“You need writers even if your content is primarily video or audio,” asserts Mitch Meyerson in Success Secrets of the Online Marketing Superstars. Why? Even what looks like free form content, he explains, needs a solid, well-crafted structure of words.
What does Meyerson define as effective content structure?
- A headline that instantly commands audience attention
- An introductory few sentences that pull the audience in, making it tough to turn away
- Useful information that solves a problem the audience genuinely cares about
- A single, focused point or “moral”
- Stories, metaphors, and examples to teach that point
- A Call To Action that rouses the audience to take the next step
As a blog content writing trainer, I loved this question/response in Meyerson’s book:
“How long should your content be? Like a skirt, short enough
to maintain attention, long enough to cover the subject.’
It’s important to understand, really understand, the difference between features and benefits, the book stresses.
- Features tell us two things: What it does and what goes into it.
- Benefits tell us two different things: what it does for the customer and what they get out of it.
A point that I’ve long emphasized to newbie blog content writers is well-stated in the book:
“Content that attracts attention also tends to have a strong, well-defined point of view. This is no place for wimpy, wishy-washy musings.” Your readers will want to hear a clear “voice” in your blog posts. Allow your passion – and your (or your business owner client’s) point of view – to shine through, making it very clear how problems can be solved using these services and products and what principles and beliefs drive this business or practice.
Striving for online marketing stardom? Tap dancing around the issues is a no-no.