Creating valuable web content seems elusive at times. Partly because opinions vary on what exactly makes content valuable. Some companies are hyper focused on SEO, while some simply want the kinds of words, sentences and paragraphs that speak plainly to the largest number of people. At the very least, content should speak to whatever consumer you mean to target and entice them to take action. And that action doesn’t just have to be buying something or clicking on an offer. Maybe they comment on a blog post or reply to one of your tweets. Your overarching goal should be engagement.
First step, hire a copywriter.
You may think taking on the task yourself makes more sense. You know your company best and you’re a capable writer. A capable writer won’t cut it in this situation. You need the savvy persuasiveness that only a good copywriter can provide. A copywriter will also give you some perspective. Of course you think your product or service is king, but a copywriter can wade through all of your company’s attributes and highlight those that answer your customers’ most pressing question, “So what exactly can you do for me?”
Make sure your copywriter gets you.
Your job is to make sure your copywriter gets to know you and your company. They’ll only be able to sell you and engage your customers if they know you well enough.
Be authentic.
Yes, SEO is important, but it’s not everything. No matter what you sell, you’ll need to tell a story. Make people care about you. Maybe they won’t buy whatever you’re selling right away, but they’ll come back to your website again. They’ll trust you enough to think of you and buy from you when they’re ready.
This B2C article summarizes good content well and gives some insight into how copywriters create it.
