Does Content Writing Matter for My Industry?
It doesn’t matter what industry you’re in – content writing ALWAYS matters. Key Takeaways:
Writing content that converts is not magic. There are best practices proven to drive conversions and tools that can analyze elements of your article to ensure it’ll be attractive to your audience.
Let’s dive into a few of them now.
Storytelling is an effective method to communicate. Everything our brains process is in the form of a story. And the premise of every good story is cause and effect. The problem followed by a solution.
What goes into a good story? When it comes to inbound marketing, the most successful content isn’t the story about your product or service – it’s about the problem you solve and why you’re attached to that problem. After all, isn’t that what you really share with a prospect you’re hoping to convert? Good stories are problem-centric.
Emotion doesn’t convert. But it does motivate. And that’s what you’re really after when writing content for conversion. Your content must guide your audience toward desire, and that desire is to act on your call-to-action (CTA). The three most common approaches to get the desired response include:
Successful content utilizes emotion to cause desire, which leads to conversion. The propulsion is urgency. Reducing anxiety and distractions to maximize relevance and clarity. Let’s look at these elements a bit closer.
It’s unlikely that you’ll increase relevance and clarity by reducing anxiety if you don’t know why a prospect would seek out your content. People visit your site for different reasons and at different stages in the buyer’s journey.
Understand what is driving them to the site and what they are looking for. What mindset are your visitors in, and what information would they find valuable? What’s going to move them to the next step?
Match your customers’ mindset with a conversion strategy:
Converting content does not sell. It validates. It educates and arms a prospect with the confidence to take the next step.
Sure, you’re going to sneak in a pitch, but it’s comfortably surrounded by advice. People do business with people they like and trust. This is especially true when it comes to B2B marketing.
A conversion strategy that utilizes the tactics we’ve shared here will help you to craft content that resonates with prospects and accompanies them on the buyer’s journey. It helps you build credibility. It positions you as a subject matter expert. And it engages fully with your audience.
Want to learn more about meeting buyers where they are in the journey? Check out our blog, A Guide to the Buyer’s Journey, to learn more.
We're offering a no strings attached content assessment. Have our experts provide you a free evaluation of your content plan and we'll provide you some free strategy on how to optimize. On the house (really).
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