How does the prospect of spending the weekend writing content for your website grab you? If this seems equal to climbing Mount Everest and has you looking through your book of excuses for reasons to postpone, then you will probably like these shortcuts…
Select a suitable topic
Bear in mind that readers are generally only interested in information that affects them personally, so you should look for problems or irritations that they face regularly. Pick a topic that relates to your own business or service offering so you can demonstrate your expert knowledge while showing your readers that you have their interests at heart. Here are some examples from different industries:
- Small businesses needing to stay in touch with their customers but getting no response from newsletters
- Parents struggle to explain financial limitations to their kids
- Homeowners struggle to sell their properties as fast as they would have liked
- Loadshedding is causing disruptions for people working from home
- Financial setbacks mean that car owners need to keep their cars for longer
Write an irresistible headline
Your headline needs to get the attention of the person you want to attract, so make it crystal clear what the article is about and why the reader should have a look. The reader must be convinced that it is worth their time to read your material, that your solution is simple and that it won’t take too long to read it. Here are some examples from the topics above:
- Keeping your customers loyal is easier than you think
- Play this fun game with your kids and they will never nag for money again
- Sell your property faster with these 5 hacks
- How to keep your home-based business running during loadshedding
- Extend the life of your car with these 10 simple tips
Get the reader onboard
When your reader clicks the link to your article you need to quickly convince them that the article is in fact meant for them, that they will get some cool answers and that it is not a sneaky advert for your products or services. The way to do this is to get them emotionally onboard in your opening paragraph, by putting your headline into context with their own situation. Here is an example:
“Small businesses work very hard to acquire new customers, only to find them being seduced away by competitors before they even make a second purchase. If only there was a way to build lasting relationships and loyalty with customers, without having to invest large amounts of money and time. Well, there is such a way and it’s called ‘content marketing’…”
You want the reader to see themselves in the situation and nod along thinking to themselves ‘Yes, that is exactly how I feel’.
Share your value
Now that you have convinced your reader that your article is worth reading, it is time for you to share the tips that you have promised them. Present your content in a format that is short and easy to understand. This can be in the form of a bullet list or a series of brief paragraphs where you showcase your shortcuts, insider tricks or bits of information that truly add value to the reader. You have promised to help them, so now you need to deliver.
Call to action
The conclusion to your content should not be a summary of what you have already discussed, but a clear call to action. Tell the reader what they should do next so there is no confusion in their mind. Should they call you? Should they download an e-book? Should they subscribe to your mailing list? You need to tell them so you can make sure they take the action you want them to.
Quality content is essential in today’s online world and if you follow the steps in this article you may even get others to share it online, thus promoting your business for you!