Five content strategy tips you can’t do without #3

Balanced Solutions for Creating Compelling Content

 

‘The medium is the message.’ Marshall McLuhan

Over the last decade, the channels we use to communicate with our readers have changed drastically. Some of us love the change, while others are having a hard time keeping up. What I think is exciting about producing online content is we are able to be so much more personal. Do you remember the strict structures of writing business letters we were taught in the 80s? To Whom It May Concern, Dear Sir/Madam and so forth. Today, for the most part, we can talk to clients as if we are talking to friends. There are less corporate ‘rules’—rules that were fashioned to create structure and bring us closer to our buyers, yet often created an awkward divide.

The down side of the digital age is that we are lucky if we can get a human being on the other end of the phone; ‘Press 1 to hear our office hours, or press 2 to wait on hold for countless hours.’ I have decided that I will no longer do business with a company that seem unreachable or I feel has no outreach to their audience. Imagine if there was an issue with the product or worse, no response from the company before a contract you agreed upon was realized.

BUYER BEWARE! In the province of Quebec, Canada there is an odd law that states that a business can demand payment before the final product is delivered. Something strange happened recently in this regard that made me appreciate businesses that connect to their clients online.

I was having some graphics done by a recruiter on the West Island. Things were going well until suddenly she asked for the balance to be paid before she delivered the final copy. I told her that I was all too happy to pay my bill, but that I would very much like to see the final product first. Oddly, she got very angry and threatened to send my case to collections. With no law to protect me, I felt helpless. What added to this feeling was that this company has no visible social media activity, nor any chance to offer written online feedback.

True, people can create the illusion of having great reviews or to appear to be listening and ready to help, but fake or not, just having the content there sends a message.

A message that says ‘I am willing to communicate with you.’

It’s comforting to know that there is a chance to connect and give feedback. It also gives you the opportunity to see how they communicate. A lack of content tells people that you don’t want to talk to them.

Ultimately, the circumstances ended in my favor, but not before many hours and loads of energy had been wasted. Why? Because the owner refused to discuss the situation. The presence of some form of online public outreach may not have stopped this from happening, but if it is not there, it will sure raise a red flag for me in future.

Creating an online relationship keeps us in touch with the progress of people almost daily. A big, beautiful world of people—an international market! Are you kidding? I am thrilled about being (and having) an online presence as well as a global client base that always keeps me on my toes.

What about you? Are you happy to be typing away, or do you feel drained at the thought of creating content your readers will appreciate?

I would love to hear from you. Tell me about your number-one struggle when it comes to getting your message across in your online content…

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