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How to Write Content That Sells

The role of content in a modern business’s success is impossible to undervalue. Due to the global digitalization and a massive shift to the web, content now remains one of the most effective ways for businesses to reach a large audience and deliver their messages.

If you wonder what the main purpose of every piece of content your business delivers is to boost engagement and drive sales. Whether it is a landing page, product description, or just a blog post – these goals remain unchanged. Thus, the highest level of mastery in content creation is the ability to generate content that sells.

But what makes a particular piece of content great enough to convert and sell? And how do you create such content yourself? The expert in digital content marketing from a trusted essay writing website that sells paper writing services to college students is going to help us figure this out. Let’s dive in!

Know Who You Are Writing For

In today’s world, all businesses are adopting a customer-centered mindset. Why? Because modern consumers want to feel that brands they use know their needs and can cater to them.

This approach should be at the core of everything your business does. Including the content you create. And it would be impossible to implement it if you don’t know who you are writing your content for.

Therefore, the first key to writing content that sells and converts is getting to know your audience. You want to discover their pain points, needs, expectations, interests, etc. The more you know about them, the more relevant and helpful content you can create, and the higher ROIs you can get in the result.

Be of Service to Your Audience

After identifying your target audience and researching its needs and wants, the next step requires putting this knowledge at the heart of your content strategy. Take everything you know about your prospects and use this information to be of service to them.

This means creating content that really matters. Every article must be relevant to your audience, correspond to its needs, and deliver direct value. If you can do this, your content will drive traffic, rank high in search results, and, most importantly, keep your audience engaged.

Let’s conclude. No matter how odd it may sound – to create content that sells, you should stop selling and start delivering value instead. As soon as you develop this mindset, you will start getting real results for your business.

Leverage a Variety of Formats

On the one hand, all content provided on your brand’s website and social media accounts should perfectly align with your company’s vision and voice. This statement can make you feel like all your content should look as uniformly as possible. That’s true. But only to a certain extent.

While it is important to maintain a specific voice and style, it is also important to give your audience some diversity. Content that is always delivered in the same format across all channels is just boring. Instead, brands should leverage a variety of formats.

What does this mean in practice? Blog posts, product reviews, personal stories, videos, podcasts, infographics – these all are different formats of content. And they all work. By leveraging different formats, businesses can generate different degrees of engagement. As a result, they can drive more sales. So don’t be afraid to experiment.

Become a Storyteller

Modern consumers love good stories no less than they love informative and helpful content. So one more trick brands can use to create content that sells is to start sharing their personal stories.

Showing the prospects and customers real, personal stories behind your brand has several purposes. Most importantly, this trick helps build trust. It demonstrates to consumers that there are real people behind a large company. As a result, such storytelling can encourage customer trust, loyalty, and retention.

What exactly can you share? – Just your journey. Tell the audience about the path of your business from the stage of the idea to the place where you are right now. Tell them about the challenges you faced and the tiny wins you scored.

Also, you can take the readers behind the scenes of your business. Tell them about typical daily routines in your company. Let them meet your employees and top-level executives.

All these ideas can help you create a personal and meaningful story that readers will love.

Infuse Controversy

Infusing controversy is something many marketers (especially beginners) prefer to avoid, but it actually works. So you shouldn’t be afraid to infuse some controversy into your content.

What does this mean? There are several different ways of infusing controversy. The most common one is to take a well-known myth related to the main subject of your content and provide counter-arguments that you believe are true. This tactic will surely create some controversy among your readers. Some may agree with your statements, and others may have an opposite point of view. But what’s important is that no one will remain indifferent.

The best thing about the controversy in content creation is that it creates resonance. And resonance, in its turn, is what creates the virality of content. So, respectively, the more controversy you create, the more people can eventually see your content, and the more engagement and sales you can drive.

Show Your Stance on Social Matters

For years, many businesses have been criticized for not taking a stand on important social issues. Most often, they stay neutral so that they don’t lose even a small part of their prospects and clients (read profit). But this tactic doesn’t work that well anymore.

These days, with so many big social issues creating buzz among your prospects, they want to know that your brand has a stance on these issues. According to studies, as many as two-thirds of consumers want businesses to talk about social issues and demonstrate their views. Think of it this way – various social issues are the evolving sensibilities of your potential consumers. That is, these issues are also among their pain points, and you have to communicate them in your content.

By taking a stand on the social matters that are important for your customers, you can strengthen your bond with them and grow trust. At the same time, it will help you communicate your brand’s vision and core values, which is also important to prospects. Thus, if you have never done this before, it is time to start creating content that speaks about social matters. Take your stance, and your consumers will appreciate it.

The Bottom Line

As was already mentioned, the primary aim of all content is to generate engagement and drive sales. In other words, to win over new customers for your business.

Your brand needs to deliver content that looks winsome to your prospects to make this real. That is, you have to make it relevant, creative, unique, and helpful. But not everything is as easy as it sounds. In reality, delivering top-notch content that sells and converts isn’t an easy task. It takes time to develop a strategy that will bring you closer to your goals.

Of course, what works for one brand doesn’t necessarily work for another. Therefore, there is no one-fits-all formula for perfect content. Still, a few fundamental tips can turn mediocre content into the one that sells. Now, you know about these tips. So all that is left for you to do is apply them in practice and get ready to see your ROIs go up.

 

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Julie Gunn

Julie Gunn is a professional content writer freelancing at several big organizations simultaneously. She also provides training for starting copywriters and helps students polish their writing skills while still in school.

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