is important to be clear about your customer service experience , which begins before the prospect becomes a customer. As you learn more about the nuanced aspects of the customer journey, you can automatically deliver the best next experience for that potential customer. Likewise, it’s not just about technology and dynamic content. There is also a human element to this. You can share this information with others who can provide additional experiences that are outside the realm of digital content.

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