The most meaningful content connects with customers. It’s customized to meet the needs of a specific user or business.  When a customer enters his own data, preferences or requirements on a website and finds an outcome specific to his or her needs, brands build loyalty.

Supplier recipes might become part of a chef’s culinary inspiration. When quantities or nutritional requirements for his operation are stored the website, it saves time and effort.

Think of ways to say, “we know you.” Just like a good salesperson saves a buyer time, so too should a website.

Content writers add value by presenting products in the right environment, in the right applications. Content creators envision website tools and mobile apps that can help guide users in the specification process. Too many choices can be overwhelming. Your goal should be to make the process of purchasing easier.

The ability of “live chat” to increase conversion rates is evidence of the power of interactive content. Here are some more great examples from across the Web.

Benjamin Moore’s Personal Color Viewer allows visitors to upload their own photo to see how various paint colors will look in their room.

Luber-Finer’s  phone app is designed specifically to help installers of Luber-finer filters get access to filter information right at their fingertips so they can speed up maintenance and make more money.

Manitowoc’ s Induction app showcases the benefits of induction cooking. It includes video, an energy calculator, and a complete photo library of the various forms of Induction cooking.

What website content do you have that makes buyers feel like you know them?

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