Category Archives: Content Writing

How to generate more leads with strategic content writing?

Strategic content writing to generate hot leads

Strategic content writing to generate hot leads.

You publish content to generate new leads.

Leads can manifest in multiple forms. There are hot leads and cold leads.

Hot leads are those people who contact you for the purpose of buying from you or hiring you.

For example, if someone submits my contact form for the purpose of hiring my content writing services, that person is a hot lead.

But if someone subscribes to my newsletter, he or she is a cold lead. Or if someone shows interest in my content writing services on a social media platform but right now doesn’t hire me, he or she is a cold lead.

When you are writing and publishing content to generate more leads, you need to be careful of what type of content you are publishing.

When I had a web design website – in my previous life – I ended up attracting the wrong traffic because although I was writing and publishing lots of content and consequently, generating lots of traffic, the traffic never converted. I was not generating the right leads.

Back then I was smitten by educational content. I didn’t put my energies into explaining my services as a web designer. All my content writing consisted of teaching people how to achieve things using HTML, ASP and JavaScript (back then I didn’t know PHP, which I know now).

How to strategize content writing to generate hot leads?

You need to find out why people are searching for you, when they are searching for you.

Obviously, people who are looking to buy something, or hire someone, or use a software service, are not looking for educational content, at least not knowingly.

For example, if you are looking for someone who can help you improve your search engine rankings and you are not aware that optimized content writing can help you improve your SEO, my blog post titled 5 reasons why content writing is important for SEO can reveal something that you  don’t know.

For that matter, even a blog post like 10 SEO content writing tips for your small business can be quite helpful.

You may ask, if all I am doing is teaching people why content writing is important for SEO or how you can write content for your small business to improve your SEO by yourself, how am I generating hot leads for my own business?

Even if your writing is seemingly instructional content, you need to write in such a manner that the central message – your open for business – shouldn’t be lost.

To generate hot leads, you need to create precise web pages, landing pages and blog posts. There shouldn’t be any ambiguity. You shouldn’t club multiple messages under the same web page. When you club multiple messages, the central objective of your content is diluted and people end up getting confused.

Seriously consider search intent to generate hot leads

Not all type of search intent gets you hot leads but writing and publishing content keeping search intent in mind can definitely improve the number of hot leads your content generates.

What is search intent? You may like to read What is search intent and how knowing it improves your SEO.

Most of the information about search intent that I have published on my website and blog is about improving your search engine rankings, but writing your content centered around the appropriate search intent can also help you generate more leads.

Writing content for searcher intent helps you be with your customers and clients throughout their buyer journey.

Again I will give you my own example.

Someone is researching for ways to improve search engine rankings and comes across my blog that talks about how content writing can help you improve your search engine rankings. The person has been informed.

The search intent here is informational. The person isn’t looking for someone to hire. He or she simply needs information that can help him or her improve his or her search engine rankings.

Once a person has read my blog post on how content writing can help improve search engine rankings, he or she finds out that I provide such content writing services, through another web page or blog post. The other web page or blog post has been written keeping “commercial intent” in mind.

These days I’m getting lots of traffic for “content writer for accounting services” or “content writer for life coaching services”. These searches are carried out with commercial intent.

Accountants or accounting companies are looking for a content writer. People providing life coaching services are looking for a content writer. The intent is clear. Search traffic generates hot leads for me

On a related note: do hot leads always convert?

Not necessarily. Hot leads are people who are ready to do business with you but they haven’t yet committed.

Maybe they won’t like my samples. Maybe they won’t find my rates acceptable. Maybe after contacting me, they come across someone else who they think is a better match. There are multiple reasons why even a hot lead may not convert, but that’s a different matter.

Writing content for a Mass Control Bait digital asset

Writing content for Mass Control Bait digital assets

Writing content for Mass Control Bait digital assets.

Digital marketers often talk about Mass Control Bait. What is it?

Although the phrase “Mass Control Bait” sounds quite ominous, it is simply an offering that you make to people so that they share their email ID with you.

Many websites entice you to download that awesome e-book or white paper but before you do that, you need to fill and submit an online form with your company details, contact information, designation, and profession.

They are gathering data from you and in return, they allow you to download something that you think may be useful for you. In return, they ask for permission to subscribe you to their email updates or send your routine marketing messages.

What are different types of Mass Control Bait digital assets?

Mass Control Bait can be anything you can offer for which people will gladly provide you their contact details.

As mentioned above, it can be an e-book or a white paper carrying useful information or industry data.

It can be a poll result that can reveal crucial market trends or user behavior traits.

It can be a webinar or a workshop recording that was previously exclusively available to paid members, but you are offering it to all those people who subscribe to your mailing list.

It can be an auto responder course. I remember a few years ago I used to offer an auto responder course in SEO content writing to all those people who subscribed to my newsletter.

How to write effective content for your Mass Control Bait digital assets?

First of all, create a digital asset people would desperately want to download.

Your piece of content must have the ability to make a real difference in people’s life otherwise, they will not download it.

In the past couple of years, I have written multiple e-books, case studies, and white papers for Mass Control Bait campaigns.

In most of the cases clients come up with their own content ideas and unless they are paying me, I do not interfere much except for doing my best writing for the topic.

Two things are very important for creating effective Mass Control Bait digital assets:

  • The topic (so that they give you their email ids).
  • The quality and relevance of the content (so that they remain your subscribers).

Some people think that they can create a very attractive and irresistible and once people have submitted their email ids, they should not bother much about the quality of the actual content. Wrong approach.

Do not consider Mass Control Bait digital assets as an actual “bait” to collect email ids. You do not want to spam people. You want to build relationships.

Offering them to download a Mass Control Bait digital asset is like giving them a gift to agreeing to keep in touch with you.

If you give them lousy content, they will make it a point to not only unsubscribe themselves as fast as possible, but also make sure that all email messages from you go to their spam folder. Much deserved.

Take your Mass Control Bait digital assets seriously. They represent your brand.

When people read your business e-book or white paper or a report, they are forming an impression of you even when they do not realize it.

For example, if I ask you to download an e-book from my website, the sort of experience that you have with the e-book will reflect on the attitude you have towards me or my content writing services.

Hence, writing content for your Mass Control Bait digital assets should be taken as seriously as you take the content writing of your main website.

Content writing advice: Do not cram too many keywords when writing web pages and blog posts

I have observed that many clients want to incorporate as many keywords as possible when they are sending web page or blog post specs.

Even when I tell them that I will focus just on a couple of keywords and not more, they send me LSI keywords.

Using LSI keywords is not an excuse to use more keywords; LSI keywords are alternative keywords for the main keywords. But they think that LSI keywords can also be used to incorporate a greater number of keywords.

Although sometimes it is possible to use lots of keywords in a web page or a blog post contextually, in most of the cases, they end up diluting the main topic.

Want to improve your search engine rankings through strategic use of keywords?

Do not use highly competitive keywords – use longtail keywords comprising at least 3-4 words.

Use keywords such that they help you write about the main chosen topic with greater clarity and focus.

The more divergent keywords you use, the more you dilute the SEO power of your content. This adversely affects your search engine rankings.

 

Content writing advice: In the beginning it is important to associate your name with what you do or offer

Yesterday I was explaining this concept to one of my clients. He had sent me links to websites like Accenture and Bains and said that he wanted to emulate their writing style and terminology.

These websites have good content and copy. But they use lots of fluff and jargon. They can do that. They are known brands. Even if they indulge in abstract content writing, people know what these companies do.

When you are a new business, it is very important that your message is unambiguous.

For example, I can throw around big and impressing words on my website, but by the end of the day, I am providing content writing services, or copywriting services for marketing purposes. These terms are important for me. These terms are also important for clients looking to hire a content writer or a copywriter.

Once you have built a brand for yourself, once people know what you do (you do not need to tell what Google does), you can be creative with your language, but for the time being, when you are a new business, use exactly the words and expressions that convey what you do and what you deliver.

Are there better editors than MS Word? Depends on what you are looking for

Are there better editors than Microsoft Word

Are there better editors than Microsoft Word?

Right now, in the realm of conventional word processors and editors, Microsoft Word is the reigning queen.

Compared to MS Word, cloud-based word processors like Google Docs are toys. Not because they lack certain capabilities, but in terms of features, they may have just 5-10% capabilities of MS Word.

Not everyone needs these capabilities. I have been using MS Word for almost 15 years now and I hardly use 2% features of the word processor. This is the reason why people prefer cloud-based word processors and editors like Google Docs.

When you use Google Docs, you do not need to install software on your desktop. You can access it through your browser.

This Fast Company article reviews some alternative text editors and word processors that are better suited to the current, collaborative, work environment. Two of the editors that the article mentions are Notion and Coda.

When I visited the Notion website, I remembered registering a few months ago and then leaving within a few minutes.

Notion seems like the web version of those unnoticeable apps that often come with your mobile phone pre-installed. They act like a bundle to manage your to-do lists, notes, images and other tidbits of information. Most of the people never use these apps.

Of course, I am not saying people who do not have a need for a cloud-based service like Notion would not find it useful.

It may be like the storeroom for all formats of information that you would like to store. You can manage your tasks. You can create to-do lists. You can create content calendars. You can manage your brand assets such as graphics and logos. You can create quick notes. You can maintain your reading list. You can use it as your travel planner. You can even write blog posts.

The point is, if you have been using MS Word, or even Google Docs, for a few years for preparing your drafts for articles and blog posts, you may feel bewildered by this hodgepodge of features. Maybe if you want to make a new start from scratch, you will find it useful.

It is like Canva for someone like me who has been using Photoshop for years. Although the cloud-based graphic tool gets raving reviews on my LinkedIn and Twitter timelines, I find it quite restrictive, especially compared to Photoshop.

Coda comes closer to the conventional documents you are used to. The big difference is that it combines documents and spreadsheets and data from other tools into a single interface. As per the language on the website, “All-in-one doc. No more ping-ponging between documents, spreadsheets, and niche workflow apps to get things done. Coda brings all of your words and data into one flexible surface.”

This may be good for meetings. Or business presentations. Or maybe even research-based articles and blog posts. Books? I don’t know.

As you scroll down the page, you realize that it may also be another version of Notion that endeavors to provide everything you need in your day-to-day professional life, through a single dashboard.

I do not understand the need for Coda because I am not the target audience. In this blog post, one of the founders, Shishir Mehrotra reference to the app being a “Minecraft for docs” – you build your digital assets within the app, one by one, like the blocks in Minecraft, as you grow.

I do not want to build blocks. I just need a rectangular window where I can write. It might as well be Notepad.

Every app and every cloud-based service that has a decent set of features, is going to attract users who have a precise need for these features. Therefore, there are many online editors that are gaining traction fast among niche users.