When creating content there should be a few steps that you should take every time, step one is to identify what problem are you going to resolve for an end user? Basically you want to know what is the users “END GOAL”, so best practice at this stage is to think backwards, start at what they are looking to achieve and produce relevant content around that goal.
So, what do I mean?
Well for example and insurance company is not selling “insurance”, what they are actually doing is providing you with protection for your belongings, so they will be writing something like “Don’t Worry!! Blake’s coverage protects your belonging at home, work everywhere, we have got you covered”
What they are actually selling to you is “peace of mind” They convey the feeling to you, that everything will be alright if this situation happens.
There is no keyword stuffing here, first they are reaching out to your emotions with “Don’t worry”, automatically being human most people get a feeling of worry, they take notice of whats coming next then its their product and then comes the benefit and selling of not insurance, but of “peace of mind”
The content they are going to create will be around emotion’s of a terrible situation so you can relate, they will then show benefits of how they will solve this problem. Some companies are so good at doing this, that you will buy a product or service that, you will likely never even use and before the advert/content you never even wanted.
How many of you have actually done this? They have told you a story and highly likely used great visuals and images which brings us on to point two
The saying goes “a picture can tell a thousand words” and quite simply this is true, so when telling a story use high quality images or video. Studies have found, results with high ranking content contain great images and/or videos.
So, you know the problem you are going to solve and you are looking for images to compliment it.
For example you run an eCommerce store selling trainer’s, and you are producing content around the new trainers that are coming out. A picture or a video of the trainers will not sell by themselves in most case’s, yes you will get a few impulse buyers but the masses will likely to just look and not purchase.
What they do to turn this around is convey a story of broken trainers, blistered feet, sweaty and smelly trainers and how you feel pain when wearing them.
We have all felt this and with suitable accompanying images to match, you are now connected on an emotional level with these trainers, you are shown embarrassing, tattered and broken trainers visually and let’s face it we all have that one pair of trainers that was ready for the bin years ago but we love them.
The scene goes :-
You are in the local park with your children, they are playing having fun and calling you to come play with them, scene goes to broken trainers, you rubbing your feet and saying you can’t due to being in pain. The image changes from happy children playing, to sadness on their faces and an overwhelming feeling of failure.
Next comes the product with cushioned soles, breathable air pockets and cool colours etc.
We all know what comes next, the scene has changed you are running, jumping playing games and full of enjoyment in your new super cool trainers. So they sold you trainers right?
No what they actually sold you on, was spending quality time with your children, it wasn’t the trainers.
The idea of good copy writing is to make your user want to read the next line, so stay on topic. They started to view the content for a reason.
If you had a headline of “10 simple ways to improve your house painting techniques” then write all ten ways around painting techniques, don’t start talking about plastering during the topic unless it is relevant to the message and solution you are conveying.
Keeping your topic laser focused, will greatly improve your chances of attracting only users who have an interest in painting techniques and they are more likely to read the whole article.
Think about adding a FREE downloadable pdf of the article something they can print and keep as a go to guide on this subject. If someone has reached a certain point in the content, if they are still with you they are clearly intrigued then they are more inclined to click on your download link, call to action (CTA) or buy button.
As with all content you should look at optimising it to get results, what are your end goal is important but stuff the content with keywords is not the way to go any more!! Keep the content to providing a solution (Step1), Connect with your user on an emotional level and use images and video (Step2), Stay on topic
But just as importantly, there’s been a shift in what it means to be relevant. It’s no longer about being relevant to keyword phrases. It’s increasingly more about being relevant to what users are trying to accomplish and then addressing that in the content.
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