How can you write customer-centric web content for different channels?

You can identify their needs and pain points, and create content that helps them solve their problems or achieve their goals. The customer journey is the process that a customer goes through when they buy your product or service. By mapping out the customer journey, you can identify the different stages that customers go through and the content that they need at each stage.

One of the most important things to keep in mind when you write for a client is that you *are* their voice. Everything you write, you need to pretend you are actually the client writing these things. Is this how they want to present themselves? Are you accurately displaying their knowledge and experience in the industry for which you are writing? Don't write like a writer; write like the client who hired you. (Example: "Clients gravitate toward the lawyers at ABC Law Firm because..." as opposed to "Here at ABC Law Firm, clients appreciate the care with which we handle our cases.") The copy reads more authentically this way.

A practical start to understanding audience insights across content formats which have worked for me: 1) Be a 'Social Detective' by being a Social Media Listener 2) Being a listener means listening to two voices: a) that of your audience reaction found in comments of the subject that you are mining for in search of insights, and b) that of your closest competitors providing the same services as you 3) Taking notes down and then checking on the same subject trends on Quora or Reddit 4) Picking out the key variables that are common across the board in these 4 areas of your Content Quadrant 5) What you ultimately achieve: a more defined direction to produce content that is on trend, is relevant and connects on a human level.

Make sure you also research what your competitors are writing and know how to differentiate your products from the ones they are offering to meet the customer's pain points. Writing for different channels also involves the tone and cadence of those channels and meeting that in your content. Also, read your content out loud, so you can see how closely it is in the customer's voice.

It's also important to take note of your target audience's content preferences by researching the best-performing content within your niche. Do your target audiences enjoy reading? Blogs can be a good investment. However, if they primarily consume content during their commute, short-form videos with subtitles might work best.

Don't try to manage too many channels at once, especially if you're just getting started. A lot of companies think they need to have a presence on every single channel, but that can do more harm than good. When you are stretched too thin, you'll end up posting the same content on every channel, which is not a great strategy. Instead, pick the 1-3 channels to focus on to start. For example, if you are B2B saas company with heavy design focus, you might choose Blog, LinkedIn, and Instagram. This would allow you to do long-form content (blog), discussion & news content (Linkedin), and visual content (Instagram).

It's also important to pick the right social media for the content you're attempting to rank. For example, don't create a Pinterest account for your business simply for the sake of having a Pinterest account in an attempt to attract leads. A social media channel is like putting on make-up: a) less is more, and b) you use it to highlight what you already have, not to create that which isn't there.

You definitely need to choose the channel that matches your content goals, your audience's preferences, and your resources. Let's take for example a vitamin brand. If your content goal is to educate the audience about the health benefits of your vitamin products and you primarily target health-conscious individuals seeking detailed information, a content-rich blog or a YouTube channel with informative videos could be your go-to channels. However, if your goal is to showcase customer success stories and user testimonials to build trust, platforms like Instagram, Facebook and even TikTok, where you can easily share visual testimonials and before-and-after photos or videos might be more effective in conveying your brand's message, & impact.

Different channels aren't just different channels. They're often different stages of the funnel. LinkedIn might just be about awareness. YouTube might be where your prospects go to do more active research. Keep these things in mind.

Additionally, consider the frequency and consistency of your content. Some channels, like blogs or newsletters, may require regular updates, while others, like infographics or e-books, can be more sporadic. It's essential to align your content strategy with the channel's demands to maximize its effectiveness.

It is extremely important to understand 2 things to tailor content according to different channels. - Every person has different mindsets for different channels. For example. When I log on to linkedin I am looking for great marketing content I can learn from and reshare since that's my profession. On Instagram I check out what my friends are doing and am looking to get entertainment through reels, on Tiktok I look for entertainment and on twitter I post random thoughts and look for nice one liners and again marketing content. - Culture of that channel: Overlay videos that work on Tiktok may not work on Instagram. Tweets may not work on Tiktok and so on. Crack these 2 things and you'll never lose the content game on any channel.

Consider the platform's audience and their preferences. A LinkedIn article might be more formal and professional, while a TikTok video might be more casual and entertaining. Tailoring your content to the channel ensures that it resonates with the intended audience and maximizes its impact.

An experience comes to mind that drives home how important voice of audience is to writing effective content. A criminal law client had excellent customer service and results, but the firm's online conversions were very low. Upon investigation, we learned that 29% or nearly a third of potential clients felt they deserved whatever punishment was in store for them as a consequence of their transgressions. But did the punishment fit the crime? The client said "Absolutely not." By tailoring more content toward this persona, we improved site conversions over time.

Understand each channel's unique characteristics. Different channels serve different purposes and attract different types of users. Understand the format(s) that works best for each platform. Tailor your content's tone, style, and format to match the platform. Understand the culture and best practices of each channel to ensure each asset lands with the audience and doesn't feel forced or like it's an afterthought.

Take storytelling to the next level. Use narratives that align with each channel's format. For example, for social media, craft micro-stories with compelling visuals, while long-form blog posts can dive deeper into complex narratives. Consider incorporating interactive elements such as polls, quizzes, or interactive infographics. These not only engage your audience but also provide valuable data about their preferences and behaviors.

Some of the most effective tools of the trade: never go past an H3 in your headings, vary up your title tags from your meta description, and keep both your TTs and your metas within the parameters suggested by Google for maximum performance. Calls-to-action are good, but don't put them at the end of every H2 or the copy starts to sound more salesy rather than informative. In a similar vein, you especially don't want to overuse calls-to-action in FAQs or blog posts.

Regularly reviewing and analyzing the performance metrics of your content can provide insights into what's working and what needs improvement. A/B testing different versions of content can also help determine the most effective strategies for each channel. Remember, optimization is an ongoing process, and staying updated with the latest trends and algorithms of each platform will ensure your content remains relevant and effective.

With the increasing use of voice assistants, optimize your content for voice search. Include conversational keywords and provide succinct, direct answers to common queries. This enhances visibility in voice search results. Ensure your content is accessible to all, including those with disabilities. This involves using alt text for images, providing captions for videos, and ensuring a readable font size and contrast for visually impaired visitors.

Use personalization techniques to address customers by their name and offer tailored recommendations or content based on their past interactions or preferences.

Optimization is one of my favorite words, since it means that there's no stabilization ever: you'll always be ready to test and change and advance, cause content (and targets and channels) never sleep, and we need to constantly learn their evolution.

Utilizing tools like Google Analytics, social media insights, or specialized content performance platforms can offer a deeper understanding of user behavior and engagement. Regularly revisiting and reassessing your content strategy based on these metrics ensures that you stay aligned with your audience's evolving needs and preferences.

Beyond traditional metrics, focus on user experience testing. Gather feedback on how users navigate your website or app, identifying pain points. This qualitative data can lead to meaningful improvements. Rather than analyzing the entire audience, perform cohort analysis. This segments users based on behavior or characteristics, allowing you to tailor content and marketing efforts to specific groups, increasing engagement.

Continuously test your content on different channels and measure the results. Use A/B testing to compare different approaches and optimize your content strategy.

Don't stick yourself in a box, thinking that you have to stay in your content-production/SEO lane. Learn design or coding, or whatever you feel like - it WILL improve your content. And reading novels, watching tv shows and scrolling through memes is a great way to train your metaphor game.

SEO is one of the most important tools you can leverage in your copy, and SEO changes all. the. time. Many SEO experts will agree that no SEO experts can agree. Stay on top of what Google in particular puts out insofar as updates on what causes websites to rank, and your content should rise above that of your competition in no time.

Consider attending workshops, webinars, and courses to further hone your skills. Engaging in online communities and forums can also provide valuable insights and perspectives from diverse voices in the field.

Explore AI-powered content generation tools. They can assist in generating data-driven insights, content ideas, and even automated content for certain channels. However, human creativity remains essential for authenticity. Embrace personalization at scale. Use data-driven insights to deliver personalized content recommendations, emails, or product suggestions, enhancing the user experience.

Determine the objectives of your content, such as educating, entertaining, or converting customers. Align your content with your business goals and the customer journey.

Storytelling is our compass when crafting customer-centric web content across diverse channels. It's not just about information; it's about engagement. By weaving stories into our content, we create a narrative that resonates with our audience. Whether it's a blog post, a social media update, or a product description, storytelling captures attention and fosters a sense of connection. It allows us to address customer pain points, offer solutions, and guide them through their journey. Through the art of storytelling, our web content transforms into a dynamic conversation, enriching the customer experience and building lasting relationships. ??????

Mobile Optimization: You must ensure that your content is mobile-friendly, as many users access websites and social media on mobile devices. With a great number of internet traffic coming from mobile devices, your content must be mobile-friendly. Also, by prioritizing mobile optimization, you ensure user experience for mobile visitors, reduce bounce rates, and improve your website performance for Google searches.