The art of copywriting is unique within the marketing arena. It is without a doubt one of the last remaining strongholds for marketing. Through the last decade, we have watched the traditional means of marketing slowly erode to become pretty much a waste of marketing capital. Content marketing, which is essentially copywriting, is a natural means to selling products and services within the global Internet market.
With all of that being what it is, the question comes down to what are the best methods to focus on when writing content. The following paragraphs are a list of 10 tips to writing copy that is so good you could sell sand in the desert.
Sales and Conversions:
One of the biggest mistakes that site owners make is not realizing that sales and conversions are two separate actions. It is important that those of us who write copy realize the differences between sales and conversions. Most sites focus on sales and not specifically on conversions. There is a path that most site visitors walk along before they buy. Written content must take into consideration visitors along all points of that path. Consider the following string of labels: Unique visitor, returning visitor, converted visitor, customer, and promoter.
The unique visitor is an opportunity to recruit. The returning visitor is a higher opportunity to recruit and convert. The converted visitor represents both the opportunity to sell and the opportunity to recruit someone who willingly promotes your site. The customer is an opportunity to sell and also an opportunity to recruit a promoter. A promoter is a golden visitor because they not only buy from you they promote your site to their friends.
Design content to appeal to all types of visitors. Not every article or blog post needs to focus on sales. Many unique visitors are attracted to how-to type articles. Mix up your content so everyone can find something useful on your site.
Evolve or Go Extinct:
So many people want to build the million dollar site that is rich in content and endless visitors that buy, buy, buy. The reality is that building a quality site is not just about producing rich content. It is also about evolving along with technology. The recent changes in Google’s philosophies and the introduction of Panda and Penguin are both examples of how blogs and article sites need to evolve, or they risk becoming extinct. We can already see the skeletal remains of giants of past Internet Marketing Fame. Those should server as a reminder of the importance of evolution within the Internet Marketing platforms.
Devote a specific amount of time each week or each month reviewing search engine parameters. Google has been fairly straight forward in what it considers to be quality aspects of written copy or content. Learning from those guidelines and then implementing those changes into your writing is how a blog or a site can evolve with technology.
Differentiating In Niche:
The analogy of selling sand in the desert is actually quite accurate if you consider how much competition is out there for the same type of niche marketing. If you consider a handful of desert sand it may appear to be all identical at first glance, but upon closer evaluation it becomes clear that the individual grains of sand are quite different. 90% of that handful of sand are the same, but the 10% that is different is exactly where you want your content to be. That is the key to differentiation within a niche. If you ask yourself who is making the conversions and sales within a populated niche, the answer is not going to be the 90% that is identical it is going to be the 10% that is unique.
Forget the idea that you have to please everyone. Focus your written content toward the population of your readers that are looking for unique information that is helpful and beneficial to your reader. Remember to consider the path that visitors take to become a customer and promoter. Focus your writing and energy on those visitors. Remember that not every visitor that finds your site is going to stay or become a loyal consumer. Many sites spend a great deal of resources trying to recruit those types of fans. All that does is waste time, energy and resources. Instead, focus on the visitors who are likely to walk down that path to conversion. In doing so, your site will become part of that unique 10%.
Focusing on The Differences:
It is somewhat pointless to have two or more sites that are basically identical to each other and yet it happens all the time. Those sites that are alike represent the 90% of sand. Rather than develop your site to mirror another site focus your branding on the differences within your topics, and within your niche. This is also how to move your site from the static 90% to the unique 10%. The copy-cat content is one of the issues that search engines disapprove of.
Write content that is from your own perspective, and allow your own experiences to help make your copy unique. Start to develop written content around goals. The formula I use is as follows: This is my goal. This is why I have this goal. This is how I achieve my goal. These were the results of achieving this goal.
Product Specific Content:
Product specific content is not about selling a vacuum cleaner. Product specific content is about organizing your content by goal. A successful marketing blog or site will have a very specific marketing plan. Each topic that is markable becomes a content category. As a reader, we see articles, but as a site owner each article should improve the chance of selling the product. Product specific content is the set of articles that represent whatever the product or service is that you are selling. The combination of the article set represents the defined goal for that product or service.
Develop your product marketing plan to include a set of written content. The goal is for the article set to be broad so that as a group those articles target a wider group of site visitors. Do not worry about trying to target each visitor, just groups of similar visitors.
Part of what search engine traffic looks for is authority, but search engines should not be the only focus of written content. Establishing authority is found in the way that content is written. It is not about naming off qualifications, those should be displayed lightly on your homepage. Establishing authority occurs when a reader is satisfied with an article. That conversion occurs through the use of proper writing, the way that sentences are structured, and the message that is being conveyed. It is not necessarily about proper grammar, though that is important. It is not about writing mile long sentences either. In fact, it is probably just the opposite. Keep it short and detailed without making the reader think about what you are trying to say, but rather keeping the reader entertained enough to finish your article.
To establish authority, write, read and ask other people to read your article before your publish it. Be prepared to take criticism and to accept that critique. Put your ego aside because the goal here is to produce content that is spot on. Your readers are not likely to give you that feedback. They simply will find another blog to read. In saying this, realize that poor content on other sites can direct traffic to your own site. Take the time to writer and rewrite content before publishing it.
Polishing and refining is also about establishing authority, but it also includes spelling and grammar. Readers do not want to struggle to figure out what you are trying to say. They want to read, learn and apply the knowledge that is in your articles. A polished and refined article will also have graphics that are supportive of the content.
Writing content that will sell sand in the desert is much like building a house. Use a plan to develop your content, layout, and message.
Quality vs Quantity:
If, there is one rule that people should pay close attention to when they write content, it is never publish anything that is not ready to be published. If you want to convert readers from visitors to consumers, than publish quality content that is of value to the reader. Have you ever read a web article that was 2000 words of nothing? Never publish an article just to publish an article. The 90% of static sites are all full of content that is vague or written in such a way as to make it seem longer.
Keep it simple and keep it true. Focus your writing to make your point not to expand the length of your content. You will gain readers if you offer them something that is true and valuable to them. Remember TIP 4. This is how I …. This is why I… This is the Results of…
Incorporating the “NEW” Google:
The new google has tossed the content that is written for computers aside, and is welcoming content that is written for humans. Thankfully, keyword stuffing, and keyword phrases that make no sense grammatically have been tossed out. In their place are phrases that bring value to an article and then to a reader. Search engines like Google make their money from ad revenue. The longer people stay on a page the more likely they are to notice or click on an ad. Google wants to promote pages that hold the readers attention.
Focus written content on keeping the reader engaged. The longer your page views are, the higher Google will rank your page. The higher your pages are ranked the higher the number of unique visitors will be to your page. This all equates to potential higher conversions.
Embracing Social Media:
Social media is the new powerhouse of Internet marketing. I define social media as the holy trinity of marketing: Facebook, Twitter, and Pinterest. Social media is one of the ways that businesses have started to use to grow global customers. The power of social media is found in the network of friends that people maintain. Incorporating social media into a blog is important. The marketing plan behind your blog should address adding and maintaining social media marketing. Social media should incorporate all three of the major social media sites and not just facebook. Embrace them all.
Develop a marketing plan that addresses utilizing social media within your overall marketing plan. It is important that your social media marketing plan include set scheduled interacts with each social media site. It is also important to interact with your fans on the social media site. Make it easy for the social media fan to promote your blog or site. Give back to your community by publicly thanking fans that promote. Consider aspects such as Fan of the Week.
BIG POINT: And remember to treat your fans like friends … well you get the idea.
If you have not figured this out already, successful blogs have a marketing plan. Use these ten tips to develop a quality marketing plan. Remember that marketing ventures should be measurable. To sell sand in the desert, or water in a flood, content must be spot on and engaging. Measuring success and failure is the perfect way to adjust your product platform and sell to buyers in a competitive market place.
If you have an established blog that is not doing well, understand that it can be daunting to embrace all of these tips at once. Fortunately for all of us, Google likes us to revise our content. Take the time to revise articles and blogs one tip at a time. For new content, focus on applying all of these tips before anything new is published. Happy blogging!
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