Content Writing Musts

Wednesday, January 31, 2018

No matter the medium, good content is hard to ignore. It resonates with people, faciliates sales, and helps to position your company as the one to do business with. But creating meaningful content can pose a challenge. In fact, 60% of marketers say they have trouble developing engaging content (MarketingProfs). If you struggle with creating content that matters, then this post is for you. Here are a few things that make content great, and a few ways to help you get there.

Start With a Strong Headline

We’re sure you know the importance of a great headline, but here’s a great stat that reinforces it: per CopyBlogger, 80% of people read the headlines, while only 20% will read the rest of the content. If you’ve written quality content for your digital ad or your direct mail piece and wonder why it's still not driving traffic, the problem could be a weak headline. Here’s a few tricks to create an attention-grabbing headline.

  • Use numbers in the headline (Top 5 Reasons To Schedule A Tune Up This Spring)
  • A little intrigue goes a long way (Is it Time to Replace your HVAC Unit?)
  • Get personal (Don’t Let a Faulty Furnace Endanger your Family)

Write Original Content

While you and your competitors may blog about the same topics like AC tune-ups and furnace repair, perspective, tone, and wordplay can make your content stand out. Be mindful of what your competitors are saying but bring your own unique voice and experience to your marketing. Inject personality into social media posts, and always use original content to increase your website’s search ranking on Google.

Use a Clear Call to Action

Now that you’ve written a compelling headline to go with your original content, you’ve got to finish your content strong with a call to action. Calls to Action, or CTAs, direct your customer to do something: call for a consultation. Sign-up for discounts on your next tune-up. Like us on Facebook to learn more about our HVAC services. Don’t believe that CTAs are relevant? Consider this – WordStream found that emails with a CTA had an increase in clicks of 371%. So how do you make CTAs work for you? Make them clear, make them concise, and make them personal.

Whether you’re sending out an AC tune-up special or you’re emailing your customers about the importance of regular maintenance, great content is key. If you want to find out more about how to turn your content from good to great, contact the experts at BlueWing HVAC.


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