Content Development and Distribution

Content that Converts Will Positively Impact Your Entire Business

In three words, great content or copy should be: Clear. Concise. Compelling. To achieve this, your copy must sell and knowing how to reach that goal requires understanding the psychology of your buyer. Who are they? What do they want or need? Will your product or service be the solution?

Content that converts is based on buyer mindset. Every piece of website copy, sales page copy, or email campaign copy must be optimized to accommodate the desires and needs of the buyer. That’s why the best next step is to construct buyer personas.

Buyer Personas go beyond identifying customers as mere data points to understanding human behaviors that motivate buying decisions.

As much as 80 percent of successful copywriting is about the psychology of your buyer. The other 20 percent is about skillful, precision writing. If you don’t understand how people make buying decisions, you won’t be able to craft content that sells and converts them.

Buyer personas are fictional characters used to represent specific audience segments that interact with the brand. Typically, they are decision-makers or influencers in the purchase decision. Personas depict demographics, attitudes, values, and behaviors of these audience segments, drawn from various resources to accurately portray the ideal customer.

An audience persona is like taking a broad, distant view of a large group of people; a buyer persona zeros in to more personal insights based on attitudes, values, and behaviors.

Once you have established your buyer personas, it’s time to map out your buyer’s journey.

The buyer's journey consists of three primary stages: Awareness, Consideration, and Decision. This involves identifying the specific touchpoints, channels, and content your customers interact with at each stage. This will help you better understand how your customers move through the conversion pipeline and where you can make improvements to drive higher conversion rates.

Content Marketing Campaigns must cut to the chase. Whether you’re focused on SEO, content marketing, advertising, or marketing technology, your goal is to connect with your customers, reach your target audience, and boost conversions. A well-defined content marketing campaign will help you achieve all of these.

Content Strategy is the planning, creation, publication, management, and governance of content. A great content strategy will attract and engage a target audience, meeting their needs while driving business goals.

Campaign Messaging can be extremely productive using lead magnets, a marketing tool that generates leads by offering a long-form resource in exchange for a prospect's contact information. Lead magnets can take the form of eBooks, whitepapers, templates, and similar downloadable assets.

Case Studies are an opportunity to share how a problem was identified and solved. Witmer Group has the expertise to interview, write, design and create campaigns around case studies

such as those on our website.

SEO (Search Engine Optimization) allows you to understand and optimize how consumers find information about your brand and your competitors online. By incorporating SEO strategies in your marketing efforts, you’ll increase your website’s visibility and rankings considerably.

 Blog Posts are more important than many people realize. Early on blogs were said to be a good idea and everyone should have them. However, since 2015 blogging has grown 12%, with over 6 million blogs posted every day. Surveys show that 70 percent of consumers prefer to read a blog rather than view an ad.*

Maybe you’ve noticed that blogs can have different names, but whether it’s called a knowledge bank, news, or inspiration, it’s still a blog.

If your organization posts blogs, be sure someone is updating them regularly with new, unique, and trustworthy content. If not, you're missing out on a flood of potential traffic, since each blog post can rank for a specific set of keywords in the Google organic search results.

Successful blog posts are a result of a strong content marketing strategy which will drive brand awareness, traffic, and conversions, especially when coupled with an intelligent SEO strategy.

Social Media Marketing builds brand reputation and loyalty, accomplishing both on a more personal level, and creating authentic connections that last. It also provides relevance and lets you know how people view your business.

Website Content is the cornerstone of your story and your business. It must inform, educate, entertain, and provide solutions to persuade people to call or buy your product and/or service. But it also plays a vital role in how Google views and ranks your site in the organic search results.

Error-free, grammatically-pristine content is a hallmark of a trustworthy website -- especially in the eyes of Google. Each product or service page must have at least 400 words and accurately describe what it is that your business is selling.

Web Content Marketing programs can be retainer-based or by the project. Programs provided by Witmer Group may include some of the following:

• Keyword/phrase list to creation
• Updates to blogs and additional article sites
• Content ideation
• Content optimization
• White papers
• Email sequences 
• Case studies
• Social Media
• Industry-specific content
• Press Release distribution and submission 
• Customer testimonials

The Witmer Group Process

Our process is simple. As a WG client we will first of all have a face-to-face sit-down with you to brainstorm ideas and topics that are relevant, informative, and interesting to your ideal audience. If you already have buyer personas in place, we will refer to them. If not, we will help to define your ideal audience and construct buyer personas which will be referred to in all content.

We will do competitor research and become knowledgeable of your entire industry, developing content ideas that combine your data with our insights on what’s needed to capture your ideal audience.

As we move forward, our expert data specialists will monitor and track performance which usually uncovers even more hidden insights into your ideal audience.

Witmer Group is Marketing Defined by Growth

Your clients and customers search the internet to learn more about the services and/or products that your company sells. A professionally executed content marketing campaign will help you to reach these people, increase brand awareness, and ultimately convert them into new customers.

Contact Witmer Group today to learn more about how we can help you reach your most ambitious content marketing goals. At Witmer Group, we have successfully guided numerous clients to share their company stories with persuasive, well-directed content which engages their audiences and propels their businesses to new heights of success.

Get in touch with Witmer Group and together we can reach your desired goals faster. Call us at (214) 865-9484 or contact us online.

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