As a digital marketing company that believes strongly in the power of content marketing to draw in qualified leads, we get a lot of questions about how to write content effectively. Probably the most asked question when it comes to creating content is, “but won’t we give away company secrets?”  And the answer to that is sometimes, yes. Creating compelling content often means creating content that divulges how your company got to be where you are, and what it is that makes you special. But that’s not a bad thing, and we promise it’s not going to ruin your company or give your competitors a leg up. Here’s why:

If you’re looking to create compelling content, the first thing you need to do is forget everything you think you know. Giving away your company’s secret isn’t going to lose you money or turn clients away.

If You’re Worried About the Competition:

Don’t worry about the competition. At least not when it comes to content marketing. Unless you have some highly prized product like the Google search algorithm that no one could never engineer or produce, or that is so top secret your business would literally crumble if one extra person knew it, your competition probably already has the formula. We hear it all the time: “I don’t want to put out too much content, because then my competitors will know how I do what I do.” If we’re being honest, they already know. All lawyers go to law school. All roofers know what products are on the market, and which ones are highest end. All manufacturers have access to a wide variety of manufacturing methods. What really sets you apart is how you conduct business, and how you interact with potential clients.

If you’re a roofer, it’s not how you put on shingles or what shingles you put on that makes the difference. What makes the difference is that you’re respectful to homeowners, you complete projects quickly, and you make sure your crews clean up after themselves. What might make you stand out even more is an extra-spectacular warranty or service program, but people will have to know about it if you want that to set you apart. When you get down to it, your secret sauce isn’t all that secret. Heck, even McDonald’s has given away the recipe to their secret sauce:

But, if you’re still not quite comfortable with a company tell-all, there are still plenty of ways to write compelling content that endears you to followers and generates quality leads. Start by identifying what makes your company different. Is it your product? Is it your service? Or is it how you interact with clients that truly makes your company better than all the rest. Then, write content that speaks to that exact point.

Tell the What and Why

If you’re genuinely worried about revealing too much, focus on just writing about the “what” and the “why” and leave out the how. What is your product or service, exactly, and why are you the best provider for that good? What’s your elevator pitch? Content doesn’t have to tell how you make your super awesome product, but it should tell potential buyers why they should purchase it from you, and what exactly they’ll get out of working with you.

If you think about it, Panera Bread doesn’t necessarily give out the recipes to their food items, but they do tell you what’s in each of their dishes. This helps people choose healthy meals that they’ll feel good about, but it doesn’t mean they’re giving away their product for free. And even if Panera did give out their recipes, would that mean they’d no longer have customers? No, because people really go to Panera because it’s a fast, healthy lunch option they don’t have to feel guilty about eating.

Address Legitimate Questions and Fears

One of the best ways to get a consumer’s attention is to answer a question they’ve had about your product for a while, or resolve a fear they might have about your product or service. Today’s consumer needs to be fully informed before they’ll even consider making a purchase. They’ll analyze every pro and con of a product, and if they can’t find that sort of information, they’re less likely to purchase it. By creating posts and blogs that answer some of your target clients’ most frequently asked questions, you’ll be able to a) create content that’s genuinely useful, and b) draw in more qualified leads with the content that your target audience is already searching for.

Sell your Process

Consumers are absolutely obsessed about how things are made. Take one look at Youtube or Reddit, and you’ll see streams of videos that show how even the most common household products, like mascara and Pop-Tarts, are made:

You’ll notice that very few of those video-watchers are likely to start making their own Pop-Tarts from scratch, or designing their own, custom mascara. Most of these consumers just want to know what’s going into the products they purchase and use every day, they don’t care about making them themselves. What’s more, it’s just plain cool to see hundreds of Pop-Tarts sliding across the screen. If you want to create compelling content, you can’t go wrong with a short 1-2 minute video that shows how you do what you do. Even if you sell a service, clients want to know what to expect at each step of your service, which is why breaking down what you do into easy-to-follow steps grabs people’s attention.

Demonstrate Capabilities

A great way to generate content that turns site visitors into clients is to demonstrate your capabilities and your results. For home services pros, this often works best with before and after pictures, showing the old (really ugly) kitchen, and the new, shiny kitchen that you’ve renovated. For anyone who’s results aren’t necessarily visible, case studies are your best friend. People interested what you have to offer will love a case study, because they show measurable results for clients just like them.

For us, we’ve found that digital marketing sometimes throws off client’s who aren’t tech savvy. Since you can’t immediately see, with your own two eyes, the results that our services deliver, some people are wary of what we have to offer. We’ve found case studies to be exceptionally helpful in solving this problem, because they give cold hard facts: how many leads we delivered each  month, how much traffic our clients now see, where that traffic is coming from, and most importantly, how much revenue our efforts generated.New Call-to-action
When you can provide hard numbers like that, people are more likely to respond, because it’s specific and honest. Consumers are tired of the same, general marketing statements like “this will change your life” or “massively increase your returns” that companies boast about, but never prove. People want to see cold hard facts, and they’re excited by content that delivers that, so if you want to draw in qualified traffic, put up a few case studies showcasing the results you’ve delivered.

Get Emotional

Finally, don’t be afraid to get emotional. There’s nothing consumers connect with more than a great story, so be sure to tell them yours. The more a consumer knows about your company and about you, the more real you feel, and the more likely they are to reach out to you. With the rise of internet and technology, there’s been a loss of genuine human connection in business, so if you can find a way to show your clients that you’re more than just a building or a product, you’re likely to have content that more people connect to.

Creating compelling content can be a lot easier than you think if you just identify that thing that sets your company apart. Because in the age of the internet, there isn’t much the consumer doesn’t know or can’t find out. The best way to build a content marketing strategy that delivers legitimate leads is to be honest and helpful, and create a connection with that potential customer. Because when a consumer has their choices narrowed down to you and a competitor, they’re going to pick the option they feel they have the greater connection with, and if you’ve been helping them along by answering their questions directly and providing content that helps them figure out what their options are, they’re going to choose you.

Content marketing is what we do. If you’re struggling to finesse your content marketing, or larger digital marketing strategy, we can help. Get in touch by sending us a message, or schedule a one-on-one consultation with our president, John Heritage, at your convenience.

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