How to Create Trusted Expert Content
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You need to provide content to your potential customers in the same language that they use. If you use similar style and language that they do, then your message will resonate with them even more. Every single thing you write, from blog posts, to emails, to press releases, to your website’s content, it all needs to take this into consideration.
Well-written materials will help your buyers understand how you can help them, why you’re the Trusted Expert they should go to when they are finally ready to make a purchase. I can’t overstate the importance of this. The content that you write for your potential customers will have a much greater influence over their opinion of you and your company than any piece of advertising that you will ever do.
But how do you know how to talk to them? How do you make them believe that you’re a Trusted Expert? Refer back to your buyer personas. They will tell you exactly how to talk to your audience. Avoid jargon; it’s the language that people turn to when they don’t have anything of use to say. It doesn’t make you sound smarter, and it’s the same stupid buzzword phrases that everyone else (meaning your competitors) is using. You will stand out from the competition by using superior content.
Understand your audience. You’ll need to consider what market problems your buyer personas are faced with and develop topics that appeal to them. Then, you need to write for that audience. If you use examples and stories, the content will resonate with them much more than just dry facts. Remember, you’re trying to build a relationship with these people. Make it interesting, and make them want to come back for more. Choose a great title that grabs attention and then use a subtitle to describe what the content will deliver. People are more likely to download, click, or sign up to get more if they have a clear understanding about what they’re getting.
Promote the effort like crazy. Offer the content on your site with easy-to-find links. Add a link to employees (if you have them) email signatures, and get partners to offer the links as well. To drive viral marketing efforts, alert the appropriate reporters, bloggers, and analysts in your category or niche that the content is available and send them a download link. Tweet it, post it on Faceook – get your information out there. Don’t rely only on your website to get info out there – use articles, comments on other blogs. This will help to drive traffic to your site as well as put you on the map with the authorities within your niche. Make yourself a Trusted Expert in their eyes, and they’ll tell the world.
People in the early stages of the buying cycle need basic information, people further along in the process want to compare products and services, both from what you offer and among your competitors, and they then need detailed information about the benefit of your products vs. someone else’s, or even one of your products vs. another one of your products. When the buyers are at the end of the buying process, it is crucial that you have an easy-to-use checkout system linked directly from your content so you can make the conversion as easy as possible for them.
Don’t forget about your communications after the sale, either. Make sure to continue the dialog with the customer, either through an opt-in email newsletter or by directing them to your forums – anywhere where you can continue the two-way conversation. You should also provide them with a tool in which to provide feedback on the sale itself.
Here’s what you need to do:
- Decide that form of content best suits your buyer personas. White paper? Ebook? Webinar? YouTube Video? All depends on what your personas like best.
- Decide how you’re going to talk to each persona. Based on their needs, wants, and preferred methods of communication, each message should have subtle differences in tone that will make your message resonate more with each persona.
- Start writing your Trusted Expert content.
I believe using you onn words but provide excellent content for your reader. I actually don’t mind telling a story about me thats related to the content i’m proviing.
I find putting it on a personal level help the reader relate more to me but yet providing valuable information too them
Don’t forget about hugs. Hugs are really important.
Funny thing, today I have read a similar post on CopyBlogger. It talked about using fancy language, and why you shouldn’t.
Thanks for another reminder, Jason.
Igor
The thing is simple phrases and wording but relevant and unique idea to the content. Plus the topic,should be interesting.
Sometimes laziness is the problem of the blog writer and the reason why they write lousy content. I can’t blame them cause for some time I tend to be lazy too. But as the saying goes “You reap what you sow” and your hard earned efforts will surely bloom. So what I do when I’m lazy is never post if there’s nothing worth posting. When you mature in blogging you realize the value of patience and public relations….. Hmmmm… Congratulations by the way you reached the 20k Alexa rankings, the last time I visit you’re on 30k mark. Mind sharing your techniques?
The thing is simple phrases and wording but relevant and unique idea to the content. Plus the topic,should be interesting.
You’ve brought up several points that most of us never think of. I think you’re right on though. People, especially in this day and age, must know they can trust us to provide valuable information to them and aren’t just out to make money off them.
Dear Jason,
First of all a great thanks for another superb post. Each and every word of your blog is correct. Yes, the challenge can only be how to write that content which can really pre-sell the visitors.
Wow Jason,
But I have one question.
You have written that understanding the buyers personas is the main point while framing the content. But how to do this for a great diversified set of visitors? How to assume the personas for a set of unknown visitors? Some visitors can be even smarter than you?
Amen J!
Focusing on delivering good content should certainly be a priority for most of us, and matching content to personas of our target market will definitely improve the effectiveness of any messages of said content.
Keep up the good work.
Jargon is great when you are talking to people in your industry because it allows you to use terms that define complex ideas, concepts, solutions, all in one or two words. If your target market are people with a particular skill set and knowledge base then there is a place for jargon.
However, when providing a service to clients / readers who have a fundamental level of knowledge in your area of expertise, then Jargon should be used sparingly.
Thanks for the informative post.
Karl
[...] How to Create Trusted Expert Content | John Cow dot Com http://www.johncow.com/how-to-create-trusted-expert-content – view page – cached You need to provide content to your potential customers in the same language that they use. If you use similar style and language that they do, then your — From the page [...]
Nice post!
Knowing the language of your target market is really useful for your promotions:
For blog posts = how can you use that knowledge in writing your posts, how would you structure your posts in a way that it intensifies the readers interest as he reads on, etc….
For products – how you market it, what voice would you use in your sales copy, how you present the benefits of your product, and so on…
The next step that you need to take after knowing your market’s language and desires is to relate it with your product’s benefits.
Thanks for the post…
Ricz
If you want basic tips on how to be an expert in your niche, you can visit my post, “How To Become an Expert In Your Niche” here = http://www.riczsabido.com/become-an-expert-in-your-niche/
Your explanation is clear. Thanks for the article.
David
great post. thanks for the idea and the information you provided.
The blog posts should be develop with our knowldege only. Not from copying from another website or from another blog. The language of the content should be more unique for to get the content like as a informative and attractive to the visitors.
Great post cow dude.
Jason Berkes
I am impressed by your style of writing.. I believe if topics are interesting and unique, explained or written in a appealing ways it can attract vistors