5 September, 2014 12:35

When it comes to writing marketing content for a company, few things are more frustrating than working hard to develop pieces only to have them largely overlooked. We’ve all been there: you write something you think is fantastic and eagerly watch your site statistics, only to see your content fail to give you the expected boost.

If you’re frustrated with your website traffic stats, here are five tips you can use right away to start drawing more attention to your website and get people interested in what you have to say.

Answer questions your customers actually have, rather than what you think they want to know

This is a common mistake. Many companies develop content based on what they find interesting rather than what their customers actually want to know. A great source of content ideas is your FAQ page and questions you’ve received through customer email. Also consider what customers ask you personally when they start working with your company or what people ask you when they learn what industry you work in.

Use humor

People are naturally drawn to what entertains them, so consider making a lighthearted joke, especially at the beginning of the piece. This will encourage people to read on to see what else you have to say. Once you hook the reader, you’ll have a much easier time getting your point across.

Don’t discount the value of social media

Many smaller companies tend to overlook social media, assuming that with their small size, it won’t be worth the effort. Social media, however, is where the conversation takes place. Putting your content on social media is a fantastic way to attract some attention to new blog posts and articles. You should also include share buttons at the bottom of each article. This will make it easy for readers to share the piece on their own social media channels should they find it interesting or informative.

Make the content memorable

The easier it is for customers to remember key points from your content, the more likely they’ll be to share it. There are several techniques you can use to enhance the memorability of your content. For example, studies have indicated that telling stories in your content makes it easier for people to remember your key facts. Try incorporating fun stories into some of your posts to entice readers to get to know you. You can also use classic techniques such as including shocking or attention-grabbing statistics in your titles and in the opening lines.

Say "thank you"

When was the last time you thanked your customers? People like being singled out, especially for a thank you. Write posts that occasionally highlight particular customers who’ve been with your company for a while. Thank customers who speak about your company on social media. And thank people who read your blog by offering them a special discount available only to those who open the post to find it. When customers feel appreciated, they’re more likely to develop positive associations with your company and reciprocate by working to develop a relationship with you.

When you set out to develop content for your company website, you want to develop pieces that people will read. Sometimes, however, it can feel as though unlocking the mystery to enticing readers is easier said than done. Keep these five tips in mind, and you’ll have much greater success. If you’re interested in kicking off your marketing campaign, give us a call today to find out how we can help you get started.

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