Writing marketing content that is both engaging and effective is one of the biggest challenges businesses face. In order for marketing content to provide the expected results, it needs to attract readers by using notions, arguments and language that they can understand and relate to. This means that the content creator has to keep in mind the profile of the reader at all times and develop creative strategies that appeal to him. For many years, online marketing has been dominated by a brand-centric tendency where content was written for providers rather than users. However, things are changing and at iNexxus we recommend a new approach, one that focuses on users and utilizes the benefits of SEO.
More often than not, this content abounds in technical jargon and impersonal phrasing, which makes it sound professional, but also cold and difficult to understand. Brand-focused content was the norm for a long time, until users simply started to reject content that they did not connect to. In fact, a marketing study conducted in 2013 by Janrain showed that a staggering 75% of Web users leave a website if it does not relate to them within the first seconds.
On the other hand, user-centric content speaks to users, connecting with them and establishing trust. It is more approachable, easier to understand and result-oriented. It describes benefits, without overemphasizing technical features and aims to inform, not confuse. When people search online for products and services, they do so using the terms they know, not industry jargon – and that is why every professional digital marketing agency will recommend a user-friendly strategy.
Meaningful, user-oriented content can only occur when you understand the group you are writing for and the reason why they are reading your message – this is where SEO comes in. When user-centric marketing content is sustained by SEO efforts, the results can be much better than writing brand-centric content. When done properly, SEO increases the exposure of your brand, product or service, bringing it closer to potential clients. As a marketing strategy, SEO also involves keyword research and writing content based on phrases that the targeted audience actually types in search engines. A well planned and SEO-friendly content page will be easier to find by users and some of these users can convert from visitors to paying customers.
A user centric strategy can help you overcome this issue and, with the help of SEO, it can make your marketing content more meaningful, powerful and effective. The standards and expectations of your target audience cannot be neglected. Although these are becoming consistently more varied, by working with a professional digital marketing agency such as iNexxus, you will get content that is relevant for your business and, at the same time, attract and engage clients.