Considering the popularity of online shopping and the so-called \u2018death of the high street\u2019 that has resulted, this is surprising. So what\u2019s the problem? Simple: Bad content.
\nIn a recent survey of more than 700 people, we asked a series of multiple choice questions* around what good and bad content looks like. The answers were very surprising:<\/p>\n
So how can we make things better for the 710 people who don\u2019t enjoy online shopping? For the men who currently ignore your blog, even though it\u2019s packed with content you\u2019ve written specifically for them? For the older generation who want to use your website but get easily switched off and frustrated when navigation doesn\u2019t work and there\u2019s too much text? Considering the popularity of online shopping and the so-called \u2018death of the high street\u2019 that has resulted, this is surprising. So what\u2019s the problem? Simple: Bad content. In a recent survey of more than 700 people, we asked a series of multiple choice questions* around what good and bad content looks like. The answers were […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[305,314],"tags":[],"class_list":["post-70209","post","type-post","status-publish","format-standard","hentry","category-content-strategy-us","category-copywriting-us"],"acf":[],"yoast_head":"\n
\nThe answers aren\u2019t simple, but they do exist.
\nWhen you find yourself looking longingly at other people\u2019s content, remember that a lot of research, analysis, trial and error has gone into making that content good. The brand\/author may have failed to engage you 100 times before and has finally cracked it with a decent email subject line, or by mixing up the copy with video clips. That crucial breakthrough will have been achieved by following the \u2018golden rules\u2019 of effective content:
\nGolden rule no. 1: Know your audience.
\nGolden rule no.2: Learn from your mistakes.
\nGolden rule no. 3: Never create content for content\u2019s sake.
\nEngaging online shoppers, for example, is absolutely about convenience. After all, why else would you choose to sit at home, alone, over immersing yourself in the pleasures of a dress boutique or surrounded by walls of the latest sneakers in Niketown?
\nSo does it matter if your shoppers don\u2019t actually enjoy the experience? If they\u2019re buying, they\u2019re buying, so who cares? Your competitors, probably. What\u2019s to stop them identifying your downfalls, exploiting them and giving your customers the nirvana of enjoyment and convenience?
\nWe\u2019ll be sharing other surprising stats and further insight in the #badcontent series here on our blog. If you like to tweet, get involved in the @strattoncraig<\/a> discussions. Let us know what you like and don\u2019t like; after all, we\u2019re always striving to deliver better content.<\/p>\n","protected":false},"excerpt":{"rendered":"