Nowadays, content is more than telling customers what you do and how you do it. Content is your vital tool to let your brand shine. Powerful content helps your customers to dig deeper into their pockets. It also sells your business to potential customers thanks to its importance in marketing and SEO. However, not all content is the same. It is the original, valuable and compelling content that wins the hearts of your customers and the search engines. So, how do you write compelling content for your customers?
Firstly, how much content do you need?
When designing your website, it can seem like a lot of pages to fill. You may think that the key to content on your site is to be short and concise, telling your clients the features of your service and highlighting your know-how and expertise. However, in a short paragraph or two, will your clients actually understand your service and offering?
When it comes to content on your web page, many will suggest around 300 words. This is mainly for fear of tl;dr (too long; didn’t read) syndrome. However, the average content length for web pages that feature on the top ten search results for Google has over 2,000-words. It is not just Google that likes long-form content; your audience does too.
The benefits of long-form web content
With a higher word count, you can explain your service in detail. Highlighting all of the features and abilities of your business. Your long-form content will not only share what you do but will help your clients to get an impression of you as a brand and what your principles and work style is.
Remember, despite showing your company in the best light, your content is for your customer. You need to create content with them in mind. Do away with the office buzzwords, in-the-know anagrams and the technological speak if your customer will not understand it. Whenever you are forming content, always write with your audience in mind.
Three top tips for writing compelling content for customers
Once you know the audience that you are writing for, you need to make sure you are crafting the content that will engage.
1. Catchy titles and headings with a hook
Many content writers consider titles and headings to be the hardest part of web copy. They need to explain what you are about to say and provide readers with a benefit. For example; ’10 reasons to work with us’ could potentially hold more value to a client than ‘why work with us?’
2. The content pyramid
If you want your customers to read all of your copy, you may be tempted to put the best bits last as a flourishing finale. Instead, it is wise to put all of the important information first; once you have readers hooked, they will want to read more on their own volition. Make sure your critical content remains at the top.
3. Show your expertise
It is all very well to say why your business has the expertise, but how can you prove it to your audience? Demonstrating your ability is a key part of your content. With this, you can include facts and figures or perhaps a client success story. Whatever expertise you have, make sure you show it in any way you can, not simply state it.
Bonus tip: Your content does not have to last forever. If you receive feedback or analytics showing engagement is down, don’t be afraid to update or refresh your copy. After all, clients and search engines love new information. Furthermore, your business needs to be completely happy with your content and make sure it is working hard as one of your critical marketing tools.
