Don’t be vanilla – the key to creating content that resonates with eager-to-buy customers

- April 30, 2024 3 MIN READ


8.25 seconds… That is the average attention span of a current internet user. And in the crowded landscape of digital marketing, standing out from the competition is paramount to capturing the attention of eager-to-buy customers, writes business strategist Jim Cocks.

Many businesses fall into the trap of producing generic, uninspired content that fails to resonate with their target audience. Or more often than not using quick content creation and AI tools that might be a quick solution to creation but don’t necessarily inspire an audience. “Vanilla” is a recipe for mediocrity so I want to share the keys to creating content that captivates and converts your audience into loyal customers.

The pitfalls of vanilla content

Being a business coach and marketer, I live and breathe great content, so first, I want to share with you some thou shalt nots then we will chat about the thou shalt dos:

  1. Lack of Differentiation: Be inspired by your competitors but don’t copy them. Vanilla content fails to distinguish your brand from competitors, blending into the background noise of the digital landscape. Without a unique voice or perspective, your content becomes forgettable and fails to leave a lasting impression on your audience.
  1. Failure to Engage: Vanilla content lacks the emotional resonance and authenticity necessary to engage and connect with your audience on a meaningful level. Without evoking curiosity, excitement, or empathy, your content fails to spark interest or drive action from potential customers. If you want engagement ask for it! Get people sharing their opinions, posting photos, gifs etc.
  2. Missed Opportunities: By playing it safe and sticking to generic messaging, businesses miss out on valuable opportunities to showcase their expertise, creativity, and brand personality. Vanilla content fails to leverage the full potential of digital marketing channels to attract, engage, and convert prospects into loyal customers.

Embracing authenticity and creativity

To break free from the beige, you want to create compelling, resonant messaging, which means you must embrace authenticity and creativity. Easier said than done, I know, so here are some key strategies to unleash your creativity and captivate your audience:

  1. Know Your Audience: Take the time to deeply understand your target audience—their needs, preferences, pain points, and aspirations. By developing an ideal client, you can easily tailor your messaging to resonate with the specific desires and motivations of your ideal customers. Use their language, tell their stories, be an advocate for who they are and what they believe.
  2. Tell Compelling Stories: The days of needing to show up as the “perfect” person are over. Harness the power of storytelling to bring your brand to life and forge emotional connections with your audience. Share authentic narratives, client success stories, and behind-the-scenes glimpses into your company culture to humanize your brand and foster trust and loyalty among customers. People love to see your wobbly bits (figuratively), so don’t be afraid to share the good, the bad, and the ugly to an extent. You want them to connect and believe in you, and for that, you need to appear real.
  1. Showcase Your Expertise: Demonstrate your expertise and thought leadership by providing valuable insights, tips, and advice relevant to your industry or niche. This is what builds a tribe of followers. Create informative, educational content that addresses common challenges faced by your audience and positions your brand as a trusted authority in your field.
  2. Inject Personality and Creativity: Don’t be afraid to infuse your content with personality, humour, and creativity. In alignment with point three, you also need to make sure you entertain. Develop your brand voice and tone that reflects your values and resonates with your audience. Experiment with different formats, visuals, and storytelling techniques to keep your content fresh and engaging. Most importantly, utilise the analytics of the social media platform you’re posting on to understand what content does well so you can create more of it.
  3. Leveraging User-Generated Content: Now this is a great way to connect while also saving you time. In addition to creating original content, businesses can leverage user-generated content as a powerful tool for engaging and inspiring their audience. Encourage clients to share their experiences and photos on social media platforms and showcase this content as social proof of your brand’s credibility and popularity.

In such a hyper-competitive digital landscape, bland, vanilla content won’t cut it. You must capture the attention of eager-to-buy customers with meaningful engagement opportunities by embracing authenticity, creativity, and storytelling. By knowing your audience, telling compelling stories, showcasing your expertise, and injecting personality and creativity into your content, you can create a memorable brand experience that resonates with your audience and sets you apart from the competition. So, don’t be vanilla—be bold, be authentic, and unleash your creativity to create content that truly captivates and converts.

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