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Writing Compelling Content that Educates Your Audience

Writing Compelling Content that Educates Your Audience

Posted by on October 6, 2017

Writing compelling content that educates your audience

These days, people know what they’re being sold to and it’s probably not surprising to know that they don’t like it.

This doesn’t mean you should give up sales; it just means your approach needs to be a bit less invasive. Instead of blatantly telling people about a great product or service you have and hoping they’ll just buy it, educate them on why it’s worth paying for.

How is this done without sounding too “salesy”? Let’s cover some proven methods.

Show yourself as an expert

Building a level of trust with your audience is probably the most important part of the process. If you’re going to educate people, they have to truly believe you know what you’re talking about – otherwise, you’re just wasting your time.

Once you’ve established yourself as an expert, your content will be seen as an authority for information. People will learn about your product or service, see why it’s great, and be driven to buy.

Blog regularly

Consistency is key here. Use your blog as a platform to regularly put out information your readers will enjoy and learn from.

Traditional advertisements are great, but by subtly injecting your brand into blog posts while keeping a casual, informative tone, people are essentially being advertised to without even realising it.

For blogs to be effective, however, you have to stick to a schedule. Posting one or two times a month on random days will only cause readers to lose interest. You should publish content once or twice a week (on the same days) so people will become familiar with your schedule and know when to anticipate a new post.

Use storytelling

Nobody wants to look at numbers, charts and graphs to see what your company is up to. When creating new content, stay away from tons of data and instead tell your audience what’s going on using real-world examples.

The best way to do this is with storytelling.

Take past customer experiences – something your company did that solved a problem for someone – and form it into a compelling and engaging story that your audience will actually enjoy reading. Not only are stories more enjoyable to read than datasheets, they effectively educate as well.

Teach with visuals

Even if you’ve crafted the most amazing copy the world has ever seen, without visuals it’s just a lot of text to most people. Images, videos, infographs – each of these add something to your content that hooks people and keeps them interested for longer.

That’s not to say you should plaster pictures all over your blog posts. By breaking up large blocks of text with relevant images, or ending a post with a quality video that drives the point, you’re keeping people engaged.

Human beings tend to be visual learners, so why not take full advantage of this to educate your audience while simultaneously keeping them entertained?

Make learning fun

When creating content, you have to find the right balance between informing your audience and entertaining them.

● Throwing statistics and charts at people will educate them, but they won’t stick around very long.

● An entertaining story will definitely hook readers, but if there’s nothing of substance that’s relevant to your business, it’s sort of a waste of time.

With the right amount of education and entertainment, you’ll have a proven method of getting people to read your content, educating themselves about your product or service, and get them interested in buying without ever knowing they are being sold to.

Talk to Spike today about our content solutions