Do you do it so that people will listen to you? So that they will buy from you? Do you do it for money? Are you a copywriter for a company that you don’t even care about?
If you are in the first boat, then you have a chance…if what you are saying is worthwhile. If you’re in the second group, then you better have a good product to back it up. And you better not be trying to sell with your content. Nope. If you are in the third group, then you’re going to fail.
When you’re making content for content marketing…
If this is your one and only priority, then your content will never be very good. Before you know it, your articles will be glorified sales pitches and your videos will just be commercials. And you’ll be wasting your time.
People don’t like sales pitches
Just put yourself in your reader’s shoes. If they are looking for an honest opinion about something, but you’re just trying to sell them something, then they’ll get turned off really quickly. If Joe wants to know what the best shoe brand is for running and you’re just trying to sell him Nikes, then he’ll find another site. You have to appear as unbiased as possible.
Want to sell? Do it this way.
I get it. If you are working for a company, they need to verify that your work is ROI positive. Why else are they paying for it? But whatever you do, never sacrifice your content in the name of sales. If you have to push a marketing message, do it in the “about” section at the end of the article. Put it there, and only there.
When you’re making content for SEO…
As content creators, we obviously want people to find our content. SEO, or search engine optimization, is how we make this happen on a long-term basis.
Make it SEO happy…but not SEO obvious
When writing for SEO, we include keywords, which basically mimic search terms, so that Google will show your article when people search for something related. If you’re a copywriter, you probably already know this. The thing is, articles with lots of keywords are really hard to read. It’s called keyword stuffing. Don’t do it.
Want Google to find you? Want people to still read you? Do it this way.
Add your keywords in as naturally as possible. Sprinkle them in, but don’t stuff. Because at the end of the day, if it is good for the reader, then it is good for Google.
When you want to help people with your content…
Good for you! You are a good person! Seriously! I’m not even being sarcastic or anything. This is the absolute best reason to create content. And it’s the content that works best.
Help people…because you’re a good person!
People love content that is meant to build them up, help them grow, or give them some sort of benefit. When your content is open, honest, and legitimately helpful, you’ll build trust with your viewers. And when people trust you, they are more likely to engage with, share, and love your content. And isn’t that what we all want?
Want to help people? Make sure you have this one thing…
If you want to legitimately help people, then there needs to be a “need” to fill. If you want to help people learn how to summon fairies, but there is a group of people who want to learn to summon fairies, then you’re gold! If not, then no matter how good your content is…people won’t read it.
But if there is an audience, and your content is good, and your sharing is on-point, then you’ll be able to help people.