Influential content guides readers toward taking meaningful action and making a commitment
The primary function of content is to engage, which is much more than attracting readers’ attention. Engagement implies a commitment rather than simple interest.
Good content is written to influence the reader to make a commitment, whether that’s to click on a link to learn more, download a white paper, sign up for a newsletter or complete an order.
In order to get from attraction and the initial commitment of reading the content, there are three general steps that must be completed. Content that sells will guide the reader every step toward taking that action.
Step 1: Attract with a great headline
The first thing a reader sees provides the reason to continue the relationship. A good headline can do one of three things:
• Provide a solution to a reader’s problem
• Offer a benefit a reader is seeking
• Create curiosity about a topic the reader cares about
In addition to good, benefit-driven copy, the marketer must know their primary audience in order to deliver the benefit, solution or topic that influences them to act in a meaningful way. Personas can help marketers get a clear picture of how to appeal to their best customers.
Step 2: Inspire action
Reading the content is imperative to deepen the commitment that your reader has to learning about your brand, products and services. So, your lead-in sentence must be compelling enough to entice the reader to continue forward. And, it must be a continuation of the headline’s promise.
There are no hard and fast rules of what the lead-in sentence should be – it can be clever, surprising, make a strong benefit or solution statement, reassuring, but what it shouldn’t be is a repetition of the headline or overly long and complicated.
Keep in mind as you craft the lead-in, that this is what helps your reader begin the commitment to continue reading.
Step 3: Motivate meaningful action
In addition to relevant information that supports the headline’s promise and keeps readers reading, there should be opportunities for the reader to make a greater commitment to your brand:
• “Learn more” by linking to another informational web page or a downloadable guide
• “Sign up” for a newsletter or special offers
• “Contact us” links to an email addressed to you or a form for the reader to leave their contact information
• “Order now”
This is often a multi-step process, requiring different levels of content that leads a reader further toward the ultimate meaningful action – a sale and the beginning of a continuing relationship. Adding links to additional pages on your website allows readers to know more about the topic and deepen their commitment to you.
Another step is to encourage them to come back to read new content, which means you should post fresh blogs on a regular basis to encourage readers to re-engage with you and your brand. You can also offer to send them updates in a monthly newsletter or email.
The art of developing content that sells through engagement takes time to master. If you’d like help to create an effective content campaign to transform readers into long-term customers, contact an experienced copywriter and content strategist, like me at mary.b226@gmail.com.