104 Reasons Content Matters: Reason #2: Content is the Backbone of Any Interaction with Customers

Writing Tips

In this series, I talk about why having quality content matters even in a world that is overly saturated with information, maybe especially in a world that is overly saturated with information. With so much free information, just a Google search away, how do you stand out from your competition? The answer—valuable, original content.

Reason #2: Content is the Backbone of Any Interaction with Customers

Whenever I start working with a new client, my first question is always “who is your target reader?” Often I ask it during our discovery session, even before we start working together.

This question feels so natural because the main goal of creating high quality content is starting a conversation and trying to write to a blank or vaguely described avatar is going to yield nothing but empty, generic words. Gah! You don’t want to pay anyone to write generic content for you. It’s just not worth it. The people you want to reach won’t engage with generic content. So what’s the point?

If they can get it anywhere, why would they come to you?

Content created without a clear picture of the audience feels awkward—like that awkward moment when you walk into a party where you don’t know anyone and you have to start a conversation with a perfect stranger. What do you do in this situation? You start with a generic topic:

“Where are the drinks?”

Or, if you’re a bit more polite, “Can I get you another drink?” (less effective, if their drink is full).

“I love your shoes.”

“How ‘bout them Tar Heels?”

“Isn’t this roofdeck amazing… Isn’t the weather excellent… I’m so tired of winter… What do you do… Where do you live… How did you hear about this party… Who’s your friend…?”

See. Awkward.

Why? Because without knowing anyone, you don’t have any content to build on. So, you start with safe topics, icebreakers, anything that pops into your mind. Then, once we’ve been talking for awhile, we really start to interact and we can have a wonderful conversation.

You might not be like this. If you happen to come alive whenever you enter a room full of strangers, great! I don’t understand you—but great! You have “the gift of gab” and you can probably sell anything to anyone. Content naturally flows through you. It’s almost literally your backbone.

The point is content is the basis of connecting and interacting with others, which means it’s the basis of any interaction with your customers (who I assume are also human). Whether you realize it or not, whenever you interact with your customers, you create content, you use content, and you find common ground over content.

If you’ve been in business long enough and have reflected at all on the choices you’re making, you have reasons for recommending one type of product to one customer and another type of product to another customer. Your reasons are unique and if you can express them in a way that others find valuable, you will rise above the noise of all the generic content that fills our inboxes all day long.

This is only one reason that content matters. Stay tuned! I’ve got more! I can also help you express your big ideas with content that your customers find valuable. Contact me and be ready to talk about your target reader because…I’m going to ask you.

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