The ultimate content writing formula

March 22nd, 2016 | Sadie | No Comments

The content marketing industry has gone measurement crazy. And…

I

AM

LOVING

 

 

IT!

As a content writer, I’m supposed to be obsessed with words, paragraphs, books, copy. But I’m obsessed with numbers. The obsession has gotten so sad (yes sad) that I sometimes log into Google Analytics and look for patterns in the numbers. It all sounds very Good Will Hunting, but my hair isn’t as good as Matt Damon’s and the lighting in my office is definitely not Academy Award worthy.

 

So when the content marketing industry turned its attention to finding formulas to perfect content marketing, I was in my element. What’s the ideal length for your blog post? The perfect day of the week to post. The ideal number of words your blog post should be.

 

But…

there’s a flaw. my So at a time where the content marketing industry is trying to find the perfect length for blog posts, the perfect time to post, the perfect content types to drive conversions, etc etc. But it seems like there’s a drive to find a content writing formula. One that’s going to solve all our content conversion problems.

Here’s a simple formula we came up with:

content writing formula

Context

When creating a purpose for a page always consider the context of the person browsing your website. Are they driving around in their car? Are they standing in a store? Are they lying in bed? A person driving in their car is probably looking for directions to your store or office. This means you’re going to make sure that your mobile website’s contact page is quick to load, easy to browse and links to Google maps where your business is pinned. A person lying in bed is probably doing a little research. Here it’s a good idea to have long form articles with share and comment options. If someone is standing in front of a shelf in a store and quickly turns to their phone to compare your product to a competitor’s, what are they going to find? I hope the answer is customer testimonials, quick product breakdowns and product comparison pages that are all mobile-friendly

The context of your browser tells you:

  • The length of the content
  • The format of content
  • The platform where the content is featured

Common context mistake: How often have you heard: “Our users are on Facebook”, or “Our customers surf xyz sites”. Don’t make the mistake of prioritizing the platform your customer is using over his or her context. And mistaking platform for context. Context informs platform. Platform informs content type.

[bctt tweet=”Understanding your browsers’ context answers three key content questions – length, format and platform @forewordcontent”]

Intent

Once you have the your browser’s context, take a look at their intent. What is the outcome they want from their visit to the site or page? Do they want to compare products they’re looking at on a shelf in front of them? Do they want to make an emergency booking or do they want to make a booking for two weeks from now. Do they need advice from an expert? Are they looking to compare products? Are they troubleshooting your product? Do they want to learn something new?

The intent of your browser tells you:

  • The type of content you need to have
  • What product or service you need to feature

Pitch

There are two types of pitches. The first requires you to find your business’s easiest path to conversion or the business’s bestseller. For example, if I’m a car salesman my best seller isn’t booking a 30-minute telephone conversation during which I describe the vehicle in detail. I know my best chances of selling a car is getting people behind the wheel for a test drive. Pitch two requires you to have a carrot. Something that sweetens the deal and will make that conversion happen so much quicker. Remember that customer standing in the aisle comparing your product to a competitor’s. Well what if a coupon popped up offering her a 10% discount for the next 24 hours.

The intent of your browser tells you:

  • The call to action your content should have

 

Here’s a look at the content writing formula in action when our client The ADD Lab asked us to increase the amount of clients booking biofeedback sessions.

Case study: The ADD Lab is a medical practice based in Johannesburg. They have a wide variety of therapies that help a wide variety of patients with brain-based disorders like ADHD, epilepsy, anxiety, etc. Biofeedback therapy is a medium to long term therapy which requires patients to do 40 sessions or more to turn new brainwave patterns into better brain habits.Context: By analysing their current website analytics and talking to patients in the clinic, we knew that many people visited the website because they were looking for information on Google relating to acute anxiety and panic attacks. These searches were happening later in the day, which meant that people were in research mode and not yet in commitment mode.

Intent: Because of the nature of acute anxiety and panic attacks we knew that these browsers were also looking for something that would show them results quickly. And booking something immediately would already start to set their mind at ease.

Pitch
: The therapists at The ADD Lab are experts in their field and the best chance the business has of converting browsers into long-term buyers. A demo session with an expert would be our bestseller.

Purpose: Book a free 15-minute anxiety test with one of our biofeedback experts and learn quick tips and tricks to help lower your stress levels at home and at work.

A simple landing page with content built around the specific purpose of solving an already stressed searchers query saw an amazing uptake in biofeedback therapy sessions. An even bigger insight: patients are much quicker to convert when therapists A/B test them – comparing their results prior to the demo to after the demo.

The ADD Lab now employs the quick A/B test for many more of their therapies.

Content with purpose has the power to change the way you do business. If you’re struggling to work out what your purpose is, one of our content strategists can help you create a roadmap to finding a purpose with the content writing formula.

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