Web writing that engages allows visitors to quickly find what they need, reduces task errors, is memorable, and leaves the visitor feeling satisfied. When you optimize your content for easy consumption, you entice. When you educate, you build trust. When you differentiate, you become memorable.
How to Personalize Your Business Content
Business is personal. Business content often is not. Because it’s people who buy and sell products and services it’s time to personalize the message. Companies are unique, just like the faces behind the desks and the voices on the phone are. You may need to dig below the surface to reveal what’s authentic. What is some times allusive for companies may be just what customers respond to most.
Best Practices May Be Your Best Content
Whatever B2B service or product you offer, chances are there are some related best practices. Best practices are something most of your B2B customers are interested in. Your experience and knowledge is valuable and useful to potential customers. Here are five great formats for sharing best practices.
1. Share Survey Results
Mail Chimp shares best practices for writing email subject lines. In this case information is based on survey data, but insider knowledge could work just as well.
2. Focus on the Stars
Create a story around the stars of your industry. What is the best practice and who does it best? Select your winning subjects and create a slideshow around them. Business Week’s Customer Service Champs combines short but effective copy with an interesting graphic.
3. Ask the Experts
Ask the experts how they would address a particular best practice. This blog post from Green Biz provides expert tips for a greener fleet.
4. Make Rules
There is something irresistible about rules. They provide information in a simple and easy-to digest format. Rules are a great way to promote the safe use of a product . Check out these new rules related to food safety.
5. Learn from Your Mistakes
Talking about mistakes is a round about way of demonstrating best practices. For commercial real estate agents content might be titled “The Five Biggest Mistakes when Leasing a Commercial Property.” Business decision makers want to know about real world failures so they can avoid them.
As a marketer and content writer focused on foodservice and construction, I see plenty of content opportunities missed. It’s no longer enough to have a nice website, you need content that will continue to draw traffic and qualified leads. Best practices may very well be your best content. If you don’t know where to start, call us.
Why Add Human Interest Stories To Your Business Communications?
Human interest stories can be used effectively to share innovations, recruit staff, and differentiate your company. Here are three ways you can use human interest stories in your business communications.
How to Create (not copy) Quality Content
Creativity includes process and technical ability. Below are some recent posts from Content For Biz that explore the process on how to create (not copy) quality content.