Writing Website Content Your Clients Will Love: Creating Wellness Blog Posts That Rank
Writing website content that works for your clients means creating blog posts, articles or videos that your ideal client will want to consume. It must answer a burning question they have, or to make their lives better in some way.
You might have the most amazing product that can help alleviate people’s suffering or improve their lives immeasurably.
You might even offer a service that has the potential to strive for a healthier and more fulfilling life, but if the content you write is not seen, the brilliance you’ve created will not reach those who need it most.
By following the simple steps set out in this blog post, your wellness content will have a better chance of reaching your intended audience. It will also help it to have maximum impact and to convert them into paying customers.
Understanding Your Customers with Data
A whopping 93% of marketing executives regard individualised marketing as a priority. This proves the need to focus on targeting specific clients… theoretically.
However, according to Terradata,
only 50% of marketers routinely apply data-driven marketing to individualize marketing messages and offers to enhance the customer experience.
This shows a gulf between understanding the benefits of this type of marketing and implementing those strategies to make positive change.
Having a comprehensive understanding of your customers is vital for business success. It will help to increase sales and will put you ahead of half of your competitors.
Aligning Your Content Your Audience
Understanding your audience doesn’t mean having a general idea of the type of person you want to attract, such as professional women in their late 40s, or small business owners in West London.
These are far too broad. They don’t give you a feeling of who that person is, what they’re going through in their lives or the main problems that keep them awake at night.
Understand your potential client in as much detail as possible.
What’s their specific age? What do they do for a living? How many children do they have? Do they do a Parkrun on a Saturday morning? What hobbies are they passionate about?
And give them a name.
Give their partner a name, and their kids. Give their pets names, or even the pet names for each other. Do this until you feel you really know this person and want to work with them.
When you’re writing blog posts or creating content, having this person in mind will give you a solid idea of how they’ll receive it and what impact it will have.
It will also help you connect with them on an emotional level.
Of all the content writing types there are, what makes them successful is when they align with customer intent. And you can only do this if you understand your customer.
You can have a range of user personas, but it’s better to start with one and focus your attention on them.
How to Understand Your Customers
If you want to know what makes your customers tick, ask them!
You can get a good idea about their demographic by asking questions like: ‘What is the most important thing in your life?’, ‘What is your biggest motivation?’ or ‘What one thing would make your life better?’.
These will give some insight into who they are as individuals. Using open-ended questions will give them the opportunity to write more.
This is useful because the phrases they use can be an indication of what they will put into a Google search to find your business.
Researching Your Customers
If you’re running a start-up and haven’t had the chance to build up a customer base you can ask, there are many other ways to find out their concerns.
This will help you provide answers to their questions and problems, which will give them confidence in what you have to say.
Knowing what they are putting into a search engine, whether that’s Google, Bing, Yahoo or any other platform out there, can help you reverse engineer your website to correspond to those queries.
How the website relates to user intent is central for Google as they want to provide the best results possible to help them find what they need quickly.
Facebook groups are a great way to research a particular topic and to find out what’s being discussed.
It will help you find the central issues for your specialised area and what people really care about.
Join Facebook groups in your niche and find what people are looking for help with.
Take note of the phrases people use and how they articulate their questions and problems, as these are the phrases they will be using to find your product or service.
Twitter is another great resource for researching trending issues and understanding what people are passionate about. This will help you tailor your content to address their needs.
Twitter also has an advanced search function for trending topics, keywords and common phrases.
This can give you ideas on different terms to use and what people are currently talking about, giving you ideas of what content to create.
Use SEO Tools or Hire an SEO Specialist
Use Facebook groups, Twitter, Google and other sites to gather data on what your customers are searching for.
These will give you great insight into what’s plaguing the minds of your potential customers. But to dig deeper means heading into the realms of Search Engine Optimisation (SEO).
If you’re not used to working with SEO, it can be a steep learning curve that can take time to get to grips with.
Hiring a professional can save you time and money and provide you with valuable data that can help you make sure you hit the target every time.
Gathering Data on Your Customers
There are some amazing tools on the market that will help you gather valuable data into the volume of particular search queries.
This is so you can make sure that the content you’re writing is not saturated or has little to no traffic.
Tools such as Ahrefs, Buzzsumo and SemRush are incredibly helpful as they give you the ability to find the key phrases that get the most traffic and to find where the gaps are in your competitors’ strategies.
This blog post on writing website content for your clients was intended to help you create wellness content that your potential client will love. And this can only be achieved by understanding who they are and what burning issues they face. So ask them and research until you know what makes them tick. Then you’ll be able to create content that truly works.
About Now Ltd is an SEO and web design agency with a difference. We use cutting-edge analytics and valuable data to understand your competitors and write engaging content that speaks directly to your chosen audience. This will give you a powerful advantage in getting your business in front of the right people. For more information on boosting your online visibility and getting your website working, click on the link below and we’ll get back to you within 24 hours.