One of the issues some small businesses have with producing content for their websites is that they can’t seem to make it work for them.
They look around at all the other sites producing content and making it work, but for them, everything they produce seems to sink into the internet void and they don’t know what they’re doing wrong.
One of the biggest things that has been around the internet content writing world for as long as… well forever, is the phrase ‘content is king’, however this phrase wholly underestimates the reality of producing content and what is needed.
Because, it doesn’t matter whether your writing talent is Shakespearian or that you can produce as well as the guys at Copyblogger, if that’s all your doing you’re setting yourself up for failure.
Setting goals for your content writing
There is little point producing content randomly into nothingness, it needs to come from a strategy, it needs to go along with pre-set goals for your business.
Producing content for your site is about more than just providing your audience with something to read, it’s about creating content that not only serves your audience, but serves your business and content marketing goals too.
So everything you produce, whether that’s email marketing, advertising, blogs or any other type of content like YouTube or Podcasting, all must work together in cohesion with your wider marketing plan and aim to serve your goals.
So how can we set goals for a content marketing plan?
Well there are a number of things you can do to start setting goals for your business and content marketing plan.
First is to create trust with your audience. This can be achieved through regularly and consistently producing useful and interesting content that helps your audience learn that you know your subject well and are authoritative on it. If people don’t trust you they won’t buy your product or services no matter what you do. So the first most important thing is to produce content that shows you are trustworthy and authoritative.
Second is to make sure your content is written so that it attracts links and shares. This can be difficult at first, but it’s important to analyse what reception the content you’ve already shared got, before examining the titles and content that got the most clicks and likes. This is generally referred to as experimentation and is a process where you learn from everything you share and, over time, you learn what types of content your audience responds to and what it doesn’t.
Problems and Solutions
Next you need to look at what issues and problems your audience is facing, what are they struggling with, what do they need help with. Then all you need to do is to create content that solves these problems. By examining what they are already struggling with, you can provide the solution they are looking for and this will help build your trust on a subject and attract likes and shares too. But it’s important to make sure you’re not just telling them what to do that you are showing them exactly what to do.
Before someone will trust you and your message they will think of a number of objections to what you are saying. Your job is to anticipate these objections and address them before they can even ask them. That way you are providing answers to questions and problems that would turn people away from your message before they have thought of it. If you address all objections that stop customers from buying your product, this will help solve issues with people not buying before they get to the product page.
Create an Idyll
One of the great ways you can make your content work is to create experience. You literally write in the experience of having your product. So if you sell luxury bound books, you can sell the experience of how it would feel to own a book, to sit and read it, to see it on your shelf. You sell what it is like to live with it and describe what their life would be with your product in their lives.
Many think that search engine optimisation, or SEO, is the first reason for creating content but actually this isn’t true. While, it’s important, search engines now focus on whether readers find your content useful and interesting and rank you based on this, not just on whether you’ve added in keywords. SEO is still a factor however and should be considered, but it should not be your priority, creating content for your audience first is more important.