When starting a business, one of the most important things to consider is marketing and sales. After all, you’ll be spending a lot of time trying to convince people to buy your products or services.
While there are many tactics you can use to market your business, one of the absolute most effective ways to capture potential customers is by creating compelling content to pitch to them.
Writing copy is an important part of any marketing plan and it’s been proven to increase conversion rates and drive audiences to action. If you want to see your business succeed, you should consider investing in quality content marketing, whether you’re a B2C or B2B business.
Reason #1: User Experience
Every day, we’re bombarded with endless amounts of content. Whether it’s a social media feed, the news, or a billboard in a crowded cityblock, there’s always more content than we have time to consume.
That’s why good writing is crucial to creating an excellent user experience. When users navigate your website or app, they should be effortlessly absorbed into the content. When they reach the end of the article or video and continue to another section of the site, they should still feel like they’re part of the story or offer they came for.
Reason #2: SEO
Search engine optimization (SEO) is the ongoing process of getting your website or app to appear in the organic search results when users search for products or services relevant to your business.
Good SEO content doesn’t just improve your website’s UX. It can also boost your conversions by appearing on the first page of search results for relevant keywords. With the right keywords, you can get the SEO content to rank for as many as 20 terms, appearing at the top of the page for each one.
Reason #3: Visibility
Good writing is the key to getting your content noticed by the right people. When entrepreneurs and marketers hear “content placements,” they often think about paid placements in popular digital magazines.
However, content placements aren’t the only type of marketing and SEO that rely on good writing. Depending on your target audience and the type of content you’re creating, you can apply common writing tricks to get the word out. For example, if you’re targeting B2B buyers, you might want to write in a more authoritative voice. If you’re marketing to millennials, you could try incorporating more humor into your text.
Reason #4: Branding
Good writing is an excellent way to build a brand for your business. When customers read your copy or watch your video, they should feel confident that what they’re reading or watching is associated with your company. To create this experience, you must always consider the following four elements of branding:
You can use your brand’s colors, logo, and fonts to create effective branding copy. Of course, you don’t need to use all three elements to create an impressive brand. Instead, you can pick one or two to use for the best results.
For example, if you want to brand a blog for a law firm, you might want to use a bold, yellow font and a simple logo for the best visual impact. It’s important to keep your target audience in mind when choosing which elements to use so that the brand feels relevant to that audience. As for the colors, you can use red, yellow, and blue to represent the American legal profession. Alternatively, you could choose to go monochromatic with black as your main color.
Reason #5: Fun
If you want to get people to act or buy from your business, you need to make them interested. One way to do this is by making the content fun to read or watch. To create an interest-inducing piece of content, you need to consider the following things:
When you have a blast while writing, the topics you’ll cover will be more interesting to your audience. For example, you could write a blog post about web design for a digital marketing agency or a white paper about conversion optimization for a software company. When you choose topics that are interesting and helpful to your intended audience, you’ll naturally engage with your readers, increasing the chance of them acting on your content.
Reason #6: Growth
The last reason why good writing is important to your business is growth. When you have a piece of compelling content that appeals to your audience, you’ll start to see growth in terms of organic traffic and leads.
Over time, this traffic will translate into sales and, eventually, satisfied customers, growing your business and making you proud.
The Importance of Good Writing
To summarize, good writing is important to your business because:
- It provides a better user experience
- It increases SEO rankings
- It builds a brand for your business
- It generates interest and engagement
- It increases the chance of an action or conversion
- It’s a bonus if it’s funny or interesting
Now, you might not agree with all of these reasons, but you must agree that they’re all important. To find the one that speaks to you, you need to ask yourself the following questions:
- Why did I create this business?
- What do I want the customer to experience?
- How do I want them to experience this?
- What do I want them to do?
- What is the endpoint of this experience?
- What happens after they take action?
If you want to be able to answer these questions, you need to develop the skill of writing. Once you can do that, you’ll be able to make the right decision about your business’ future and know exactly what to put in place to make that happen.