Don’t you just love it when the basics of effective business practices win out over marketing ploys?
One basic is credibility. Every company needs it to build trust with potential and current clients, but few do a great job achieving it.
To me, credibility is saying what you mean and meaning what you say. For effective business-to-business brand advocacy, you need a credible product or service. You also need written material that reinforces it.
Companies cannot risk losing customers by telling them “it depends on the meaning of the word ‘is'” as politicians do with voters. (I dare say that if ObamaCare were offered by the private sector, there would be a ton of lawsuits, but I digress.)
Developing quality content comes down to this: write only what you would want to read. Like your readers, you are busy. You don’t want waste precious time wading through marketing hype to get your questions answered.
If your text is has more words than meaning or does not help the customer be ruthless and cut it.
This is really all you need to know and you probably already knew it.
Yet amazingly, too many companies still serve up marketing nonsense for reader consumption. Even worse, the so-called experts advocate disingenuous tactics for building readership. Don’t let them distract you from your goal of writing truly useful text.
Dictionaries offer definitions of credibility,
but to me, it means saying what you mean and meaning what you say.
Call me old fashioned, but I never practiced or advocated for so-called strategies like using Google analytics to find key words and then stuffing them into copy. This was never worthwhile because words are for people, not machines! (And as any English teacher will tell you, redundant use of words is just bad writing).
The ultimate goal of web text, and any marketing material, is to gain satisified customers. Back in the day when webmasters were the ultimate purveyors of content, they argued it was better to boost hits to attract people to the content.
I would insist it was other way around: awesome content — which is informative, helpful or interesting – attracts and retains readers. Who cares how many hits you get if the content does not build brand credibility or help sell products or services? My blog does not reach millions but it does reach enough of my potential customer base to keep me busy.
Thankfully, Google’s recent algorithm changes are doing a much better job at discouraging marketing hype. Google is also rewarding longer content as well. This means that organizations can no longer get away with producing cheap, generic content to the ever-growing number of people who only rely on the Internet – as opposed to print — to find out information.
Google’s algorithm also discourages the practice of inserting hyperlinks to material not truly germaine to your topic. To the reader, unnecessary links are empty promises.
Hubspot, which offers software to generate web traffic, does a great job covering this in its “2013 Marketing Predictions: Hits & Misses.” You can find at http://www.hubspot.com. I love what its report said, “Don’t game the system, don’t write for the algorithm, don’t try to be sneaky – focus on helping the people you are trying to reach.”
To this I offer a heartily, “Amen.” Hubspot recommended that marketers focus on quality content (thank you very much), in-depth articles, and social recommends” – that is, the more likes your material earns, the more Google will notice.
Toward Credible Content
Producing material of journalistic quality will encourage reader trust. Today, that is called “brand journalism.” To offer brand journalism, you have to think like an editor and view the customer as the audience. You need to anticipate business problems — what is keeping them up at night — and offer ways to help.
Even before “brand journalism” became a term of art, publishing quality content that readers could trust was always effective.
I had a client who self-published an article on a PDF about ten years ago. Ever since, searchers who enter the subject term in the search engine will still find it on the first results page. He is now nationally known for his expertise. Keep in mind this happened while word stuffing was a common practice and before Google’s developed a finer text sifter.
Quality content also fills an information void. There are fewer journalistic publications, whether on paper or online, because publishers cannot afford reporters. Your organization can fill this information through brand journalism. That is, producing trustworthy articles, blogs, web content, etc., that will keep the readers for coming back for more.
Before producing written material, companies should make sure they live up to their promises. If customer service is lame, even great content will become meaningless now that people can complain online for the world to see.
To build public credibility, identify topics that will interest potential clients and produce copy the media would publish. If the piece is really hot, see if an outside publication would like to publish it first. If a reporter calls you for an article interview, your credibility goes up. If the whole piece is published, credibility goes up even more!
Ultimately, what customers say about your company is more important than what you say.
So next time you read your organization’s website, put on your customer empathy hat and ask yourself if the text succinctly answers what readers want to know. Are the words empty or are they are building credibility for your company?
Anyone can say their firm produces quality whatever or the best service – and they do and will. Does the copy say what you mean? Is it accurate? Does it not just tell but also show the readers why it is so great?
Does it mean what you say? Can customers count on the truthfulness of the words? Does your firm’s value proposition reflect the realities of customer service?
Ultimately, what customers say about your company is more important than what you say. When happy customers endorse your offering, credibility and sales should go up.
It all starts with awesome content about a quality offering.
How do you ensure meaningful and credible content? Please share at will!
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