Copywriting and Content Writing share the same purpose of attracting and converting readers into buyers. But unlike copywriting, content writing does not directly sell. Content writing is about creating and sharing quality contents to provide knowledge to the audience and information on things that matter to them.
In Marketing, content writing is used to create information relevant to the business but does not require readers to take specific action, or at least that’s how you would want to make your readers feel. That you are just basically educating them by providing information they need, because you care. Eventually, they will trust you enough to do business with you. And just like that, your product or service gets SOLD!
A good Content Marketing, they say, has the ability to attract, engage, and convert. To do these, it is important to have complete understanding of the dynamic nature of the internet, of Social Media and search engines - which includes the regular change in algorithm, trends, and whatnot.
With the right knowledge and skills in content marketing, you will be able to create a marketing plan using effective content marketing strategies to generate leads and convert them into customers.
RULES of ATTRACTION
No matter how great content is written, if it doesn’t speak the same language or contains similar keywords and key phrases your target audience use when searching for related topic - it’s useless. If your contents are invisible to your prospect audience, you will never get to the next process of engagement and conversion. Imagine that great extent of opportunities just outside your front door, and all you need to have is the right key to let them all in.
Using free online keyword tools such as Google Keyword Planner, Ubersuggest, Wordtracker, etc. You can easily track relevant keyword phrases people use to search in your specific area or industry. These keywords are strategically positioned at a certain density in your content to be able to draw relevant traffic to your site.
On social media, to get your post to the top of Facebook Newsfeed, you need to provide contents that are related to the current topic or topics that has a great number of engagements. On Twitter, you can attach hashtags and trending topics on your contents to reach your target audience.
The rules of attraction is not just about creating beautiful descriptive words that talk about your brand/ business, it is also about taking advantage of technology and applying effective content creation strategies and tools to be able to attract and influence specific and wider range of audiences.
RULES of ENGAGEMENT
The rule of engagement is about the people – your prospects, leads, and customers. The purpose of creating optimized, compelling content is to support marketing – to create awareness of the brand, influence searchers in their buying decisions, provide them valuable information about the product/services, and to earn the trust and loyalty of customers by keeping an open line of communication with them.
Provide shareable contents through blogs and social media. Create compelling headlines and use subheadings to attract the audience and read your contents. You may post or Tweet engaging contents on social media at the best time of the day they are mostly online to ignite a conversation. You could start with a question or a request for feedback or suggestion about a certain topic.
For writing blogs, a unique and appealing title with attractive graphics could increase share on social media. Length may not be a major issue, as long as it contains enough information. But also keep in mind that search engines favor long form contents, so if you could write more than 1000 words of quality and relevance - that would be so much better.
Provide information that your audience could relate to and reply to their comments and feedback, positive and negative alike. Interact with your audience through your contents and build a relationship with them.
RULES of CONVERSION
Converting leads into customers is not something you achieve overnight. So your content was creative, unique, and well optimized, but was it able to convert that reader who’s been singing praises about your writing?
What could have gone wrong with your content marketing strategy?
Could that be the right audience for you? Did you miss to include something on your content writing? Were you able to provide further information that will take your readers to where they must go?
Well, there are many factors that could have been the reason why conversion did not transpire. But there are other things you could have done to push your audience to buy without openly telling them to do so.
Closing your content with the right Call-To-Action (CTA) could have resulted in more leads and conversion for your website.
Hubspot.com gave us a concise definition of CTA as an image or text that prompts visitors to take action, such as subscribe to a newsletter, view a webinar, or request a product demo. CTAs should direct people to landing pages, where you can collect visitors’ contact information in exchange for a valuable marketing offer.
With the right CTA on your content writing, you direct your readers to where exactly you want them to go. You can lead them to a landing page where they can obtain further information about your brand/product, to become a subscriber, to start a free trial with you, to sign up, or make an online purchase, etc.
The more optimized CTAs created and distributed strategically across the site, the more chances is created in converting visitors into leads.