For just one minute, stop and try to think of a piece of magnetic content that would convert even the most difficult customers.
Chances are, you probably couldn’t. Not even Warren Buffett would know exactly what to publish if he weren’t so flexible in the content he produced.
Companies that are actively publishing — whether on blogs, social media networks, or other platforms — not only have huge flexibility in their offered content, but also have an incredible advantage to attract the customers that they otherwise wouldn’t know about.
Why? The reasons are countless—but perhaps the most important one is due to the scenarios that can’t be planned for. The design and structure of content has never been under the microscope like it is today. And quite frankly, it hasn’t come a moment too soon.
The way a potential client views the “cool factor” is one of the most important things in today’s market. Now, even formerly geeky things like products, ideas, systems, and software have become sexy. Therefore, the content that talks about these trending topics should be sexy as well.
The blueprint of your content-producing machine essentially acts as a conduit for customer feedback and suggestions. In other words, the more you learn from your customers, the more of a leader you will be (and actively appear to be) when new and/or potential customers read your content.
Innovation, magnetic content, and guaranteed ROI is something that everyone wants—and can truly have—if they would just make a decision about which educated and expert advice they should follow.
Think back over the past few decades—when Google still used their clunky logo and Jeff Bezos was still working out of a caravan.
Well, back in the internet’s equivalent of the stone age, people used to go to a search bar and type in a question, and 9 times out of 10, they got a pretty decent answer.
Take primitive search engines like Ask Jeeves, for example: publishers first started with questions that inevitably needed answering without any feedback from consumers whatsoever. Then, they wrote answers and customers were obtained through that authored content.
But things have changed for the better. The new proverbial pearl amongst swine is pre-publication user research.
Implementing user research helps you avoid the pitfalls of publishing pointless content—which potential or active customers have absolutely no interest in. User research eliminates these risks and opens the doors and windows of the mansion you’re building. It also brings in countless possibilities and eradicates wasted space on your website which would otherwise lead to lower page rankings.
“People are really fascinating and interesting … and weird! It’s really hard to guess their behaviors accurately.” — Peter Koechley, Upworthy
Not even the greatest businesspeople can guess exactly what their clients or potential clients want to read in advance.
The big, bad boys of the advertising business think that they know what readers want — but that couldn’t be further from the truth. If they could, then why are they currently suffering record lows in new accounts?
This is because businesses have a fine-tuned strategy with gravitas that gets them further in one week with a customer than those fat cats could hope for in a year. Not only do they conduct the qualitative user research data and understand the complex nature of the consumer, but they also incorporate nuanced datasets to know what works — and they fly with their customers as a result of this extra effort.
In the internet stone age, people entered queries in their search bars and inevitably hit pages filled with hyperlinks where they were given cursory instructions on the topic they were searching for. Now, we live in the age of the Internet of Things (IoT). Our smart cars, virtual assistants, and futuristic watches demand better sources that are perpetually updated in real time with solid, reliable information.
Predicting what kind of information people will require in the future is not impossible. If you understand data trends, pay attention to the zeitgeist of the internet, and comprehend its limitless possibilities, you will ultimately succeed. And if you don’t, that’s because you took some poor advice.
Can you still dig yourself out of the hole? I am absolutely sure you can. But wouldn’t it be so much better if you started off on the right advertising and marketing foot? Of course it would. So schedule a quick call with me and see what Sales Buddy can do for you.
"As a business owner, I put big money into sales and marketing without ever really knowing what results I was going to get. Tired of this ambiguity, I decided to create a new kind of sales support company: one that provides a guarantee.
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