In the realm of content marketing, the adage “content is king” reigns supreme. However, the true value lies in creating content that is not only informative but also genuinely helpful to the audience. Despite the emphasis on serviceable content, many companies struggle to ascertain how to achieve this effectively. Here are five strategies to craft content that adds genuine value to your audience.
Provide Realistic and Actionable Tips
When offering advice or tips, prioritize simplicity and feasibility. Avoid lofty suggestions that may overwhelm or deter your audience. Instead, conduct thorough research to provide practical tips that are easy to implement in everyday life. Ensure that your audience can readily incorporate your suggestions into their routines without significant time or resource investment.
For example, instead of recommending costly home renovations, offer practical tips such as rearranging furniture to create the illusion of space. Keep your recommendations concise and achievable, aiming for actions that can be completed in a short time frame, ideally within five minutes.
Keep Costs Low or Free
To maximize the accessibility of your content, ensure that following your advice does not impose a financial burden on your audience. Offer solutions that are low-cost or entirely free, thereby removing barriers to entry. Whether it’s rearranging furniture or participating in outdoor fitness activities, prioritize recommendations that require minimal financial investment.
While some expenses may be unavoidable, strive to keep them modest, typically under $20, to accommodate varying budget constraints among your audience.
Offer Highly Specific Guidance
Enhance the value of your content by providing specific, actionable guidance tailored to your audience’s needs. Avoid vague or generalized advice, and instead, offer step-by-step instructions accompanied by relevant examples. Whether you’re sharing recipes, DIY tutorials, or professional insights, ensure that your guidance is clear, detailed, and easy to follow.
For instance, if you’re providing cooking tips, include precise recipes and cooking techniques that readers can replicate at home. Similarly, if you’re offering professional advice, incorporate detailed instructions supported by real-life examples to illustrate key concepts effectively.
Incorporate Expert Insights
Elevate the credibility of your content by incorporating insights from industry experts or trusted authorities. While your brand may serve as an expert voice, leveraging external expertise adds depth and authenticity to your content. Whether quoting internal experts or collaborating with external professionals, emphasize credibility by highlighting relevant credentials and expertise.
For instance, if your company specializes in skincare, collaborate with dermatologists or skincare specialists to provide expert insights on trending topics. By aligning your content with authoritative voices, you enhance its credibility and appeal to your audience.
Leverage Originality and Expertise
Distinguish your content by leveraging the unique insights and experiences of your company. Avoid the temptation to repurpose generic content and instead draw inspiration from your brand’s expertise and customer interactions. Identify common pain points and inquiries among your audience, then tailor your content to address these specific needs.
For example, if your company offers barista training, create content that addresses niche inquiries or challenges faced by aspiring baristas. By offering original insights and perspectives, you establish your brand as a valuable resource and industry authority.
In conclusion, crafting serviceable content requires a thoughtful approach focused on addressing the genuine needs of your audience. By offering realistic tips, keeping costs low, providing specific guidance, incorporating expert insights, and leveraging your brand’s uniqueness, you can create content that resonates with your audience and drives meaningful engagement. Prioritize quality, relevance, and authenticity in your content creation endeavors to build lasting trust and loyalty with your audience.
Kelsey Kloss ENTREPRENEUR LEADERSHIP NETWORK® CONTRIBUTOR CEO of Kloss Creatives PR & Branding
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