Build a winning a content strategy

We’re told we live in an age where content is king. People read more articles online than they do newspapers or books. Meanwhile, engagement with online advertising – banners, pop-ups and such like – is on the decline. The best in the business know that it is the subtleties of good content, rather than blatant advertising, that will generate a loyal customer following and therefore long-term sales growth. But many marketers still lag behind in terms of delivering that content. They simply lack in-house resources and are too busy with the tactical elements of their job, to take a more strategic approach. Generating outstanding content that will convert to sales leads is something that can be cost-effectively and efficiently outsourced. A good copywriter should be able to help both with the strategy and the content.
 
The building blocks of a high-performing content strategy
 
Clear, measurable objectives
Unlike direct advertising campaigns, creating content that delivers results requires longer term planning. A content strategy isn’t something that will deliver results overnight, but it should yield stronger conversions over time. With any long-term plan, setting clear objectives is vital. Understanding the goals will make evaluating the strategy simple. It allows for easier decisions concerning changes to the plan if objectives and milestones aren’t met.
 
Know your customer and put them first
What do they want to read, hear, see and ultimately buy? And more importantly - WHY? What need are you fulfilling? In some cases that need may not be obvious, even to the potential customer, so will take in-depth research. It should be the very first thing you learn and weave into every piece of content you produce. Knowing your customer will also shape the strategy in terms of the media you select. Where does your audience hang out and what does it engage with? Some of this will be learnt through trial and error, but establishing it early on will significantly reduce costly wasted effort.
 
Evaluate your website
For most businesses, their website is still their primary channel for generating leads and sales. But often, they neglect to review its content regularly and well enough. Ensure that it not only presents your company and products, but also places the customer need at the forefront. Before looking at external pieces of copy, blogs or mailers, review and optimise the content of your website, giving it the strongest possible chance to convert.
 
Calls to Action
How, what and (most importantly) why should a customer buy? A visitor to your website should be able navigate easily and should be given a clear message to engage with your business. The same is true of any material you produce. Content that doesn’t clearly call your potential customer to engage with you simply isn’t worth publishing.
 
Generate an Emotional Response
Psychologists have found that our buying decisions are made first at an emotional level and that we later seek logic to back up that decision. Whilst the features and benefits of your product will provide the logical reasons for a purchase, a truly engaging story is what will trigger the emotional response that needs to come first. Including elements such as brand values and objectives, case studies and customer testimonials will all deliver that story behind your product. And it is this story that will capture the hearts of new customers.
 
Develop Trust
Not only will the story behind your brand resonate, trust in your brand will also give a better success rate. We’re far more likely to buy a product from a brand we trust and admire, than from one that is lesser known. The trust we have in a business is usually developed over time, but can be greatly accelerated through content. Publish thought leading articles about your industry, for example. You may even want to consider an insightful webinar. These can be more engaging and instantly convert to sales leads when your audience registers.
 
eBooks
An eBook is a great way to educate your potential customer. Although it will take longer to develop, an eBook gives your brand the opportunity to really showcase knowledge. Content that delivers insight and can educate is valued more highly than generic articles and should elevate your brand recognition. Much as with the webinar option, you can capture leads at the point they download the book.
 
Piecing all or even some of these elements together requires time and know-how. Even with a highly efficient and effective marketing team in place, you should consider outsourcing your content strategy.
Elect Copywriting will work with you to build a winning content strategy and deliver that lead converting copy. Contact us today for a no-obligation consultation. We’d love to hear from you!