7 Tips to make content that engages & sells

7 TIPS TO MAKE CONTENT THAT ENGAGES & SELLS

KEY STRATEGIES

In this e book, you'll discover how to create content that engages people in conversation.

Becoming a copywriter was never an academic endeavour. It began with the want to authentically engage with people through written words. The more I publicly shared stories about my daily life, the more businesses wanted me to talk to their customers, through my writing.

Over the years, I've come to realise that most audiences want to feel as if what they're reading is a conversation between them and the content creator. An emotive dialogue. One that humanises the interaction.

1

C H A P T E R INTRODUCTION

YOU DON'T NEED TO KNOW EVERYTHING

I write content for clients operating in a variety of different industries. I never pretend to understand the product or service they’re selling. I ask many questions and do significant research. At the start of my career, I thought this to be a hindrance to my success. Surely one needed to be an expert on the topic they were writing about.

As time went by, I came to realise that perhaps, not knowing was key in creating content that spoke to the average person on the street. Because as I learned more about the topic I needed to write about, I was better able to convey this information to others in a way that was easy to understand, answered their questions, and solved their problems.

C H A P T E R 7 TIPS FOR CREATING CONTENT THAT SELLS

your content answers the questions your readers are asking.

goal is to educate and to help someone solve a problem.

4 | SOLVE A PROBLEM

two people are the same. Not everyone is a client. Understand who your audience is and write to them in a way that resonates.

AUDIENCE

C H A P T E R CONTENT CHECKLIST

An 8 step checklist to creating relevant content that people want to read

IDENTIFY YOUR WHY & 1WHO

Understand why you are writing what you are and to who. This will help you establish the type of content to create, be it educational, advertorial, emotional, or informational.

2. DO YOUR RESEARCH

Once you've identified your why, properly research your topic. Use current data and statistics to strengthen your points. Fact check everything to ensure accuracy.

3. CREATE YOUR CONTENT

Content type will determine tone of voice and formality of language during the writing process. Be mindful of your brand's personality when communicating your message.

4. MAKE IT READABLE

Attention spans are short. Customers will scan through text to get to what they want to know. Ensure your content reads well, i.e. important facts at the top, short paragraphs, bullets or numbered lists, and consistent language.

5. MAKE IT UNDERSTANDABLE

Identify who you are writing for and apply a reading level that your user audience will understand. Err on the side of caution and minimise complex language where appropriate.

6. MAKE IT SHAREABLE

People listen to people. They trust their peers more than they do a brand. So make your content compelling enough for readers to share, boosting credibility and consumer trust.

7. PUBLISH

Publish your content across distribution channels where possible, be this owned (e.g. website, social media channels), earned (e.g. organic, mentions, shares) or paid (e.g. Google ADs, Facebook ADs).

8. MEASURE PERFORMANCE

Once you've published your content, it's time to measure just how well it's working. Data analytics tools will give you the necessary insights (views, clicks, impressions). This will help you understand how to best optimise your next piece.

C H A P T E R CONCLUSION

CONCLUSION

If there was one take away from this e book, it's to not overthink the content creation process. People follow people. It's the human experience. So communicate your message in a way that is emotive, not robotic. Be mindful that it's a person reading your words, so speak to them as if you were having a conversation. Be engaging. Do this, and you'll compel your audience to want to listen to and buy from your brand.

C H A P T E R RESOURCES