The perceived knowledge gap between expert and consumer has narrowed
After all, we're only a Google search away from finding out a little about a lot
The problem is that consumers may not know which questions to ask, which is why having an expert who understands them is so powerful. Brokers are well-placed to provide the information that consumers will benefit from, before they even know they need it.
Besides being in the interests of consumers, delivering targeted content is vital to attracting, converting and retaining business.
However, as businesses continue to jostle for attention, and consumers become increasingly cynical to marketing activity, it's harder to get cut-through.
Content has to be relevant, interesting, and timely. And it needs to have personality.
We believe in adding value, being genuinely helpful, and authentically engaging. In this way, our content aligns with the value proposition of good brokers everywhere.
Yes, content is still king
(but only if it's customer-centric)
We often get told that attention spans are getting shorter. We're of the view that people are simply more discerning. And why shouldn't they be?
With so much content vying for our attention, it's simply good time management to only engage with what's relevant to us.
It's up to the writer to pique the reader's interest upfront and establish their WIIFM. This is the approach we take to copywriting, and it's one that works.