Entries from April 2014 ↓

According to Neilsen, less than 50% of customers trust any form of advertising.

That confirms what I’ve long believed – the best content marketing doesn’t push or overtly promote your products, services or brand.

Yes, you really can produce content that doesn’t shove selling in your customer’s face. You see, great content is all about offering advice, information and tips and here’s how you do it.

1. Facts

Before anyone will buy from you they want to be in full possession of all the facts.

That means providing detailed product information offering them everything they need to know, because if you don’t tell them, they’ll wander off to another company that does.

This information can also include ‘how to’ guides to add extra value by telling them the best way to use your product so they can see for themselves the benefits it will bring.

2. Questions

You have loads of customers and, believe it or not, they probably don’t speak to each other (because they don’t know each other) and so are likely to come up with the same questions time and time again.

That’s why it is important for all your departments (customer service, sales team etc.) to make a note of the questions to provide a comprehensive FAQ section on your website, or create ideas for blog posts and ‘how to’ guides.

This will help improve the service you offer your customers and reduce the number of calls you get.

3. Showing

Your content doesn’t always have to be written.

How about using Instagram and Pinterest to show your products in action, or videos to offer ‘how to’ guides and useful or unusual ways your products can be used?

4. Tips

I’ve already mentioned ‘how to’ guides, but why not think a bit bigger than that? Your customers will love you if you provide ideas around your products. You’re not selling them directly, merely planting a seed as to how they could be used.

You could provide recipes, checklists, and information about styling tips or even research around your area of expertise in reports.

Each of these won’t be a sales tool per se, but they are food for thought about how your product can be used.

5. Reviews

Customer reviews and case studies are fantastic below the radar marketing tools. They give your customers real life stories about how a product can be used and the benefits it offered.

There’s no hard sell, just simple facts outlining how someone benefited from what you offer.

How else can you produce content that doesn’t sell?

Well, how about simple things like linking your content back to your product page under the guise of ‘to learn more’ rather than ‘buy now’. It’s also a good idea to enable social sharing and printing of your web page and offering a regular email or newsletter to capture email addresses from potential customers to grow your own marketing list.

It really is possible to produce content that isn’t all about sales. It’s what your customers want, so isn’t it about time you gave it to them?

Author: Sally Ormond, freelance copywriter at Briar Copywriting Ltd and cyclist who is very nervous about attempting her first time trial this week.

Your call to action is a small, but vital element of your website copywriting.

Without it your customers will wander off in search of another site that has a call to action to direct them as to what to do next.

The simplest form is “Buy”, usually superimposed on a big red button so it can’t be missed. But is that the most effective call to action?

It would appear not.

Dell’s call to action

The computer giant, Dell, boosted their sales by a whopping $25 million by simply changing their call to action.

What did they do?

Well, on their website they were using the fairly standard “Learn more” call to action after the sales copy for their computers.

The only issue was that the people reading their website were already going to buy a computer, so the term “Learn more” wasn’t relevant to them.

However, what they did want to know was which computer it was they should be buying.

Bearing this in mind, Dell changed their call to action to “Help me choose”.

Brilliant.

By switching to those three little words, Dell was using a call to action that actually gave their customers want they wanted – help in choosing the right computer for their needs.

What you can learn from Dell

Rather than using the standard call to action you always use, think about where your customers are in the buying process at the time they are reading your copy.

How far through the decision making process are they?

Are they still thinking about whether they need your product and want to “Learn more”?

Do they know they want your product, but are unsure of which model so they need a “Help me choose”?

Perhaps they have already made up their minds and are ready to “Buy now”.

Before you write a bog standard call to action, think carefully about the needs of your customers and choose your words carefully.

If your copy helps and supports them in their decision they are more likely to buy from you.

Author: Sally Ormond, Briar Copywriting Ltd, one of the UK’s leading copywriting services agencies.

As with everything, the more you blog the better you’ll get at it.

No one can become a world-class blogger over night. It takes time to hone your craft and find the perfect recipe for your audience.

But there are a few things you can do to help you on your way.

Below are 8 things you need to refine to create a strong and readable blog, whether you write all the posts on your own, or you have a team of contributors within your business.

1. Learn what your readers want

This is probably the most important thing you need to know.

When starting out, you’ll end up writing about all manner of things related to your particular niche. Over time, you’ll begin to understand exactly what it is your audience is looking for.

Check out your analytics to find the most popular titles and ask your readers directly. At the end of each post ask for their opinion. You can also ask if there is anything in particular they want to know about, generating further blog ideas.

2. Give a great mix

Your blog shouldn’t just consist of written blog posts.

Different people like to absorb information in different ways, so it’s important to offer a range of styles, such as:

• Photos
• Infographics
• Graphics
• Audio
• Presentations
• Video

Plus, make sure you incorporate at least one image to every post to help attract readers.

3. Headlines

The headline of your blog is incredibly important. Your reader will make a split second decision about whether to read your post or not based on the attractiveness of its title.

Some of the most powerful headlines incorporate numbers (such as they one above), address the reader directly (using you and your, like the one above) and offer tips and advice showing them how to do something.

4. Consistency

One of the best ways to make people feel at home on your blog is consistency. That is consistency in style, font, approach and design.

Again, it may take time to come up with a style that suits your readers (and your writing), but when you do, it’s a good idea to create a style guide for all future posts.

5. Review

It’s very tempting to bash out a blog, publish it and then move on to the next task in hand. But reviewing what you write is essential, especially if you have blogs from contributors.

I’ve already mentioned the importance of consistency, well the review process will help you maintain that, check for errors and ensure that your tags are all in place.

6. Optimise

You blog for one reason – to attract readers and, hopefully, push them towards your sales funnel.

But you’ll only attract them if they can find your blogs.

First you must find out what your target audience wants, then use the keyword in your title and content to help your optimisation. To go a step further, link to other blogs where appropriate and also to your website. Finally, make sure each post has social buttons to make it easy for your readers to share your information with their friends and colleagues.

7. Timing

The timing of your posts is also important. After all, there’s no point in scheduling them for publication at a time when your target audience is unlikely to see them.

Think carefully about your audience and post your blogs when they are most likely to be around.

8. Distribute

There’s no point in writing anything if you’re not going to promote it. Yes, some people may stumble across your posts, but if you want to widen your readership you must also promote them.

Sent them out through your social media channels, email and make mention of them (and link them) in your internal communications and newsletters. Tell the world they are there and they are more likely to read them.

Each of these will get easier and clearer the more you blog. It’s like learning to walk, at the start you will take a few tumbles, but once you learn more about your audience and what they’re looking for, you’ll soon be running.

Author: Sally Ormond, MD at Briar Copywriting, lover of Pinot Grigio and toffee popcorn.