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Increase lead generation with effective content writing

Lead generation with effective content writing

Lead generation is very important for every business. Effective content writing can help you increase leads on your website.

What is lead generation?

What are different lead generation methods?

Leads are people who haven’t yet become your customers, but they have shown interest in your product and they have also left their contact information with you.

You can get leads from your own website or blog.

You can also purchase them from websites that sell leads.

You can randomly collect them using various means at hand.

The most effective way of getting leads is from your own website or blog because then people are actually looking for your product or service.

Additionally, since they have visited your website or blog, they already know that you provide that particular product or service.

But how do you generate leads from your website?

How do you make people either contact you or subscribe to your mailing list so that you can keep in touch with them and send them your offers?

It can be done with effective content writing.

B2B lead generation especially depends on high-quality content writing.

Direct relationship between effective content writing and lead generation

More leads with effective content writing

When people don’t want to buy immediately, they’re looking for information.

They want information that can help them decide.

Sometimes they don’t even know what they are looking for: they simply know that they have a problem. They know they need a solution, but they don’t know what is the right solution.

Looking for a solution, they come to your website. They find a solution.

If they were looking for an answer, they find it on your website.

This is how effective content writing works.

They haven’t yet made up their minds, but they really like the content that you have published on your website. They get the idea that you know your stuff.

They would like to keep in touch. They would even like to contact you for more details about how they can use your product or service or how your product or service can solve their problem. They become your leads.

This, is where your content writing plays a very crucial role.

Read How to improve your content writing by properly understanding your customers.

When someone comes to your website, published words do all the talking.

Whether you have written a single word, a single sentence, a single paragraph or 1500 words explaining why the visitor should do business with you, it is your writing, your text, that is solely responsible for generating leads and getting you new customers.

If your content writing doesn’t impress your visitors, they go away without reading even a single sentence.

Your entire lead generation process goes for a toss.

If your writing is not good – if the style is uninspiring and there are lots of grammar and spelling mistakes – they think you are unprofessional and hence, shouldn’t be trusted with their business.

If your writing is good but it doesn’t provide what your visitors are looking for, they go somewhere else.

If your content misleads them into visiting your website, they leave immediately, making a note that they never come back, and also warn the others.

Again, it’s your content writing that keeps them on your website, and communicates to them your intent.

Generate more leads with quality content writing

How to write effectively to generate more leads?

How does effective content writing help you generate leads?

The entire purpose of having text on your website is to provide solutions to people’s problems.

When your prospective customers or clients come to your website, they expect that you

  • Understand their problem
  • Have a solution to their problem

Your writing shouldn’t act as your advocate.

Your writing should act as your  prospective customers’ and clients’ advocate.

Address their need. Put them at rest immediately.

Let them know you’ve got the solution to their problem.

Here are a few points to keep in mind when writing content for lead generation.

Define a clear persona

Defining a persona – the ideal person you are writing for – allows you to write for a person you understand.

It’s easy to write in a conversational style when you know whom you are talking to.

Understand what sort of person would like to buy your product or service.

A particular persona may have the following attributes:

  • Income
  • Age
  • Gender
  • Nationality/region
  • Occupation/business/designation
  • Marital status
  • Language comfort
  • Other specifics related to your business

Having a persona is like the person is sitting in front of you and you are talking to him or her.

When you write in a conversational style, your visitors feel as if you are talking to them.

They become more comfortable.

They are more amenable to absorbing your message, paying attention to it, and responding to it.

Even your messaging is more targeted when you write for a pre-defined persona.

Keep your web pages and blog posts narrowly focused.

If possible, provide one solution, one answer per link.

Don’t try to cram multiple issues into one URL.

For multiple topics create multiple web pages or blog posts. If those web pages or blog posts already exist, link to them.

When you focus on a single topic your readers feel contented.

They come looking for a particular answer, a particular solution, and they find that solution on that link.

If you handle multiple topics in one go, it confuses people.

In confusion, or when they are overwhelmed, they leave your website.

On many web pages and blog posts I’ve observed, just to be able to create very long pieces of content, writers and publishers cram lots of information on a single link.

They will have charts and graphs and scores of paragraphs and they go on and on until the reader is exasperated.

If I want to improve my search engine rankings, I don’t want to see 15 charts and graphs of how many people want to improve their search engine rankings. Just give me the damn information if you have it.

This is why, it is very important to clearly define the propose of the web page or the blog post you are about to create.

What do you want your visitor to achieve by the time he or she has gone through this particular piece of content.?

For example, once you have read this blog post, I want you to learn how to generate more leads on your website or blog with effective content writing.

Convince your visitors that high-quality content publishing on your website is an ongoing thing

Why would people leave their contact details if they don’t expect to hear from you again?

I don’t say leave them hanging, but whenever you are solving problems for them, tell them that you can solve more problems and hence, you should be able to keep in touch with them.

At every opportunity let them know that you publish quality content regularly and they shouldn’t miss any of it.

Tell them that you send out offers that shouldn’t be missed.

Let it be known to them the benefits enjoyed by your other mailing list subscribers.

There should be multiple call-to-action elements prompting your visitors to either contact you or subscribe to your mailing list.

Write in a language people use to seek you out

A nice way to know what language and expressions people use is to track your traffic using some analytics software.

You can use the Google Search Console (previously known as Google’s Webmasters Tools) to track what keywords and search terms bring people to your website.

Then you use these keywords and search terms to create more content on your website or blog.

People respond better if they find content that is written in a language they are comfortable in.

Avoid jargons and very difficult words that people don’t use in their day-to day lives.

So, basically, these are the traits of effective content writing for enhanced lead generation:

  • Conversational writing style
  • Using language used by your visitors
  • Providing precise answers to precise questions
  • Solving people’s problems without trusting your business agenda down their throats
  • Using call to action at appropriate places

Please remember that effective content writing for lead generation is not a one-off activity.

Stick to quality content writing.

Turn into a Great Content Writer With These 12 Productivity Apps

apps-to-become-a-great-content-writer

Whether you’re writing content for yourself or for your clients, it is always a race against time. There never seems to be enough content. To make a difference, you need to be a prolific content writer. If you want to cover more platforms like your own blog, Medium and LinkedIn, you must write more. If you want to improve your search engine rankings you need to cover all your topics. When you need to cover all your topics, obviously, you must write a lot.

The good thing is, these days technology is always there to help you. Writing content doesn’t always mean having to sit in front of your computer or laptop (yes, people still use these). Connectivity is no longer a problem these days. If you store all your files in the cloud you can access from any device. Better, if you use a cloud-based word processor like Google Docs, you don’t even have to worry about storing and syncing your files. Provided you can run Google Docs, you can access your documents anywhere.

Not just Google Docs, if you publish your content using WordPress then the blogging platform has an app that you can install on your mobile phone. The same goes for Medium.

This means, no matter where you are, you can write. Whether you are a writer or a content writer, your writing tools these days are always with you.

There are many productivity apps that can help you become a great content writer. As a content writer, being productive means being able to write whenever you feel like it, whenever you get an idea. It also means being able to manage your content and being able to publish it on the go.

Listed below are the 12 productivity/writing apps that can help you turn into a great content writer. I use most of these apps. At one time or another, I have used all these apps. I keep jumping from one app to another depending on what I want to achieve and what level of writing work I’m handling.

Microsoft Word mobile app

Microsoft-Word-logoThroughout all these years I have been a consistent user of Microsoft Word. I like the word processor. It gives me all the features that I need. On the PC, it even has a “blog” template that allows me to write drafts and then directly post them to WordPress. Since I also make other changes that can only be made to WordPress, I publish the post in draft mode.

For years it was impossible to use the Microsoft Word mobile app because the interface would act the way it works  on a PC or a large tablet. You couldn’t see the contents of the document on a mobile phone because they would become tiny.

Recently, around 6-7 months ago, they have introduced an alternative mobile layout. This allows you to work on your document just like any other text editor on your mobile phone. This is a great improvement.

OneDrive as my Cloud Drive

onedrive-logoI can seamlessly use Microsoft Word on my mobile phone because I store all my documents in OneDrive. The documents are immediately synced, wherever I have installed OneDrive and Microsoft Word. So, suppose I’m working on my PC, on a document. Then I need to move away. I’m sitting somewhere and only my mobile phone is there. When I want to, I take it out, launch the Microsoft Word app and my document is there. It syncs in real-time. You can feel that OneDrive for Microsoft must had been an afterthought: it is not as good as Dropbox and Google Drive in terms of interface and usability. But it works for me.

Google Docs for collaborative writing and word processing

Google DocsI was using Google Docs heavily before Microsoft Word became friendlier on my mobile phone. If you are using Google Docs and if you don’t have Microsoft Word, and if you are doing just word processing, you don’t miss Word much.

Google Docs is one of the best word processors for mobile phone. It immediately syncs all your documents; you can work from anywhere. It is not a very heavy app. You can tap on it and start writing without even naming your document.

Xmind as a mind mapping tool

xmind-logoI use Xmind not just to work on complicated marketing and management plans but also to organize my thoughts when working on longer blog posts.

Xmind is not my particular choice for the mind mapping tool because there are many such tools available. You can install a mind mapping tool on your desktop. You can use a mobile app. You can also use it within your browser.

If you haven’t used mind mapping for writing, try it out. You will be surprised to find how simply you can organize complex ideas.

Jotterpad text editor for Android

jotterpad-logoA lot of times I work on text files. Text files are lighter and there are less distractions. There is a great selection of text editors for PC. Jotterpad is an excellent text editor for your mobile phone. It has different settings and layouts. It even allows you to use your own font settings. Being a text editor, you can launch it in a jiffy and start writing. It’s pure writing.

Dropbox cloud drive

Dropbox is one of the oldest cloud drive and file syncing apps and services. It is one of the first cloud storage services I started using. These days I don’t use it as my main cloud storage device because I use OneDrive that comes free with my Office365 subscription.

I was their Premium user. Then I stopped using their premium services once I started using OneDrive.  When I started using Jotterpad, I needed to install Dropbox because it uses Dropbox to sync files.

If you don’t have access to OneDrive then I can say that Dropbox is the best file syncing service you can find. It is much more efficient. It is quite sleek. Its interface is not as rickety as OneDrive’s. Microsoft Word works with Dropbox too.

WriteMonkey as desktop editor

writemonkey-logoIf I’m using Jotterpad on my mobile phone, I need to have a nice desktop version of a text editor. 90% of the time I do my content writing on my PC. For the PC, so far, the best text editor that I have used is WriteMonkey. It has the best features of all “distraction free” writing apps you may have tried, especially among text editors. It covers your entire desktop when you are writing. It lets you customize your layout. You can have your own fonts and custom font colors. It even plays a typing sound!

Google Keep as a notetaking app

google-keep-logoGoogle Keep is the lightest notetaking app these days. Whenever you think of notetaking you think of Evernote, but Evernote can be very heavy. Besides, on your PC or laptop you don’t even have to Google Keep. You can use it in your browser window.

But, for Android and iOS there are very light Google Keep apps that you can easily install.

In Google Keep you don’t even need to name your notes. Create a new note and make a note of whatever you feel like. It is going to be there when you are writing.

You can also tag your notes so that you can find them when you need them.

Trello as a content publishing organizer

trello-logoTo be frank, I started using Trello recently, reluctantly. But once you start using it, it is quite a useful app for organizing your content writing schedule.

I’m not still sure how you would use Trello for your specific need, but this is how I use it:

  • Create a new list called Blog Titles.
  • Whenever you want to add something to the list, you “Add a card”.
  • Keep adding blogging ideas to the above list – there is also a provision to add descriptions and URLs (research data).
  • Create a new list called Blog Titles – In Process.
  • When I start writing a blog post I drag the card and drop it in the Blog Titles – In Process list. If I’m working on multiple blogging ideas, I can track on which blog posts I am working.
  • Create a new list called Blog Titles – Published.
  • When I publish a blog post (including publishing and broadcasting) I move the card to the Blog Titles – Published list.

I have created these Trello three-list combinations for various projects to track ideation, actual work in progress, and then completed work.

OneNote as a great information organizer

onenote logoAgain, I started using OneNote because it comes free with my Office 365 subscription. Before that I was using Evernote Premium. OneNote is bulkier and bit rickety compared to Evernote but Microsoft is constantly improving it.  I have seen improvements within days.

Compared to Evernote it is much more flexible and there are great ways of organizing information. There is a browser add-on that lets you clip important bits of information right from your browser.

Hemingway Editor to help you avoid writing complicated sentences

hemingway-editor-logoI have just started using Hemingway Editor. Since I’m used to writing in Microsoft Word, I feel a bit awkward. It’s also annoying when suddenly you sentence turns yellow or red. But, the more I use it, the more I realize its usefulness.

It is helping me keep my sentences shorter and simpler. This way, a single sentence can contain a single idea. I have this habit of creating long sentences.  I tend to capture multiple ideas with single sentences that unnecessarily complicates them. Unlike Grammarly, Hemingway Editor doesn’t do much proofreading. So far, I have observed it doesn’t bother with spelling or grammar mistakes.

Its primary focus is on tracking how many adverbs and adjectives you are using. It tells you whether you are using passive voice or active voice. It keeps track of sentences that are hard to read.

The only problem as of now is, it doesn’t seem to have a mobile version.

Noisli to drown the noises around you

noisli-logoAs a writer the biggest problem you may face, are the distractions around you. The sounds. You can hear the sounds around you. Some construction is going on. Kids are playing on the street. People are chatting with each other. TV is playing in the drawing room. Your neighbor has just formed a rock band.

Noisli helps you keep all these distracting sounds away so that you can concentrate on your writing. It creates white noise. It can also play soothing music. You will need a headphone or earplugs to use it. You can either install an app on your mobile phone or you can use it within your browser.

All these apps and services that I have listed above may not all be necessary for turning you into a great content writer. But, in their own ways, they help you write better.

After years of content writing for myself and my clients, what I have realized is, writing needs to be continuous. If you can’t write, your writing groove dissolves. There is no on-off switch. The legendary Indian writer Munshi Premchand was known to have this on-off switch. After his 9-to-5 job he could come home and start writing. If someone came to meet him, he would entertain the guest, and then get back to his writing. He lived in a crowded neighbourhood. He had many kids. He took care of his domestic responsibilities unlike many other writers. Despite that, he has written timeless classics.

But most of us don’t have that on-off switch. So, when the switch is on, we would like to draw greatest mileage. When an idea strikes, we want to be able to write it down immediately. When you want to access that particular bit of information, you should be able to access it no matter where we are. When we want to write, we should be able to write, whether we are sitting in front of the PC or we are fiddling with our smartphone. Technology, with all its distractions, fortunately, allows us to do that.

Multiply your conversion rate immediately with compelling headlines

Your headline is the first thing a visitor sees when he or she lands on your website or blog. A headline is not just the title of your page. It is not something that you need in bold and enlarged typeface just because straightaway starting with a paragraph doesn’t seem good. A headline presents the most compelling reason to go through the following text.

You must be wondering sometimes why there is so much hype around creating headlines when they just seem like the titles of the articles or blog posts proceeding them?

You must have often come across the expression “screaming headlines”. What are they? These are the headlines that often make you pick up a newspaper (I know, I know, not many people these days pick up the newspaper) or a magazine from a news stand. The entire newspaper and tabloid industry survives or thrives (as long as it lasts) on the ability of the headlines to draw people towards them.

The same happens on your website or when people come across your link on search engine result pages, other websites, and social media and networking websites. It is your headline that draws people to the actual page. If the headline is not compelling enough they are not going to click the link.

So how do we create compelling headlines?

When you are walking through a local market you often come across signboards on top of the doors of the shops. Every shop tries to attract you through the signboard and the words present on it. They may simply mention the service or product they are offering. They may also highlight the most special offer they have got for you. If they are offering a discount or there is a sale going on there is 100% chance they will have a banner proclaiming the irresistible bargain of the day. They even sometimes have moving advertisements or banners and posters at various prominent locations from where they can be easily viewed. But mere words don’t attract you towards them. It is the offer that catches your eye.

The same psychology applies to your website or blog headlines. Whatever you are writing, draw from it the most exciting reason why people should go through your content and formulate the headline from that reason. For instance if you are going through this blog post you want to know how you can increase your conversion rate tremendously by creating compelling headlines. This may not sound like a very exciting headline but there are many people who are quite desperate to improve their conversion rates and they will definitely want to check what I am trying to say here even if they are not very much impressed.

Address the main pain point in your headline

When I look at your headline I should be immediately able to know what you’re trying to offer. Of course you cannot tell me everything in a single sentence but this will definitely want me to read further. Suppose I am suffering from an old backpain. If your headline goes something like — “this revolutionary technique will definitely cure your backpain no matter how old it is” — I am definitely going to read this. Similarly, if you are looking for an effective content writer “content writing service that actually boosts your sales” may catch your attention more compared to “best content writing services on the Internet”.

Include the most important keywords or key phrases in your headline

This works well both in terms of getting targeted search engine traffic and influencing your visitors in a positive manner. All major search engines take headlines very seriously; in fact for them they are so important that they use your headlines as anchor text when they show your link on the search engine result page. It has been established beyond doubt that there is a greater probability of search engine users clicking links that actually contain the search term they have just used. This shows them that your link contains information about the exact phrase you are looking for. So using your primary key words and key phrases within your headlines definitely increases your search engine rankings.

Using keywords within your headline also increases the overall conversion rate of your copy because people immediately want to read the finer text if the headline uses the same language that they have been using in order to arrive at your page.

Create buzz on social media and networking websites with your headlines

The social media and networking scene is similar to a crowded marketplace: everybody is shouting and there is lots of noise and jostling. Everybody you are following or befriending has interesting stuff to post and whatever you post may fast scroll down the timeline. If you create a headline that cannot be bypassed it increases your chances of getting more traffic from websites like Facebook and Twitter.

Considering the importance of headlines I often spend and ample amount of time trying to come up with headlines when I’m working for my clients. OK, I also try to create decent headlines when I’m writing for my own website.

Does your content tell a story?

We all love stories don’t we? They excite us, engage us, attract us, fascinate us, antagonize us and motivate us. Whenever there is a story we have readers and listeners. Why do stories captivate as so much?

We can relate to them. They strum the chords of our emotions, attitudes, sense of wisdom and life experiences. We share the emotions present in the story one way or the other. That is why we all have our own indigenous folk tales, anecdotes and historical stories; they bind us together.

Stories can exist in any form. They don’t always need to adhere to a particular form of narration. Even a journalistic account of some event unfolding can be a very engaging and enlightening story. This is precisely why free press is curbed by authoritarian and repressive regimes — effective storytelling can move people into doing things they otherwise would never do.

The same concept can be applied to content writing and copywriting. Whenever you are writing you are trying to move people, you are trying to make them do something. Create a story around the product or service you are offering or describing so that people can empathize with you and really absorb its importance.

When you tell a story instead of a monosyllabic harangue about how great your offer is you get your readers’ undivided attention because whenever we are reading a story we always want to know what happens next. Remember the last time you read a page turner? How eagerly you wanted to know what lay ahead.

Of course not all of us are storytellers but describing a product or service in an interesting manner can be easily achieved by creative content writers and copywriters. Your story needn’t always have esoteric characters; you just need to have a theme and you can center your writing around that theme.

When I’m looking for a solution, frankly, consciously, I am not interested in reading a story. I want to know how this particular product or service can solve my problem that I am facing in my business or in my personal life. A story can definitely help me visualize. It gives me a three-dimensional picture of exactly how your offer can make my life easier — it has a live example I can relate to.

Another great benefit of creating a story is that it has a beginning and then an end. The beginning can be the initiation and the end can be a business transaction that takes place between your visitor and your organization. By storytelling you can change the event of buying a product or service into an experience. It is difficult to remember events and it is difficult to forget experiences.

Does your content address the pain points?

I just now received a flyer from a prospective client. The client is wondering why neither there is a response from the fliers he is sending nor from his website. I have gone through the flyer again and again and I have also gone through the website and still I have no idea what he is trying to sell. All he does is mention the name of the products and the companies he represents. Of course I have got nothing to do with the field he might be working in (sensors, industrial compressors, etc.) but nowhere does he mention what sort of problems he can solve.

When we’re hiring a service or buying a product we do it for the solution it provides, unless of course we are not spending money on a fad like the iPhone or the iPad. Even if it is a niche market we need to be specifically told what exactly is the benefit of going for that particular product or service.

Every organization has some pain points that it needs addressed. If your content does not address those pain points it is not going to sell no matter how narrow your market is. Tell your reader how he or she is going to benefit from choosing you rather than somebody else. Even if you’re providing sensors and industrial compressors do not forget to mention in what way they can help the reader (and consequently the prospect).