Creating Compelling Content
Writing and then publishing interesting and valuable news and information can get difficult at times. You have to be consistent and your content has to attract an audience. It has to be about the business, organization or people that you represent. Whether it is an email, a marketing piece or a blog, you need to be engaging, captivating and authentic. There are processes that you go through to reach those goals and the following is a list of the steps you take to reach the customer or client or prospect and keep the name of the business at the forefront of the piece.
Marketing strategy is what you set up before you begin writing. You want to create pieces that show a high quality content that will attract prospects and grow your business. There should be brand awareness and a sense of trust that has been created because of the information that you supply. You want to be able to influence people in their decision making and product or service choices. Your words should be relevant to the people who are reading the piece and drive traffic to your website or landing pages. You want to educate, nurture and exhilarate your customers and the prospects. Newsletters that are sent regularly along with quick email follow ups are ways that businesses can spread the word with content marketing. They can provide the information that a customer, client or prospect are looking for before they sign up or purchase.
In order to develop an effect content marketing strategy, you will need to set some goals. First, you will want to define the audience you are writing the piece for. What do they want? What information are they looking for? And once you know what they want, how are you going to solve their problem? You must be ready with the right information for the right audience at the right time in order to achieve success.
You are going to want to generate qualified leads, increase your sales numbers, educate and keep the customers, clients and prospects informed and you are going to want to build your brand. Your targeted audience is going to have to be determined through their demographics such as age, gender, where they live and what income level they have achieved. You will also need to know their lifestyles and their interests in order to approach them with the right information. You will want to start making a list of keywords to use that trigger this particular audiences fields of attraction.
Then, you are going to need to look in the other direction. You will need to look at your business and figure out what the unique selling points are for both business and product. This will help you to develop content that puts your company in connection with your audience. You will be able to answer the questions about what they want and how you can solve their problems. You will want to tell them what sets you apart from all the rest of the businesses and products that are out there. To do this, you will have to study your competitors and review their websites and social media pages. You want to take notice of what words keep repeating appearances throughout their content and what information is being shared, questions being asked and what seems to be the subjects that create the most interest. Pay attention to your own customer feedback and analytics. Are you answering their questions and where are there gaps in the information highway?
Next, you will want to go back over what content you have already published and what parts of that content can be written with further detail. You may have thought that you have written just about everything you can on a certain subject, but when you go back over the original work, you can see how much more information can be added. Perhaps you have written about one piece of machinery that your company uses to produce widgets. But, when you go back over your previous content, you can see that you missed explaining the choices that a customer may have that your machine can produce widgets of different colors and sizes! Maybe, this content can be expanded into a downloadable e-book or even a video workshop.
After you have written and expanded upon all of this information, you will have to figure out how it is going to be sent out. Where will your writings be published? There are newsletters, social media sites and pages, web pages, blogs, webinars and videos that should all work together to achieve your main goals. Group your publication platforms together for strategic targeting. Specific topics should be put in certain publications that will reach the audience that will be the most interested. A publication calendar should be developed so that the marketing can have the greatest influence. This calendar will coordinate the content with the right publication and the right schedule. Topics will be sent out in the order of their value in the overall campaign. Newsletters, blogs, webinars, e-books and social media postings on Facebook, Twitter, Instagram and Pinterest will all be coordinated to they can have the biggest impact. This organizes your marketing themes, special events, product launches, holiday and seasonal promotions and certain sales events.
And finally, you will have to analyze the results of your writings and their impact and response. This final stage allows you to measure and then optimize your content in the future. You will need to track the click through rates and the conversion rates. Pay attention to the numbers of downloads and the total numbers of sales. Web page views and your SEO rankings play a major role in the success. Check the number of Facebook likes and shares, Twitter retweets, Instagram hearts and Pinterest pins. There should also be a count of how many times any of your articles or publications got linked to other writings.
Writing compelling content goes way beyond simple writing. It affects sales and the bottom line of a company. It informs, enlightens and establishes a level of expertise. If your writings are relevant and well targeted, prospects will become customers and bring others to your successful business.
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