Content marketing plays a role in all online and offline strategies ever created, and rightly so, as it can be powerful stuff in the right hands. However, the noise made by low standard content marketing generators can give a brand a bad name. Like everything, you only get out what you put in, and cutting corners is never a wise idea. Yumpu.com wanted to match the standard of their service with the standard of their content. They decided to create meaningful, readable, enjoyable and functional content that people actually wanted to read and would increase their ROI.
After researching Yumpu.com and its user demographics, as well as getting up to speed with all the key words and terms I could use to optimise the SEO, I decided to divide my content into user groups. Inside each group I created 5-10 personalities and wrote my articles from the perspective of each user, talking to a specific audience. It was tailored, considered and came from real life relevant experience.
People know when they are being sold to, it’s uncomfortable and it plays to the lowest common denominator. Crafted, intelligent work, with integrity, will highlight your respect for your users and readers, and will help solidify brand loyalty. Users are not fools; users are not numbers without faces, they are people who want a real human connection.