Content Writing

Content Writing Services we write content that tells the story of how your product evolved. We entice the customers’ interest to read more about the history of the product and why it is the best on the market.

All of our content and copywriting are focused on these key areas.

• Search Engine Optimization
• Customer Attention
• Customer Retention
• Sales Conversions

Who is the recipient of content marketing?

Many marketers, when deciding to create a content marketing strategy in their company, assume in advance that they know who the recipient of the content is. However, in my opinion, this is deceptive. Especially that employees of marketing departments do not have contact with the client, and their perception of the recipient, unfortunately, maybe wrong.

You must start thinking like a police detective profiler. That is basically what you are to become when you start trying to develop content writing for a particular audience. You have to learn to think as the customer would, what do they like, what makes them buy, how can you become them.

Content marketing … how to know the recipient?

The profiles – the recipient of the content should not be underestimated. The audience to be profiled should be at the center of our actions and strategy. They are the target and only theor needs should interest us. Why create content that no one will read. After all, there are problems and questions that the recipients are looking for answers to. Be wise, you will use what is at your fingertips.

Creating profiles according to demographic standards was no longer enough. Research and experience of companies show that age or gender indicators are no longer relevant when planning marketing activities. To create the perfect profiles, you have to look deeper. Consider much more value and answer more questions. Demographic data would no longer be sufficient, although it should still be the basis for building our typical profile.

Ask questions

Begin by asking some basic questions, such as:

• Who is the target audience?
• Where do they shop?
• What do they buy?
• Where do they work?
• What is their position?
• How big is the industry they represent?
• What is a typical day like for them?

With a base, keep looking. Ask more and more inquisitive questions.

• What do they like? How does his/her job affect their life? What emotions does it evoke in them?
• What influences their decisions?
• Are they the decision-makers? What is their place in the decision-making process?

Try to answer the questions about what a customer’s preferences are and where they look for information.

• What form of communication do they prefer?
• Where is the data they are looking for?
• Do they use mobile or stationary devices?
• Do they use social media?
• How often do they log into social media during the day/week?
• What sources do they prefer?

By answering the above questions, you have an idea of ​​who your audience is. What the customer likes, what their preferences are, and to what extent determines the choice of your product or service presentation. With a well-structured profile, you are able to create a good, valuable message. Reach a specific person or group of people with specific problems through a specific information channel.

How do I create a profile?

There are several ways to gain knowledge about your client. You can use polls, interviews, and conversations. Also, be sure to use the data offered to you by Google Analytics and check the profiles of your brand’s fans on social media. It is an extremely valuable source of knowledge. Also, do not forget about your company’s employees.

Organize a meeting with employees of the customer service and sales departments. People working there have contact with customer profiles on a daily basis. They can become a real mine of knowledge and ideas about the recipient audience. They certainly know the key questions and doubts of customers. Write down all ideas. It will become a really valuable resource and base for your marketing content.

How many profiles should be built?

In each company, you can select several people who appear in the decision-making process. The number of profiles is an individual feature of the industry and the nature of the target audience. However, it should be remembered that the more people are selected, the more difficult it will be to create well-targeted content. In the beginning, I advise you to develop one profile that is most important to you. Then the content will be more valuable.

Eyetracking in content marketing

To create content writing for a website or other media you must understand how the user will take it in. How it looks to them and what they look at with most interest. The layout of your text versus your graphics makes a big difference.

What is eye-tracking?

Eyetracking is a study that aims to answer the question of how people perceive objects in front of them. This applies not only to physical products (packaging), but also to the image displayed on the monitor. Eye tracking research is especially helpful in creating graphics for websites and online stores. They also apply to the content and its arrangement.

How is eye-tracking research conducted?

The tests consist in tracking the eyeballs with a camera and using light-emitting diodes located in the corners of the screen. The advanced method allows you to check which elements in a special way catch the eye of a person and what areas he looks at longer and which he does not.

The results obtained during the tests are presented in the form of:

• a heatmap that shows the intensity of the focus on a specific element
• scan path, which shows the order in which each area is perceived
• area of ​​interest, showing the percentage of items of special interest
• inverted heatmap showing only the areas observed by the subject

Why is eye-tracking so important?

Currently, eye-tracking research is used in many areas of life. From my point of view, the most important is marketing research related to the product, stationery store, or website. The method is also used, among others in the analysis of urban space or in the design of cockpits.

The key tasks fulfilled by the eye-tracking method:

Website and mobile application usability research

Thanks to this, the designer of the website or online store can check what elements are key for a potential customer. Look for areas that are irrelevant and therefore should not be featured in a top product or important content. Thanks to the research, it is possible to check which fragments offend or distract the recipient, and thus which should disappear from the page.

Create advertising messages

Advertising projects published in the press, on the Internet, on billboards, or on TV spots are effective if they attract attention. Eyetracking allows you to check the way of impact and the elements on which the recipient focuses his eyes. Perhaps your ad is ineffective due to poorly chosen graphics or placing them in the wrong areas.

Distribution of products on store shelves

The behavior of the consumer in the store is more and more predictable for specialists. This applies not only to the shelf perspective but also to the store as a whole. The method allows you to check how the boards should be arranged, and information about price promotions so that they catch the eye. From the store shelf, the survey allows you to create the perfect planograms.

Webpage content writing

Eyetracking is also a perfect method for creating content for websites. Knowledge of the rules of eye-tracking is required to properly place the description and keywords. Research shows that people do not read the text on websites. You could say that they browse the pages and mirror the content in search of the most important data.

What are the results of eye-tracking research?

The results are unequivocal. The audience does not read. They scan by focusing on specific areas of the page. They act rather chaotically, searching the site for interesting content. However, some rules emerge from this chaos that should be followed when creating content.

What are the rules?

1. The key area of ​​the website is the top left
2. Internet users scan the page but do not read the content
3. The top of the page matters much more than the bottom
4. Internet users focus on the graphics
5. The most important elements of the content are the headline, lead, and subheadings
6. Recipients prefer content located on a white background

Eyetracking is a very interesting and useful form of research. It allows you to create a website in line with the expectations of Internet users, thanks to which it becomes functional and useful. In addition, eye tracking ensures higher effectiveness of the advertising message and thus higher sales in online stores. In my opinion, it is good for every designer and web writer to learn the basic rules of eye-tracking, which will allow for more effective implementation of the goals set by customers.

Copywriting and Content Writing

Whether it is copywriting or content writing we start with market and keyword research. We look to see what your competitors are selling and how they do it. Copywriting is a little less involved because we only have to call the customer to action. Whereas with content writing we need to get the customer more involved and interested to know more about what they are buying before they buy.

A simplified example of the differences between copywriting and content writing.

Copywriting

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Content Writing

New Book By Author Glenn Madden

I could not put the book down once I started reading it. It was a real-life story of a young boy growing up in the south and ultimately having to leave his homeland of America to live in Indonesia.

Book Intro “My full name is Glenn Keith Madden. This is my biography of sorts and a little more. This will tell you the story of how I went from living in the country where I was born outside the small town of Ware Shoals South Carolina to where I am now at the time of this writing, Bandung Indonesia.

How we imagine life as a child changes as we grow older. There are many stages in the path. In my experience, each stage comes in ten-year increments. I went from poor southern country boy to flying around the world in first-class with Jimmy Carter. Afterward, I moved from the little town of Ware Shoals SC as a child to live in Bandung Indonesia for the past 17 years. I have three children by 3 different wives in 3 different countries. I have filled many hats throughout my life and career from the manager of a grocery store, army radio operator, navy submarine tech, electronics engineer, web design and marketing to setting up a furniture factory in the middle of Indonesia, and now author completing this book 30 plus years in the making.

My life has been an ever-changing scene of going from bad times to good times. The title of my book is The Path to Heaven Lies Just Beyond Hell. To quote Winston Churchill “If you’re going through hell, keep going.” There is always a brighter day coming. Do not let life’s destiny dictate your path. Each and every one of us has the same abilities, it is just whether we choose to use them or not. You can make life be whatever you want it to be, there are no limits if put your mind to it. “

This is a must-read book that has not been discovered yet. But I would not be surprised if Hollywood takes it and makes a blockbuster movie out of it soon.

But It Now at Amazon.com

Summary

The recipient is extremely important. The success of marketing activities depends on who the target audience is and how well your content reaches them. All the more so at the very beginning, you should make an effort to create your profiles well. On this basis, you can build a good content marketing strategy and schedule of activities, subordinated to the preferences of the profiles.