1. Use headings to grab attention
Headings and subheadings must catch the readers’ eyes, not only via aesthetic, but with engaging context. The stand-out words or sentences should mention the biggest problems your business solves and should speak to the audience concisely in a language they understand.
2. Relate to the intended audience
Investigate what information your audience is liking and sharing on social media (using Twitter hashtags, LinkedIn groups, etc.), read industry magazines and blogs, utilize Google Alerts for news about certain keywords and take advantage of many other online conversation monitoring tools. Turn this research into relevant content that describes your audience’s primary pains and worries, and how your company alleviates them. When your prospective customers read your content, they should feel as though the content speaks to them so precisely that it’s as if they wrote the content for you.
3. Explain your unique remedy
Make it obvious how your business can solve their problems, and state it in a compelling, yet brief and easy-to-understand way. Highly consider including graphics or high-quality pictures/videos with the content. The content should focus on benefits to the customers, not just a list of bullet-pointed features. The goal is to create an emotional connection between your audience and your product or service and make them strongly feel as though their life will be better by purchasing from your business.
4. Build trust
Explain “why us” to the readers. Describe how your company is the best option for your audience by using indisputable facts and statistics (for example: a patented technology that allows your service to be completed in half the time of other companies in your industry.) When your content proves your business is an expert at this service or product, it consoles your audience by putting their fears to bed.
5. Offer social proof with testimonials and prestigious customers
To further build trust, offer plenty of social proof by crafting and sharing testimonials and, better yet, success stories (aka: case studies). Make sure this content describes the customer’s specific problem, how your company solved their challenges and how the customer benefited. Utilize a broad variety of satisfied customers with different problems, and try extra hard to get testimonials from any prestigious or well-known customers.
6. Lay out your process
Every product or service has a unique process that is used to complete your product or service. This special process should be illustrated on a page on your website, a printed/digital marketing document and a YouTube video, ideally. Showcase what it’s like to work with your company and how skillfully your product is created or service is performed. Clarity and transparency are key.
7. Handle objections
Your business needs content that also plays devil’s advocate and discusses common concerns and objections. Consider having an FAQ page to answer popular questions and try to find ways to turn objections into strengths.
8. Strategically place call-to-actions
Readers can’t convert if there aren’t any call-to-actions! After key pieces of information or under extremely compelling headings, place call-to-actions to turn readers into leads or customers. These call-to-actions should persuade the reader to take a specific, intended action that benefits your company.
9. Make sure it’s professional-grade
In order for your content (and company) to be taken seriously, the content must flow and make sense. (That’s why it’s important to leave content writing to a professional writer.) The content must look professional, so there shouldn’t be any grammatical or punctuation errors, and the content should also resemble your business’s branding style, including consistent phrases, fonts and colors, etc.
Are you looking for an exceptional storyteller to create awesome marketing content for your business? Contact Bloominari today!
This blog post was written using information from Todd Clarke, a writing consultant.