Mindy Weinstein, SEO Manager of Bruce Clay, Inc., and Lindsay Mineo, senior search strategist at ThunderActive, share tips and tools for SEO copywriting. Their lessons help writers craft content for people that’s also rich for search engines.
Mindy Weinstein: 4 Tips that Address the Human Element of Content Marketing
Whether you’re writing an article, a blog post, your home page … where do you start? You need to start with the human element.
Copywriting Tip #1: Listen to Your Audience
You have to know what your audience wants to hear from you. You need to understand them.
“The most basic of all human needs is the need to understand and be understood. The best way to understand people is to listen to them.” —Ralph Nichols
How do you listen to your audience?
- Learn everything you can about your target audience
- Plan to write about topics and answer questions your audience cares about
- Content must show that you understand what your prospects or customers want and or need to hear
- Be empathetic
Close your eyes and imagine the people you’re talking to – your competitors aren’t doing that. You need to build trust and empathize above all else.
This goes beyond saying “Welcome to Our Website” – there are more than 18 million sites boasting this, and it does nothing for the visitor.