When it comes to online marketing, content is
king. Why? Unlike aggressive selling, it’s a great way to subtly entice people
to purchase your product without actually pushing it in their face; instead,
you provide them with relevant information and positioning yourself as an
authority at the same time. When writing content, here are two things to keep
in mind:
Narrow down your target market
Appealing to a broad market may work, but the effect
would be that strong. Use your content to relate your business closer to your
targets’ lifestyles. If you’re running a restaurant business, for instance,
don’t just focus on how delicious the dishes are. Think of occasions that your
target market can celebrate in your restaurant: a birthday or wedding reception
perhaps. You may also target individuals with different interests, e.g. a
businessman needing a place to conduct a corporate lunch meeting or a person
planning a farewell party for a friend. There are unlimited scenarios you can
use to fill your blog.
Default to layman
It’s fine to be jargon-y if your audiences are as
adept in the field, such as when you’re supplying equipment to manufacturers
who have the same level of technical knowledge as you do. If you’re serving
ordinary people, however, like in the case of law firms, dental facilities or
restaurants, you should choose the simpler terms. No matter how knowledgeable
you may appear, if the audience does not understand you, then your efforts will
be futile.
