How to NOT make your clients feel stupid

by

Content, content, content. Companies must produce content! And not just any content- good content. Content that ranks well. Content that will be remembered.

But what exactly is considered “good content”? How does a company attract the views they desire?  Well, according to some social experts, using leading words and headers, such as “How to” “How NOT to” “ Top mistakes” “ Things to avoid” “Why you should” “ 10 ways to” will help with SEO, intrigue the reader, and motivate them to click.

Don’t get me wrong – these type of headlines are eye-catching. I mean, who doesn’t want to improve themselves, learn a shortcut, or discover a golden nugget of advice? These words are effective in getting people to engage with the content. They’ve opened it and read it. The proof is in the analytics.

A question remains, though. Did it resonate? Did that content connect a brand or company with the customer?

Or did it alienate the customer?

Words like “how to”, “do not”, “mistakes”, “do this NOT that”, while meant to motivate can have the opposite effect on the reader.  If a portion of the content fed to the customer is telling them how to improve or change, it implies that they are incorrect or inadequate in their current process. Naturally, content marketing is meant for brand building, thought leadership, and business promotion, but is that really what some companies are communicating?

I, for one, have scrolled through my blog feeds and after reading several headers have decided to NOT click on them because I don’t want to feel bad about myself or my work. I don’t want a piece of content to make me feel guilty that I didn’t post to social media the “recommended number of times per week,” or that I didn’t get enough sleep, or that I didn’t follow the “normal” path of an entrepreneur.

I want companies and brands to make me feel good and to speak directly with me. That is where a true connection begins.

Anyone else getting an inferiority complex from content marketing?