Writing Kick Butt Copy for your Content Marketing

If you want your content marketing to gain traction you have to start with your website.  Everything you do in terms of marketing points back to those landing pages;  articles, blogs, paid search marketing, organic traffic from discussions, etc.  If you use content marketing to funnel people back to your website – and that website isn’t prepared for the traffic – you might as well be burning your ad budget.

There are two things to think about when it comes to your site content; optimization and conversions.  Your site copy needs to have both of these in line before you start any kind of offsite SEO or content marketing campaigns.  If you want your website in order so you can start rocking the sales with all of your content marketing then follow these tips to write compelling and optimized website content:

Strong Site Content for Better Content Marketing – “What’s in it for Me?”

Have you noticed that people tend to listen more intently and pay closer attention to you when you include them in a story, and when a topic really appeals to them?  This works in sales as well as people tend to pay much closer attention when you start talking about how your product or service benefits them.  Not only can this tactic be used within your content marketing but your site should certainly include benefit statements that will – without a doubt – improve conversions.

Strong Site Content for Better Content Marketing – Who is your Ideal Prospect?

One of the most common mistakes made by many small business owners (and even larger businesses) is believing that their target audience is “everyone”.  While you might think that everyone wants to save money, and your loan service helps them do that, you still don’t have “everyone”.  More than likely you have a very specific type of demographic that’s your ideal customer and your targeted buyer persona.  The others will fill in the gaps in smaller portions.  Your content marketing should target the big group and your site content should be written in a way that it appeals to their needs, wants and problems.

Strong Site Content for Better Content Marketing – Finding the Right Key Phrases

Make sure you choose the right keywords for your site content, and use slightly different variations or different keywords for each page.  These give you a wider spread in terms of market share and buy cycle, they bring in much higher targeted traffic, they resonate with readers, they give you a much higher relevancy in the search engines for those keywords and can reduce the cost of your PPC campaigns.  You should take time to generate a targeted keyword report before you start content marketing.

Strong Site Content for Better Content Marketing – Using the Right Key Phrases

You can’t stuff your content full of keywords.  Not only does it look unnatural but it’s difficult to read and the search algorithm is likely to dock you points for being spammy.  People won’t stick around to read trash copy and your conversions will suffer.  The best tactic to optimizing your on site content is to write for people first, and let it flow naturally.  Once completed, review and see if you can improve the keyword relevancy throughout the copy without taking away from the tone.  Work to weave keywords into your benefit statements to create truly compelling copy.

It is entirely possible for a small business owner to skip the need for hiring a website copywriting agency and simply produce their own copy.  We’re kind of geeky about it and insist that once you start doing it, it’s actually quite entertaining.  The reward of course comes when you launch content marketing that starts to bring in loads of quality traffic ready to convert.