In the world of copywriting and conversion optimization, content is often an afterthought.
Those white papers, e-books, blog posts and email sequences that can help build a long-term relationship between the business and the buyer are sometimes shrugged off as necessary evils.
When content is taken seriously, however, it becomes a beacon.
It attracts the unaware, shines a light on the culture and personality of your company, establishes credibility, and persuades people to buy.
Like effective copy, effective content starts with customer insight.
Though analytics and customer feedback are common elements in CRO, they’re not often talked about in the world of content marketing.
I’m aiming to change that.
Consider how your content is getting created
This is what I believe in:
- Content equity. Everyone deserves good, valuable, soulful content. Followers, leads, prospects, customers, employees — everyone.
- Discernment. Using AI isn’t bad — as long as it’s used with discernment.
Founders: Keep up the thoughtful content you’re creating. It’s valuable, and it’s so needed. But if your company is generating gobs of customer-facing content with AI, think about why that is, and why you’re okay with it.
Startups: Treating content production as a numbers game means you’re getting lumped in with everyone else. Swimming in the sea of sameness means your customers can’t tell you apart from the competition.
This goes beyond differentiation.
Your solution might be groundbreaking. Your founder might be the next Fortune cover story. But if your content doesn’t stand apart … your company doesn’t stand out.
Human-driven and human-written content (even with an AI assist to make it better) stands out because it serves.
Come talk to me about how your content is getting done. Let’s find opportunities to add humanity to your writing process so the customers you’re trying to reach will sit up and take notice.
