Content

BFSI CONTENT IN THE KNOWLEDGE AND INFORMATION AGE

In the 21st century global economy, knowledge and information are the key drivers for business success. Companies, from manufacturing to services, rely on these two critical ingredients to achieve competitive advantage. In particular, knowledge- and information-driven companies generate a lot of content for client, media and public consumption. This content could be in the form of business presentations and plans, documents, website content, business articles, features, research reports, newsletters, whitepapers, etc.

Often, content has to be tailor-made for the target audience and has to be presented and interpreted in a reader-friendly fashion. Further, the company message has to be communicated to the target audience with brevity, simplicity, clarity and humanity. This requires domain knowledge not only across several verticals but also excellent writing and editing skills. Writing and editing is a lot more than just putting words together. It is very important that the writer sufficiently understands the client’s needs to deliver relevant content. A wide-range of subject knowledge, clarity of thought and excellent writing/editing skills help Kanishka Gupta develop compelling content for the BFSI Industry in India.

GOOD CONTENT MATTERS SIGNIFICANTLY

Good content matters significantly not just for companies looking to sell their products or services but also for manufacturers, distributors, service organisations, and retailers. Very often you visit a company website and click on a link advertising low price for a product, but are often disappointed with the low quality of the write-ups, negligent grammar, boiler plate descriptions and intractable prose that it leaves you with a sour taste in the mouth whether the company can really deliver.

At another level, a badly-written company blog or an impossible-to-understand product description put off people looking to pay big money for premium products or services. Weak content sends a negative message to visitors, that we don’t really care about your sensibilities or we cant be bothered to make the effort to win you over. It’s like saying, we will take your money which is welcome, but we don’t really know how to deliver the service or support you expect and need.

Smart companies realise that superior content is the best possible way to enhance their brands, connect with prospective buyers and grow their revenues. While social media channels are valuable for staying connected with prospects and clients, they still need something of substance and quality behind the status updates and one-minute self-produced YouTube videos. 

HIGH-QUALITY CONTENT IS MORE IMPORTANT THAN EVER BEFORE

In today’s information age, where media outlets have sprung up by the hundreds, high-quality content is more important than ever because:

Attention is harder to grab: More distribution channels for marketing messages mean more publishing and more competition for buyers’ attention.

You can’t fool Google anymore: Search engines are getting smarter and more proficient at sniffing out bad content, especially with Google’s Penguin algorithm.

Content lives longer and can have a lasting impact on a firm’s brand: Because of email and social media channels, it’s impossible for a company to fully control the dissemination of its content, good or bad.

High-quality content combats pressure on prices and margins: High-quality content that demonstrates a compelling reason why customers should buy a particular product or service shifts the conversation from price to the overall value delivered by the product or service.

You need something to say, and something else to say tomorrow: One of the best ways to ensure the ideas factory stays full is by investing in major pieces of high-quality content that can be “sliced and diced” for use in different channels over a longer time horizon.

Expectations increase for marketing ROI: As many companies’ marketing budgets have tightened in recent years, leadership is demanding a greater return from their marketing investments. Marketers must get the biggest “bang for the buck” from every collateral piece or campaign they create.

High-quality content will increase your odds of getting new business: This is the No. 1 reason why high-quality content is more important than ever. Great content also is an excellent way for smaller, less well-known companies to get on prospective buyers’ radars.

SEVEN HALLMARKS OF COMPELLING CONTENT

If high-quality content is so important, how can companies go about ensuring they produce it? A simple set of criteria is useful for ensuring content quality. The seven hallmarks of compelling content are:

Novelty: Is the content unique or does it break new ground?

Focus: Does it have a single, overriding message that can be stated in a few sentences?

Relevance: Does it meet a critical market or buyer need?

Validity: Is the product or service being advanced supported with strong evidence of how it works and how it benefits the buyer?

Practicality: Does the content demonstrate that the product or service can be used or applied by the buyer?

Rigor: Does the content have tight, consistent logic throughout?

Clarity: Does it use language and concepts the target audience understands?

HOW PROFESSIONAL WRITING SERVICES CAN HELP

Content that is weak in focus should be stripped of extraneous material that obscures the main message. A piece that lacks rigor or clarity may benefit from the help of a professional editor who can tighten the logic structure and enhance the writing. A document that is not especially relevant may need to be recast to more sharply address a particular buyer need (or, in more drastic cases, simply eliminated).

The content on your website or marketing collaterals is the personality that customers will come to associate with your business. That’s why irrespective of what your business is all about, one important thing to keep in mind is to put the best possible content in front of your potential/existing customers.

BFSI Copy Solutions is a exceptional, customised BFSI Industry copy development brand that seeks to bridge the gap between a company’s stellar products and services and a discerning customer through quality copywriting and copyediting services.

CREDIT: The bulk of the content in this page has been taken from the spectacularly well-written article by Bernie Thiel in business2community.com
To read Bernie Thiel’s full article, pls click the link: Why Content Quality Matters: The 7 Hallmarks of Compelling Content