We’ve all been there. Happily surfing the web and up pops a fantastic looking article. Off we go, trusting and naïve, and there at the end of our click is a nasty, boring, uninteresting monster, completely unrelated to the original bait. We feel violated. How can we slay the evil click bait monster? For starters, don’t contribute to it. Positive, reciprocal and useful relationships are based on mutual respect and exchange of useful products, services and information.
You can make a point of creating engaging, relevant content, and treat your customers to a great service. Below are five tips for keeping your content interesting and still engaging for your audience.
Don’t be a vampire: substance over seduction
No one is denying that sex sells. The sexy and captivating vampire sucks you in with his charm and good looks. Instead of giving you the best night of your night, you are left with a very sore neck and a rather impressive iron deficiency. Don’t do this to your potential customers.
By all means, spend time to create great headlines and sexy invitations. Don’t leave it at that. Make sure that whatever you promise, you can deliver. Create entertaining content that is both helpful and engaging.
You can’t slay the beast if you don’t know what it is
Buffy the Vampire Slayer may have had super strength and mad kung fu skills, but she would never have defeated the big bad without the knowledge. She relied heavily on the researching skills of her team to determine just exactly what she was fighting and how she could win.
Always hit the books, or rather net, and research, research, research!
Who is talking in your industry?
What are they talking about?
Who is your audience?
What do they want?
How can you provide it?
Without answering these questions, you’ll never be able to create or even curate the best and most enticing content.
Identify your weapon and use only that
If you have discovered that a silver bullet is the only thing that will defeat a werewolf, you grab a gun with silver bullets. You don’t overload yourself with a crossbow, a sword, a light saber and a wooden stake. All you’d be doing is weighing yourself down with excess crap, and it will likely just get in the way.
Strip down your intent to the cleanest content you can. Simplify what you’re able to and get rid of the fluff you don’t need. It’s wasteful and boring and you will likely just lose your audience before you even begin.
Be forever vigilant
If you are going to make yourself known to the big bad, you’d better be prepared. It could come at you at any time, and you need to be armed and ready.
Ensure that your digital content is accurate, useful and up to date at all times. You don’t know what or when a customer is going to take interest in your content, so it’s important to make sure that your content is relevant.
If you’re outgunned, call for backup
You wouldn’t run into car park full of crazed zombies alone and unarmed.
Don’t create and curate just for the sake of it. Make sure you are able to provide great and practical content. If you find yourself overwhelmed, time poor or simply unable to get started, ask for help.
There are some incredible resources online that offer tips, advice or industry relevant information. Follow engaging blogs, industry leaders and inspiring content providers for inspiration.
If you are not sure where to start, many content consultants can work with you from the beginning. They can help guide you out of the darkness and into the content haven.
Don’t throw eggs at your customers this Halloween; give them some delicious candy that lasts.