Last week, I wrote about how brands can have hidden messages. This week, I’m writing about a very different challenge: how to do content marketing for a business that has a very simple purpose. In this case, it was a financial business. A business like this has to follow standard procedures when dealing with its clients. The trouble is, all its competitors follow the same procedures. How was I going to write content that would make this business stand out?
In situations like this, it’s easy to resort to cookie-cutter content, and the business did have a lot of this content at its disposal. But I encouraged them to look at ways of saying things in a fresher, more original way. Here are three of the steps I took to enliven their web content.
1. Talk to the Business Owners
The business may follow standard procedures, but the people who run the business bring their own individual qualities to it. That’s why I always make sure to talk to them, to get their own version of how they run their business. I strive to capture their enthusiasm, their commitment to their business and their expertise. I can also pay attention to the words they use to describe their business and weave those into the content.
2. Use of Statistics
In the background content the business gave me, there were a few eye-catching statistics and I placed them in a prominent position, so they would catch the reader’s eye. These statistics demonstrate the expertise of the business and suggest that the business may be able to resolve an issue that a potential client may have.
3. Speak to Customer Concerns
The Why Us page on a website is a good place to show potential clients that you understand the position they’re in and can offer reassurance to them. In this case, the business wanted clients to know that they could take the headache out of dealing with their financial affairs and leave them financially better off.
If your business is required to follow certain procedures, what do you do to differentiate it from other businesses in your field? If you write web content, how do you create content that makes businesses stand out?