Write Compelling Content, Faster
Writing drudgery sucks for everyone. It’s not fun to read, nor is it fun to produce. Our writing team has a proven method for creating the compelling content our clients’ audiences crave, that’s engaging, and gets the message across clearly and concisely. In today’s deep dive, we’ll be looking at best practices for creating compelling content and the best tricks for completing your business copy faster than ever before.
Understanding Your Audience
The first stop on our compelling content voyage is the somewhat Sun Tzu’ian concept of “know your enemy”. In this case, enemy is end-reader but worthy of just as much preparation as if staring down a marauding force. Segmenting your market is nothing new in marketing and you need to take time to break up individual audiences by different demographics.
Are you a PR agency with a lot of regional and national corporations as clients? Then your audience is most likely marketing managers for these types of companies. These individuals have little time so need quick reads and fast facts relevant to their industry. One way we have really helped PR agencies market themselves is with C-suite newsletters. We develop a monthly newsletter that’s a quick 3-5 minute read on relevant and interesting industry-wide news that these leaders would connect with.
The point is to get in the shoes of your audience members and find something that’s enticing to them, that they’ll actually devote a few minutes to read.
Content Should be Scannable
One of the biggest pitfalls with online content is the dreaded “wall of text”. We’ve all seen those pages that just have a never ending torrent of content that seems to run page after page into infinity. For most, seeing just a daunting read is going to be a turn off and may lead to a total bounce of the page altogether. We are looking to engage and convert with content, so we need to be cognizant again of our audiences’ limited time and attention spans.
Make content quickly scannable and internet-friendly with lots of short paragraphs and bullet points.
Engaging Content Leads to Action
The raison d’etre for a client paying for content is to produce a return. Therefore, engaging content is going to casually lead a reader into an action. No one likes a pushy salesman, which is why content needs to have a natural progression from the get-go that leads to a likely conclusion. That way when you get to the “explore our content shop” call-to-action, your reader is already there with you and convinced that they should, indeed, explore the options available to them.
With any content you produce, make sure there is a clear line of action with whatever you are seeking. If it’s signing up for an email newsletter, the text needs to reflect that narrative. With any blog or page, the content should engage, inform, and lead towards an action.
Need Help Getting Started? We’ve Got a Writer for That
Our business writers are not fresh out of college communications majors. Each one of us has extensive experience in business marketing with keen skills in writing. We use this duality to produce some of the highest-quality business prose available today. If you need help producing the kind of engaging content your audience will crave, our team stands ready as an on-demand resource. Contact our team to review the particulars or go ahead and put in an order in our content shop.
