As a content writer working to build a brand, there exist many measures to vastly improve your work. Sometimes, as you write a lot of content, you might become complacent with how you write. After all, if an article is published with just enough readability, then that should be all you need, right?
These kinds of writers may begin to overlook not only their own problems but what their content needs most. What may be missing might not just be how you write or the topics you write about, but what your content needs. When you write with certain goals and actions in mind, your content has a direction to follow.
Utilizing certain strategies to add appeal and structure your work, you can improve the content and attract a greater audience. By making the right tweaks and prioritizing which elements matter most for your brand, you can improve as a writer and help your brand in question.
When reviewing how to improve your content, starting with the basic and obvious rules can be the optimal choice. You must prioritize the information the audience needs and wants, not the brand’s. While learning new information, a reader will want the most relevant and helpful information first, and more frivolous details later.
Though labeling and explaining information about the brand is crucial—such as product and contact information, brand morals, and messages—placing it first will not hook your audience. If anything, it may detract them and give the impression that the company does not care about the reader’s problems. A company with content writers incapable of showing compassion for customers will fail to bring them in at all.
Because your brand likely focuses on building an audience, you should not only appeal to them but learn about them. What does this mean? It means you should try to figure out what they like to read and are searching for from your work. By having a deeper understanding of what content resonates with your audience, you can gain more loyal readers.
Content writers should know the following: the priorities of the audience, the steps of their journey, and their location in the said journey. You can grasp this understanding with experience and research, such as listening in on calls with sales teams or customer services and their success. With experience, you can begin to see the patterns in what your typical audience is searching for at certain points. You can also appeal to an audience utilizing a written persona, investing readers with a writing personality that they can trust and relate to.
When consumers search for a product or service, they want to find a business they can place their trust in. Though quality and good service may come first, a customer feels reassurance when they can trust the brand. Ensuring trust only increases the likelihood of business but also returning business in the future. Satisfied consumers also can be likely to recommend brands or services to close friends and relatives.
If building and keeping the audience’s trust can be such a crucial component, how do you create it? To earn trust, content must display four different traits: It needs to be consistent, cumulative, personal, and risk-appropriate. Articles and webpages should have reliable and coherent quality, build off past content, emotionally connect to the audience, and take carefully calculated risks.
But how do you know when trust has developed in the brand? You can monitor trust in a variety of ways including through social media, requesting audience feedback, or checking review websites. You can also calculate how well trusted your brand is by determining its Net Promoter Score, or NPS. With an NPS, you can calculate how likely customers may recommend your business to another person.
With the right mindset and procedures, content writers can improve content while appealing to the audience. If your content marketing team is struggling to create content that appeals to their audience, you can find help. Through services such as law firm marketing, social media management, and blog distribution networks, Actionable Agency can help. By offering many marketing solutions and web development for law firms across the country, we extend their reach and develop their business. At Actionable Agency, we can provide an analysis of your current strategy and website of your firm to help formulate new solutions. For more information, call us toll-free at (855) 206-9689.