Search engines want to see how people engage with your content

Google, Bing and other search engines monitor how people engage and interact with your content. There are typically two types of content, informative content and entertaining content. 

If you have the ability to produce informative content that is also entertaining, then you are onto a winning formula. However, not all content is supposed to be fun. For example, if you are writing about nuclear energy, perhaps you should leave humour out of your content. 

An excellent way to set your content tone is to look at your ideal customer and build a buyer persona for your content. 

A buyer persona is a simple document in which you describe your ideal customer or client. In this document, you set out everything you know about your perfect customer, from marital status to education to job title to their hobbies. Once you have your buyer persona, you bring it out every time you are writing content, and you write to her or him as though you are having a one-on-one conversation with her. 

Following this simple idea will help you create the correct tone and keep your content engaging and respectful. Remember that your content is there to build an engagement and trusting relationship with your ideal customer. So, please treat them with respect and respect that they are giving you their time and attention. 

I can’t stress this enough! You are creating content for people, and people should be treated with love and respect. If you have a very analytical mind, as I do, you need to check yourself. I know that I’m very factual when I talk to clients, but when we are onboarding a new client, I have to remember that they may have created the content themselves and stating the content is poor performing, I may be offending my client. 

I’m also not considering their feelings, and I may be very simply put “mean”. Your ideal customer is a person first and a customer second. Your content should be there to provide value to your customers and help them resolve a problem. 

My rule is to add value 80 percent of the time and sell product or services 20 percent of the time. Be generous with your content.