Interesting people in their first steps towards your business is where Content Writing shines. This is because we Google.
Both business buyers and consumers are gathering information, analysing what are the best options or the most innovative answers to a problem. People are looking at various recommendations and making decisions about your competitive space before they ever pick up the phone.
From this, prospective buyers form a preconceived idea about your company before they meet your team. Some may even have a preconceived notion that the role you perform is redundant. Someone once said to me, “Oh, auto-bots will be writing all our content soon, so we won’t need writers.” (Ouch!) (Bots are now ‘writing’ news items)
Why do you need a Content Specialist to review your blog and downloadables? Because of the investment in money and time. Globally, marketers spend over 25% of their marketing budget on content marketing. (DemandMetric.com)
Why is content writing so hard to get right?
Dr. Seuss was right: eating Green Eggs and Ham is a bit off-putting at first. So is writing masses of niche articles to impress virtual strangers. Pillar posts. Topical series. Lead-attracting guides or reports.
What if nobody reads them? What if the articles don’t represent our brand values?
What if there is all this work but it doesn’t convince people to buy?
That’s where a Content Review and a versatile content editor comes in. We ensure your brand voice and personality comes across in a consistent manner.
What do people respond to?
Regarding branded content, Demand Metric found that 68% of people spend time reading about brands that interest them (CM infographic). Much of this reading is on blogs or in magazine articles.
Some prefer graphics, so marketers use blog banners or infographics or real-life photography to ‘speak’ to their audience in another way.
Your Blog Writing Plans
You desire a strong brand voice and someone who can direct your blog publishing. As a manager, you have little time to be fiddling with revisions, checking facts, or comparing articles to see if the writing voice has changed.
This means results like: new specialty content, added monthly, and a growing list of company leads to nurture. You’ll likely need advice on email lead nurturing, and possibly some help with installing a lead magnet. Power of Words can help.
Introducing your Content Editor and Consultant
Jennifer at Power of Words provides two services that relate:
With a Content / Blog Consultation, your blog can be guided to be a better-performing asset. We can teach you how to write the blog, from headlines to openings to action points.
A Content Editor’s Review is tailored to the company, and besides review of voice and style, includes insight into keyword gaps and article inter-linking. These latter parts can help the blog rank better for more accurate keywords, while a consistent voice and style helps to intrigue those readers who ultimately will be interested in your offerings.
If your business has a budget for content/blog editing services or content consultation, please book in for a Discovery call. If you are based in Moreton Bay, please note your suburb and I will come to meet you.
Your firm may already be paying for SEO technical work or website development. That’s ideal… but it’s also fairly pointless without a content strategy. Did you know, websites that include a blog typically have 434% more indexed pages than those that don’t. (Forbes)
Our book publishing blog certainly attracted many of our clients in the past six years.
When writing, remember that Google prefers website pages which give answers to common search questions, however, this may not be in our best interests. Since a company’s overarching aims are:
- More ideal browsers
- More ideal leads
- More ideal sales prospects…
We need to keep this in mind.
Some content types will help interested browsers come to know your general solution and the company: what it stands for.
Some content types (reports or guides) give something that helps the decision-maker with proof and starts off your email series. (Ask us how).
Very few content types (e.g. product sales pages/online clubs) go straight for the sale or direct action.