There’s a brand out there that is able to seriously transform dull into delightful.
You’ve seen the commercials.
Actually, we all have.
From partying deer in your backyard pool to dogs performing water ballet after flooding the kitchen, Farmers Insurance has seriously catchy advertisements on TV.
Their commercials alone get you excited about their brand, and what is even more captivating is their tagline. “We know a thing or two because we’ve seen a thing or two.”
It’s catchy, but also tells you that Farmers has been around for a while and that they are prepared to tackle just about any claim you have to give them.
That’s superbly brilliant advertising. They’re establishing their superiority, longevity, and expertise in a single sentence.
Did you know that they go well beyond that with their content marketing? From their blogs to helpful guides, all the way to social media, you’d be surprised at how word savvy the people behind Farmers Insurance really are.
(PSA: Krystal leads our brand content spotlight initiative (her post on Denny’s was marvelous). I just had to step in and add one of my own today :-))
Insurance Isn’t Sexy, & Farmers Knows That: Here’s How They Turn that Around
Let’s face it; we all know that insurance is not a sexy or compelling topic.
People usually gag at the idea of having to hunt down a new insurer for anything. It’s one of those pesky things in life that we all need, but dread.
Yet, Farmers Insurance tackles the natural urge to run and makes their brand fun, engaging, and almost exciting to interact with.
They are all about creating compelling experiences in their content, from social media to YouTube to the articles and guides on their website.
That’s why I’m here highlighting them: because Farmers Insurance took a boring topic and made it fun. That’s skill.
6 Ways Farmer’s Insurance is Brilliant at Brand Presence (& Great Content)
Let’s look at six ways Farmer’s Insurance takes the cake with an incredible brand presence.
1. Farmer’s Kills it on Facebook
Are you following Farmers Insurance on Facebook? If not, you probably should.
They belt out tips on a weekly basis that are not regurgitating the same facts you have heard over and over.
For example, here’s this post about a hand-crank charger for your car’s battery this winter! I didn’t even know one existed.
The social media team behind them is excellent.
While they don’t have thousands of shares yet, if you follow them, you notice that they are quickly gaining momentum in followers and shares. That’s quite impressive for an insurer on Facebook.
2. Expert Tips and Articles to Guide Customers as well as Non-Customers
Farmers Insurance does not discriminate. Instead, they provide valuable information to all.
Neil Patel’s post on Content Marketing Institute highlighted how Farmers Insurance empowers customers with excellent information. He specifically focused on their Inner Circle content. Here is a resource center that is created to provide consumers with information (whether they are customers of Farmer’s or not).
Their information does not just focus on insurance-related topics. They also provide information about anything life throws at you.
Getting divorced?
Lost a pet?
The Inner Circle tackles your biggest hurdles in life and provides you with well-thought-out advice on how to cope.
3. They Create Easy-to-Digest Content
What is more impressive about Farmers Insurance content is how easy it is to read.
They include statistics and facts — showing that all their content is well-researched.
However, they break it down and make it easy to consume. When you walk away from a post, you feel educated and empowered.
Take this post on easing student debt:
See how they give you the facts first to help you understand the problem with student debt? They also show that they are more than aware of the issue student debt poses for consumers.
After they reel you in with the problem, they dive into their solutions. They don’t just offer a quick bullet list of solutions either. Instead, they provide real-life solutions that include savings plans, insurance policies, and even encouraging children to work.
4. They Touch on Real Pain Points & Get Relatable
What is brilliant about Farmers is the fact that they know how to touch on pain points in their content.
Pain points are one of those areas that are not easy to dive into. According to Henley wing at Buzzsumo, these topics are things people do not like to talk about, but if you can successfully bring them up, you get a conversation and following going for your benefit.
The content from Farmers touches on topics like death, divorce, debt, and failure. However, they take it in an approachable way and make it easy for customers to solve those sensitive issues.
More importantly, they establish themselves as the go-to resource for customers and non-customers alike.
5. They’re Simply Genius (Example: The Hall of Claims Content)
Okay, we’re back to the commercials.
Now, some of these claims sound outrageous, but if you visit the Hall of Claims on Farmers Insurance website, you are surprised to find out that these were real-life outrageous claims that their agents have handled and settled in the past.
That’s pure genius.
They take the outrageous, hilarious, real-life events a person suffers and makes it into a commercial.
Naturally, they embellish them a little for entertainment value, but they bank on the fact that life happens and they make it a reality in their pitch to consumers.
View all the Hall of Claims videos on their YouTube.
6. Let’s Not Forget: Farmers Establishes Their Capability to Cover Just About Anything
The entire purpose behind Farmers’ content is to show that they have experience.
They do this through their Inner Circle articles, YouTube videos, claims assessments online, and of course their hilarious commercials.
By employing actor J.K. Simmons, they were also able to tack on an infamous Hollywood voice and face to their branding — giving them even more credibility.
Let Farmers be Your Muse: Turn Your Boring Industry into Sexy Content
Are you in a boring industry? Take heart from Farmers Insurance.
Take what is the “norm” for your company and turn it into something exciting just like Farmers did with their off-the-wall insurance claims.
By thinking outside of the box, Farmers has revamped their brand and created a content marketing strategy that appeals to all ages, because they establish themselves as a company that gets it no matter what “it” is.
SlideShare is one of the most powerful tools in the visual content marketing space.
Whether you’re re-purposing content or simply working to expand your presence, SlideShare is a fantastic platform to develop a presence. As it stands right now, the platform has more than 70 million users. 17% of B2B marketers use SlideShare to launch new products, and a whopping 41% of marketers (in North America) use it to share and disperse content.
As if that wasn’t enough, there are more than 400,000 SlideShare presentations uploaded monthly, and a massive 80% of SlideShare’s traffic comes directly from searches.
These numbers outline just how popular SlideShare is, and how essential it can be to your content marketing.
Today, we’re here to walk you through SlideShare: what it is, how it works, why it matters, and how you can apply it to your marketing. Read on.
Part 1 of How to Use SlideShare for Better Content Reach: Optimizing Your SlideShare Decks
Not all marketers have used SlideShare as a platform of choice, so now is the ideal time to incorporate it into your digital marketing, and doing so can boost your ROI substantially. I’m dividing this how-to into two parts: first, how to optimize and prepare great decks, and secondly, bonus tips that include how to promote your SlideShares.
Enjoy!
1. That first slide needs to be irresistible
Never underestimate the power of your very first slide. It’s the cover for your presentation and it’s going to appear pretty much everywhere as the thumbnail of your social shares or in the SlideShare search if you’re lucky enough to be featured on the site’s homepage.
Since this is so important, be sure to take time designing that opening slide. Spend time finding the perfect image that will capture your audience’s attention and get them clicking through. There are plenty of free tools on the web that will help you create amazing visuals. Remember to check how your image looks at various sizes so that it looks incredible no matter where it’s shared.
Two particular tools that make this entire process a cinch are Canva and Haiku Deck. Haiku Deck can help you put together stunning decks, even on your tablet while you’re on the go. Canva has a free Presentations section and the designs are attractive. You’re also able to upload your own images to use as backgrounds.
There are also several industry-related charts you can use for your SlideShare presentations – remember, readers are always attracted by visual stats and numbers. Examples include:
Hubspot – the site regularly publishes visual stats they have curated.
SiteGeek – the site shares loads of real-time visual states that you can check out on the homepage and in each hosting listing.
MarketingSherpa – another site that publishes tons of industry reports.
BuzzSumo – their blog often has fantastic industry insights and findings.
2. Always write SEO-friendly descriptions for your slides
Don’t glaze over SlideShare’s description fields. It’s here that you can include the text you want the search engines to see.
What you say in these fields and how you say it can massively improve your SlideSlade natural rankings. When a reader does a search on SlideShare, these search terms come up in bold in the results, and that draws more attention to them. More attention equals more clicks.
When you’re writing your descriptions, use tools like SEOchat that will give you an idea of the keyword and phrase combinations that will have maximum effect.
A great tip is to remember that the name of the file that you upload to SlideShare actually becomes the URL slug. So when it comes to naming that file, choose something that is going to be SEO-friendly. This will give your presentation a much better chance of ranking in SERPs and that, as we well know, drives more reliable traffic to that presentation you’ve shed blood, sweat and tears over.
3. Use Video and Links
If you are serious about using SlideShare as a content marketing tool to gain greater reach, then you best be linking to resources, tools and articles that you mention in your presentations.
Links usually only work from around slide four onwards. To make your links clickable, add your hyperlink in Keynote or PowerPoint. If you’ve created a slide background that is an image, you can go ahead and link the entire slide to an external website.
Tip: if you decide to embed infographics or one-page documents, there is no way of creating clickable links, but these uploads still work well for exposure.
If you start out writing an online article and you realize that a slide from one of your decks could seriously reinforce your point, why not link directly to the slide within the article? All you have to do is put “/” along with the number of the chosen slight right after your SlideShare page URL. It’s that easy!
For instance, deep linking to one of your deck slides is a fantastic way to introduce your audience to even more of your highly relevant content.
Video also integrates well with SlideShare. You can place a video on the right inside the slide!
Use videos to share more in-depth information with your audience, show them how something works or even for a little comic relief. Video gives you the opportunity to introduce a variety of opportunities. So it’s really up to you how and where you use them if they fit in with your project.
If you want to include a YouTube video with your Slideshare presentation, it only takes 3 steps:
Click on the My Uploads section and then click Edit > Settings > and then Edit YouTube Video
Paste or type the URL of the YouTube video into the box
Select your desired position and finally click Insert and Publish
If you’re going to be inserting videos into your presentations, make sure you familiarize yourself with the FAQs for further information. SlideShare does not allow you to upload any TV shows, copyrighted videos, music albums, movies or videos that are of a personal nature. So you cannot indulge in personal vlogging here. Your best bet is to upload instructional or presentation videos.
4. Updating Existing SlideShare Decks
If you want to improve or update a presentation, such as going back to include clickable links, you are able to edit your file and re-upload it to SlideShare without having to change the existing URL. So there’s no chance of outdated links or embed code errors.
Once you have fixed up and re-uploaded the file, it could take a little time for that new file to go live. But in my experience, it only really takes a couple of seconds before your improved version is up and running.
5. Make Use of SlideShare Analytics
If you’re using SlideShare to gain great content results and improve your reach, you’re going to need some sort of report back. SlideShare has a rather robust analytics feature that lets you track daily progress of your content.
Head over to your dashboard and choose to see the stats for separate uploads by clicking on the Uploads drop-down menu.
You are also able to check out outbound clicks from your presentations, such as which slide the clicks originated from and even where the link points. This data is absolutely priceless since it helps you design even more clickable content.
You are even able to view recently engaged users so you can connect with those users and follow them. They may return the favor!
If you manage several SlideShare accounts, for instance a personal one and a few business ones, consider using tools such as Cyfe to monitor the progress of multiple accounts all in one dashboard.
Part 2 of How to Use SlideShare to Maximize Your Content: Headers, SubHeaders and Promoting
1. Cross-promote attention grabbing headlines
If you’ve written an attention-grabbing headline for a blog post, why not use it as the title for your SlideShare presentation, too? All you have to do is copy it straight across.
2. Use transition slides!
The main sections of your post actually translate into the main sections of your presentation. That means you can use your subheadings as transition slides. That is, slides that you use to signal the beginning of a new section.
3. Promote, promote, promote – and with good content, you might get lucky
While SlideShare’s organic traffic is certainly impressive, if you want to get the most out of the presentations you create, you’re going to have to drive visitors via conventional. This awesome guide on Smart Blogger can help!
Sometimes, I’ve been able to get featured in SlideShare’s home page simply because of the quality of my SlideShare content.
One infographic we put out in July of 2015 picked up a lot of shares that month (see it:How To Make Sure Your Brand Is Publishing High Quality Content (Infographic)).
That month, we syndicated it to SlideShare (uploaded as PDF), where it reached “most popular” for the day there. SlideShare featured it for 1-2 hours on the home page. This infographic was one of our most actionable ones, written with great tips for all business owners, a major key to why it was one of our best-performing ones and the reason SlideShare picked it up.
That’s the cool factor – if your content is great in and of itself, SlideShare might just feature you on the home page without any action needed on your part!
Conclusion: Know How to Use SlideShare & Win With Your Content Reach!
SlideShare is a wonderful blogging and content marketing platform. It makes it incredibly easy to curate content, showcase your talents and brand yourself or your organization.
If you’re not using SlideShare, you’re missing out on a platform that boasts over 70 million visitors a month, doesn’t cost a dime and allows you to enjoy direct traffic back to your content.
Are you already using SlideShare to distribute content? Do you have any tips to share for improving SlideShare content marketing? Let us know below.
Business case studies can have a massive impact on your marketing, done right.
While they cost time and effort to create, they can be a stellar tactic to draw new customers to your business and help you earn new clients.
Unfortunately, many people aren’t sure how to start when it’s time to write copy for them.
If you’re one of the many individuals who wants to learn how to write a business case study, but just aren’t sure where to get started, my simple guide is here to help you step-by-step – another installment of our #howtowrite series!
What is a Case Study?
A case study is a piece of content, published by a company, that outlines their success or effectiveness in dealing with a client. It’s commonly used as a piece of marketing content and can be incredibly useful since it helps would-be clients understand how the agency or professional has excelled in the past.
Virtually every successful online company uses case studies, and Express Writers is no different! Earlier this year, in fact, we published a case study that showcases how we helped a client boost their revenue by 77% after creating some product descriptions for them.
Case studies are more than just a piece of self-congratulating marketing material (this is an incorrect assumption that many people hold about these unique contenttypes), though. In fact, they’re meant less to stroke the company in question’s ego than they are to help would-be clients understand how a given company can assist them.
The Top 4 Benefits of Why You Should Learn How to Write a Business Case Study
So, why go to all the time to create your own case study? (It IS a ton of time and effort!)
If the “what is” didn’t argue in favor already, here are key reasons to spend your time finding out how to write a business case study, and putting one of your own together.
Business case studies have many advantages. The top four are as follows:
1. Case studies allow a company to use storytelling to bring their product to life
Whether it’s a service or a hard-and-fast consumer product, a case study is an excellent way to illustrate it and help bring it to life for new customers. Just like any great novel, a good case study has a beginning, a middle, and an end, with a conflict and a resolution. It’s a wildly effective way to make somewhat complex products real and can go a long way toward improving the way your clients perceive your offerings, especially for new businesses.
2. Case studies provide peer-to-peer influence
Peer-to-peer influence is a massively important thing, and case studies are wonderful at fulfilling it because they offer the view of a customer rather than a company. While it’s a company that publishes a case study, the entire thing is dedicated to recounting a customer’s experience. Direct quotes, statistics, and more are standard, and these things are fantastic for helping would-be clients to see the value in a company.
3. Case studies offer real-life examples
We’ve all heard about how critical customer reviews are for conversion rates, and case studies take this one step further. By providing real-life examples of your product at work, paired with glowing customer reviews, they can help new customers feel more confident in your company and take the leap to convert.
4. Case studies are powerful word-of-mouth advertising
Because a company must ask permission from a client to use his or her data in a case study, the inclusion of a customer in a case study often leads to some brand evangelism that can help boost your company’s visibility and improve your conversion rates.
How to Write a Business Case Study: Your Complete Guide in 5 Steps
So, you want to write a case study, but you’re not sure where to begin! This guide will help you get started.
1. Identify your best possible avenue for data
When it comes time to write a case study, you might have multiple cases to choose from. The first part of being successful, though, is narrowing these things down. For your case study to succeed, it must contain just the right information, and it’s critical to ensure this from the get-go. To determine which of your various cases would be the best fit for a study, look at them and evaluate whether or not they contain the following elements:
A significant challenge. This could be a tight timeline, a complicated issue, low sales numbers, or even a need for entirely new software integration.
A satisfying solution. For your case study to fall into the realm of storytelling, it needs a solution that customers can relate to.
A series of substantial benefits. The final component in a case study is the benefit. An excellent case study should feature several benefits that your customers can relate to deeply. The benefits will be even more compelling if they’re solid statistics like we used when we say we boosted the client’s sales by 77% year-over-year. The more granular, the better in this case.
2. Write your case study (5 key tips)
Now comes the tough part – the writing! While it’s true that writing a case study requires a different set of skills and a different voice than everyday writing, it’s far from impossible.
To ace your DIY case study, follow these tips:
Choose your voice carefully
Depending on your brand and the content of the case study, you can write it in either the first or third person. Either approach will work, and most case studies use a mixture of both.
EXAMPLE: Our client-based case study at Express Writers does this, and it flows quite nicely. If you’re going to use a combination of both the first and the third person, though, be sure that you’re enhancing the third-person parts with direct quotes from the client, as straight third-person voice can sound overly narrated after a while.
Make your title specific and attention-grabbing
The title is a critical component of the case study. To make it as attention-grabbing as possible, include percentages and strong action verbs. Here are some good examples from real-life case studies:
Remember: titles perform better when they are as accurate as possible. That’s why phrases like “by 1,000%” and “doubles yearly revenue” appear in these wide-ranging case studies.
Keep your language simple
Many people think that learning how to write a business case study involves incorporating jargon and corporate-speak into the writing. Fortunately, this isn’t true. In fact, writing a business case study requires you to keep your language simple rather than making it more complicated. The more you can avoid corporate jargon in your case studies, the better.
In addition to making them more natural and approachable, this will also allow non-customers to approach your case study without being intimidated away by overly complicated case study language.
Add real numbers to your case study
When you look at the case study titles above, most people would agree that “increased webinar sign-up rates by 1,000%” is the most memorable phrase up there. In addition to the fact that this is a shocking number, it’s also so precise that it grabs reader attention.
With this in mind, follow KISSmetrics’s lead and include real numbers in your case studies. While phrases like “doubled this” or “tripled that” are powerful, they just don’t have the added oomph they need to take your case study to the top.
Write from the beginning to the end
A case study is not the place to leave out critical data. Instead, write from the beginning to the end and keep it as accurate and chronological as possible. This will help flesh out the entire circumstances surrounding your interaction with the client and allow your readers to understand your impact more effectively.
3. Finish the case study with all of your relevant contact information
Since a case study is designed, at least in part, for press distribution, it should be outfitted with your contact information and details. This will allow other companies, customers, and more to contact you regarding the case study, and will help to make the information within it more accessible to other people.
While there are different standards for which information you “should” include in a case study, most sources recommend including your phone number, website, email, and one or two social profiles, along with a short bio. This will provide enough information for interested parties to contact you and can help boost the ROI of your case study down the road.
4. Hire a designer to finish the product
Don’t forget that every good case study needs a great design, and it can be helpful to bring in a designer to add some visual interest to the piece. Simple things, like using text boxes to pull out key facts, statistics, and quotes, and inputting related graphics and charts can make all of the difference in your case study and should be used liberally to enhance its value and interest.
We can help – our lead designer is familiar with how to take copy and create custom, beautiful designs in Adobe to match! Check out our case study service here.
5. Publish the case study
Publishing your case study is the final step in creating it. To get the most success from your case study, you’ll want to post it in the places your real audience and prospective customers frequent. This may mean publishing the case study on your blog, reaching out to relevant publishing platforms, or gating the case study and using it to drive email sign-ups for your company.
Alternately, KISSmetrics recommends appealing to different types of learners by breaking your case study into unexpected formats, like a podcast, a YouTube video, or an infographic!
We published ours in a few different forms.
First, as a blog post:
Then, as a landing page.
What About Hiring a Specialist to Write the Case Study?
Writing a case study requires a very particular voice, and if you don’t have the time or confidence to do it yourself, it’s in your best interests to hire someone specifically who knows how to write case studies and has done it before. In addition to making your case studies more efficient, this will also help you create the best possible case study and not drive yourself into the ground as you do it.
No matter how good the writer you hire is, you’ll have to provide them with some specific information about your case study.
Ideally, you should give the author a very clear overview of what you’d like from the case study. This should include the following components:
Word count
The products, goods, or services you’d like the case study to promote
The benefits you provided for the client
The struggle the client faced
The specific way you went about resolving it
The result (percentages, direct quotes from the customer, and facts are helpful here)
The deadline for the case study
These things are critical for helping your writer create the best possible case study, and they’ll go a long way toward making the process more lucrative and enjoyable for you, as well.
The Case for Case Studies
Case studies are an incredibly useful tool and can have a massive positive impact on your content marketing.
While most companies don’t think they can create case studies, learning how to write a business case study is simple, as long as you’re willing to put in some time and work.
In addition to helping your customers understand the benefits of your services, case studies also provide an essential platform for new clients to see your products at work, which can be all they need to convert and become brand evangelists.
By following my tips above, you can learn how to write business case studies from scratch. Simple, effective, and critical for your company, this is one ROI-boosting move you simply will not regret.
Don’t want to D-I-Y? Trust our marketing team of experts: we’ve crafted successful case studies for businesses of all types. Talk to us today about your case study writing & creation needs!
Affiliate marketing content is a cornerstone of online marketing monetization, and it’s one of the biggest ways that many bloggers make their money online.
To do this, though, you’ve got to master the art of great affiliate marketing copy. The key to this, it turns out, is fun, relevant content that your audience can really attach to and dig their toes into.
Learn how to write content for affiliate marketing, and have fun in the process, in my next installment of our #howtowrite series on the blog.
6 Smart Ways to Write Content for Affiliate Marketing
If you’re interested in learning how to write content for affiliate marketing, or just improving the content you already create, follow these six tips:
1. Write your own personal truth.
The biggest sin in the world of affiliate marketing is to write about a product that you haven’t tried, don’t love, or have no personal experience with. Instead of making this mistake, aim to write your truth, your whole truth, and nothing but your truth.
Here’s why: your readers trust you and they want to know that you’re recommending a product to them because you’ve tried it and loved it, not because you’re making a few bucks off of it.
With this in mind, don’t ever pitch products you haven’t used or don’t like. Your audience will be able to see right through it and you’ll lose credibility and readers.
To take it a step further, tell your readers exactly what you loved about a given product, and go the extra step to point out how it benefited your life, improved your outlook, or provided you with something special they’ll take interest in.
2. Make your affiliate marketing content reader-centric.
With affiliate marketing content, the reader is at the center of the entire thing, and it should stay this way forever. To make your affiliate marketing content as successful as possible, keep your reader at the center of it.
As you write, you should be thinking about what your readers want and how much they’re willing to invest in it. What’s more, you should also be thinking about why they want it and what’ they’ll gain from using it.
These things can have a longstanding impact on the value of your affiliate marketing content, and can also prove that you care about your readers and are willing to step into their shoes.
3. Be honest.
Just like nobody wants to try products you haven’t tried or didn’t like, nobody wants to purchase products you weren’t honest about. While it may seem smart to play up a product when it’s actually disappointing or sub-par, this will cost you trust and readers in the long run, and can have a massive detrimental impact on your readership.
With this in mind, always be honest about the products you’re pitching. While you don’t have to be mean about a product’s flaws or shortcomings, your readers aren’t going to buy the fact that every product you’ve ever tried is your new favorite item in the entire world.
What’s more, being honest makes the five-star reviews that you do give carry that much more weight.
4. Incorporate your affiliate products into stories…naturally.
When it’s done well, affiliate marketing shouldn’t feel like affiliate marketing. Instead, it should feel like a natural recommendation issued by a friend to a friend.
With this in mind, seek to incorporate mentions or anecdotes about a product, good, or service into your other content. This will help you keep your content fresh and will also go a long way toward building reader trust and making the products you mention more appealing and exciting to your readers.
Finally, when people can see something in action, it’s a great way for them to build a relationship with it, which means that showcasing how you’ve used or enjoyed a product and building those mentions into your everyday content is a very compelling tactic.
5. Vary your approaches.
Affiliate marketing content shouldn’t feel formulaic, and it’s important to keep it as fresh as possible for your readers. In light of this, consider varying your approaches to affiliate marketing.
In addition to saving you from becoming a stiff, boring blogger people don’t want to read, this approach will also help you locate new audiences and showcase your best experiences with a given product, good, or service.
With this in mind, focus on what your audience loves and seek to share your affiliate experiences on all of your various platforms. This will keep things fresh and make your recommendations as authentic and unique as possible.
6. Focus on products customers love.
Again, your customer should be the center of affiliate marketing. If you’re not focusing on products, goods, and services they’ll love, you’re missing the mark.
While we’ve already covered the fact that it’s critical to feature only the products that you like, it’s also important to remember that your preferences and your readers’ won’t always line up seamlessly. When this happens, it’s essential that you put your customers’ preferences first, since they’re the ones who ultimately benefit from affiliate marketing.
With this in mind, work hard to provide rundowns on things that will actually benefit your reader’s lives. They’ll thank you for it and you’ll be a much more successful affiliate as a result.
How to Write Content for Affiliate Marketing, Made Simple
While many people dread affiliate marketing, it’s actually quite simple with these smart tips.
By keeping you readers in mind, touting only the products you’ve used and loved, being honest about flaws, incorporating product stories into everyday content, and varying your approaches, it’s easy to learn how to write content for affiliate marketing and build a solid affiliate marketing strategy that benefits you and your customers, both now and in the long run.
If you need a skilled writer to help you create affiliate marketing content, contact Express Writers today to find out more about what we can offer you.
So, learning how to write content for a landing page is essential. My blog post today in our new #howtowrite series is here to help shed light on the subject!
What’s the Purpose of a Landing Page?
Landing pages drive sales. Designed to sit out there on the web and provide a place brands can display facts and provide value for readers, landing pages are by far some of the most important sales tools in existence.
When they’re written well, landing pages produce conversions and drive a revenue stream. When they’re not written well, they collect a high bounce rate and harm your Google rankings. Because of this, it’s clear that learning to write a great landing page is a skill worth chasing. Fortunately, it’s one you can start developing today.
6 Tips for Effective Landing Page Content
To make your landing pages more effective, follow these tips:
1. Include customer testimonials.
Customer testimonials are essential to a good landing page because they make your claims more accessible, while also adding social proof. Additionally, they make it easier for readers to connect with your material.
Think about it: if you were a customer, wouldn’t you want to know that a service had been satisfactory for other people before you chose to convert? If so, how would you want to see that satisfactory evidence?
Testimonials prove that a service has worked for other people and that it can work for the customer in question, as well. As such, they have the potential to dramatically increase the effectiveness of your landing pages across the web.
With this in mind, be sure to add customer testimonials to your landing page. They’ll help boost your conversion rate starting now.
2. Showcase the lifestyle rather than the features of a product.
While people eventually need to learn about the specifics of your product and service, a landing page is the place to pull at their heartstrings by showcasing the lifestyle associated with the product, good, or service you’re offering.
With this in mind, tell your customers how the product will overhaul their existence, how it will provide an exciting new experience, or how it will offer them something they’ve always wanted. These are simple yet effective ways to invoke an emotional response, and they can go a long way toward overhauling your landing pages from the inside out.
3. Write compelling headlines targeted at your users.
With a landing page, the headline is essential. Because it grabs attention, showcases value, and tells readers what they’ll find on the page, it’s a critical part of the page itself. Because of this, it’s smart to spend some time working on your headlines as if they are the most critical component of your page – because they just might be.
Remember that people scan landing pages, and that your headline should prove to them that there’s something within it worthy of paying attention to.
To hit this nail on the head, include things like the personal “you,” action words, and compelling verbs. Headlines should be positioned in the page in a way that allows them to stand out, and should feature strong copy, and a compelling CTA embedded in the headline itself.
4. Keep it simple.
Landing pages that are too complex will drive readers away. With this in mind, here are some do’s and don’ts for your landing pages:
Do:
Keep it simple
Focus on the benefits of your product, the value it offers to the reader, and the way it will overhaul his or her life
Keep graphics and images complimentary
Make your opt-in box streamlined and easy to fill out
Don’t:
Write in jargon or overly-complex language
Include complex graphics users have to navigate around
Stuff your landing page with flashy elements
Be too long-winded
While you don’t want to get so bare-bones that your landing page is dry and boring, it is essential to remember that landing pages are about driving conversions, not demonstrating showmanship. Keeping this in mind will go a long way toward helping your landing pages drive conversions on a regular basis
5. Make it relatable.
Again, landing pages are a place to capitalize on a reader’s emotions, and making them as relatable as possible is a great way to prove that you’re human! When you relate to your readers, you make them want to interact with your band, which is by far the most effective marketing tactic out there.
Remember: people want to know why they should choose your product, good, or service from the wealth of offerings available to them, and writing like a real human is one of the best ways to answer this question for them.
While you don’t want to cross the line and become unprofessional, it is smart to be as relatable and accessible as possible in your landing pages. With this in mind, write the way you speak in the landing page. What’s more, keep your sentences short and feel free to break a few grammar rules here and there if it helps make your writing funny, accessible, or friendly.
6. Include stats, figures, and facts to support your claims.
Landing pages that drive a hard bargain use hard data. With this in mind, include relevant facts, figures, and statistics in your landing pages. They will help compel your readers to action and demonstrate the value of your product, good, or service more effectively.
Landing page copy is meant to be compelling and unique, and these nine tips will help you learn how to write content for a landing page.
While there are many of terrible landing pages on the web, it’s important to remember that their primary purpose is to provide value, answer questions, and provoke interest.
With these six tips, that is all easier than it’s ever been before. Whether you’re a landing page expert or a newbie learning the ropes, these tips are perfect to get you off the ground running!
If you need landing page copy that makes your readers want to click, we offer that very service. Check it out in our Content Shop today!
