A campfire fills a need whether for outdoor cooking, light, or warmth. A campfire is isolated and controlled, drawing people towards it even when they are lost. A mood and expectation surround it. This small, functional and aesthetic space attracts people. A call to action is also present. To keep it going, a campfire needs to be tended.

So does content.

When I prepare content for a website I answer questions posed by the four Ps: Purpose, Process, Problem, and Practice. People are making decisions everyday on what to engage with. Remember the campfire. It shows immediate relevance. Its value is recognizable. So should your content be.

Purpose

Quality content resolves a need, want, or force. Website visitors start the conversation, usually with a question. Know them well enough to answer their questions. Help them counteract any opposing forces.

Process

Understand where in the product purchase cycle your prospects are and provide them with obvious pathways to finding what they need. Show them you are different. Demonstrate your expertise.

Problem

Address problems. Offer solutions. Help visitors complete their task. Discover trails that lead to success. Product descriptions, instructions, and training are problem busters throughout the buying cycle.

Practice

Explain your product or service well enough for the buyer to make a decision. What is getting in the way? Be clear and concise. Speak directly to your target market. Simplify.

You are not fighting forest fires. You are adding kindling to your campfire. Site visitors will become a part of your circle. Let competitors put their fires out; you feed yours. Keep your site well tended with content that is fresh, relevant, and recognizable.

Quality content is like a campfire because it serves a purpose, solves a problem, attracts attention, and creates a space for conversations.

Follow

Forward