The truth about content is that good content can turn any business around. Content is your gateway to connecting with customers. You get to intelligently imprint your values into their psyche in an non invasive way. In this day and age of information systems, generating and delivering content has never been easier. But for content to be effective it has to have some qualities.
Good content engages the mind of a consumer
The best way about this is by using our irrational response. The less a chance one has to think about a message, the quicker the communication. People often try too hard to come up with phrases that have a hidden message when they should be working to come up with messages that have a straight emotional or psychological trigger. The average customer does not have the time to dig into some strange messages from a strange billboard in order to dish out his money for some strange product. So shout it out.
Good content is three dimensional
Three dimensional in this case means visual, audio and text. If you are going to launch a marketing campaign, you need to be seen, heard and understood. Some businesses make the mistake of simply lining out their services on a brochure that’s been muddied with bad graphics and expect the customer’s trust in their products to soar immediately. Some have the ugliest websites that make a clear statement of poor character. In business, most customers believe what you see is what you get. You might get away with being two dimensional but adding an actual voice will suddenly transform the business into an actual human being and not just pictures of them. People relate to human businesses better.
Good content is frequent content
I call it the be in their face strategy. A seemingly hard to interpret message can become very easy once it is repeated over and over again. Consistent exposure of a certain kind of content can inevitably alter a person’s consciousness about the message behind it. It forces one to think about the message and take it into consideration. Unless the person has a serious aversion to what is being advertised they should easily start to affirm the statements made by the content for themselves. This in turn means getting them on your side once the offer is put on the table.
Good content has personality
So now your business has a human face. But is it ugly? Is it nerdy? Is it immature? The decision to make your content wear a specific personality is crucial to humanizing your business. The last thing you want to do is create the impression of confused brand after finally reeling in your audiences attention. If its funny, stick to funny. If its inspiring stick to inspiring. If its serious, stick to serious and so on.. American apparel got their brand off with the sexy image. It worked. A personality can be anything. It can be a job description or a music genre. You cant lack something unique to go with.