Written Content Marketing Secrets – III
Posted by Carmen Zanfir
July 25, 2017

I have already written two articles where I told you some secrets about how to build a killer content marketing strategy: one of them is about how to write an effective CTA and the other one tells you why you should include video content marketing in your content marketing strategy. But what about some tips&tricks about written content marketing?

 

When you think to start a blog, you will think about what to put on it. And I’m not talking now about your topics and themes, but about the written content that should be on your website or blog.

 

Many people want to have a lot of content on their websites, but having a strategy behind all the content means many more conversions, readers, clients, and prospects.

 

Many more conversions, readers, and clients lead to more money and more traffic on your website. So, are you ready to boost your traffic and your ROI?

 

How to do all of these just with a strong content marketing strategy and a good content plan? You will find out in the following article how to manage your content writing.

 

What does content marketing mean?

Many people think about copywriting when they hear “content marketing”, but let me tell you that is not the same thing. Content Marketing, according to CMI, is:

 

Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. 

 

content marketing
Source: hubspot.com

 

Content Marketing means both video content and written content, but we will focus in this article on written content marketing, a video content marketing article being already written on our blog.

There are many debates where the video content marketing will take the place of written content marketing. In my opinion, this won’t happen because video can’t exist without written content, and written content must be helped by video to be more visible and to conquer the social media. So that, you need that written content marketing strategy even if you choose to create video content.

 

Before you start writing a text, you should know some content writing secrets that will help you more than you will imagine. At the first sight, they appear to be simple things that anyone can do, but behind there are many hours spent aiming for the best-written content you should provide and have on your website, and these content writing secrets give you more conversions and readers.

 

Why should I keep going with written content marketing?

 

Written content marketing, as I said, is something you should keep in your content marketing strategy because there are still people who want to read some text. They will want also to see some video to understand better, but the text will remain the most important part of your content.

 

Think about the newsletters, your posts on social media, whitepapers or everything that have to be written. There are plenty of materials that cannot survive just as a video. They need text, and even if you need 500-1000 words, you have to work on your written content strategy to be the best and to attract customers in order to convert them. This is your goal. Keep it in mind.

 

There are some reasons for keeping the written content in your content marketing strategy:

1 – Written Content provides information to your readers;

2 – Attracts search engines to your website;

3 – Adds value to your website and increases traffic;

4 – Increases website stickiness;

5 – Adds value to your visuals.

 

I put the last reason in bold because there is something I want to tell you: even if you have a bunch of visuals on your website, if they don’t have some text attached, a description or something, you won’t conquer the search engines. You cannot make Google or other search engines your best friend if you don’t work on your website to put on it both visuals and text. Written content will help you in the search engine optimization process and that is what you want. To be the first one. You want to be the one that provides relevant information for the readers and the one to whom they will come back to read something more or something else.

 

To be the source of information for your readers, you must start building your written content marketing strategy and your entire content marketing strategy with some writing techniques. Why should you do that? “Isn’t that simple for everyone to write something? Do I have to take classes?” No, you won’t have to take classes, you just have to know some rules without you cannot start a written content marketing strategy.

 

You know, it’s like you know how to cook something, but you don’t know how to use the cooking tools. Will you make something good without knowing how to cut the onion or to clean the vegetables with the knife? No, you won’t.

 

So, let’s start to learn the rules to a great written content marketing! Let’s learn how to write a great content!

 

1 – Research mode activated

 

Stay in research mode. It’s not hard and it’s not easy. Read everyday everything related to marketing, online marketing, business development, web development, cooking, video editing or whatever you want to write about. Reading will develop your imagination and you will have always something in your head. When you find a good topic, write it down. Keep a notepad in your bag. Maybe you will find a topic when you are in the subway, in your way to the office.

 

Make a folder in Google Docs where you can note the links that can help you if you find something interesting in online. Create an account on Evernote and you can put the link you are interested in there. Maybe you have some ideas and you forgot your notepad home. What to do? Open your Evernote app in your phone and start writing. That’s what a writer does. Believe me. I was there many times!

 

2 – Find your voice and write like you want to tell somebody a good story

 

Believe me, nobody will ever be attracted if you start giving them lessons like you are the bad teacher at the school. It’s not very funny. It’s better to try to teach me something like you want to tell me a story. Or if you want to teach me the “how to write” lesson, at least, do it in a very friendly way. A joke here and there won’t kill anyone. Be informal with me. Aren’t we two friends trying to learn something? Of course, we are. Let’s be friends and learn written content marketing like we are learning something very funny.

 

Ok. This is my own voice. I couldn’t write if I don’t use my own voice. You should read many articles of your favorite writers and analyze them. Then you should write something like them. After two days start to write on the same topic in your own way. Tell the people a story. They are not attracted anymore to product and services selling. They want stories and feelings. Keep this in mind.

 

 

3 – Good content marketing says “Choose one topic and stick to it”

 

It’s absolutely normal to have in mind more topics and not to know what to write about. So, let’s start with making a list with all the topics in your mind. Then choose a subject and note down everything that comes to your mind about it. After this, make a structure of the article and stick to it like it’s the only one thing in the world that makes you breathe. Why is good for your readers? They won’t be confused when they will start to read your article. And this way you won’t lose them.

 

4 – TPS should rule your written content marketing strategy

 

It’s ok if you don’t know what TPS means, I didn’t know either at first. TPS is TOPIC, POINT, and SLANT.

TOPIC is your article’s subject. You know it very well. I told you about it in the paragraph above.

POINT is the major idea you want to include in your article and you will have to develop.

SLANT is the specific point of you

 

5 – Content marketing means a good title

 

After I finish to write an article I spend maybe some hours to choose a good title. I take a paper and I start to write all the titles comes in my mind. But I also take into consideration that I have to attract the readers’ attention and I have to put all my SEO knowledge in the title. I will give you a list of what your title should include. As I said, let’s learn together.

Title 1: # of [Something Useful or Interesting for Your Readers];

Title 2: Top # [Of Something] – you can put here a list;

Title 3: How to [Do Something Useful or Interesting];

Title 4: How [Brand Name or Celebrity] [Does Something the Reader Wants to Do];

Title 5: Best of [Category or Type];

Title 6: Why [Something] Is [the Way It Is];

Title 7: Interview with [Celebrity]: [Interesting Topic or Title];

Title 8: Newsjacking;

Title 9: Breaking News;

Title 10: Secrets of [Something We’re Dying to Know].

 

6 – Your first sentence must be the best

You must grab your readers’ attention in only three seconds. I know you can’t imagine how would you do this, but trust me that if a reader isn’t hooked in little time, they will close the page and they will forget about your website. You don’t want that to happen.

Use a casual tone and be friendly. Your readers want that.

 

7 – Build an irresistible lead

The lead must be the introduction of your article. You have to tell your readers something about the article they will read to grab their attention and to give them reasons to read the entire blog post.

 

8 – Keep the truth in your article

If the people will see that you are a source of truth for them, they will come back. And, even more, they will bring others to read you. Don’t try to make the things look prettier than they really are in your article. Be you, use your own voice, keep your information accurate.

 

9 – Good lead, then good close

The close of your article is as important as your lead. Make it like you want your readers to close the page and have in mind the important things you want to tell. A full circle article means that you have a strong lead where you present the most important reasons why your readers must be there, and also you must have a strong close where you have to remind them the benefits of what you just told them in the article.

 

10 – Use plain writing in your article

About plain writing, I wrote more in this article here.

 

So this is the end. Sound like a good song title, but in fact, it’s time to recap the most important lines in this article:

 

First of all,

Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. 

 

Secondly, you need written content in your content marketing strategy because:

1 – Written Content provides information to your readers;

2 – Attracts search engines to your website;

3 – Adds value to your website and increases traffic;

4 – Increases website stickiness;

5 – Adds value to your visuals.

 

Don’t forget about visuals!

 

How to write a great content?

1 – Research mode activated

2 – Find your voice and write like you want to tell somebody a good story

3 – Good content marketing says “Choose one topic and stick to it”

4 – TPS should rule your written content marketing strategy

5 – Content marketing means a good title

6 – Your first sentence must be the best

7 – Build an irresistible lead

8 – Keep the truth in your article

9 – Good lead, then good close

10 – Use plain writing in your article

 

Enjoy your ride through written content marketing and write the best content for your readers!

 

P.S. Take a look at this infographic and see what’s all about the visuals in your content:

 

content marketing

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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