Content drives the Internet—and as a copywriter I’m stoked that the keyboard is the crutch of it all. Even in transitional times where traditional media is shifting in significance compared to social media, there isn’t a single form of communication that doesn’t at least start with words. It’s at this point I would like to begin with the bottom line: content marketing will never be replaced.
Content marketing is the process of crafting copy to convert customers. There are plenty of ways to profit with content including the right website copy, blogs, newsletters, and white papers. Unfortunately, there are those who believe if you can speak you can make copy sing. Let me assure you that writing without expertise will likely be weak.
Saying the right thing requires strategy, style, and purpose. Content needs to build trust, be credible, and have authority in order to run down customer resistance. As much as I would love to say there is a one-size-fits-all formula to crack a customer’s “code,” everyone responds to different messages and that’s where content marketing strategy comes into play. As a queen of copy myself, however, I can offer three tactics that will drive traffic to your site in this tricky trench.
Reward your readers
A smart way to train a puppy is to give him a treat. If you give him a treat every time, he does what you want. Enough treats will trick him into thinking that sitting on command is his idea. The puppy loves and trusts you, and he will start to sit when you say “sit” because it is in his best interest. People can be like puppies, so high-quality content needs to work similarly. Content needs to train your audience to keep coming back to your website or blog and reward them for doing what you want. Every word written needs to benefit the audience by solving a problem or being entertaining. Fabulous content will do both.
If you write consistently compelling copy, your audience will make it a habit to read your email newsletter, check your blog, or retweet.
Make a successful stance
I’m sure someone somewhere once told you that if you want a good friend, you have to be a good friend. Newsflash! If you want customers, you have to be a company worth considering. Take authority and show that you know your stuff. Your audience doesn’t want dull, they want a reliable source for information whose words make a difference.
Most companies are not trying to get a single shot sale like a desperate infomercial at 3 AM. Instead, content marketing is an attempt to support sale after sale, so sell smart. Craft content that tells a story and persuade your audience to engage. There is a balance between subtle storytelling and a bold call to action. Clever content builds needed trust and then mentions to the audience the magnificence of a product or service.
There is definitely an art to effective content. And although your business may need fast help, writing quick content instead of quality content can make you crumble.