Content is king.
You frequently hear this expression when talking about marketing and advertising. And while it’s true that conversions and organic visits depend on content, not all content is quality content. And with more and more businesses integrating content marketing into their digital campaigns, the opportunity to get your content seen and shared is becoming much more difficult.
That’s why, when writing blogs, articles, web pages, or eBooks, it’s important to understand and utilize the following three tips to make sure your next piece of content stands out in this increasingly competitive landscape.
1. Make It Exciting
Good content doesn't have to equal boring content. Adding personal touches to what you write makes your site attractive and shareable, and it encourages your readers to come back and enjoy more.
To create exciting content, consider your own browsing habits. What gets you to click, read, or share a piece of content? Whether B2B or B2C, establishing a creative, compelling voice for your business can help brand your copy and build a familiarity between your content and audience.
2. Keep It Simple
The content on your website should serve as a source of information and answer your readers’ questions. So it should go without saying that what you write needs to be simple, to the point and, most importantly, understandable.
Overloading your content with complicated terms and jargon or failing to clearly define and explain important details creates confusion for your readers and can even cause them to dump your site and trust another source instead.
3. Write to Inform
More often than not, your prospects are less likely to contact you before browsing your site for answers - answers to questions, answers about products or services you offer, or simply just answers about your business. So make sure your content gives them the information they want, when they want it, at various stages of the purchasing cycle.
Writing to inform helps you to establish your website as a trusted source. And it’s understandable that, as a business, it can be hard to shake off the promotional voice. But writing to inform doesn’t mean you’re not allowed to sell the services and products you offer; you can do both by following the 80/20 rule. This means 80 percent of your content must be informative and 20 percent can be a small sales pitch. With this, your name, services, and products become implanted in readers’ minds as they take in the information, which means they’re more likely to come back and become valued customers.
The content on your website can make or break your business. So keep your audience in mind and put care and thought into your online material to help your business succeed.
For more information and tips to help your website attract prospects and conversions, download this free eBook, Inbound Marketing 101.
All the best,
Jennica Torio is an Inbound Marketing Copywriter at Stream Companies, a full-service Philadelphia-area advertising agency.