August 14, 2019

Creating Your Word

Lisa Apolinski, CMC

Lisa Apolinski, CMC
Founder & CEO /3 Dog Write Inc

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Many businesses want to accelerate their revenue and expand into new markets. Increasing revenue means companies need to increase their digital engagement. If only it were so simple - with an excess of content available, customers are being more and more discerning on what content they consume. To get a company's content to rise above the digital noise, there has to be something different about the content. Creating trust in your word and, accordingly, your organization could be that differentiator.

Building trust is creating content where three key factors are included. First, provide guidance and expertise to your industry within the content you create. Sharing wisdom helps customers to see you as the expert, and they will come to request and rely on your advice. 

Second, make your content clear and easy to understand. Avoid industry jargon, acronyms, and complex language. Many audiences will think you are hiding something if you make content hard to read. In addition, if your message is too difficult to comprehend, audiences will simply move on. 

Third, provide knowledge to customers and prospects without requiring anything in return. This includes not asking for contact information. If a small piece of knowledge is provided without strings, customers will come to you as the expert, because you demonstrate a commitment to educating your customer base.

Creating your word with the idea of building trust can help your organization develop content that audiences will want to engage with and consume. 

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