Alphonse Karr once famously observed, “The more things change, the more they are the same,” and while that noted critic summarized the human condition and at least some business parameters for a long period of time accurately, this is the age of the Internet of Things (IoT) where web content in particular has changed the way smart business communicates with clients.
If you’ve been caught up in the wave of digitization with the cloud and analytics doing more to muddy the waters for your once brick and mortar business than make things clear, you need to start over by understanding that web content is offering you a way to communicate on a more personal level.
Gone are the days where you can hammer away at your prospects and clients both with taglines and hard sell calls to action. The modern business is online and filled with nourishing facts and figures–valued added information whereby the visitor to your website is being taught about your products and services instead of having them pitched at them.
Your new business card is that website and that ship needs to be steered by conversational web content that informs.Especially if you’re using Internet marketing techniques that include social media, this desire on the part of your business to communicate on a more personal level through the web content you outsource needs to be clear and consistent.
It also means you need to have people writing for you that understand where you’re coming from and who you’re trying to sell to with the goods and services your company offers.
The change is largely demographic although of course the medium has been forever altered as well. The younger Millennial set has grown up both disillisioned by their parents’ culture and plugged in; they won’t respond to the once traditinoal rules and guidelines that ran marketing for years. The path to modern sucess lies in web content written by people with a conversational flair.