A story of content, marketing, and performance
Writing for the Web does not exist. We write for Google, for prospects or customers … We write to “make the figure”: click, likes, comments, registrations, validated baskets, Writing for the Web assumes that we associate content and marketing, informing, educating, and entertaining our potential customers on topics for which we are credible, topics that the market is still waiting for.
Suffice to say that performance is also critical in web writing: it is necessary to bring out the content in Google search results more quickly to generate a larger stream of readers and maximize conversion rates.
Rather than writing for the web, personalize your content
THE NEEDS OF YOUR PROSPECTS AND CUSTOMERS DIFFER BY THEIR MATURITY IN THE PURCHASE CYCLE.
Customizing content is about creating “findable” content on the topics that generate the queries – that is, content that’s optimized for Google, but especially for your potential customers, looking for answers and solutions to their concerns. So it’s not about writing for the Web, but for real people.
Your content is “findable” when you use the right words – that is, the terms your users really want and the care words. This expression is used by Gerry McGovern, which refers to the words we use when we search, which are not always the words we like to read when we come to a website.
Optimize the search experience when writing for the Web
More than an optimization of your content for search engines, it is here to optimize the search experience of your potential customers. Optimizing the search experience means writing content that generates special interest from your target groups at every stage of the purchasing process (consideration, evaluation, conversion).
Write for prospects and customers
You cannot control every nuance of the customer experience. But if you understand the decision-making paths of your buyer profiles and their effects on your marketing strategy, you can align your content to the real concerns of your audiences at the right time of the buying cycle. And reinforce your unique value proposition throughout the purchase journey.
Customizing content is offering unique content. We need to study carefully what the market wants, to know the primary concerns of the target groups and to propose intelligent solutions to their questions. 3 categories of content to attract and retain potential customers:
- Unique content: provides a unique experience, through which you really make the difference.
- Competitive content: does not distinguish you cleanly, but is relevant to the market. Your competitors share this type of content because of strong demand.
- Niche content: This content does not attract wide interest, but concerns distinct segments and sub-segments of your portfolio of prospects and customers.
Any other type of content that does not characterize you, or for which your potential customers do not express a specific request, must be excluded. Because it represents a waste of time and money. Remember, content marketing is about performance.
Writing for the Web involves mastering your critical data
In short, personalizing the content involves knowing the resources, behaviors and needs of your prospects and customers. That’s why content producers need access to strategic data that helps them produce findable, useful, and unique content.