{"id":294,"date":"2011-11-28T19:30:10","date_gmt":"2011-11-28T19:30:10","guid":{"rendered":"http:\/\/www.write-angle.com\/thewritestuff\/?p=294"},"modified":"2011-11-28T19:30:10","modified_gmt":"2011-11-28T19:30:10","slug":"citing-examples-that-speak-to-customers-makes-your-content-hard-to-ignore","status":"publish","type":"post","link":"https:\/\/www.write-angle.com\/thewritestuff\/citing-examples-that-speak-to-customers-makes-your-content-hard-to-ignore\/","title":{"rendered":"Citing examples that speak to customers makes your content hard to ignore"},"content":{"rendered":"<div><a href=\"http:\/\/www.dreamstime.com\/register?jump_to=http%3A%2F%2Fwww.dreamstime.com%2Froyalty-free-stock-image-products-and-customers-image2416466\"><img decoding=\"async\" id=\"myimage\" title=\"Products And Customers\" src=\"http:\/\/www.dreamstime.com\/products-and-customers-thumb2416466.jpg\" alt=\"Products And Customers\" \/><\/a><\/div>\n<p>\ufeff<strong><\/strong><\/p>\n<p>It\u2019s a given that domain expertise is required to create content that\u2019s technically accurate. What makes the content compelling and gets readers to click-through, call, request a demo or take the next steps toward a purchase or trial is the ability to tell a great story. And a key component of any white paper, solution brief, application note or case study calls for representative, real-world examples that get the reader to think, \u201cHey, that\u2019s me.\u201d<\/p>\n<p>Today\u2019s information-overloaded customers are as short on time as they are on attention.<\/p>\n<p>In a matter of seconds <a href=\"http:\/\/www.write-angle.com\/writing-samples\/\">you must convey<\/a> that your product or service is tailor made to solve immediately recognizable problems.<\/p>\n<p>This means spotlighting real-world examples just as prominently as the features and corresponding benefits of your product. Technical \u201ctutorials\u201d mean little to a customer\/reader without a clear, concise description of the real-world benefits your technology delivers.<\/p>\n<p>Consider a security company whose technology detects anomalous conditions from log files.\u00a0 Readers need context to better understand what this means.\u00a0 By adding key examples of anomalous conditions, such as \u201cknowing what systems were accessed by an unauthorized user, what data they touched and where they sent it\u201d, provides readers with an immediately identifiable problem they are on the hook to address.\u00a0 By putting your domain expertise in context, you stand a much better chance of resonating with your readers.<\/p>\n<p>In the case of the security company cited above, use cases can take on immediacy and drama when compelling examples are woven into the narrative.\u00a0 Take technologies designed for intrusion detection and Advanced Persistent Threats.\u00a0 Plugging in a real world example to orient readers to a specific problem is a magnet for further investigation:\u00a0 \u201cBeing alerted to a user who typically logs into one or two corporate systems between the hours of 9:00 am \u2013 5:00 pm Monday through Friday and suddenly attempts to log into multiple systems at odd hours of the day, including weekends, is a strong indication of a potentially hacked or compromised account.\u201d Suddenly, your benefit &#8212; the critical role your product played in determining the violation and making the process so much simpler and faster for security teams \u2013 now takes on a new, compelling dimension.<\/p>\n<p>Always be articulating or alluding to the tangible benefit of your offering with examples that speak directly to your buyer. Your domain expertise is essential.\u00a0 You can make it pay off even more by showing your equally expert appreciation of the practical problem your customer is trying to solve.<\/p>\n<p>What&#8217;s <em>your <\/em>view of domain-expertise as criteria for content creators? How do you do &#8220;reality-checks&#8221; on your content?\u00a0 <a href=\"http:\/\/write-angle.com\">How do you select writers?<\/a> On a 10-point scale, how do your rate your content for customer-relevance?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\ufeff It\u2019s a given that domain expertise is required to create content that\u2019s technically accurate. What makes the content compelling and gets readers to click-through, call, request a demo or take the next steps toward a purchase or trial is the ability to tell a great story. And a key component of any white paper, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4,52,36,9,45,30,10,53,44],"tags":[210,26,38,48,17,57,49,212,6],"class_list":["post-294","post","type-post","status-publish","format-standard","hentry","category-case-studies","category-content-marketing","category-content-strategy","category-online-content","category-outside-writers","category-rx-for-content","category-website-content","category-white-papers","category-writing-services","tag-case-studies","tag-content-creation","tag-content-strategy-2","tag-contract-writers","tag-sales-minded-content","tag-solution-case-studies","tag-third-party-writers","tag-white-papers","tag-writing-case-studies"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Citing examples that speak to customers makes your content hard to ignore - The Write Stuff<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.write-angle.com\/thewritestuff\/citing-examples-that-speak-to-customers-makes-your-content-hard-to-ignore\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Citing examples that speak to customers makes your content hard to ignore - The Write Stuff\" \/>\n<meta property=\"og:description\" content=\"\ufeff It\u2019s a given that domain expertise is required to create content that\u2019s technically accurate. 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