Perhaps the most common question we get from companies is, “How can you possibly produce content for my highly technical/specialized/niche/service-based company that accurately reflects our expertise?”

We take this question seriously. It seems impossible to find someone who can produce savvy, persuasive content for a very specialized niche. You may  have hired outside writers who didn’t live up to expectations. Or you may have tried producing a newsletter in-house, only to end up with sub-par content or less-than-desirable results.

Creating compelling marketing copy is a complex process. However, we’ve established a strategy for doing it right. We combine our clients’ industry knowledge with our marketing know-how to develop articles that move people to action. By leveraging the expertise of our clients in their specialized fields, we can write articles that deliver the results they want.

Teamwork and collaboration inspire better marketing copy. But those aren’t the only tricks. These four steps are crucial in producing great marketing content:

1. Start with reader in mind. Identify and describe who will be reading your content. Industries and job titles are helpful, but dig deeper to establish a well-rounded picture of the reader. List common challenges, pain points, or complaints. Know what makes them tick. But most importantly, remember this collective persona when you’re creating the content.
2. Remember the keys to compelling content. It’s easy to go on and on about how great your product is. The bigger challenge is getting the readers to see how it helps them. Make it personable, make it interesting, and make it valuable. A list of features will not propel someone into action.
3. Direct the reader to take a specific action. Tell the reader what to do next: go to a Web page, fill out a form, call, download an eBook, fill out a survey, answer a trivia question. The options are limitless, but you have to clearly explain what the reader should do next. Have a goal, and spell it out. Explicitly. This is not the time to beat around the bush.
4. Have a system in place. A lot of moving parts go into developing effective marketing content. A process that includes researching, writing, and editing will make the content stand out.

Still feeling overwhelmed? Producing great content is tough. Many companies are surprised at how difficult it can be to write about themselves. But the quality and value of articles is the cornerstone of successful content marketing. To put it simply, the writing matters. Find a partner that can turn your ideas into content marketing gold.

You’re the expert in your field. We’ll get the word out. Contact marc@provensystems.com to get your newsletter program going.