כתיבת תוכן

איך להימנע מ-3 טעויות נפוצות בכתיבת תוכן שיווקי?

כמה פעמים ישבתם, טרחתם, כתבתם, צילמתם, ערכתם בלוג, פוסט או ניוזלטר – וכלום לא קרה?

למה לא קוראים אותי? למה לא מגיעים אליי לקוחות?

אם גם אתם בין אלה שעושים את שלוש הטעויות הנפוצות

בכתיבת תוכן שיווקי – אולי הגיע הזמן לבדוק את עצמכם

 

כתבתם תוכן נהדר ואז מסתבר לכם שהלקוחות לא קוראים ולא מתחברים – מתוסכלים? אולי זה הזמן לבדק בית.

כי יש שלוש טעויות נפוצות בכתיבת תוכן שיווקי שרוב בעלי העסקים נופלים בהן – טעויות שהן כל ההבדל בין הצלחה לכישלון.

ה-כותרת: גם יפה וגם אופה?

יצאה לכם אחלה כותרת? מתוחכמת ומשעשעת? כל הכבוד. עכשיו צריך לבדוק אם יש קשר בינה לבין תוכן המאמר שלכם. כי אם לא – איבדתם את אמון הקוראים, כלומר, את הלקוחות הפוטנציאליים שלכם, וחבל.

בכתיבה שיווקית, הכותרת משקפת את נושא המאמר – בעיה כלשהי – ואמורה להוביל לפתיח של המאמר, פתיח שמבטיח לקוראים שיש פתרון למצוקתם.

נכון, כדאי ומומלץ מאוד שהכותרת תהיה מעניינת כדי למשוך את תשומת הלב של הקוראים, אבל היא גם חייבת להיות בקשר ישיר לנושא המאמר שלכם ולהבהיר לקוראים את התועלת שיפיקו מקריאתו, אחרת הם ירפרפו הלאה ותצאו סתם גזלני זמן.

הלכה למעשה: תיאום ציפיות. הכותרת אמורה להציג "בעיה" ממנה סובלים הלקוחות הפוטנציאליים שלכם ואת "הפתרון" עבורם. הכותרת היא הבטחה למאמר עצמו – הבטחה שצריך לעמוד בה. 

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מה הבעיה שלכם?

הצגתם בפתח המאמר את נושא הבעיות והכאבים של הלקוחות שלכם? עכשיו עליכם להציג בפניהם גם את הפתרון, או לפחות טעימה ממנו.

המטרה בכתיבה היא לעזור. כי זה בדיוק התפקיד שלכם כאנשי המקצוע – להיות שם עבור הלקוחות שלכם, לפתור להם את הבעיות.

הלכה למעשה: אתם הרופא המרפא, איש מקצוע מומחה בתחום שלכם. לכם יש את התשובות לכל הבעיות שעימם הלקוחות שלכם מתמודדים. בשביל זה אתם כותבים את התוכן/המאמר הזה.

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רגע, לא הכל בבת אחת

התמקדו בנושא אחד. לא להתפזר לכל הכיוונים ולא לבלבל את הקוראים שלכם בשפע רעיונות, בעיות ופתרונות. כל מה שצריך הוא לכתוב בצורה ממוקדת ובהירה, בשפה פשוטה, שכל אחד מאתנו מבין. לא לסרבל – לכתוב משפטים קצרים. עדיף בנקודות.

הלכה למעשה: מיקוד ומינון – את הפילוסופיה תשמרו לאוניברסיטה.

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נו, מרגישים חכמים קצת יותר? זה הזמן להתנסות בעצמכם הלכה למעשה: כתבו מאמר שיווקי קצר בדגש על כותרת ברורה ומושכת שמכניסה אותנו לפתיח המבטיח. הציגו בפשטות את הבעיה ובהמשך הציגו באופן ברור את הפתרון שלכם כאנשי מקצוע – כך תתחברו ללקוחות שלכם והם יתחברו אליכם. בהצלחה.

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