Writing Content for the Age of Sophisticated Consumer
In today’s modern digital age it is significantly more difficult and challenging to capture consumer attention. Each consumer absorbs in the vicinity of 1,500 different marketing messages on daily basis. We tend to respond towards 1%-2% of those at most. This is a clear indication of how strategic and focused brands need to be in order to capture the attention of their target audience. Writing content for the age of sophisticated consumer is about to become even harder as well.
The modern consumer is far more tech savvy and intelligent than ever before. Mainly due to the technology evolution which includes smartphones, tablets, and wearables. A thing called Google revolutionized the way we search for information. Consumers quickly adapted towards this technology trend and discovered how powerful search and web can be to them. In some retrospect of things there is also a logical explanation here that pinpoints to sophistication of today’s consumer. New and emerging technology has allowed the consumer to embrace connectivity and community engagement.
New technology such as smartphones has also allowed today’s consumer the ability to make decisions on the fly. This includes the ability to show interest in your specific product or services. Engaging with them on a emotional level though seems to be a continuously struggling area that many brands are attempting to rectify. Feel free to peruse through a recent viral article I wrote on The Emotional Era. I was quite blown away at the virality and social interaction that it received.
As a strategic brand in 2016 I am led to believe that one must adhere to the following methodologies. Consider adaptation of your content marketing endeavors towards these areas. This can help you improve engagement, prospecting, lead nurturing, lead generation, and community cultivation.
Less Fluff, More Substance
Today’s sophisticated consumer is capable of pinpointing fluff from a mile away. Mainly due to the availability of search and social media platforms that allow each consumer to investigate on their own. It is highly probable that prior to arrival on a page of your website or blog each consumer has already performed some form of comparison shopping. Comparison in a sense that they have already performed a close evaluation of their available choices. For instance, that consumer may in fact be company seeking B2B digital marketing services. Perhaps a decision maker striving for a strategic partner to assist with their digital marketing endeavors.
Different independent studies have shown that each consumer will absorb content through multiple channels prior to decision making. These include:
- Search on Desktop
- Search on Mobile
- Search on social media through Twitter, LinkedIn, Facebook, and other top platforms
So, in essence before they even arrive to your site there has been enough content consumption to provide each consumer brief insight into the products or services that you offer. This is a form of per-qualification and ultimately quite advantageous to your brand. Having said that it is imperative to ensure that your content has good substance.
Some of these substance per-requisites that you should factor in your static and dynamic content should include the following:
- Does your content flow in a logical fashion?
- Is your content organized and well structured for a seamless flow?
- Are the titles of each article/post compelling and interesting enough to the reader?
- Have you emphasized upon important points/stats/ideas in bold to catch reader’s attention?
- What is the competitive advantage that you offer through your content?
- Can the average user pinpoint easily the added value proposition that you offer?
In the grand scheme of things content should be enticing, informational, and engaging. It can take a significant amount of effort and critical thinking to persuade an intelligent consumer.
Define Your Unique Approach
These days the intelligent consumer seeks differentiation. Differentiation in a sense of overall unique approach. For instance, your content should guide them through a journey of potential expectations. For instance, if you offer digital marketing services than creating a visual of expectations and painting the unique tactical approach you take might be beneficial and informative to your potential customers. As I mentioned earlier on, the average consumer will investigate online prior to arrival on your website. When they do it’s important to sway them with your unique approach. Explain to them how your brand/company differentiates itself from the competition. Be more specific about the methodologies and tactics that you employ when working with your customers.
Creating a visual perception of a unique business approach through content can be extremely difficult. Your choice of wording will be of utmost importance in the way you guide your audience through a visual journey. It’s important that you do not forget an iteration of the key elements that separate you from the closest competition.
Here are some tips on how you can specifically outline your unique business approach through contextual initiatives:
- Share with your target audience your seasonality and experience. You want to ensure there is clear establishment of being knowledgeable in a particular area or space.
- Ensure that there is a human interaction through companionship of your potential customers. Let your audience know what your methodologies are and how you go about them.
- Examplify certain scenarios that might be beneficial to your buyer personas. Think of who might want to do business with you and pertain to them more specifically.
- Display a sign of competitive advantage. Is there something in specific that you offer versus your closest competition?
Defining your unique approach in your content to potential buyers is critical. It is even more difficult to portray though especially with the sea of competition you are most likely faced with. Think long and hard what your unique approach might be and attempt to convey it in your content. Particularly on your product/service, about, and home page of your website.
Enticing Value Proposition
Every piece of content you produce has to offer some form of value. Think of it as a need or want that you can satisfy in the eyes of the consumer. It can be as simple as giving them a tutorial on something. Perhaps providing insight by complimenting. Maybe an exclusive giveaway like a free download, book, e-book, or anything of such. Enticing the consumer is key in ensuring your content achieves a level of permanency.
The content arena is very saturated already. This is precisely what it’s imperative to produce high quality, informational, insightful, and authoritative content. Consumers are a lot more intelligent today and capable of depicting quality information. Especially in comparison to the sea of other brands bidding for their attention.