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On a daily basis I tell a client that we need to develop more content or unique content on his or her website. Sometimes it is because they have a new site and there are “we’ll get to it” gaps to fill. Perhaps they own a product site and they have never thought of creating content that does not overtly describe the features of the products. Products very similar to those offered at literally hundreds of thousands on other websites, by the way.
This content I propose can be a new web page, industry topic article, how-to guide or a white paper. The goal in the case of a white paper is to present new information from original research. A how-to guide should help solve a problem. We have professional copywriters on staff and we can help write these pieces. But often the client says, “We’ll run with it and you can edit it.” That usually works, too.
However, there are times that the copy comes back looking like a long form advertisement. I’ll admit, sometimes it is hard for me to take of my salesman’s hat and pass by an opportunity to present my pitch. But there is a time and a place for it. When offering a useful information piece, promote its availability in advance. Generate expectations in the mind of your potential reader. Maybe even build a whole online PR effort around it. Once they have accepted the idea, don’t pull the old switcheroo!
I’m reminded of “A Christmas Story”. Ralphie could not WAIT for his secret decoder ring to arrive. He finally has it, decodes the message, and it is a crummy ad. Don’t make Ralpie mad. Show some empathy with your audience. How do you feel when your expectations are manipulated?
About the Author: Matt KeoughMatt has broad experience in traditional and online marketing, with a particular focus on the manufacturing sector. He loves discovering strategies and tactics that result in big wins. Keough is known for his creative and sometimes amusing analogies and once subjected the Internet to animated GIFs. He is the father of four boys and has watched many hours of baseball with his wife, Joyce.
