Writing Content That Sells
So you've been told that "content is king" (whatever that means) and you should begin putting content out on the web to help drive traffic back to your business. That sounds all well and good, but how do you create content that sells?
Who is your audience?
Obviously you want to attract potential customers. Who are they? How old are they? What are they searching for online? What keywords might they use to find a business such as yourself. What questions might they have about selecting a product or service such as your own? Understanding and crafting content that addresses the audience appropriately can make the difference between winning or losing a new customer.
Example: If you are an orthodontist, you'll want to appeal to parents who may have questions about their child selecting a quality orthodontist for treatment. You'll want to ease their fears about costs of braces, what to expect in the first visit, etc. In addition, you'll want to share quality testimonials from happy families who have become a part of "your practice's family."
What is the purpose of the content?
First and foremost, you have to determine what you are hoping to accomplish through the content. All content should:
1. Solve a problem. Your product or service solves your customers' problems and so must your content.
2. Be educational, not a used car salesman. Don't make your content sound "salesy." Take the time to woo the potential customer and provide them a real education. Let them discover just how qualified you are through their engagement with your content. We've all visited a page we thought would give us the information we were interested in, only to discover that it was only a ploy to get us to visit a new page or find out about a product for sale.
3. Ensure it's worth sharing. The biggest compliment your content can receive is a "share."
Where and when do you provide links, tags, mentions, etc.?
Now that you've written a quality piece focused specifically on the right audience and addressing their needs, it's time to ensure that keywords/phrases and links are included for YOUR benefit.
1. After writing your piece, read through it to ensure you've included links to keywords within the piece that drives the audience back to your website.
2. Ensure your piece has the proper labels within the blogging platform you have selected. Allow the tool to work for you by placing your content in front of those individuals using the platform to find content like yours.
3. Share who you are at the end of your piece with a link to your website and/or social presence. If your reader enjoyed what you shared, they will "check you out" and find out if your product/service is right for them.
Finally, remember, the higher the ticket item, the longer it may take for a potential customer to buy. Allow them the courtesy of "getting to know you" and your brand. Set a schedule and follow it for posting content. Get in the habit of simply sharing what you know.
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