Content is not enough

Posted on | juin 30, 2010 | No Comments

Content per se is not enough. Information has become a necessarily added-value service. Don’t give readers just words. Give them an answer to one question they may be asking themselves (or not). Give them the possibility to use this answer. Give them service.
Create content that encourages readers to click through and return repeatedly. « Multi-layered » or « multi-purposed » content targets larger audiences and, therefore, a larger scope of their possible needs.

Returning means involvement

And involvement means engagement. Engagement refers to the fact that a reader will see the benefits of your content and will gradually trust the reliability of it to eventually become a trustful user.

To engage your readers, you should focus on giving them an understanding of how they can use your information and what advantages it brings them.

You should focus on demonstrative content, as I already said.

Be demonstrative

Your content should be demonstrative – not only in the wording and tone of voice, but also in the key messages you give to the audiences. You should clearly state that

• your action is relevant
• your objectives are targeted
• your content is your brand
• your audiences have the word
• your media is their media

Content is a leverage satisfaction and loyalty

The more your readers understand your information goal, the more they appreciate the usefulness of your content. And the more they are likely to come back. Because they trust your capacity to demonstrate the value of the information you bring to them.

Very often readers even don’t know what they were looking for on your website before finding it… If you help them realize and internalize the value of your content, they are likely to search themselves for other uses.

How to leverage readers’ engagement?

• Communicate the core essence of your service – What is this is all about ? Give key messages
• Interact with your audiences – Give them the word, a good reason to click, to react, to register, to download, to subscribe and to come back. Convert them.
• Create useful, usable and targeted content – Give your readers the possibility to directly do something relevant for them with your content.
• Curate your content – Select and organize your information with a view to your different audiences.

Best practices

1. See Aviary registering & login process. You can register and connect via some existing accounts (Twitter, Facebook, Google, etc.).
2. See new Twitter register process. Previous register process on Twitter gave new users random (most popular) things to read or to subscribe to just after they registered. New register process offers them content that could really interest them particularly: they can choose topics they really care about.
3. See Tripit register process registering process. You don’t have to sign up when you first use it. You just have to send Tripit a travel confirmation email. No register form required.

What are your best examples of audience-targeted, conversational content or service ?

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