Thursday, January 9, 2014

Writing Content that Sells

victoria memorial

Do you want to dish out content that actually sells?

Being over 4 years into the content development industry, I have witnessed a categorical shift in content development. Social media was still some time away and Search engine optimizers were busy getting backlinks and stuffing keywords randomly into the articles. As a creative-first writer, it was beginning to look increasingly vague, the idea of creatively written content.

Then Google came and categorically changed the landscape for good. Content development needed a rational approach, with more focus on the quality than the quantity. Issues like 4% keyword insertion in the articles we wrote took a sort of a backseat. However, focusing on the keyword kept on being as important as it was.

So, how can you write content that sells?

Writing content requires a thorough understanding of the subject. In this blog post that I try to keep as thorough as possible, I'll give you some workable tips. This will help you bring traffic through the content that you generate for your brand.

The Basics
Issues such as sentence formation, lucidity and grammar should be ironed out at the earliest. If, while reading a sentence, you feel that it can be reduced, it most certainly can. Short sentences (usually less than 20 words) help you create an idea. Lengthy posts are welcome only when the subject you are dealing with requires a thorough understanding.

Research
Be it a diesel generator or a car-engine, you need to be thorough with your research. Many content developers forget the importance of carrying out regular research and end up churning out mediocre content. Keep the content fresh and include any or all of the following points in your article:

  • A relevant news article in your industry. This has SEO benefits as well, besides making your article noteworthy to readers. You are seen as a content generator.
  • Links to other articles of the same topic in your blog/website. This has SEO as well as CRM benefits. It allows your reader to know more about the subject.
  • Links to websites where your reader can know more about the subject that has been discussed in a better way. 
Web Content Funnel
Understand that the ultimate purpose of writing content is to generate leads for your business. Web Content Funnel is a metaphor for the process of creating a lead. Here are the steps in the Funnel:
  • Grabbing the attention of your customer with a detailed analysis of the situation.
  • Topic establishment with adequate relevance to the customer
  • Branding
  • Educating your reader
  • Getting visitors to subscribe to your website
  • Starting a conversation
  • Building and sustaining Trust
Guest Posting
One major point that goes unnoticed by many is Guest posting. The more you post on other blogs and allow other authors to share your platform, the better it gets for your brand. Communication is important between you and your customers. Guest posting allows you to get fresh voice on the website and allows your readers to get a different perspective to your brand.

As you dish out content, you will have to keep your eyes and ears open to know what your customers need from you. This blog, for example, aims to help clear out doubts with digital marketing that many of my industry peers have. 

So, what do you think needs to be there in a content that will help make it sell? Sound it off in the comments below!