In my previous post I discussed the first two elements that are a must
if you want your content to convert your visitors to customers.
Just as a reminder, the first two critical elements were: Research before
even beginning to write your first word and title selection, perhaps
the most important element in your writing.
The next required items are:
Develop your persona in your writing. You can be a very shy person,
but in your written content you can assume any personality you desire.
The way it actually works is that the more you write, the more your
unique personality will manifest itself.
You can be compassionate, authoritative or friendly when writing content,
even though that’s not the way you usually are. Do you want to be
serious or humorous?
Create a persona that your readers will be able to count on
consistently. Your type of personality will draw readers who
appreciate those particular traits.
You can find your unique voice by doing some simple research.
You can research authorities in your niche and read their content.
What do you like and what don’t you like. Check the reader
engagement and look at readers’ comments. see what the audience
likes and what type of content works best for them.
You can also do competitive research. Sign up for your competitors’
newsletters and email lists. Read what you receive and again see
what resonates with you. Don’t forget to check for reader
engagement and reader comments. See what type of content gets
the best engagement.
With this simple bit of research you’ll be able to determine what
unique voice will work best for you and your audience, as well.
People read differently online than they do when reading a book.
Online they skim and look for attention grabbers or particular
keywords. There are several ways to structure your content
so it becomes more appealing to online readers.
They must be very specific to the topic of that particular paragraph.
Use headlines every place your content changes because they will keep
the reader focused directly on that content. Each section under
your headline must address only the subject of the headline. You
must be very concise here.
These methods work very well to draw the readers’ attention and
keep them engaged with your content.
Give them the opportunity to do what you want them to do.
Use “pasdsive” calls to action. Don’t try to sell them in
your informative content because it will turn them off.
You can insert “passive” calls to action by simply hyperlinking
specific keywords. Give the opportunity several times
throughout your content, but always be very subtle.
You do not want to do any direct selling at this point.
That’s it. If you master these four simple, but critical, elements
you’ll be well on your way to creating valuable content that
will be appreciated by your readers and will convert those
readers into raving customers.
For a complete discussion of all facets of content marketing,
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