How to Create Content that Doesn’t Scare Away your Clients

Bruno Veberis
How to Create Content that Doesn’t Scare Away your Clients

Author: Elīna Jurkāne – Content Marketing Team leader at digital marketing agency Infinitum 8 and Coach at Digital Journey.

This will be, most probably, the tastiest article about content that you’ll ever read – here I will compare texts to creamy desserts, savory Italian portions of pasta and warm French baguettes covered with melting butter. There’s only one goal – to help you understand what your target client would like to eat. Eat up and crave the same afterwards.

First, let me start off with the following: creating website content is not only about target audience description, SEO keyword analysis, and perfectly planned design. Content creation is something a lot more, and for 2017 we have set 3 main criteria:

  • "Cracking” what target audience wants and integrating it into texts;
  • Content authenticity;
  • Strategic structure.

Why exactly these? Do you know the feeling when a dish in a cafe’s menu looks just fantastic, but in reality… In reality, you get half of the portion you expected – so small that it could just as well be from the kid's menu? Disappointment! Total disappointment. Likewise, one can be just as disappointed when it comes to content. These days, when there are companies that are still not sure about content efficiency while others spend millions of dollars on it, it’s essential to understand what perfectly represents your company’s image, but at the same time brings the planned results and promotes brand loyalty. The reason for disappointment in content is a multi-level thing – starting from management that can’t precisely define the company’s mission and implement it into the communication strategy and ending with a content creator who’s unable to create quality content. But here’s this article – written for you as an inspiration that it IS POSSIBLE to create content that is tasty. So at this situation, that the most famous Latvian chef Mārtiņš Rītiņš would describe as “nothing… NOTHING is worse than overcooked fish”, we invited content professionals to prepare a special content recipe for you!

Understanding what target audience wants and integrating it into content

Any content author will agree that it’s not worth even thinking about content without a target audience profile. For many years we have been setting criteria, such as:

  • Age;
  • Relationship status;
  • Interests;
  • Work;
  • Level of income;
  • Social Roles.

But now we have updated the list with the following:

Where do they get trustworthy information?

Resources, friends, colleagues… They read media regularly and trust it, oriented to be opinion leaders, or choose family, closest friends and appreciate more personalized communication.

Life goals – what do they want to achieve, what are their dreams for life?

It means content that contains and emphasizes examples of people who have achieved their life goals – smaller, bigger, together with you! We don’t define SEO keywords, instead, we determine keywords about the meaning of life that increases people’s drive and enthusiasm.

What are their ideals? What are their self-improvement goals? To be more cheerful, busier, happier, richer?

If you want people to share and really pay attention, remember that we are most likely to read about our future self, not the reality. It is important to have a creative approach to texts and provide insight into the target audience’s future personalities.

Is the target audience extrovert or introvert?

Here the OCEAN personality test will come in use, fill it out and try to analyze your potential client according to the test’s questions and your own answers. Extroverts like bolder slogans, free colloquial speech, interactive and visual communication, and more than one topic featured in an article; however, introverts are people who “dig deeper” – they will appreciate a longer content form per each topic that reveals product usage instructions, research, and tips.

What are the risks for people not choosing you?

Essential information that helps your content lead to a conversion. Have interviews with your clients and ask other interested persons for the main reasons that would make them choose others, not you, and try to include these topics already in your website’s content. Found out that your clients are worried about your product’s quality or delivery time? Highlight those on your landing page!

Authentic content

It’s obvious that influence marketing has become more and more popular in Latvia, but have you ever thought about why people want to see such content? The very core of influence marketing, used by bloggers, is a product review through the prism of their personalities ― the rest of us observe and get inspired because we can identify ourselves with these persons, who all have unique personalities, original views about life, attitude, and value of life.

In order to get good results with the help of content, companies should take an example from the current trends – to be more precise, don’t be impersonal; imagine that your business is a person. Who is that person? What are his/her strengths and weaknesses, sense of fashion and what kind of music does he/she listen to? What are the person’s life goals? Characterize and turn your business into a person. Based on this analysis, it will be a lot easier to create content that stands out and is appreciated, because you won’t be like everyone else – now you have your edge and your own unique style.

Advantages of authentic content are (Philips and Shettlesworth 1978; Clarke 1989; Peacock 1997):

  • Has a positive effect on motivation to learn and educate;
  • Contains authentic cultural aspects that motivate to join a community;
  • Includes the same language style as that used by the target audience.

In addition, members of the millennial generation admit to appreciating and following a brand that has strictly defined its values without trying to adjust and be liked by everyone.

Strategic structure

Everyone is talking about storytelling, but can it be done by big brands only? No, not at all! You can do it, too; however, a few simple factors must be taken into consideration. If you’d like to create an article, post or website content according to the storytelling principles, stick to the linear narrative structure. From A to Z!

The Classic Storyline

But that’s not all! Digital environment works well for us and after the first few months of your website’s “life”, you must get to your content analysis:

  • On your website analytics, investigate how much of the content has actually been read. If it’s only 25%, think about how to improve it and create a story that would entice to read more;
  • Explore the average session length for each of your website’s page, and whether the user makes an action instead of quickly bouncing back. If the session is still short and bounce rate high, add a CTA (call to action), think about improving the visual content, ask your friends and clients if your website’s content provides all the information one would find necessary and useful.

The strategic structure also means that we thoroughly investigate the clients’ needs and structure content according to the scheme that provides answers to the questions already mentioned above – risks, USP and wanting to associate with your brand.

But what about the food I was talking about in the introduction?

Oh dear, that’s what I thought. Hot French baguette caught your attention instantly. Some of you right away visualized bread and felt its taste in the mouth. Me, too! Which means – when we associate already existing values, memories and experience of the reader with a story that we want to tell, it is possible to catch more attention and make the visualization process much easier.


If content could be compared to any food in the world, I would probably draw parallels to some of the most difficult and complex desserts, such as creme brulee, eclair or baklava; so before you get to cooking and baking...

7 short tips on how to create content for your company

Compilation by Rolands Paeglis, Content Specialist at Infinitum 8, who creates more than 45 articles for Latvian companies each month:

  • Define your target audience. Trying to talk to everyone, you’ll most likely reach no-one.

  • Create a specific tone of voice – now, when the internet is full of blog posts again, it is important to stand out and have an edge. Write in a way that when your blog post is shared, other readers would still recognize that it’s written by you;

  • If you don’t feel like a grammar and spelling guru, ask someone who’s best friends with grammar to proofread your article before publishing – the internet doesn’t really forget erratic texts and they make an impression of unprofessionalism.

  • Images, images, and images again – we all know that visual content is king, so it will be difficult to keep the reader's’ attention without any visual material.
    Click here to see a list of 5 high quality and free online image banks!

  • Each sentence must contain some important information. If you can go without a particular sentence, delete it – no-one appreciates redundancy.

  • Use formatting – highlight titles and headings, divide the text into chapters, insert bullets and numbers. All of that will make your text more comprehensive.
    Click here to read a short article on successful formatting!

  • The title must be extra catchy – we’re living the age of title scanning, which means that most of the articles are never even opened; people only read their titles. If you want your article to be a good exception, the title must be extra enticing. Remember – people like numbers (“4 Steps to Get your Article in the Bookmarks”) and questions (“How to Make Blog that is Read by Thousands?”).
    Click here to see 25 examples of successful titles!

Thank you for reading this article! Found it useful? Share it with your friends. Good luck on conquering the peaks of content.