There’s more to being a content marketing leader than implementing strategies that others follow. These leaders combine the right content with intelligent strategy, resulting in 7.8 times higher website traffic than followers — that’s a 19.7% vs 2.5% annual growth in unique traffic. So be a trailblazer, not a follower.
There are two types of on-page content you need to thrive. First are blogs, which fall under content marketing. Second, you need website copy that wins over readers and search engine algorithms alike.
Our digital marketing company in Lake Mary, FL walks you through the difference between copywriting and blogging, and why they’re relevant to your business.
How does good copy affect your digital marketing campaign?
Copywriting is meant to entertain your readers, resonate with them, and compel them to answer your call to action. It’s your on-page opportunity to promote your products or services to an audience that is already half-sold because they already clicked on your website — but the second half is the trickier part.
Good copy is about connecting with your audience and convincing them you have what they need. It’s about letting your audience know you hear their woes and that you’ve got their backs. This is easier said than written, though, because effective copywriting follows strict rules:
- Write in a clear and candid way that speaks to your audience; make it sound natural
- Address the problems and needs of your target audience, so they know they’re heard
- Form a connection between what your audience is looking for and what you offer
- Insert a significant call to action that nudges your audience down the sales funnel
- Use targeted keywords to increase search engine rankings and generate higher traffic
- Add internal links to related web pages to spread link equity and connect your content
Good copy is also the basis of your digital marketing campaign’s success. How does it do that?
First, good copy sells.
Take a look at Apple’s persuasive web content, for example. They write for scanners (because let’s be honest, nobody actually reads everything on the website, unless it’s a blog). Their short sentences and simple words make reading effortless. They also use rhythm, rhyme, and repetition that stay in the mind of website visitors until those leads convert into sales.
Second, good copy transforms regular products into must-have items.
Apple knows it better than anyone — show, don’t tell. Sure, they’re selling a smartphone that has similar features as other smartphones. But when you use imagery and just the right amount of urgency, people would feel more compelled to browse your page and justify why they feel like they need your products. This optimizes interactivity and minimizes your bounce rate.
Finally, good copy separates you from your main competitors.
Remember that digital marketing is a long game. While you measure campaign results regularly, the ultimate sign of success is brand recognition and authority. By investing in top-notch copywriting, you bring out your brand’s voice and stand out from the monotonous droning of other brands trying to sell similar products or services like yours.
It’s also worth noting that even the most visually striking website is useless if it doesn’t have good copy. A well-designed website isn’t automatically a high-converting website; conversion and online sales rely on engaging and effective copywriting.
How does your business benefit from on-page blog content?
Blogging is less structured than copywriting. You don’t have to focus on highlighting your products or services. Rather, you’re writing informative content that is relevant to your audience and that ties them back to your business. It’s a chance to connect with your audience on a more personal level.
The more blogs you put out, the higher your engagement is. It drives website traffic and lead conversions. But that’s the short story of it. Here’s a deeper look into how your business benefits from blogging:
- Drive more traffic to your website; each blog is an indexed page that can show up on SERPs
- Convert site traffic into leads by adding lead-generating CTAs like webinars or free trials
- Repurpose blog content for social media, which is the top content type your audience likes
- Attract new customers by sharing helpful blog content that your target audience can relate to
- Improve customer relations and build a loyal community by regularly posting well-written blogs
- Establish long-term authority and credibility by sharing evergreen content with your audience
People won’t always buy your product or book your services on their first visit to your website. But if they discover your blog and find content that addresses their common needs and concerns, they’re more likely to remember your brand and give your business a shot.
What’s the secret to great on-page content writing?
There’s actually a science behind the way copywriters and content marketers structure their work.
The Gutenberg Rule is patterned on the western standard of reading from left to right, and top to bottom. This rule divides visible content into four quadrants namely the primary optical area (upper left), strong fallow area (upper right), weak fallow area (lower left), and terminal area (lower right).
Your reader’s eyes are automatically drawn to the primary optical area, regardless if they plan to read the whole thing or just want to skim through the page. It’s important to put the most valuable information and the content’s main idea somewhere on the higher left side of the page.
You can break the monotony by adding a call to action on the strong fallow area — somewhere on the upper right side of your content.
The weak fallow area, or the lower left portion, is still readable. But most readers tend to just scan through this part. Make up for it with a strong CTA in the terminal area. It could be a button, form, video, or link to your landing page. This is your last chance of winning readers over.
Great content isn’t entirely about strategic placements, though. It’s about going the extra mile. Sure, people might read basic content. They might feel compelled to make a call to action with good content. But it’s great content that would make them read, share, and talk about your ideas.
Take a look at the ingredients of compelling content:
- Craft a strong headline that draws people in and that would make them want to read more
- Write an interesting introduction that presents new or relevant information to the reader
- Narrow down the content’s focus on one clear idea that is evident from the start to the end
- Speak your reader’s language so they can stay engaged and be compelled to act
- Write in your brand’s voice especially when you have different writers making content for you
- Provide information that your readers want so they don’t get bored and look elsewhere
- Include actionable tips like signing up to your newsletter or downloading gated content
- Add trust factors like links to credible citations and authoritative sources
Of course, any content you publish on your website has to be written with your target audience in mind. It doesn’t have to be for everyone — in fact, it shouldn’t be for everyone. Write for a small subset of people who are looking for solutions that your products or services can meet.
Let’s talk about your content
Tonic Enterprises can build an SEO copywriting strategy or a content marketing strategy that resonates with your target audience. Schedule a phone consultation today.