A recent article on DMConfidential.com reminded us of the importance of using your target market (personas) to drive your site creation.  This makes for a good time to review some of the things and PEOPLE to keep in mind when planning and creating your content.

More than in traditional media (radio, TV, etc.,) it’s easy to forget that when you’re creating website content, that you’re doing it one person at a time.  One engagement at a time.  Website content often has a “shout to the masses” approach that doesn’t work.  So here is the single biggest tip I can give you when you’re developing content.

1.    WRITE CONTENT AS IF YOU’RE TALKING TO ONE PERSON.  When you do this, your content will be a bit more conversational, and personal.  It will likely come off as less “sales-y” and more helpful.  This change in tone will make a great deal of difference.

2.    PUT YOURSELF IN THE MIND OF ONE OF YOUR CUSTOMERS.  Jump into one of your customer’s heads for a minute.  What problems might they be facing?  What information might they be looking for?  Try to answer one question at a time.  Reference them with questions such as “Do you have one page that is converting poorly, while your others are succeeding?”  Identify who you’re looking for and address their concerns one at a time.  Always keep in mind what your customer might be doing when they are looking at your site.  It’s okay every now and then to guess.  For example, are you watching TV right now?  It’s an act of personalization that pays off.

3.    DEVELOP DIFFERENT WAYS TO PRESENT THE MATERIAL. If you only post articles, that gets boring quite fast.  Develop videos, infographics and questionnaires.  Questionnaires are a great way to gain involvement from your audience.  It’s even a great tool to help you with content ideas.

4.    And finally, here are the six questions that DM Confidential wants content developers to ask before planning and implementing their strategies:
•    What types of content do your customers prefer to see?
•    Where do your customers discover new content?
•    What types of searches do your customers perform?
•    What do your customers dedicate money and time towards?
•    How do your customers make their purchasing decisions?
•    How can you keep your customers’ interest?

We hope this helps you in creating more engaging content.