When living in a digital world that has come to be defined by lightning-fast communications, it is sometimes nice to take a step back to appreciate the big picture. Content creation specialist and digital journalist Maximilian Obersteller likewise understands that customers never want to be forced to make decisions. They should instead be guided by quality material. Unfortunately, this mantra does not always resonate with some marketing specialists. Let us first examine the current state of affairs before discussing the ways in which content creation can be streamlined to create a more engaging end-user experience.
Why the Need for Speed?
Ever since the dawn of the Internet, we have come to believe that faster is always better. From data transmission rates and 5G wireless communications to the rapidity with which marketing campaigns are churned out across the web, strategies are sometimes determined in a matter of nanoseconds. However, this is not always a good thing.
“Unlike my ongoing research,” Maximilian Obersteller begins. “Humans are not defined by strings of data. We require palpable insight. We partially rely on intuition, and perhaps most importantly, we do not like being rushed when making important decisions.”
The problem here is that this organic nature will often go against the grain of contemporary advertising protocols. It even seemingly violates SEO suggestions (such as constantly producing material to rank higher within search engine results). When these observations are combined with a belief that opportunities will pass us by if we fail to make snap decisions, we can see why some content creators have been caught up in a vicious cycle. So, would it be possible to go against the proverbial grain?
A Return to the Fundamentals
Maximilian Obersteller is no stranger to the scientific method, and this is backed up by a growing compendium of scholarly articles attributed to his name. Why not employ this very same approach when curating content?
“The pressure that marketers often feel leaves them with no other choice than to produce; even if this results in substandard material.” Maximilian Obersteller observes with a hint of disappointment. “These instances are so common that they are becoming the norm. What’s worse is that consumers are likewise accustomed to such techniques. This essentially lowers the entire content creation bar.”
When quality is sacrificed, advertisers will have to rely on other methods to get their point across. One approach involves force-feeding material to consumers. Maximilian Obersteller goes on to point out some common phrases that will often appear:
- Buy now!
- Don’t miss out!
- Time is running out!
- It’s now or never!
“Although these might seem like calls to action, they can sometimes smack of desperation,” Maximilian Obersteller continues. “Companies that are truly confident about their services will not rush the consumer. They will instead let the facts speak for themselves.”
Can We Find a Balance?
We are now left to address the only logical question. Is it possible to create a sense of urgency without placing undue pressure on the individual? Maximilian Obersteller remains quite confident.
“Some of my online studies have addressed this topic,” he points out. “These focus on the role of communication in the digital age, and they are concerned with how content can be shaped into a more palatable form while still encouraging the user to take the appropriate action.”
He then highlights the crucial role of quality. Trustworthy material will naturally engender a sense of trust. Maximilian Obersteller refers to this method as a “silent selling point”, as those who are confident in an e-marketing campaign are more likely to make repeat purchases. However, we need to extend our gaze beyond sales alone.
“Even content discussing innovative sports betting methodologies, describing a new medical procedure, or displaying the latest weight-loss program must adopt the same attitude. Material that has been expertly curated does not need to force decisions. It presents the reader with facts. These facts are then used to make a judgement call.”
He nonetheless asserts that there is nothing inherently wrong with calls to action. The intention here is to present these in an assertive (as opposed to aggressive) manner. Consumers who feel that they are being pushed are likely to push back; even if this results in migrating to a competitor.
Similar to a bully who feels the need to assert his dominance on the playground, this type of content is inherently weak when push comes to shove. Material that provides a helping hand always trumps campaigns that rely on brute force.