Learn a few rules that will help you organize your thoughts and plan this important part of your content marketing strategy.
You need to know what you are writing and who you are addressing it to.
In order to best define the group of potential recipients of your content, it is worth trying to characterize the target group. The content you create must best meet the preferences of recipients who can visit your website at any time. When taking on the challenge of writing content for a website, it is worth being aware that absolutely every paragraph must be written with the potential Client and their expectations in mind .
Identify your target audience
So, for a moment, think about what the situation would look like if you were the one searching for a given service or product. What exactly would you like to know? What information would be most important to you? For example, if your washing machine broke down and you wanted to buy a new one, would the most important thing be the energy efficiency class, the color of the casing, the control panel or maybe the amount of laundry you can wash at once? As you know, preferences may vary, but for most people the most important information will certainly be similar. By taking on the role of the recipient on the "other side of the barricade" for a moment, you will gain an advantage by effectively reaching the right target group. By understanding the needs, goals and problems that Internet users are driven by, you gain the opportunity to establish relationships with them, which will increase the value of your company.
Who is he/she? Persona will tell you everything!
Creating a buyer persona helps you create quality content that will interest your potential customers. As you probably know, it is not possible to create content for every visitor, but that does not mean that you cannot write content that will meet the expectations of as many visitors to your site as possible. To know your goal, it is necessary to create an example buyer persona. What does it involve?
Well, you need to try to define a model type of client who could show interest in the services you offer or a given business profile. Most often, during such an analysis, we can distinguish for our own needs - several model types of client to whom we will direct our message.
Call things by their names
For example, potential clients of an aesthetic medicine band database and surgery office may include both mature women who want to hide the first signs of aging, as well as adolescent men struggling with persistent acne who want to reduce the visibility of scars.
Each of these people will have slightly different requirements, different concerns, and completely different content will have meaning to them, and therefore will need slightly different information contained in the content.
The process of creating a persona may take a lot of time, but thanks to such analysis, the texts created have a chance to reach the recipients, turning them into customers.
Who are you? Where are you going?
The content on the website is aimed at guiding the Client from the moment they start to read the content until the moment they decide whether they need what we have written. This is a path that is paid for with many efforts aimed at drawing the reader's attention to the issues presented.
At this stage, the most important thing is to make the recipient aware of the problem, as a result of which he or she will realize that he or she needs an appropriate solution, which is provided by you and your services, which will be presented.
Content that is full of factual arguments is intended to encourage interaction, e.g. moving to another subpage, using an offer or filling out a contact form. A good solution is to encourage the user with internal linking. To do this, you should link to specific products, briefly encouraging them to familiarize themselves with them.
To create content that catches the reader's attention, it is necessary to combine substance with clarity - to ensure the best possible intuitiveness and ease of finding the information they are interested in.
Style matters
Creating content for websites requires matching the style to the previously created persona. In webwriting, it is often assumed that direct address significantly shortens the distance between the sender of the message and the recipient.
However, it should be remembered that addressing in this way is not desirable in every case. The language must be adapted to the potential recipients in whom we want to arouse interest. Therefore, remember that the language and style of the text must be identical to that used by potential customers.
