HOW TO PLAY “SNOG, MARRY, AVOID” WITH YOUR CONTENT (AND LIVE HAPPILY EVER AFTER).

New year. New website??

As a B2B giant you want (and need):

? To bust through the boring B2B mould?

? An irresistibly engaging, personality-packed powerhouse of a website

? ? Compelling copy and content that gives your target audience what they really want

BUT…there’s a problem – and we’re seeing it more and more. A recurring, risk-ramping roadblock that’s stopping your traffic in its tracks.

“What is it?!” I hear you cry.

Your website content.?

Maybe you just haven’t updated your copy and content since 1991.

Maybe you've rebranded and carried stale content along with you like an old, dusty handbag.

Or maybe you’ve got a labyrinth of copy, written by a ton of different agencies/writers, that’s inconsistent, outdated, and not SEO optimised (more on this later).

Sound familiar?

Then you’re likely losing trust and loyal customers and have a content strategy that just isn’t bringing home the bacon (i.e., your hard-earned revenue).?

You need a clever plan to cut through the digital clutter. And that’s content consolidation, my friend.?

Think of it as a good old spring-clean of your digital closet. Out with the old, in with the new, giving your outdated content and copy a good ol’ revamp.

That way you can make sure your content isn’t just filling space, but opening doors, removing roadblocks, and bringing in that all-important, rain-making revenue.?

But how do you figure out what content to keep, what’s missing, what to repurpose, and what to wave goodbye to like yesterday’s news?

Time to play “Snog, Marry, Avoid” with your content.?

Ready to pucker up??

KONRAD’S KILLER KOPYWRITING TIPS?

What to look out for when consolidating your content:

1. KNOW YOUR BUYERS Do you know what your audience really want? Before you begin, you need to understand their pain points, desires, barriers... everything that will help you build that all-important connection with them. That’s how you make sure your content is relevant and engaging, and deeply resonates with your customers.
2. GET CONTENT-MAPPING You want to reach every corner of your audience, at every stage of awareness. Mapping out your customer journey identifies gaps to fill and opportunities to seize, for a powerful mix of content that hits the spot across the board. Not sure where to start? Chat to us about FLOWFINDA?.
3. OPTIMISE YOUR SITE (SEO-STYLE) Give your pages an SEO checkup to check what’s working (and what’s not). You can merge similar content, ditch duplicates, and focus on quality. Think close-friend hangouts over crowded faceless parties. Also, avoid keyword-stuffing like the plague. It hurts more than it helps.
4. CONDUCT A COMPETITOR ANALYSIS Today’s B2B market is crowded and as stale as a seven-week old sandwich. You need to stand out more than ever (especially with the rise and rise and ChatGPT abuse), which means digging into your competitors. Then you can unearth the value you offer – that no one else can, along with a TOV that pops, sizzles and converts.
5. MAKE IT SUSTAINABLE Trim your site to cut out all the unnecessary stuff. CSR is a hotter topic than ever and big sites use up more energy. So decluttering your site means less server strain and a more eco-friendly site. And, you know, the planet is important.

AI-NSPIRATION: GET PERSONAL WITH YOUR PROMPTING

There’s no hiding from it: AI is changing content marketing – for good.

But it’s not going anywhere.

So, rather than trying to fight against it like a kite in a hurricane, you need to learn how to use it to your benefit.

In a digital whirlwind of generic content, you need to be heard above the noise. So how do you use AI to create thought-provoking, personality-packed, and downright professional content and copy?

Glad you asked.

First, after mountains of research into AI, we discovered that none of our tested Gen-AI tools can actually write good copy from scratch.

(At least, for now...)

That’s even with the best prompting skills in the biz, let alone with those copied-and-pasted prompt templates you got from that LinkedIn 'hustle bro'.

BUT it can be useful with so many different elements of the content writing process. Think research, wire-framing, editing, SEO optimisation — all the bits that seemingly take forever and keep you away from actually writing..

To take advantage of these tools (especially ChatGPT and the like), you’ve gotta learn how to prompt.

And the secret to prompting is (wait for it)...

…Make it personal. Do it your own way.

You know all those ‘Best 100 Prompts That Will Do All Your Work For You’ type list articles?

Bin them (digitally — we stan ethical recycling).

Ok, ok. Let me reword that a sec. The truth is they can be useful, if you’re looking for inspiration or ideas when you’re just getting started with prompting.

BUT, 99.9% of the time, they’re pretty useless. Or they’ll just output the same old repetitive, clunky, clearly-AI-generated content we’re all trying to avoid like a bad smell.

Trust me – we’ve double-, triple-, and quadruple-tested against a ton of templated prompts. And they just don’t work.

Just like we all Google search differently, we will all prompt our AI tools differently, too.

So instead, to get your AI prompting skills pumping, here’s a few tips on what to do:

1. Get up to speed. Before you begin, get to grips with the world of AI – what it looks like now, and what’s on the horizon. Learn key terminology (LLM, NLP, generative AI are just some party-starters). Get to know how they work, their main limitations, and how you can leverage them for your business.
2. Guide your LLM (large language model). Imagine your LLM has amnesia. You need to tell it who you are, who you want it to be, and what you want. Get specific, but avoid jargon. After all, ChatGPT doesn’t necessarily understand acronyms or “pain points” in the way that you do, so really spell it out and clarify any terminology you use. Another quick and easy tip is to give it a job role – like a copywriting editor, for example – so you can explain who you are and what you need your ‘newest employee’ to do for you.
3. Give meta-context. Tell your LLM why you want something to be done. And be direct. This LI post by Ben Pines from AI21 Labs explains perfectly why meta-context matters (with an analogy we just couldn’t beat).

And how do you get to AI Carnegie Hall?? Practise, practise, practise. Future you will thank me later.?

Oh, and I almost forgot we have...

MAAAASSIVE NEWS

(So massive it fully deserves those 4 extra A’s).

We’ve made a big, brave, bot move.

That’s right – we’re launching our own team of AI-assistant bots.

After a busy year of exploring deep LLM use-cases to spot the strengths, weaknesses, risks, and opportunities of generative AI for our own agency, we’ve decided to take matters into our own hands.

Consider this Phase One of the TCC-Botiverse.

Meet our awesome AI assistants?

WE NEED YOU

Well, over here, the excitement just keeps on rolling in.

Want some real talk on perfecting the customer journey? You’re in luck, because we’re launching our very own podcast.

But we need your help.

What would you like to know about full-funnel marketing? Or writing for different customer journeys? Or anything, really.

Fill out our survey!??

HOT OFF THE PRESS

Are you a wannabee copywriter? But not sure where to start in going freelance?

Well, struggle no more.

Here's your guide to "Becoming a Freelance Copywriter in 2024 (With no Experience)"

AGED LIKE A FINE WINE

Some things just get better with age. Like cheese. A pair of faded Levi’s. Or Paul Rudd (who just doesn’t age at all).?

Just like this blog post.

Want to make your copy tap-dance and sing with metaphors and analogies?

Check out this vintage gem.

PREFER TO LISTEN?

Value. Value. Value. That’s what it’s all about.

But how do you make sure your copy and content is doing the job? Here’s my chat with the awesome Josh Elledge on the Thoughtful Entrepreneur podcast.?

Intrigued? Satisfy your curiosity here.?

Love Konrad x

P.S. Hands up if it's time for a little digital rendezvous! Set up a call with me here.