One of the most read posts on this blog has been Pillar to Post: Do you have 5 pillar articles on your blog? In it, I discuss a suggestion from Yaro Starak that you should have at least 5 important stand-alone articles that are key for your readers and put them where they can have easy access.
usually a tutorial style article aimed to teach your audience
something. Generally they are longer than 500 words and have lots of
very practical tips or advice.
On a Typepad blog, you create a typelist or side-bar item and put the titles to these articles there. You can title the list something compelling, like "Content Marketing Keys," or, "How to Write Content that Markets for You." You would, of course, substitute your own niche topic.
Have you done this for your business blog yet? I have been reviewing this blog, as I do every January. I see that I intended to do this but never got around to it. I posted one stand-alone page: Why Writing on the Web is key to Internet Marketing Results.
If you're like many independent professionals using the Web for attracting clients and getting leads, you have to write most of your copy yourself, even though you aren't a writer or journalist. You can learn the mindset of a copywriter with a few tips.
Persuasive writing is key, and I'm not talking about writing "sales copy." Good content that captures readers' attention and leads them to an action is key. That action can be other things besides a sales: build trust, establish expertise, connect emotionally…
- Your business blog and newsletter content should keep in mind the interests of the reader at all times
- You've got to share relevant information but also some personal details to get readers interested on a human level
- To be truly effective, you've got to get readers engaged and encourage action
These are some of the 10% nuances that make the difference between your blog and newsletter content getting read or deleted. Grabbing readers' attention isn't easy and can't be done with bland writing, impersonal copy, or ego-centricity. It's all about your readers.
In the next week I'm moving house, Hubby, cars and computers to our home in Ajijic, Mexico. I'm outlining here a plan for writing 5 key pieces to reveal more about the nuances of content marketing. I may be a bit slower in posting, but stay tuned…
If you have questions about pillar posts or content marketing, please use the comment feature below.