I have used GoTo and other tools to find some popular keywords related
to the theme of my sites. I have looked at other sites that are using
those keywords, although there are not that many sites, I feel they did
a good job with their content. So here is my problem. The ideas for
content I wanted to use for those keywords, I think have been covered
pretty good with the sites I found in my research. What strategies
can I use to develop unique, different content around the popular
keywords I wanted to use.
Garth
http://www.enlowcircle.com/go/boom
~~~Heather's Response~~~
Hi, Garth,
Thanks for your question.
You didn't mention what keyphrases you were targeting, or the focus of
your Web site. So, I'm going to assume (and you *know* what they say
about assuming!) that:
1. All your keyphrases relate to your site content.
2. You've chosen keyPHRASES rather than one-word keywords.
3. You're able, ready and willing to write at least 250 words of
killer marketing copy.
(If you're stuck on keyphrases, read our special "All Keyphrases, All
the Time" issue in Rank Write 035 Rank Write 035).
What am I gonna write about, you may ask? It's easy!
The *key* of creating snazzy marketing copy (which gives you the
unique content you want) is to emphasize your particular benefits in a
tone and feel that grabs your target market. You need to calm your
prospects' fears, snatch their attention and tempt them to learn more
about you (and eventually make a purchase). To accomplish that goal,
you need a very firm idea of who you are in the marketplace and what
makes your company unique, exciting and trustworthy. When you
successfully transfer these ideas to your writing, your content will
automatically be unique and immediately stand out.
Believe it or not, about 90% of Web sites don't strut their stuff like
they should. Instead of promoting the plusses, they bury the
benefits - and the reader gets bored and surfs away. Instead of
repeating the dirt-dull brochure-ware mission statements, try
sketching out answers to these questions and see if you can integrate
these concepts into your copy:
* How are you different from your competition?
* What benefits do you offer that other businesses don't?
* What are the top three reasons to buy from you?
* What (if any) objections do you need to overcome?
* Who is your target market?
* What products/services do you offer?
Remember, people (and yes, that includes your prospects) want to read
good marketing copy that speaks WITH them, not to them. Probably the
best way to create unique content is simply by understanding your
audience's needs, and pretending like you're "talking" to just one
person. Tell them what they want to know in *their* voice - not a
super formal tone (unless that's appropriate to your audience). If
you can convince your prospects that (a) you understand their problem,
(b) you have a solution and (c) you're on "their side" rather than
sounding like a corporate monolith, you've done your job.
BTW - if you need more information on creating a winning tone and
feel, check out "Speak to Me: The Art of Communication With Your Customers" on the Rank Write site.
Thanks for your question! Keep 'em coming!
Heather
~~~Jill's unsolicited 2 cents~~~
Since writing great marketing copy is Heather's specialty (and trust
me, she knows what she's talking about!), I don't have much to add to
this answer. All I can do is recommend that you carefully re-read
and understand what Heather is telling you, above. It truly is THE
KEY to a successful Web site. When you learn to write good marketing
copy as she suggests, it makes a huge difference as to whether or not
people remain at your site, and also whether or not they purchase your
products or services. To illustrate this fact, let me tell you a
quick story. We have a client who decided to slightly change the
focus of his highly ranked site. He took it upon himself to write his
own new copy. (Heather had written the existing copy.) As soon as he
put the new copy (which lacked the essentials of good marketing copy)
on his site, the sign-ups went from an average of 12 a day, down to
five a day. So, dear Rank Write readers, good copy DOES make a
difference. Never forget the POWER of the written word.
Jill
~~~Send Us Your Questions~~~
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