… engagement naturally leads to higher conversion rates.
But it’s not just formatting that attacks “next step” bottlenecks. Your content must be accessible and relevant as well.
Golden rule for writers
Think about the content you read each day: emails, Facebook comments, advertisements, articles, reports, instructions. If you’re like most people, you do less reading and more skimming, scanning, and referencing. You read for comprehension only when you a) must, or b) choose to.
The golden rule for content creators is this: just as you want content optimized for your reading purposes, so too, does your audience. Give it to them. How? Always use templates, scripts, and recognizable outlines for content. The purpose is to deliver value to your audience regardless of how much they read.
Make it findable
The sales process for complex products and services can feel like a long and winding road. During the process, prospects will look for content that addresses their questions (even if they’ve already contacted you). Your content, unless it’s gated, should be easy to find with an internet search. Keep it current with SEO and search intent best practices to give it the best chance to rank.
Most content, however, doesn’t show up on Page One of Google. How could it? There’s not enough room. That’s why it’s crucial, once on site, that prospects find what they’re looking for. As they say in e-commerce, “if they can’t find it, they can’t buy it!”
Organize your content so that it’s “findable.” Use menus, tags, categories, and internal links to direct the reader. Use copy that mirrors the way your best or desired customers speak. Place at least one call to action in every piece of content.
Slice it thin
A content library is only as good as its… content. A large library, by itself, will not win points with readers. Quality, relevant information that addresses a specific issue or concern is what matters. Slice topics thin, as journalists are taught to do, and your content will be effective. For best results, update, repurpose, and retire content at least annually.
The fact is, readers judge books by covers. They make snap decisions about content based on appearance, location, and relevancy. Keep all three factors at the forefront when creating content. Readers will subconsciously thank you and some of them will then pay you.
To discuss a single copywriting project or broader content marketing campaign, contact me by clicking the button below.