How to create your best digital content.
Most marketers regard copy content as the major component of digital marketing. And many would define content as the text on a web site, loaded with carefully researched keywords and long tail phrases designed to raise SEO with every click. But content—whether it’s the copy on your site, the messages in your emails, your posts on social media or the videos you place on YouTube—isn’t just how you convey information. It’s how your customers experience and interact with your brand online. And if that experience is to be a positive one, your communications not only have to be engaging and informative, but full of big ideas.
Here are some tips on how you can develop content that will fulfill these requirements.
Think Like a Customer
If someone is searching for the kind of services and products you offer, what do they really want to know? Answer that question in terms of benefits, not product features. How can what you do or produce make your customer’s life better? Those ideas are what should inspire and drive your copy content.
Case histories are an interesting and believable way to offer content that demonstrates your ability to solve a problem. Always remember to tell “why” your services or products were needed. This shapes the dramatic arc of the narrative, while your solution to the customer’s problem provides the “how” of the story’s happy ending.
Communicate in English, Not Jargon or Acronyms
Jargon may mark you as an insider to those in your industry but its usually Greek to everyone else. And acronyms—even commonly used ones—can be confusing and misleading. Letter combinations stand for many different things, so if you must use an acronym spell the whole phrase out the first time you use it, followed by its acronym in brackets. Remember, English is the preferred language of international business as well as the everyday language of most Americans. If you want to be clearly understood by your customers, it’s the obvious choice.
Use Keywords Correctly
When customers use search engines looking for products, services and information including certain keywords and phrases in your copy draws Google spiders to your site. Of course, if you’re writing about a topic of particular interest to your target market, appropriate keywords should already be in your copy content. While It’s true that repeating keywords is a good idea, it should never be none at the expense of the logic of your narrative. Badly written copy is hard to read and doesn’t reflect well on your brand, no matter how many times you use a keyword!
Copy content, whatever the format, should always be directed at developing customer trust not making a one-time sale. A sale may produce an immediate return. But the kind of trust that brings in sales today, tomorrow and for years to come is the result of positive customer experiences throughout their relationship with your brand. Copy content that informs, supports, intrigues and addresses the real concerns of your target market is key to building those kind of relationships.
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