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How To Write Content Your Customers Will Actually Want To Read



These days, it seems like everybody has a blog. Mothers, fathers, doctors, lawyers, teachers, beekeepers and businesses. They all have blogs. But are any of them worth reading?

That's the question bloggers should ask themselves every time they sit down in front of their keyboards: "Am I writing content my audience will actually want to read?" This question is especially important in business, where having a blog full of compelling copy can play a key role in driving customer traffic to a company's website.

Why You Need A Content Strategy To Grow Your Business

Over the past decade or so, inbound marketing has quickly become the new go-to approach for growing your business online. Inbound marketing involves offering your customers helpful information for free, so you build a relationship with them before they even hop on a call. In other words, it's all about content. You provide content to customers. They, in return, trust your brand and are more likely to make a purchase.

So that's all fine and dandy, but does that make content a necessity? Many businesses seem to get by just fine without a blog or a lead-generating magnet on their website. So why should you invest your time and resources into giving away info for free?

Content is an essential part of the Business GrowthStack, blogs included. For one, content allows you to generate leads in the form of emails. Without leads, you have no way of using marketing automation and sales automation. Additionally, content is at the core of campaigns. Each campaign you create is a collection of content. Blogs are one of the ways you can spread the word about your campaign without having to pay a cent on advertising.

If you're still feeling uncertain about the effectiveness of blogging, here's what sold me on the idea. Blogging may be a lead nurturing tool, but it also works as a sales tool. Think of each blog you write as a conversation you're having with potential customers across the globe. You're helping customers feel better about your services and expertise. And you're having a single structured, consistent conversation with hundreds (or even thousands) of people without having to schedule meetings on your calendar. This alone makes it an efficient use of your time and resources.

So now that we understand the intention behind blogging in a digital marketing strategy, how can you ensure your blog is doing its job? Follow these steps below.

5 Ways To Make Your Blog Content More Effective

If you have a blog, you need to make sure it stands out from the competition by writing compelling content your customers will actually seek out, read and respond to. Here's how:

1. Add Value To Your Content

There's nothing worse than investing time in reading a blog post that offers nothing — no insight, no ideas about how to solve a common problem.

The best blog posts solve problems, offer unique and relevant points of view and add value to the lives of the people who read the posts. So if you want to write compelling copy, focus on adding value. 

When writing your blog, look back at your StoryBrand BrandScript. Choose one internal problem that your blog can help solve. Then, write the blog around the problem. Introduce it clearly in the introduction. Offer a solution in the body content. Then, in the conclusion, show them how much better the world will look with that problem solved.

2. Find Your Voice

Good writers clearly convey information in ways that are easy to understand. Great writers do it with a strong voice.

Nobody (except maybe scientists) wants to read a blog that's simply a litany of facts. No, people want something that has a strong voice — it's the difference between reading a textbook and reading something written by Hemingway.

Find your voice. It can be casual, professional, casual-professional, witty, or smart. But it needs to be strong so that the ready feels like they truly know you and your company.

3. Get Personal

Speaking of knowing you, get personal with your blog. Give your readers insight into who you are, why they should listen to you and what makes you tick. Try to form a bond with your readers. How? Well, you can start by being honest, letting your emotions show and responding to questions that your readers ask via the website.

Here's an example of how this works: Let's say you're a dentist who blogs. The first thing you might want to do is acknowledge that the vast majority of your readers don't like coming in to see you. That's honesty. The second thing you might want to do is talk about how bad you feel when you hear this, but that you feel even worse when you discover cavities. Then ask your readers a question about what dentists can do to make a visit to their offices more enjoyable.

You're honest, open about your emotions and starting a dialog. That's personal.

4. Don't Sell

I know, I know. I said earlier blogging can be a sales tool. But while blogging can lead to sales, it shouldn't feel like you're trying to sell something.

Yes, a blog can be a powerful marketing tool, but not if you use it to sell, sell, sell. People don't need blogs for product information. That's what your website does. People need blogs to learn more about the companies they're thinking about working with – are they trustworthy?

A good approach is to give tangible, actionable advice away in each blog. Then, in the conclusion, tie in a service or product you offer that you think could be beneficial to the readers. You can also include links to your downloadable offers/lead generating magnets throughout your blog to collect leads to nurture.

The important thing to remember is that people don't like sales calls. You're probably the same way. We would all rather watch Netflix or chat with a friend over coffee than sit through a sales presentation. It's the same thing with your blog. If your blog feels like a sales brochure, no one will read it. But if it's entertaining, helpful, and impactful, it will keep customers coming back for more.

Learn How To Apply The Business GrowthStack Without Leaving Your Couch

If you want to grow your online presence and get results from your marketing, the Business GrowthStack is the way to go. By applying the four crucial components of the GrowthStack (clear messaging, campaigns, marketing automation, and sales automation) to your business, you can create a holistic marketing machine that turns leads into customers without you having to lift a finger.

And now, you can learn how to create, build, and execute the Business GrowthStack for your book, brand, or business. All you have to do is enroll in the QuickStart Academy. Click the link below to learn more!


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