Since you’re reading this article, you know marketing content is essential, and a large part of your digital marketing strategy.

But nowadays, where audiences love the quick shock factor and instant gratification, many business websites and landing page focus predominantly on flash.

Substance? Not so much.

There’s something to be said about attention-grabbing content for compounding ROI. A sensational photo or seductive headline will draw people in. However, your audience has only entered your world.

What you really need is for them to stick around.

This leads to longer page views, engagement, and conversions.

You need only one strategy—an old school technique that stretches beyond the sexy click bait.

There’s nothing wrong or poorly strategized about flashy photos. They grab attention. If you took a similar route, you’d likely increase your click rate.

OK, that’s good news. But…

…the problem is:

Without rich content, you won’t travel beyond the curiosity phase of the customer relationship. High website traffic doesn’t equal high conversion rates.

In short, words matter. A lot.

Your webpages, blog articles, and landing pages need to feed your audience information.

Quality content translate to helpful, fresh, and relevant messaging. And you can’t do that with fancy graphics and curiosity-invoking headlines alone.

The Solution Is…Words.

We’re not talking about fluff. Each syllable in your marketing content must provide some form of assistance to the reader.

To move beyond the attraction phase, and use marketing to sign clients, you need substantial content that…

  • Provides hope for the future and an escape from pain. And you need to back up that promise with real, actionable insight. It’s impossible do that with a .gif, a click bait headline, or image-only content.
  • Creates both immediate and long-term gains. Instant gratification is now an established need—and one that spans a gamut of diverse audiences. At the same time, this is a “quick fix” that keeps your people engaged for only a short period. You’ll also need something that is truly transformational.
  • Establishes an authentic presence. Without realness, you won’t get pass the initial attention phase. (Extra credit: read The Brand Flip. It’s a great book. We’re currently writing an article on it.)
  • Promotes word-of-mouth promotion. Even in the digital age, a friend’s endorsement works better than any Facebook ad, lead magnet, or blog post. When you cement your expertise with words, you cultivate personal testimonials that result in repeat business.

Use Your Words to Move Emotions

Words can cement one marketing truth that images can’t. You may have heard the phrase already: “pain over product.” In a nutshell, this means that your content marketing should focus on the audience’s unique situation.

The product features are secondary.

Truth: it does not matter what demographic or marketplace you serve—there is an emotional element involved. Your clientele suffers from a problem, and they’re searching for a solution.

If a sexy headline led them to your landing page or website, then it’s up to you to establish trust.

Words enable you to highlight your keen understanding of the customer avatar. To pull this off, it’s much easier than you think.

To see this in action, look no further than Clean Air Lawn Care—a company who understands that their customers want something more than a pristine landscape.

Clean Air Lawn

See that eye-catching picture? It’s cute and demands attention. The curiosity would lead to a click. But it’s the words that PROVE an understanding of the buyer persona and customer journey.

The Clean Air Lawn Care customer is a homeowner who cares not only about the appearance of their property, but more so about the people and pets who live on it.

We’re talking about a lawn service here. But this group understands the pain their target market feels on a daily basis.

Their marketing content showcases that balance flawlessly, and establishes an immediate social contract with website traffic.

Deliver Immediate and Long-Term Value

While infographics can provide the audience with an easy “share factor” and takeaway, most photo-based content doesn’t deliver a ton of value.

Text will do that.

Here’s an example: this article you’re reading right now.

When you come to the Bright Planning website, we aim to give you value through our blog articles, podcasts, and case studies. Every time you visit, we’ve made both short and long-term value our goal.

Words Make You “Real”

How many times have you watched TV during election season and thought a number of candidates were crooks and liars?

There is a reason some politicians make it from the debate stage to the Oval Office. And there is a reason why most of them don’t.

Authenticity is the demarcation line.

The same rule applies to your writing and content. Without plenty of words to establish your unique values as a business, your prospects won’t get a sense of your authentic self.

Your realness is important, sure. But your target market also needs you to understand their authentic personage.

This goes back to the idea of pain over product. When you understand your audience’s struggles and dreams, you show them that you “get it.”

Words enable you to highlight your keen understanding of the customer avatar. To pull this off, it’s much easier than you think.


Plant the Seeds of Promotion

Content marketing—specifically text-based efforts—establish the foundation for long-term growth.

And not just online.

When you…

  • Provide value, so that your people integrate immediate wins and experience sustainable success…
  • Show empathy in your writing, so that your prospects see that you understand their circumstances and unique psychologies…
  • Establish authenticity, so that you prove that you’re offering a product because you can solve a real problem…

That’s when you receive word-of-mouth promotion, the most valuable offline and digital marketing and advertising you can achieve.

Marketing that accomplishes these goals is the only surefire path to get there…and it happens through phenomenal, real business writing.