Before you start carving & sculpting your business on your site and your network of social media properties, it behoves you to clarify:
- your “why” (the more penetrating your message the better) &
- your “how” (the clearer your purpose the better).
If you clarify this, you can market your content on the internet in a professional and coherent way and your digital marketing efforts will become all the more powerful.
The clearer you can be with this analysis, the higher your revenue and profits will be.
To take this to a deeper level, if your “why” and “how” is crystal clear, and the message your broadcast is coherent and congruent, then the impact will magnify. Then not only will you do business with the people who need what you have but you go beyond this and do business with people who believe what you believe.
Your brand will stand out and you will have much more potential to be compelling. In this way can your brand potentially become irresistible.
Quality content is therefore of primary importance. Not just because Google expects it, but because it will ultimately make you more money. Even if people’s attention spans can be short, the extra time spent in crafting your words and story is time very well spent.
Here are some general tips to make the most of telling your story:
Please don’t just hire a content writer from the other side of the world because he or she is cheap. There is a place for that kind of service for sure, but that place is most emphatically not when you are drilling down to your core message and story, and imparting the fundamentals of your brand.
Website content marketing is a powerful way to put your marketing message out in front of a wide audience. It is fundamental to helping brand your business which is the building block to selling your products and services on the world wide web.
If you just hire the cheapest writer you can find, at worst you will get something awful and at best you may, with luck, find a good writer who does a very passable job and maybe even a great job. But if you want a fantastic job done we would advise you to pay a few notches over and above the cheapest writers. You get what you pay for.
As we said there is a time and a place when cheap content could be a cost effective solution. When it comes to writing you can of course do it yourself, or Everyday Champion to write for you. It is a skill we are most proud of, and we love crafting language. Or there is the option to hire an outsourcer person to do it for you, and the price range is as you would expect pretty vast. “You pays your money and you takes your choice”, as they say.
Quite obviously, not everyone can write at the same level.
If you have a good writer who can create compelling content cost effectively, then these people are to be treasured.
Everyday Champion has the ability to write as a core skill – with many templates to work from which are infused with proven conversion psychology. We may not have the track record to charge $20k,000 to $50,000 for one sales letter (great value for money if it helps create a million dollar launch), but we are pretty good, and we have learnt the basics of creating good headlines, copy and good “Calls to Action” using fundamental sales psychology and Neuro Linguistic Programming techniques.
We have consciously created this as one of our core skill sets as we love writing and crafting words.
If you want to save some money on writing, then we would suggest outsourcing some of you more day to day social media messages (like a short tweet for instance), blog posts and secondary videos. But we believe that you should treat your web content, and clarifying your core story, your primary videos and your press releases with a lot more care than this.
We do actually recommend that you try out several writers (ourselves included, of course!). You may and possibly even want to use several when it comes to your content marketing campaigns. You may want to have several voices broadcasting your message, as long as the end product is coherent and accurately reflects your corporate persona and the philosophy of the founder(s).
Try and create a script that is infused with some personality and passion. Find writers that have a distinct and passionate voice, and go flat out to broadcast your message – what you do, what you are passionate about and the value you provide.
Content drives the Internet – whether it is your web page, your video script or your social media content. Content, is after all, why people come to the Internet in the first place.
People want high quality articles to read because they need information about a certain topic. Likewise they want quality videos for the same reason.
As you can probably guess we have no truck with businesses who believe that they can skimp and save on their budget by getting cheap or ill-thought out writing. Don’t even get us started on the impression that grammatical mistakes give, and whilst we may be fighting a losing battle when it comes to our culture today, we are pleased to say that grammatical mistakes are frowned upon by Google, so it really does pay to get this right!
By the way Google has some fairly sophisticated tracking mechanisms, and if you just copy and paste other peoples’ published writing on the internet, then this will count as duplicate content and you will be penalised for this. So don’t just copy stuff from the willy nilly even though it’s really easy to do this.
But don’t be a cheapskate because Google will punish you for this. Be original because you do not want to be a mediocre run of the mill business like so many others. Be original because you are uniquely you, and because you have an original story to tell and because you are professional and stand out from the crowd.
We are fairly convinced that people can see straight through inauthentic stuff, even if it’s just on an unconscious level.
People buy for emotional reasons and then seek to justify those reasons with their head. If you take the time, and the care, to connect with your audience, people will just know that there is something different about you.
Whilst it may be difficult to track the specific direct results of opt-ins or sales from your content marketing, you should always aim to put out high quality content as this is content is a huge part of your business branding.
Reports that add value
Finally there is the vitally important issue of building your email list. This will always be one of your best assets if you treat it with respect. Now one of the traditional ways of building a list on the internet is to give something of value away in return for an email address.
Now this can be anything from the access to a valuable report or a valuable series of videos. But if somebody is going to give you an email address, then you need to be adding real value. A report can be a really good product to create and give away in this way.
Take this scenario. A potential customer who has not had any dealings with you, who has found your webpage and been sufficiently impressed or intrigued to ask to download your report. Just imagine how that person will be disposed towards you if he or she has downloaded your free report and found the solution to a specific problem through your expertise and knowledge. You have added value to that person in a tangible way, and you are now trusted and liked. Don’t you think that there is a high chance that you have laid the foundation for a future sale?
If you want help for a professionally created report, that is framed in a psychologically positive way in a way that is guaranteed to boost your appeal, then we would be only too happy to help.
Content marketing is integral to broadcasting your story and your brand with coherence. Treat this with the utmost seriousness and you will reap the benefit.