The Content Connection

Most consumers do online research to help them make decisions about what to buy. They go online to read reviews, look for deals, and compare brands. What if there was a way for marketing professionals to reach out to consumers with compelling content right at the point at which they were making this decision? Well, now they can, with Apple’s iBeacon. Apple’s new iPhone feature helps brick-and-mortar stores get useful content into the hands of consumers as they’re moving through the store right at the point at which they’re making purchasing decisions. It allows retailers a clear competitive advantage—with the right content strategy, that is.

What Is iBeacon?

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“Content is king.” I bet you’ve heard that before. However, not all content is created equal. You can make your content stand out by remembering who you’re writing for: your visitors. Read on to learn how you can make your content user-friendly.

1. Make it scannable.

It’s fairly common knowledge that people read differently online than they do offline. Researchers have done studies to prove it by tracking people’s eye movement as they looked at web pages. Visitors only read about 20% of the words. Instead, they watch for headings and keywords that match what they’re looking for.

Since people read differently online, you need to write differently. And that starts with making your content scannable. This isn’t news, of course. Yet it’s a strategy that I often see people fail to put into practice, so it bears repeating.

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