Let me tell you a little story
Early in my career I spent a year writing copy for a collectibles company. The work wasn’t terribly stimulating, but I did sell a lot of stuff and learned a lot about writing copy for direct marketing.
My one gripe was my boss. For some reason I reported to the VP of Product Development. He was a totally visual man whose favorite saying was, “Nobody reads the copy.” I don’t want to get personal, so let’s call him Commissar X.
You can understand why our working relationship was less than ideal. In fact, I admit to secretly enjoying a bit of schadenfreude whenever a visually-driven campaign for a new product came up short of its goals while an outward-bound call center campaign using my copy for the same product was a home run.
A year into the job I became manager of the company’s eCommerce program and didn’t have to report to Commissar X anymore. And on those occasions when the president of the company would ask me to take on a particularly challenging piece of copy, I was good with that as long as I didn’t have to deal with Commissar X.
What does this story have to do with your content? It’s just my way of reminding you that all content, no matter how strong it is visually, requires copy that speaks to your audience, engages and informs them and persuades them to act, .
That’s what I’ve been doing in every form of media since 1989. Here are the kinds of content I write for my clients today.
Your new or revised website
One of the first jobs of a website is to get found on search engines and in social media. That’s why on-page SEO is an integral part of every website I write. But getting found isn’t enough. Once found, your website has to earn the click.
When a visitor clicks on your search engine result and lands on your website, you have less than 10 seconds to convince them they are in the right place. If you haven’t grabbed their attention by then, they will click the ‘back’ button and find another option in their search results.
Most business websites spend 80% of the time talking about the company and 20% talking about the customers. Effective websites do the exact opposite. How will your product or service address your prospect’s need? That is the only reason they are on your site. If you don’ have an answer, they have no reason stay, go deeper into the site, or come back.
Content that addresses visitors’ needs, curiosity, and aspirations wins.
Blogging helps business websites reach new prospects, communicate with current and past customers, and improve search engine rankings.
In deciding how frequently to blog and how long/in-depth blog posts should be, these questions (at the very least) need to be taken into consideration:
- What different customer interests do you need to address in your blog?
- What kind of content will your readers find most engaging?
- Is it to your advantage to become a trusted resource in your sector?
Ongoing blogging brings prospects and Google back to your website.
Targeted email & eNewsletters
Keeping prospects and customers abreast of news and offerings of interest to them is not just a marketing opportunity, it’s your responsibility. Relevance is key. Keep your emails upbeat and to the point. Everyone likes hearing from a friend.
These are the pages where people sign up to download an offer, request more information, or subscribe to your eNewsletter. In other words, these are the pages where leads are generated.
The copy needs to be lean, engaging, to they point, and persuasive while establishing credibility. Filling out the form should be the logical next step.
Lead nurturing email (auto-responders)
After your landing page has successfully converted a visitor into a lead, you may want to stay in touch using a series of relevant emails that provide more information and encourage the lead to take the next step toward becoming a customer.
Case studies (success stories)
People like stories. A good case study relates the problem, solution, and result of a service you provided or product you sold, but it does so from your customer’s perspective. My interview of your customer is essential.
The finished case study presents the story of an enthusiastic customer whose problem you solved. If a picture is worth 1,000 words, than a case study is worth 1,000 testimonials.
When the products and/or services you sell are expensive, new, or complicated, they usually require a high level of consideration on the part of the buyer. In such cases, white papers provide valuable information to the prospect and increase the likelihood that your website is the one your ideal customers come to for information, thereby acknowledging your credibility and authority.
White papers are generally 2,000-10,000 words in length and come in three types:
- Backgrounder information
- How to
Establish your business as a thought leader and build trust with white papers.
A well written, appropriately produced, and search optimized video can…
- … explain your product/service
- … create a positive impression of you and/or your business
- … give your business another way to show up in Google
I’ll work with you to determine what type of video you need, write the script, and manage the production.
Get the results you need
As one marketing director for a 20-year client put it,
Meyer can communicate a thought, idea, or message, more fluently than anyone I have ever met. Whether an informal quote or letter, a detailed press release, or a thought-provoking blog, he is the best I have ever seen.Paige Boyle, Director of Marketing and Customer Relations, Boyle Buick GMC Truck
Contact Meyer Baron to get the ball rolling.
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