How to Craft Content That Will Keep Your Clients Clicking
A Guide to Getting the Most Out of Your Blog
A blog is one of the most useful tools in generating regular, organic traffic to your website. The idea is simple: write something that your potential clients will be interested in, and they’ll continue to come back to your site for more info. The more eyes on your site, and the more frequently those eyes see something valuable, the more likely they are to convert into a paying customer. But when it comes to crafting content that will really resonate with prospective clientele, there is no one-size-fits-all answer. That’s why we’ve put together this guide to help you get the most out of your blog. Find out more after the jump.
Define Your Audience
The first step in creating a blog that people will actually want to read is defining who you are writing for. Your readers are the same people who will potentially spend money on your product or service, so you want to tailor your content as specifically as you can to their exact interests. To put it another way: you don’t want to write about hover-boards and the latest Kanye record if you’re targeting affluent retirees looking for an advanced security system.
That example may seem extreme, but defining your audience is nevertheless an invaluable road map for the type of content you produce. If you’re targeting business owners, provide them with facts and figures that can be felt in their day-to-day operations. If you’re targeting homeowners, appeal to their emotions by highlighting the fun and user-friendly aspects of your product or service. The bottom line is that the content is only as valuable as the reader, so make sure you know who you’re targeting.
Engage With Your Expertise
Once you’ve figured out your audience, it’s time for the fun part – creating content. Your blog is all about you: your voice, your company and your brand. So why not write about the things you know? Remember, you’ll only generate regular readers if you’re a reliable source of information. Even if you’re not the most seasoned of writers, your audience is more interested in what you have to say than how you say it (though a few critical revisions before publication won’t hurt; don’t be afraid to take notes).
Of course, there’s one small caveat: while your content should reflect your voice, you still need readers to click in order to see what you have to say. The easiest way to do this? Craft exciting headlines that immediately engage the viewer.
If you’re reading this, it’s probably because you were promised by an expert (me) “how to” create valuable content. It’s an example of the type of headline that will get your readers clicking. Other great strategies include telling your reader “why” they’ll be interested in a topic, or building numbered lists for easily-digestible, actionable information. Don’t be shy about a bit of braggadocio in your headline. You just have to make sure the rest of the blog can back it up.
Don’t Get Stuck in the Hard-Sell
It may seem counterintuitive, but the point of your blog is not to sell. The point is to create something that would be interesting to the type of people you want to sell to, in order to keep your business at the forefront of their minds. That way, when they do make the decision to spend some money on a service or product you offer, they are more likely to spend it with a company that they already know and trust.
What makes this so effective? Think of it this way: how many times have you seen a commercial featuring a polar bear drinking a Coca-Cola product? They’re cute, their heartwarming and they have absolutely nothing to do with actually purchasing Coca-Cola. The commercial simply puts an idea in the viewer’s head to act upon later.
It’s known as indirect marketing. The beauty of your blog is that it combines the long-lasting effects of indirect marketing (giving readers interesting info featuring your branding) and the more immediate effects of direct marketing (because it exists on your excellently-designed website). That means you don’t have to be concerned with bombarding your reader with the hard-sell. All you have to do is let them know you’re there.
Have more questions about developing quality content for your blog? Feel free to leave a comment below, and reach out to us for more information.
Author: Cody McGowan
Title: Content Manager
About: As a Content Manager at One Firefly, Cody is responsible for supporting One Firefly clients by producing engaging web content in the form of blogs, press releases, social media updates, newsletters and case studies. After graduating from Florida Atlantic University with a degree in Multimedia Studies, he spent time serving coffee and writing for various lifestyle blogs across the web. An avid reader, movie buff and TV nerd, he found his calling as a marketing copywriter because it combines his passions for both visual media and the written word.