It gets tweeted around by the Twitter birds.
Facebook fans start a whole discussion on it.
People mention it in their blog.
What’s the fuss about?
A well-written blog with a catchy title.
You see it circulating and gaining popularity like a snowball, and that makes you wonder (if you’re an Internet user, let’s say), how exactly did that person do it?
Content ROI: Copy that Sells
Well, it didn’t happen by chance. That little piece that raked in feedback was written by someone who knew how to get content ROI (that’s content return-on-investment, folks).
Content ROI is the skill of the copywriters. It’s when someone knows how to create copy that sells. It will either sell the product on someone’s home page, a service from a creative expert, or an idea in a blog. Creating copy that sells is when you have content ROI.
Now content ROI doesn’t happen by chance, and it sure doesn’t happen by someone who sat down at their desk and decided they’d write their own copy with no previous experience. It happens when a skilled copywriter takes a pen to paper for their client, when a writer gets inspired with a muse on fire, and when a journalist finalizes a PR going to launch.
Always, always remember…the job of a copywriter can’t really be “DIY”, or done at home. I’d like to use Si from Duck Dynasty to illustrate that point:
Rule No 1, folks…
Content ROI is what it takes to create content that makes it to Google’s page one. It’s made up of:
- Awesome headlines
- Informative, well-written content with no grammar errors
- Introduction and ending that ties in together
- Search engine optimization with a few keywords sprinkled in
Note how keywords come last. A good content ROI expert knows that she/he can’t sit down and write with the starting point as the keyword. The foundation must be a good idea and informative writing.
Content ROI In Action: Clientele Case Study — A Business Topic that Was Successful
Let’s go over a little case study here.
Wendy, one of our staff writers, wrote a blog for a client in the entrepreneurial and business space. He returned the feedback that not only was it very good, but it sparked discussion and feedback from his social media fans.
- Title of the blog: Business Ownership: Do I Have What it Takes to be a Successful Entrepreneur? This is actually 12 words, 6 or less is “optimum”, but really in content ROI topics that hit on key points of your interested followers are the ones that will go most viral. We like to go outside the rules. Do not try this at home (unless you’re born with copywriting blood).
- Intro of the blog: Just about everybody has a good idea that can be turned into a business, but only a small percentage of people successfully convert their fabulous idea into tangible results. Wendy took a problem that can appeal to a universal group of people who would be following the blog, and directly addressed them. She basically looked at the crowd and said, Hey, Jim, I’ve got something that will interest you.
- The meat of the blog consisted of a list of 20 questions that the reader, an assumed wannabe entrepreneur, had to read to answer.
- Wendy wrapped it up with this: If you answered 15 of the 20 questions above with a yes, you may be a successful entrepreneur in the making! If not, then you may not be equipped to handle the immense challenges of running your own business. While success or failure can be determined by external factors such as the market, economy, and luck, underlying personality traits and soft skill sets are often the most influential determiners in an entrepreneur’s success. Hey, Jim! Want some more of this? At this point, Jim is definitely hooked and will now follow and perhaps even return with some feedback to the source of interest.
Your Content ROI: The Client
Compelling content that serves for ROI helps you, the marketer, tell a story (YOUR story)—but it can be difficult and expensive to create, if you don’t find the writer people to tell it right away. To avoid expenses and save on time, knowing which content strategies get the best ROI for you is important.
Emarketer, from a study conducted and verified in 2013 by CopyPress, says that the best content strategies for ROI are the following:
1. Articles
2. Video
3. White Papers
Note how items #1 and #3 require a writer—and a good one, if the end point is to sell your services.
For best content ROI, it’s wise to invest in a versatile copywriting service that can offer exactly what you need.
