If you are familiar with content writing for digital marketing purposes, you know that SEO is a very important part of the marketing mix. SEO will increase your visibility in searches, and when done properly will have you ranking above your competitors. For these two reasons, along with many others, SEO must be a part of your content writing strategy. But in addition to SEO, what other things should be considered when writing content for clients or for your own business?
Helpful, Informational, and Valuable to the Reader
When you are writing the content for a main webpage, blog post, service page, email, location page, or anything else, keep the reader in mind. What kind of content will be most valuable to the reader? What questions are they looking to have answered? What information might they be looking for on your website? What is it going to take to get this potential client to make a purchase? Writing content that addresses these questions will be like gold to your readers and move them on their way down the marketing funnel towards making a purchase or becoming a faithful customer.
Writing content that is helpful, informational, and valuable to the reader isn't only for the reader's benefit, but can be for your benefit as well. For example, when you send out emails to potential customers, a quick statement telling them to buy your product or sign up for your service won't persuade them to do so. Even a statement offering a deal isn't enough on its own.
To really motivate your potential customers to slide into purchase mode, they need to be given a reason why they should. This is where the skills of a content writer become profitable. There is no one right way to motivate people to purchase; it can be done in a handful of different ways such as telling a funny story, giving tips related to the service or product you are providing, addressing frequently asked questions, or showcasing what it is that makes you different from your competitors. And of course, when you write content about any of these things, bring out the personality of the company.
User Experience
Written content should enhance the user's experience. If a person comes to your website as a potential customer, you'd better hope your content motivates them to take that step and sign up for your service or add one of your products to their cart. Make sure that you are providing your website visitors with the positive experience you hope to give them.
It is important to ensure that your content answers frequently asked questions as well as highlights the qualities that makes your company stand out when compared to your competitors. Give them reasons why your service or product will make their life easier. State what you have done to be an asset to the community around them. Write as if you are speaking directly to this potential customer, expressing the ways that your company cares for them and will help them in some way. Showcase stories of positive experiences others in the community have had with your company.
The bottom line for all this is simply to write content that will meet the needs of your readers. Answer their questions, address their concerns, give them the facts they need, and help them see why you are the best choice for them.
