Good quality content is essential for communicating your products and services and generating business. It is therefore essential to have contents which are effective and help convert business ideas into revenue. Following certain practices and principles, this objective can be achieved.
Whenever content is written, it targets a specific group of people who are to be influenced to avail the product of service about which the content is being written. Identification of the right points and the needs of the target segment help develop effective content. The content must be informative and must have relevance for the people reading it.
The content must clearly communicate the message and must not be ambiguous. It must point the readers in the right direction and must communicate the information in a precise yet clear manner so that there would be no doubts in the minds of the readers. It should be able to anticipate the doubts or queries which might arise in the minds of the readers and must clarify these queries in a succinct manner.
Must be engaging
A well written content must be able to engage its readers and hold their concentration. The flow of the content should be sequential and must not be repetitive in nature and must be interesting to read. It must contain as much information as possible without being too long and complex.
Emphasis on key points
A well written content is the one which emphasizes on key points and must keep the focus on these points. The remaining part of the content must be complementary and must remind readers of these key points. It should be able to create an impact on the minds of the readers whereby these, points get sufficient attention and the readers must be able to recollect these points once they have read the content.
Must not hard sell a product or service
Well written contents communicate the idea or the concept of a product or service and do not push the specific product or service. The role of a good content is to arouse the interests of the readers and advice then with identifying the right solutions. Hence it must focus on being advisory in nature rather than a sales pitch.
Using the right emotions
Contents have specific purposes and according to the purpose, must maintain a specific emotional tone. If a specific content is written to give details of a product for sick people, then it must have a compassionate tone. On the other hand, if it’s a product for young individuals, it should be humorous and witty.
Contents which create urgency and curiosity in the minds of the readers are more effective and efficient. Readers tend to focus more when there is a sense of urgency like the few days, which are left to buy a particular product or any other exclusivity conveyed by the content.
Contents must be from credible sources and the same must be communicated to the readers clearly. People are influenced in a better manner when the communication is highly credible and authentic. Therefore, credibility plays a major role in making contents effective.
Testimonials about the performance or efficiency of a product or service always help in making content more effective. It adds another dimension to the contents and help in building credibility and relevance. When readers read about the experiences of others, it influences them in a better way.
The closure of the content must include all the key points with brevity. It helps readers in recollecting the key elements of the content and focuses on the relevance of the content for the readers. A brief paragraph of conclusion makes the content highly efficient.
Contents which have these elements are better at converting a prospect into the business and hence it is essential to include as many of these points as possible in the content.
Author: Saket Kumar Singh
A digital marketer and strategist by profession, I love writing and travelling. In the past I have been a Communication Engineer, Coder, Banker and Lead Consultant. Someday I would travel to explore the world.