Today’s consumers are more informed than ever before thanks to the wealth of information available online. In fact, over half of consumers say that offering free content on a topic they’re interested in is effective in attracting their business. This means that creating engaging content that both sells and tells your brand’s story is essential to your success. Finding ideas for this content can be challenging but can be done with a bit of creativity.
Here are 6 ways to write marketing content that sells and tells your story:
1. Offer relevant information. Your readers are most likely looking for information that will help them solve a challenge or a need. Write content that clearly explains why your products and services will help them achieve their goals.
2. Guide them. When creating relevant and engaging content, avoid industry jargon and use plain language that your audience would use so that they can easily understand your offer. The same thought process applies when selecting keywords for online content that would be worded in a way that readers would actually use for search.
3. Back it up. Use facts and figures from trustworthy sources to back up statements that you make. It’s okay to use customer reviews to support your claims, but it is not okay to self-proclaim your business the best in your town or city. When citing research or supportive data, always cite the source.
4. Mind your SEO. If you produce content online, it needs to be able to be found on search engines. Search engines have a set of rules (known as an algorithm) to find and serve content based on the keywords or search phrases you enter in your search box on Google or Bing. To meet their algorithm requirements, your content should be a minimum of 300 words and be centered around a focus keyword your readers will use to search for it.
5. Invite people in. A clear, relevant call-to-action should be included in the content you create. Your story may be compelling but your prospects want to know what the next steps are in doing business with you. A call-to-action invites your prospects to take these next steps and guides them to a landing page for an offer or other information that is relevant to your product or service. Including a call-to-action in your content is an important step in your overall inbound marketing strategy.
6. Change it up. One piece of content can be repurposed several ways. For example, if you’ve created an infographic, you can write a blog post about it. Older content can be refreshed with newer information. Even sharing pieces of longer content on your social media profiles counts as repurposing. Different audiences consume media differently and your content marketing strategy should accommodate this.
Modern marketing is all about content and about engaging your audience with it. By writing high quality marketing content, you increase your chances of keeping readers engaged and attracting potential clients.