These days the money marketing games are raging online and withering in the real world. Countless ambitious people want to make a living online, but don’t readily know how.
Me, I may not be an internet marketer per se, but I am the guy that writes their web content for them. I’m the freelance writer/ghostwriter that puts the web content together they use to get eyeballs on the page and clicking/converting.
Over the last week I put together 50 unique articles for a client (at $12 a pop) that revolve around the fitness niche. Like a smart marketer he wasn’t after SEO keywords or content written for search engines, but rather well-written copy that engages certain topics and presents specific ideas/solutions. Anything from why saturated coconut oil is actually good for you, to ways that modern athletes incorporate a type of active meditation during training.
That’s what I do for a living. It’s my job. Therefore, I know a thing or two about selling ideas, concepts, products etc. online. So, with that said check this out:
The Basics of Website Content for Marketing Purposes
Here is how to compose, or how it should be composed, website content with the purpose of basically making money.
1. Spit some knowledge: That’s right, teach! Ideally, whoever is coming to the website harbors an unfulfilled need or problem that your product or service remedies. First, the idea is educate, educate, educate; it’s the lifeblood of Inbound Marketing.
2. Make light of the solution: Yes, there’s light at the end of the tunnel, and it’s my job to make sure people know there’s a solution to their problem/issue connected to the words they’re currently reading. If you’re not getting to the point, you’re wasting time.
3. Insert product or service: This isn’t about banging on digital doors here. The people who arrived at your site should have done so through inbound, not outbound marketing. More on this in a second.
4. Spit more knowledge: Now’s when I simply educate this person with a need or desire about the solution (your product/service) and why it’s the best option. Most consumers enjoy learning something about something before they buy something.
5. Lay down the offer/CTA: They know about their problem, they recognize a solution exists, they understand how your product or service solves the problem, and now it’s time to make an offer and suggest they take action on it.
Understanding Your Visitors/Audience
At the end of the day there are what could be called plateaus of understanding, or awareness, when it comes to online consumerism. Everyone that surfs and searches the net falls within them. Here they are, and website content writers like me know them intimately:
Zero Problems/No Conversion
These are the last people who anyone selling something online wants to stop by their page. Who are they? Well, they’re people that don’t have a problem. Maybe they’re zoning out at work, or maybe they’re just clicking things at random, or maybe they clicked the wrong thing. Regardless, they only stay for seconds and couldn’t care less about your product or service. Trying to market to these people is costly and time consuming, avoid it like the plague.
Some Problems Exist
These visitors have a problem, they know it, and so they’ve gone online to find the solution. However, they don’t really know that solutions exist. Furthermore, they have absolutely no idea that your product or service exists, but they’re open and ready to learn about and discuss your solutions.
These visitors know they have a problem or a desire, have ventured to the digital world to solve it, and they know that solutions exist if they can just find them; ideally the best one (yours). They’re looking for web content that discusses/presents specific to-the-point solutions.
These folks are high value targets. They know they have an issue, they know solutions exist, and they are already aware of your product or service. However, do they fully understand the features and benefits? They’re not yet convinced. Maybe they’re searching for things like, “why X service sucks” or “X product reviews” etc.
This traffic simply needs to make up their mind on whether to buy or not. They know everything else, that they have a problem, that solutions exist, and they understand the overall benefits of going with your product/service. For these people it’s about nailing down why yours is the best way to go, and that’s about it.
For these people, they are ready to click the buy button so they typically only require a basic splash or sales page. Not much mystery about content written for them.
So, the point is that any truly successful site that’s going to get awesome conversion rates has a mixture of content for people in the last four stages or plateaus. I’ve written tons of content for all of them, even content for random visitors who have no idea there’s a problem and could care less about solutions.
Obviously the point of 100% of this content is geared towards helping people move right along to the “buy now” button or splash page.
While on the one hand, it all comes down to the quality of the product or service, it’s all for not without good content that brings them to the page.
Hope this helps