All of your online marketing efforts will amount to nothing if you don’t have an incredible content strategy that will entice people into reading what you have to say and in wanting to read more and more from you.
If your content is really good, it will compel your visitors to connect with you and your business and will make them feel that they want to keep coming back. Good content will eventually result in people buying what you are selling. There is a very effective, methodical approach that you can use when it comes to your online content strategy.
Identify the issue and the need: It is critical that you always put yourself into the shoes of the other person. Not only should you empathize with the other person but you should always remember that your responsibility is to solve their issue(s). It doesn’t matter how wonderful you and your business are if you are not able to fulfill their wants and needs. Before you can actually help them with anything, you must establish a relationship with them. Of course, it stands to reason that you won’t be able to help anyone before you have established some level of trust. You must prove to your online connections that you are a person with whom they should connect because you have the knowledge and the power to help them solve their problems. You need to find out
- Which issues they need help solving
- Which information is important for them to have from you
- What motivates them as customers
- What they really need to know
- How valuable they consider your products and/or services
Once you have proven to your online connections that you understand their issues, you will be able to help them to solve those issues.
Offer a solution: Remember never to do a hard sell on anyone. What you do need to do is to touch people emotionally. The way that you can appeal to their emotions is by expressing to them how much they will benefit if they use your products and/or services. You need to appeal to their needs so that means that you need to customize the description of your offerings to do just that. It needs to reach them in a way that makes them clearly understand that you have something that will satisfy their needs. All good content tells a story. In this case, the story makes them feel how much better their lives will be if they buy from you. Your content must be unique and must really express what you are offering in a way that only you can. In short, your content needs to make them feel as though they can’t live without what you are offering. Some of the questions that you need to answer with your content are
- What does the product do?
- What issue does the product resolve?
- What makes your products and/or services completely unique?
- How will your customers’ lives improve based on your products and/or services?
Getting people to act: If you succeed at getting people to act, it doesn’t necessarily mean that you are getting them to buy something. Your call-to-action can be as basic as asking people to sign up to receive your monthly newsletter, etc. The next step that you want your online connections to take should always be very easy and quick. Make sure that you are clear about what you want them to do. Never leave them confused about what they should do next. The questions that you should ask yourself before writing this part of the content are
- Which action do you want your customers to take next?
- Precisely what should they do next?
- How will your next steps lead them to actually buy from you?
- What specific information do they need to get them to the point where they actually buy?
Most people clearly recognize the importance of content when it comes to online presence in your business. Of course, it is not enough to just have excellent content. All content needs to be marketed appropriately and effectively and excellent content requires excellent-quality content. Your strategy of how you are going to make the most out of your content must be top notch and iron clad. Half of the battle is producing compelling content and the other half is sharing that content in a way that it will benefit the most people in the shortest amount of time. You must always go for maximum impact.
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Carolyn Cohn is the Chief Editor of CompuKol Communications LLC. Mrs. Cohn has a wealth of experience in business writing as well as having a strong editorial background. She manages all of the company’s writers, journalists and editors as well as writing, editing and publishing several business articles a week on a consistent basis, which are syndicated globally.
Mrs. Cohn has run several editorial departments for other companies. She has over 25 years of editorial experience and her expertise covers a wide range of media, such as online editing, and editing books, journal articles, abstracts, and promotional and educational materials.
Throughout her career, Mrs. Cohn has established and maintained strong relationships with professionals from a wide variety of companies. The principle that governs her work is that all words need to be edited.
Mrs. Cohn earned a Bachelor of Arts degree in English from the State University of New York (SUNY) at Buffalo.
Mrs. Cohn is a member of the American Medical Writers Association (AMWA).
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- Ensuring that Your Content Isn’t Ignored - February 19, 2015