When you Google the keyword “benefits of content marketing”, close to 1.3 billion blogs are fighting for the same keyword.
Visibility, credibility, conversions, and a full sales pipeline to grow your business the easy way.
Last year, I helped an LA-based e-commerce brand rank #1 on Google within days for a high-competition keyword using the on-page SEO techniques I’m sharing now.
Guess what? One year later, it’s still taking up the top spot.
Even though the founder has stopped publishing new content.
Last month, I helped a logistics intelligence SaaS brand to rank #1 on Google within days instead of months.
For a popular keyword in the supply chain space beating billion-dollar sites like FedEx and UPS.
This happened within 5 days.
Day 1: The blog goes live
Day 3: The blog appears on the first page of Google
Day 5: The blog ranks #1 on Google
And I get a message like this from the client.
So what’s the secret behind ranking #1 on Google consistently and staying on top?
Write better headlines for better SEO and Conversions
80% of your readers don’t read your copy if you can’t get them to read your headlines – David Ogilvy
Most companies fail to grab their prospect’s attention because their headlines never offer a benefit the prospect is looking for.
Are you helping your audience save time?
Are you helping them bring down operational costs?
Is your solution accessible from anywhere, anytime?
Then you mention that in your headline.
The benefits should go straight into your value proposition to get your prospect interested FIRST.
Then comes the solution.
Now, why is something as simple as highlighting benefits a deal-breaker?
Because the benefit IS the solution your business has been thriving on.
And what a catastrophic mistake you’ll be making if you’re not strapping the benefits to your headline, right?
Pro Tip: Ensure you optimize your title tag with the main focus keyword.
Use Quality Keywords To Boost SEO
Google Crawlers are constantly looking for relevant keywords (the keywords you want to rank for) in your content.
The keywords your prospects are searching for.
But how do you predict what they’re searching for?
Think like them.
They’re on Google because they want to do one or all of the below 4 things:
Make more profits
Bring down operational/admin costs
This applies to anyone with a browser tab open.
And when you’ve predicted those keywords in your content, there’s a pattern match and your site shows up in the SERPs.
This means that the right keywords in the headline not only help you grab your audience’s attention, they also help you rank on search engines with ease.
Upgrade Alt Text to Rank on Google Image Search
My website ranks #1 on Google Image Search for a high-competition keyword and here’s the proof.
No FB ads. No Google ads. Simple optimization techniques helped me achieve this with ease. Look at the screenshot below.
If you see, the top 3 results on the search page are displaying images from my website for the keyword empathetic copywriting.
Now I won’t say that this is a product of mere updating of your alt text tag.
But for now, let’s see how updating your alt text becomes the communication channel between your website and search engine spiders that help you rank.
How descriptive alt text and captions help rank #1 on Google:
It indicates the purpose of the image and the exact content of the image
Increases relevance to the content and brings clarity
Specific information increases the chances of matching with the search keywords and bumps your page to the top
Tip: Run an instant SEO Audit of missing alt text images on your website now for FREE.
Add social proof to bring congruence to your content
If you noticed, I added proof in the form of a screenshot about how I ranked on Google Image Search in the previous section organically. By giving your readers instant proof, you are deleting your reader’s doubts even before they appear in their minds.
Because marketing and sales is all about resonating with your audience through – relevant content, connection, and social proof.
Social proof is not just to increase conversions amongst readers, even Google understands that including proof, customer reviews in the form of testimonials is a sign of authenticity and reliability.
Understand Humans And Write For Them
Humans are wired to react to interruptions.
The reason why mobile phone notifications are so easy to give into.
So how do you make your reader stay focused?
By using Pattern Interrupt Techniques.
Pattern interrupt is a psychological approach to shifting your reader’s focus and influence their behavior.
How can you use this psychological phenomenon to keep your readers interested in your content?
Create Disruptive Content Without Switching Context
Influence your reader before a notification takes that power away from your content. Make your content MORE interesting than their distractions – By dividing and displaying content differently. This is how:
Ensure the headings carry appropriate H1, H2, H3 tags
Use graphs and visual charts to make information more memorable
Use screenshots to offer proof and explanation then and there
Use snappy gifs to make content memorable
Use bullets instead of a clunky text box
Highlight to bring the focus back – bold, italics, underline, color
Use images to explain instead of a long boring paragraph
Use content highlighters like, colored blocks
Create carousel content to keep your audience hooked
GIFs when used appropriately can pattern interrupt much better than stagnant, dull images
Anchor Text and User Experience
The fundamentals of creating content for your audience is to be helpful.
Anchor text is the tool that makes the web so powerful. It makes access to relevant information in just one click.
Linking to related topics in your content creates a content repository your audience comes back to for their other information needs.
To get anchor texts right, every time you create anchor text, connect back to the primary intent –
Can this link introduce my readers to topics they need to know?
Can this link open up new channels and learning experiences for my readers?
Is this link connecting to a pre-requisite topic that’ll bring them closer to their desired outcome?
On the downside, too many external hyperlinks may take your audience away from your website. So, make sure that you’re bringing a balance. Also, make sure you don’t drive your audience to competitor’s sites either.
Copywriting. This term can be condescending, I know.
The word “copywriting” can evoke baffling questions like these:
Is copywriting about copying? Is it copy-pasting?
No kidding, such questions are asked for real.
So, what is copywriting?
Copywriting is the art and science of putting words that absolve the reader’s objections and persuade the reader to take a pre-defined action.
Good copywriting is backed by a thorough study of the psychological behavior of the business’ audience. It involves a step by step procedure that gathers detailed information about the target visitor.
In the digital age, copywriting is synonymous with web copywriting or direct response copywriting. Web copy is written to lead the target prospect to act on a CTA.
Copywriting is an intense process. As a copywriter, it is your responsibility to know your customer’s business in and out. The business functions, benefits, features, USP, value proposition, objections, problems, FAQs, mission, vision, audience and so much more.
What does a typical copywriting process look like?
Ideally, a copywriter gets business information from the client in the form of a questionnaire with specific answers. Specificity is the key. It is up to the copywriter to ask questions that fetch unambiguous information avoiding back and forth communication.
Based on the information in the questionnaire, the copywriter studies the customer info and derives a customer profile.
The copywriter designs a wireframe sketch to make the copy come with a flow. The wireframe sketch decides the fluidity of the copy.
The positives and features of the product or service are aggregated and converted into benefits.
The copywriter comes up with a clear value proposition that tells the purpose of the business website. No beating around the bush here. It has to be clear and concise.
This is followed by rounds of editing, search engine optimization and testing the copy.
Note: A prospect is determined by the business whose products are designed for a certain demographic.
Why should a copywriter know everything about the company?
To define the value proposition
You are writing copy for the company’s customer. You are writing copy to convince the prospect. The prospective visitor comes with many questions. Answering all their in-mind questions on-page is the goal of web copy.
In order to answer their questions, you should know the business inside out. If you do not know about the company functions and operations unique to that company, your value proposition fails. If you do not know why the company does what it does, you fail to get the purpose in words.
The value proposition is the most distilled version of the company’s prime purpose.
To understand and reproduce the purpose
When the “why” is not projected strongly, there is nothing that moves the prospect to establish an emotional connect. The emotional connect is not about instantly liking your brand. It is about a feeling your words can evoke
Let’s talk about a common activity you and I both do. Do you feel good shopping on a website that sells the products you love at your happy price? Do you see the key-points here? Love..Happy!
Ultimately, you do what you do to make yourself feel the way you want to. Even if it means trading money.
Jim Keenan, the author of Not Taughtsays you cannot sell to your prospect if the prospect doesn’t perceive value in your product or service. The “value” here can take any form. But it eventually boils down to a feeling. An emotional state of content that happens after an action.
Great copywriting is about salvation, not sales. – Aaron Orendorff
When you invest your money in a worthy product, you willingly trade your hard earned money because you have assigned a value to the product. That is all a customer pays for – Salvation. And, copywriting is the art and science that brings out the value out of a product and projects it in the form of words.
If you succeed to provide that reason of fulfillment your prospect is looking for, you have written good copy. That is when your copy becomes convincing. You don’t need to put any more effort, even in terms of fancy-glittery graphics. They do not matter. All you have to do now is drive your prospect to take an action. The sale is just a resultant action. And, congratulations! You just sold your product.
How to edit your copy?
To get the most pristine version of your copy, try removing one random word from one random sentence of your final copy. If you see a discrepancy, in any form, you put back the word and publish it. If not, repeat the distillation process.
Good copy is achieved when if you remove a word from the line, it obstructs the meaning of the sentence terribly.
Why is copywriting called copywriting?
The above definition implies that anything worthy of being reproduced to preserve its existential value is copy. This highlights the monumental importance copywriting holds in the business world.
Why every business needs copywriting?
When I began my career as a copywriter, I wondered what copyblogger meant. It sounded weird. I get it, the word is formed by the amalgamation of two words copywriter and blogger. But why? Why would anybody do that?
Now, when I know why every business needs copy, I fully understand the profound reasoning behind naming the legendary website CopyBlogger. In simple terms, CopyBlogger is a resource that teaches you conversion blogging or business blogging but not limited to blogging.
It is all about conversions. You cannot grow your business without conversions. Can you?
You need copy to convert.
Copy that converts + A well positioned product = Sales that spike your revenue
And after all, sales is the ultimate goal of any ethical business. Now that you know why every business needs copywriting, what are the steps you are going to take to write copy?