To become a better internal communicator, master the art of conversion-focused copywriting

Copywriting is gaining momentum as more and more businesses are striving to master the art. Numerous courses have promptly popped up, boasting of unlocking hidden skills in any individual. 

But conversion-focused copywriting boils down to establishing genuine connections through clear, compelling guidance.

No matter who your target audience/recipient is, copywriting should be focused on conversion or driving desired behaviors or outcomes. Let’s review how you to reach this goal.

Knowing your audience.

Marketing efforts hinge on defining and knowing your target audience. That goes for internal audiences, too.

Regardless of your business’ scope of operations, people generally look for two information sources:

• Ways to solve issues
• Ideas on how to reach their goals

The tricky part is deciding how detailed your content should be. Some people prefer detailed accounts, while others prefer bite-size texts. Some like text–others prefer visuals. Whatever you do, just remember that nobody likes “boring.”

Focusing on quality.

High-quality content is the main aspect of SEO, and it’s also the main factor that drives conversion.

What’s the bar for high-quality content? Businesses typically lean on educational content, tutorials, manuals or product demos.

Whichever type of piece you pursue you choose, copyrighting should describe the benefits of your product or service  clearly — without sounding salesy. Also, add clear calls to action. These are the hallmarks of high-quality content.

Focusing on compelling product-led narratives.

What is product-led marketing, exactly?

Unlike other marketing strategies, product-led marketing is focused on the business potential of each marketing activity instead of on the three main funnel stages (top of funnel, middle of funnel, bottom of funnel). As such, it is a balanced mixture of content marketing, product development and customer success.

Every piece of content should, thus, deal with customers’ (or employees’) main issues, preferably offering optimal solutions.

To do this, focus on:

• Explaining in detail why and how your product can solve the problems efficiently and swiftly
• Educating the audience how to use your product to get the results
• Improving the audience’s awareness and understanding of the product

To define your content core, write down the features and value propositions of your product, and scale it in accordance with the levels of business potential, as follows:

• The product is an irreplaceable or almost irreplaceable solution to the problem
• The product is useful, but the problem can be solved without it
• The product is hardly relevant to the problem

Mark answers with yes or no for each idea, focusing on the first step. Then, move on to evaluating the business potential of each idea. Focus on the articles selected for your content core.

Separate content ideas by their relevance, focusing on the pieces where your product is irreplaceable or almost irreplaceable. Add priority score to each of these ideas.

Once you have selected prospective articles, it’s time to weave your product into the narrative, as follows:

• Define main and supporting keywords 
• Define content type
• Choose word count
• Outline headlines
• Brainstorm internal links
• Compare your ideas to the best-ranked competitor

Also try:

• Add a use case relevant to your customers to explain concepts
• Use examples your target audience will understand
• Use numbers in headlines
• Add relevant screenshots and examples  when explaining steps of a process

Overall, make sure that content is relevant and meets the search intent.

Finally, you’ll need to choose a proper CTA. Product-led content is perfect for in-line CTAs (a.k.a. “native advertising”). For best results, add one in-line CTA and a pop-up or a button after the first and the last paragraph of the article.

Keeping conversion in mind, content should be focused on serving your audience. It should be easily understandable and illustrated by relevant examples. That aim remains the same, regardless of your audience.

Content should always revolve around solutions.  

Viola Eva is passionate about digital entrepreneurship, flow and mindful marketing. As a marketing consultant and SEO for Flow SEO, she has worked with clients ranging from individual digital entrepreneurs, to software companies to multi-national corporates and government institutions.