Writing Content That Connects
Fill That Blank Page with the Right Content
Great content is more important than ever for building relationships between your customers and your business. But where do you start when you’re staring down a blank page that needs to be filled with just the right words?
Consumers are looking to engage and be engaged, and content marketing is one of the most effective ways to develop brand awareness and trust in your brand. People are online looking for answers and relevant information from a reliable source. With strong writing that keeps the audience in mind, that source will be you.
Get Down to it: 5 Tips for Effective Content
Know your AUDIENCE. Before you even begin the content development process, you must know who you are writing for. Once you identify your target audience, you can provide the information they are looking for on your website, blog, social media, and marketing materials.
Create a STRATEGY. Now, it’s time to make an editorial plan. You should know what you want to say on your website, who you are saying it to, why you are saying it, and your intended outcome. Taking the time to create well-thought-out editorial plans, content calendars, and production timelines for all of the messages you’ll be distributing will help you align your marketing tactics and create consistent and relevant communications.
Do your RESEARCH. Do your research to understand what your audience is searching for and what their needs are so your messaging reaches the right people, at the right time, where they are searching for content.
Keep it REAL. Forgo the industry jargon and create content that people can relate to. Quality counts. Writing for the sake of putting words on a webpage won’t be of any value. Provide your audience with the information they are seeking to keep them coming back to you as a trusted source and industry expert. Try addressing your readers as “you” to make your interaction more personal.
Make your web content SCAN-ABLE. People often want a quick read when on a website and may scan a web page for only a few seconds. Consider using:
Catchy headlines that bring people into the copy
An introduction that quickly captures your main message
Bulleted lists
Bold subheadings to bring the reader’s eyes further down the page to other important points you want them to know
A call to action – and make it BOLD!
By creating and sharing great online content, you’ll not only build brand awareness, but you will also set your organization apart as the thought leader in your industry.
Trust. Value. Relationships. Credibility. That is what attracts your audience and keeps them coming back for more.
How can we help you reach your content goals? Get in touch – Lisa@schwartzwriting.com
