Is Your Content Customer-Centric? Here’s How to Tell
One of my favourite content marketing quotes comes from Jamie Turner, the founder and chief executive officer of 60 Second Marketer.
He said, “The only way to win at content marketing is for the reader to say, ‘This was written specifically for me’.”
His words do a remarkable job of reducing the complex world of content marketing down to a single sentence.
And it’s true— before all else, content has to appeal to its target audience.
If it doesn’t, all other objectives (conversions, going “viral”, website traffic, etc.) become unreachable.
This is the golden rule of content creation. It’s the only guiding principle that will steer your content marketing strategy to success without fail, every time. If creating content were the same as baking a pie, customer centricity would be the filling. Without it, all you have is an empty shell.
Would you spend your time trying to sell pieces of filling-less pie?
Of course not.
Unfortunately, however, many business owners recognize the importance of customer-centricity, but they aren’t sure how to achieve it consistently. Or (for the sake of bringing the pie analogy full circle) they need help perfecting their filling recipe.
This is where we get to the good news.
There are some guidelines entrepreneurs and marketing professionals can follow to confirm their content is laser-focused on the customer.
Here Are 5 Ways To Know For Certain You’re Producing Customer-Centric Content:
Frequent Use of “You” and “Your”
The pronouns you use throughout your copy can help you determine if your focus is in the right place. If your copy is full of words like “we”, “our” and “us” rather than “you”, “your”, or “yours”, it’s likely the emphasis is on your product, service, or company and not on your potential customer and their needs.
For example:
Instead of this:
“We intentionally-designed our hairdryer to be the fastest eco-friendly hair styling product on the market.”
Try something like this:
“Have you been looking for an eco-friendly hairdryer that can still create your signature style in a flash?”
The second example places the spotlight on the customer, giving readers the sense that the brand is primarily concerned with addressing their need for an environmentally-friendly product that doesn’t compromise efficiency.
Proper Power Placement
This one is a little less obvious, but can be identified if you know what to look for.
Start by reading through your content with this question in mind: “Who is fixing the problem?”.
If the answer is your company, product, or service, you’ll need to go back to the drawing board.
You never want to undermine your customer’s ability to resolve their own issues by implying they’d be in hot water without you. Instead, you want to convey the fact that what you’re offering can make the their job easier, more convenient, or more efficient.
For example:
Rather than this:
“As your financial consultant, I will meticulously manage your budget and improve the profit margins of your business.”
Try this:
“Balancing the books can be time-consuming. As a financial consultant, I keep the best interests of your business in mind, acting as your trusted representative, and presenting you with all the information you need to make the best decisions for the future of your enterprise.”
The second example doesn’t infringe on the customer’s authority. It confirms that the client is in control of all decision-making, while still communicating the advantage of having a financial consultant to refer to.
Razor-Sharp Specifics
When it comes to building brand loyalty with ideal customers, you have to prove you truly understand your customers before you have any chance of convincing them to trust you.
How do you do this?
By mentioning the unique characteristics and experiences your ideal customers share in an exact, detailed way.
The more you touch on these characteristics and experiences, the more your audience will feel heard and understood.
For example:
Instead of this:
“Not sure what to make for dinner? We deliver healthy, ready-to-make meals directly to your door.”
Try this:
“We get it. Being a new mom means barely having enough time to brush your teeth or finish a cup of coffee before it turns cold— much less go grocery shopping. That’s why we do things differently. We bring healthy, ready-to-make meals directly to our customers every week. Say goodbye to “mom frenzy” and hello to convenient, fresh, and delicious meals delivered to your doorstep!”
The second option speaks directly to a specific demographic, as opposed to trying to appeal to everyone. This makes the reader feel like a priority— as if the company really does empathize with the exhausting daily demands of motherhood.
By focusing on this particular demographic, and addressing a specific pain point new moms struggle with (limited time), the odds of engaging moms and convincing them to use the service become significantly higher.
Clarification VS Complication
Customers want clear, concise, and informative content. Content that is too lengthy or complex rarely meets the needs of online readers, resulting in frustration and disengagement.
This tip is all about keeping it real. There’s a reason customers avoid reading instruction manuals until their TV won’t turn on or their dishwasher starts making a weird clunking sound, and the reason is simple: manuals are boring. Scouring through countless pages of technical mumbo-jumbo just isn’t anyone’s idea of a good time.
Yet, despite this, many brands make the mistake of producing content that is either superfluous, monotonous, or tiring to read.
If you genuinely care about the experience of your customer, you’ll want them to gain valuable insight without feeling overwhelmed or disengaged.
The best way to achieve this? Keep your descriptions and explanations conversational.
There are very few companies that gain traction using high-tech terminology. Unless you’re a manufacturer of laboratory equipment, for example, your customers likely aren’t interested in hearing about all the specificities of your product or listening to long-winded interpretations of scientific data.
What they really want is to understand these core concepts:
What it is you are offering
How it will benefit their lives or address a problem they are facing
Why they should choose you over another brand or provider
What they can expect to pay (or commit to)
When they’ll begin experiencing the benefits
So, try to address these points as quickly and as conversationally as possible.
For example:
Try something like this:
“Are you tired of calling your usual nail salon, only to be told there are no appointments available? At (insert company name), we have more than 40 nail technicians on staff and our chic, welcoming salon is equipped with 32 nail stations— more than any other beauty parlour in (insert city name)! Plus, you can use our convenient mobile app to book your appointments in advance, guaranteeing your spot! If you’re looking for a modern salon that can have you manicured and feeling your best at a moment’s notice, we’re the beauty shop for you.”
In lieu of this:
“At (insert company name) our talented nail technicians use high-quality products like pH balancing nail prep bonding agents and eco-friendly LED nail lamps. Additionally, all of our technicians are certified and are trained in sanitation best practices, including the proper cleaning procedures for pedicure bowls and the adequate disinfection of all nail tools. We are also proud to share that our pedicure chairs use FlexGlide Massage Technology…”
Admit it, your eyes just glazed over a little (which is exactly my point).
More Than One Option
BaseKit, a software company based in London, England, experienced a 25 percent increase in website conversions after it added a pricing page to its website that gave users the ability to choose from three different payment plans.
This is just one example of how providing consumers with choices can benefit a business.
Consumers don’t want to feel pressured or restricted when making a purchasing decision. By offering multiple different ways for them to “commit” to your product or service, your customer maintains a feeling of control and benefits from being able to choose the option that works best for them.
This same principle applies when creating customer-centric content.
Instead of urging your readers to complete a specific action (i.e. following your business on Facebook) when you include a call-to-action at the end of a blog post or web page, try suggesting several different ways your audience can engage with your brand (following on Instagram, subscribing to your newsletter, sending an email, etc.).
This approach will appeal to your customer’s unique communication preferences, giving them the ability to interact in a way that is most comfortable and convenient.
By referring to this list whenever you produce content for your business, you can guarantee your customers are receiving customized content that caters to their needs and interests.
How I Can Help
I am a seasoned Edmonton copywriter and digital content creator with 10+ years of experience producing written communications for clients across a broad spectrum of industries.
I work closely with my clients, familiarizing myself with their brand, tone of voice, marketing objectives, and overall business goals. I then apply the knowledge I’ve gained when crafting engaging, value-adding, and optimized content their target audiences will respond to.
If you could use the assistance of a passionate, qualified, and results-driven Edmonton copywriter, I’d love to chat.