They say that the enduring nature of Thomas Jefferson’s Declaration of Independence is the way the words move like poetry across the page. The sentences flow, the adjectives describe and the ebb and flow of the spoken version spawns a deep feeling inside whoever is listening. Such is its majesty – and such is its artistry.
So what do you think the conversion analytics would have been if Jefferson had put the Declaration online in 1776? He could have had a “Find out more” button on the page and measured response.
Do you think it would have done well? Could he have generated some interest?
I think we can all say that it would have been a firestorm of activity. So, yes, when we write for the web, we definitely want to put some flair into the content. How? Make it original. Make it interesting. Most of all, use examples from your real experience. Then read it out loud. Does it flow? Does it have a rhythm? These are all indications that you have passed the “content as art” test. You should get positive feedback from website visitors…at least those that respond to beautiful, interesting, catchy writing.
Next comes the science. This is the SEO part. The almighty optimization as they say. And although there aren’t any hard and fast rules about keyword density, word count, etc…as was talked about extensively a few years back, we do know there are distinct guidelines to follow. What are they? Well, most of us out there know by now: use your keyword phrases in the title and description meta tags, in the content, 2-3 times on the page, have at least 250 words, etc. These are important if you want to rank. And we all want to rank, right?
But the most important think I would argue is this: focusing on the wants and needs of your visitors, customers, and prospects. The reason this is so critical is obvious I think. But, it hasn’t always been a part of the conversation or the natural focus. Most companies come at it from a different angle – the ME angle. What’s the ME angle? It’s the overwhelming and sometimes uncontrollable desire to simply rattle off a bunch of phrases about what you do, why you are so great and why you are better than the competition. This is all fine and well, and it needs to be communicated, but not first. And not the focus.
The focus should be what you’re prospect is looking for. So, do you know? How can you deliver it better than anyone else? How can you give them more than they expected? How can the words on your site communicate that the best way? These are the important questions.
Once you can do this, you can wrap it up in the art and science and in no time at all, you’ll have what you’ve been looking for: content that connects…with your entire target market.
Now it’s your turn: Tell me what you think…in terms of content, how do you balance the art, the science and the customer focus?
{ 8 comments… read them below or add one }
Well written, John. I love the way you lead in with Thomas Jefferson and relate it to online writing. Why shouldn’t we aspire to write well even if it’s a declaration of a new product or service and not a Declaration of Independence!
I’m a new fan of yours so I’m now going to go buy your book, Content Rich. How’s that for a Declaration!
I’m there with you John. Personally, as an introvert, an introvert in sales for 30 years, I find it natural to be other focused. I’m curious, I ask questions, I think most introverts do. And the curiosity is natural. The one question you asked that has me thinking now, “How can you give them more than they expected?” But as usual, I’ll likely go ask people, the people who I attract to my work.
Thanks for a wonderful post.
Patricia Weber
Blogging Business Sales Ideas for Introverts, Shy and Reluctant
Hi Patsi! I love that! thanks so much for reading the blog… I’m glad you are getting something out of it. I try to make each post unique in its own way and I have always been a Jefferson fan, so there you go!
Thats great Patricia – I love how your blog is geared towards this group…we are misunderstood, underutilized and underappreciated. But, its starting to change now, thankfully.
As someone who has already bought your book,
I have found that your blog rounds out some of the ideas you have even better.
Its really hard to read anything when you see that are they are going at it with the ME attitude. As someone who has to write for the own website I understand its really hard at times not to take that attitude but I also know that I can’t get customers if I did.
Wonderful post!
Has got me thinking about ways to improve some of my own work. SEO is never done but at least we now have someone helping us along.. Thanks Jon!
Thanks for the comment Kim! Always great to hear from you. And to your comment, yes, it is difficult to take yourself or your company out of the picture, especially for those who are natural salespeople or self-promoters. It’s a learned thing I’m finding.
I think this is a wonderful post. I think the point of reading your work out loud is a vital part of perceiving how others read your work.
Also people forget the needs of customers and how they want to know more than just how great a company you are. Facts and figures I always think are vital ingredients of any content, as as they are true.
Thanks for weighing in Jenny! Looks like you are a believer!