{"id":10035,"date":"2016-03-24T10:41:33","date_gmt":"2016-03-24T15:41:33","guid":{"rendered":"https:\/\/www.rocksdigital.com\/?p=10035"},"modified":"2025-06-24T11:58:06","modified_gmt":"2025-06-24T16:58:06","slug":"you-centered-content","status":"publish","type":"post","link":"https:\/\/www.rocksdigital.com\/you-centered-content\/","title":{"rendered":"You-Centered Content: Does Your Content Talk at or to Your Customers?"},"content":{"rendered":"
\"You-Centered
Image Credit \u2013 Patricia Soon\/Shutterstock.com<\/figcaption><\/figure>\n

It doesn\u2019t take long for you to decide if a product or service is right for you. Often the subject at the center of a brand\u2019s content marketing<\/a>, whether it is you-centered or we-centered, helps you to make that decision, even when you\u2019re a marketer. The average consumer decides within 15 seconds to stay on or navigate away from a Web page and it\u2019s a shorter time than that to engage with hard copy marketing materials. If a product\u2019s benefit to you is second to how wonderful the company is, the brand may lose one of its most valuable assets\u2026 You.<\/p>\n

Content Marketing: Who is on First?<\/h2>\n

A colleague and I recently discussed how there are quite a few companies out there that think it\u2019s most important to \u201cstrut their stuff\u201d and tell their prospects just how wonderful they, the company, are. However, what these companies don\u2019t realize before they create a content marketing strategy and start to write any marketing materials is this \u2013 it is vital that you write <\/strong>to<\/strong><\/em> your customer, not <\/strong>at <\/strong><\/em>them.<\/strong><\/p>\n

As one of my respected colleagues, Herschell Gordon Lewis, wrote, \u201cWhen you write a letter that says, \u2018Only you\u2026\u2019 you\u2019ve told the recipient that to you he isn\u2019t a unit, an anonymous number in a computer, a faceless organism\u2026 \u2018You\u2019 also projects an attitude of friendliness.\u201d<\/p>\n

You-Centered Content Marketing: the Reader is a Big Deal!<\/h3>\n

When you write your marketing materials, there are many things to consider. For hard copy materials, dimensions and material types are major considerations and for digital marketing efforts, you\u2019ll want to make sure the copy you use takes advantage of keywords and speaks authoritatively and naturally. But as you\u2019re creating this SEO-friendly copy you also want to incorporate a friendly, conversational tone as, if your prospect were sitting right there, across the table from you. After all, what they want to know first and foremost is \u201cWhat\u2019s in it for me?\u201d (WIFM)<\/em> What are the benefits they receive by doing business with you or by buying your product?<\/p>\n

Yes, your customers want to know that you\u2019re a viable, credible company. And when you create copy in line with your content marketing strategy, you will provide consumers with that information, in the right places. However, when they link to the homepage of your website or turn to the first panel of your brochure only to read \u201cWe do this\u2026\u201d and \u201cWe offer that\u2026\u201d chances are, it won\u2019t take long before they click away from your site or put the brochure in to the \u201ccircular file\u201d. And no one wants that.<\/p>\n

What consumers and prospects really want to know is how your product or service solves their problem. When you talk to them as though they\u2019re your friend, that\u2019s the WIFM that brings them to you and keeps them coming back.<\/p>\n

Please keep in mind that \u201cyou\u201d is one of the strongest words in a marketer\u2019s vocabulary. When I review a marketing piece and I repeatedly see \u201cwe\u201d and \u201cthe client\u201d or \u201cour customers\u201d it\u2019s time for a rewrite. For instance, read this paragraph.<\/p>\n

We-Centered Content<\/em><\/span><\/p>\n

\u201cJohn Doe Enterprises offers quality service to all of our customers. We provide affordable and effective online marketing solutions. With 30 years of experience, we know how to get the job done.\u201d<\/em><\/p>\n

The previous \u201cwe-centered content\u201d doesn\u2019t mention \u201cyou\u201d even once. Are you likely to keep reading when you\u2019re not addressed personally, but referred to as \u201cthe customer\u201d or \u201cclient\u201d? This cold, third person reference is not welcoming to many consumers. Now, for contrast, read this paragraph.<\/p>\n

You-Centered Content<\/em><\/span><\/p>\n

\u201cAttention-to-detail and a customized plan to meet your needs are what you can expect from John Doe Enterprises. Count on marketing solutions that not only meet your budget, but also drive revenue and deliver profitable results.\u201d<\/em><\/p>\n

As you can see, the \u201cyou-centered content\u201d never mentions \u201cwe,\u201d it focuses the attention on who is most important, the prospect, not the company attempting to make the sale. This speaks to the needs of the person who or organization that makes the final purchasing decision.<\/p>\n

Think Like a Marketer, Write Like a Consumer<\/span><\/p>\n

It seems that we\u2019re all making some kind of purchasing decision almost every day, whether it\u2019s a purchase for your home, business, family, health, etc. Think about what appeals to you when you\u2019re the consumer, in the decision-making process<\/a>, and let that guide you as you create \u201cyou-centered\u201d content and build your content marketing plan.<\/p>\n

Chances are, if the content speaks to you personally \u2013 addressing your wants and needs \u2013 you\u2019ll pay closer attention to it than competitive materials that do not. This means, your organization becomes the customer\u2019s go-to source to take care of their needs. And I know that\u2019s what you<\/em><\/strong> really want.<\/p>\n

<\/div>\n
\n
Putting the \u201cYOU\u201d in #contentmarketing! You-Centered #Content by @DebraJason #RocksDigital<\/a><\/div>\n

Click To Tweet<\/a><\/p>\n

<\/div>\n<\/div>\n

What type of content do you engage with when you\u2019re considering a new product\/service? Are you drawn to you-centered content? Let\u2019s talk about it in the comments. <\/em><\/strong><\/p>\n

Save<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

It doesn\u2019t take long for you to decide if a product or service is right for you. Often the subject at the center of a brand\u2019s content marketing, whether it is you-centered or we-centered, helps you to make that decision, even when you\u2019re a marketer. The average consumer decides within 15 seconds to stay on […]<\/p>\n","protected":false},"author":34,"featured_media":42931,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[402],"tags":[65,70],"class_list":["post-10035","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","tag-content","tag-content-marketing"],"yoast_head":"\nYou-Centered Content: Does it Talk at or to Your Customers?<\/title>\n<meta name=\"description\" content=\"Create compelling content that speaks directly to your audience with you-centered marketing strategies. 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