The Curious Case for Conversational Content

In the marketing world, there’s a whole lot of terminology that, as a blogger, we’d just go, “Well, duh!” One of those things is the big push for having conversational content.

Do you know what absolutely cracks me up? Other than the fact that my kids are currently trashing my kitchen… It’s that, in the marketing world, we’re taught a lot that bloggers take for granted. (I know – I’m still not senile. I know we already talked about how bloggers have a super unfair advantage when it comes to marketing.)

It’s a fact. Bloggers do know how to put conversational content to good use.

Conversational content is, well, it’s based on a conversation.

Have you ever sat down to read a brochure? On those rare moments when I’ve gotten a sitter and I’m waiting for the dentist or the doctor, I usually grab a brochure and thumb through it, if only so I don’t fall asleep.

Then I realize that those brochures are written by medical experts, sure, they’re supposed to be written for the general public, but they *still* manage to sound like a commercial for some new drug, wheretheylisteverysinglesideeffectpossiblesuperquick.

*PHEW!*

That was way more painful than it had to be, right?

It’s because most businesses (and the medical world) forget that they aren’t supposed to be talking *at* people. You’re supposed to talk *to* people.

Their marketing and educational material have to be readable. It needs conversational content.

Unfair blogger advantage #361: using conversation

Okay, so I don’t actually have a list of every unfair advantage that bloggers have. But if I did, I’m sure it’d be pretty long.

[bctt tweet=”Bloggers have a huge advantage: they already know the value of a conversational content.”]

Long list or not, bloggers have a huge advantage: they already know the value of a conversational content. They’ve been writing conversational content that interacts with an audience. They know how to craft a story – even if it’s about their kids – to make a point. They know how to build a community based on that conversation. And they know how to craft that conversational content to encourage and compel their audience to make predetermined decisions.

Yeah, that’s marketing.

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