25 March 2015
Here is your content mission, if you choose to accept it: Write many blogs and whitepapers on all the exciting news in your industry, post them on your e-commerce site, and then share them all across the web.
The problem is, for many e-businesses, creating enough content feels like Mission Impossible.
Whether creating content yourself or telling a third-party what you want out of their content, creativity isn’t easy. Anticipating the wants and needs of your consumers isn’t easy. If you simply regurgitate facts you read on another site, you might tick the box for relevancy, but you’re not offering your reader something new or compelling.
If you want to be relevant and compelling and interesting, then you need a point of view.
A point of view is important to creating content that interests the reader. Having a point of view is even important if you’re outsourcing your content creation. You only have to look to the top-rated programs cable news to find out that having a point of view is just as important to viewership as the news itself! Even the blog you’re reading right now has a point of view. Our point of view is that having a point of view helps you differentiate your company from your competitors.
Once you discover your point of view, you naturally develop other aspects of your brand’s identity, such as your tone, whether conversational or professional. Let’s face it. All your competitors have access to the latest industry trade magazines and new studies. It’s your unique point of view on those matters that makes your brand and company stand out above your competitors. And that’s what gets people to keep coming back.
Establishing a point of view means tackling the news, themes, and the issues of the industry you’re dealing with. Creating content with a point of view means anything from your method of attacking your customers’ paint points to your ability to dig deeper into the social effects of your business. For example, maybe you want to create a full case study describing your perspective on how a company succeeded with your solution. Or if you’re in manufacturing for instance, you might want to write a topical blog post about the rise of 3D printing.
When creating content, keep in mind that if you only discuss your solution to the customer’s problem, you come off as proselytizing. This is unappealing to read. Be subtle about your own products, and keep the focus on the customer. Ask yourself how a piece of content helps them better understand a news article, study, or their own situation. And while a dry recap of information is dull, facts are still important. Back up your point of view with facts to maintain your credibility in the reader’s eye.
You don’t just have to appeal to readers either. There are listeners and watchers too. With content as varied as blog posts, infographics, videos, webinars, and podcasts, you’ve got more options than ever to appeal to the senses of your potential customers. And once you’ve got an issue in your sights and a point of view, choosing the correct medium for creating content becomes even easier.
So the next time you’ve got a case of writer’s block, don’t succumb to copying an industry press release or repeating numbers from a study. Give careful consideration to your brand and its identity. Then take the tip of your pen and write your point of view.