You might think that even by simply asking this question, we’re answering it. But no! In digital marketing today, there are an increasing number of tools that allow you to reach your audience.
These tools make it possible to analyse your client’s preferences with maximum efficiency, in order to target them more effectively. They can also give you the power to communicate with each of them in a far more personal way, or to analyse your performance in real time, your return on investment on social media, etc.
But there’s one thing none of these platforms can ever replace, and that’s the content you showcase on your website and on social media, and that you show to your clients to introduce them to your world.
In this article, we offer an overview of several original techniques to develop to keep your copywriting team busy.
The test page
Using a WordPress plugin or perhaps a bot, you could quite easily create a “Take the test” page where the user is presented with different questions. Based on their responses, they are then attributed a category and offered articles that are relevant for them, according to what they want to learn about your product or service, or what they wish to improve with your help.
Let’s take an example. Have you heard of Brian Tracy? On his website and in his various works, this American guru who’s renowned in the world of sales and marketing shares his various secrets and methods. In one of his articles, there’s a banner to the right of the text which invites you to discover your “sales growth potential” and what you could change to boost your figures.
This is followed by a quick questionnaire, after which you are invited (of course) to enter your email address to receive the results.
Brian Tracy is clearly killing two birds with one stone: he’s getting your name and you’ve shared it willingly, because deep down, you’re curious to find out what you could do better in order to make more money.
To implement the test, take a few moments to analyse your different types of buyer profile: you might make some interesting marketing discoveries.
A contrasting perspective
Writing an article isn’t always about writing totally new content. Sometimes you can see it as adding your two cents to a debate. What we mean by this is that it’s completely valid to write an article which summarises and critiques the views of different authors on a subject.
To create this kind of content, look for the most eminent authors on a particular topic. It’s likely that their views will differ and converge on various aspects of the question you’re addressing. Thus, in digital marketing, it’s a regular occurrence for authors like Neil Patel to have opposing views to other bloggers on things like SEA or digital strategy. These areas of divergence prove to be stimulating subjects, where you can summarise, critique and test ideas before offering your own contribution.
Popular articles
No one can be a specialist in all areas, and this is just as true of your clients. It could therefore be a good idea to offer different types of article on your blog, and those for novices are just as important as any other.
If one of the client profiles that stands out in your test is the person who doesn’t know much about the subject, you should offer them popular articles. What’s more, there’s no better buyer of your products and services than future experts, and it’s your task to educate them.
Conclusion
Finally, rather than filling your articles with words boasting about your products or services, it’s more useful to… make yourself useful! Always seek to provide your clients with quality content, and instead of focusing on the advantages of what you’re selling, think in terms of the benefits for your customers.
This introduction will also allow you to offer a wider range of articles on your core business, to attract the interest of customers with different backgrounds.
References
Copybloger
Guillaume Duckerts is a Belgian writer who specialises in information and communication technologies.
