How to write customer-centric articles that will drive sales

19 Oct 23

Looking for a more efficient way to drive your sales and bring in revenue? Have you been working hard to dominate your digital space, but your content doesn’t seem to be going anywhere?

Many companies allocate significant resources to their articles, anticipating increased engagement and revenue, yet they end up asking themselves why their articles, despite meticulous planning and effort, fail to resonate with readers.

If this sounds familiar, this article will help you get to the bottom of the issue. We’ll review the top five content topics your audience is looking for and provide clear guidance on how to craft these customer-centric articles effectively.

What are the “big 5” articles your audience is looking for?

The “Big 5” refers to the top five topics that audiences consistently search for and engage with when they begin their buyer’s journey. These articles aren’t just about providing information; they’re about guiding readers through to becoming your customers.

The 5 topics, outlined by Marcus Sheridan in his business philosophy are:

  • Pricing and costs
  • Problems
  • Comparisons
  • Reviews
  • Best in class

You can learn more about these by reading our article on the top 5 topics you should be writing about.

Choosing the right topics for your content is just one aspect of crafting revenue-driving articles though. There’s also a specific approach to the writing itself that enhances their effectiveness, without which, they can fall flat. We’ll guide you through this process, step by step.

Plan your article

In crafting your article, the planning and preparation phase serves as the essential foundation. That’s why thorough planning is hugely important.

We’ve put together a strategy for generating article ideas, accurately collecting information for your piece, and then developing an outline.

  • Come up with an article idea

    Writing a compelling article idea begins with listening to your audience. Instead of pushing information you think is important, tune into the questions they’re actively asking.

    You can uncover their worries, fears, and concerns by talking to the people closest to your audience: which is often your sales team. They are the people who speak to your customers, answering their questions and alleviating their concerns. They therefore probably know your audience best and are therefore best placed to come up with article ideas.

    This audience-centric approach ensures your content resonates, addressing real needs rather than perceived ones.

    Remember, the most impactful articles don’t just inform; they answer. By aligning your content with your audience’s questions, you not only establish trust but also position yourself as a responsive knowledge leader in your field.

  • Interview a subject matter expert

    Interviewing SMEs, or Subject Matter Experts, is a strategic approach to content creation. These individuals, often from your sales team or other specialised roles, possess deep knowledge and insights that can inform your audience. Your job is to help convey this information to your audience through written word.

    When preparing for these interviews, it’s essential to step into the shoes of your audience. You act as their proxy and become their voice, exploring their fears, concerns and worries.

    This isn’t merely an information-gathering exercise; it’s about understanding from the source. By channelling your reader during these interviews, you ensure the content is both authentic and directly aligned with their needs.

  • Plan your structure

    Once you’ve gathered the topic knowledge from SME interviews, the next step is to condense this knowledge into a cohesive plan. Start by categorising the information based on its relevance to your audience’s pain points and worries.

    Identify patterns and recurring themes that can form the backbone of your article. Prioritise topics that directly address the most pressing concerns of your audience.

    From there, you can outline the structure of your article, detailing the sections and sub-sections. Remember, the goal isn’t just to relay information but to present it in a structured, audience-centric manner that guides, informs, and resonates.

Write your article

Now that you’re familiar with article planning, we’ll detail the specifics for writing your first draft.

We’ll guide you through each step, providing a concise outline for each section’s content.

  • Introduction: Engage the reader with empathy

    In your introduction you need to begin by resonating with your audience’s challenges, assuring them that you grasp their issues and the solutions they need. This approach effectively captivates and engages your readers.

    Many readers tend to skim the initial portion of an article, deciding quickly if it aligns with their needs. Hence, it’s important to outline the article’s focus and coverage early on, to aid their decision-making.

    It’s also a good point to establish yourself as an authoritative voice in your introduction, gently explaining to your audience why they should even listen to you in the first place. However, keep this brief as you need to keep your writing customer-focused, which means injecting yourself into the conversation as little as possible.

  • Main body: Explore the details

    Once you’re done with the introduction, you’re ready to move on to the main body of your article, where you’ll where you will delve deeper into the topic, presenting key insights, evidence, and detailed explanations to engage and inform your readers.

    This bit can seem quite overwhelming, and oftentimes it’s difficult to structure your ideas cohesively. You also need to ensure that you get all of the information across and keep the reader engaged.

    It sounds like a lot, but we’ve got some tips to help you.

    Break up your content with headings
    Headings and subheadings are essential for presenting your content, acting as signposts that guide readers through your article. In an age of information overload, audiences often skim articles, seeking out key points of interest.

    By breaking up content with clear, descriptive headings, you cater to this reading behaviour, making it easier for readers to locate and digest relevant information. Additionally, these divisions provide visual relief, preventing the monotony of continuous text.

    One way to ensure your headings are optimised to engage your reader is to look through them and consider if your audience could leave the article with the information they need, just from scanning through the headings?

    Have a quick look through the headings in the article. You’ll notice that each one of them is a direction. They tell you the exact steps you need to take to write a high-quality customer-centric article, without you needing to read the majority of the copy.

    Use graphics and images
    Images and graphics play an important part in enhancing the impact of articles. While well-crafted text provides depth and context, visual elements bring concepts to life, offering readers a clearer, more immediate understanding of the topic at hand.

    They break up large blocks of text, offering visual relief and making content more digestible.

    Moreover, the human brain processes visuals faster than text, allowing readers to grasp complex ideas quickly. Engaging graphics can also evoke emotions, further anchoring the message and making it memorable.

    Include links and references
    Referencing information and statistics in your articles is important when establishing yourself as a trusted and verified source. In an age where misinformation can spread rapidly, clear and accurate references provide credibility.

    By providing links to sources, you offer readers a pathway to examine deeper and validate your claims. This transparency fosters trust, assuring your audience that the content they’re consuming is well-researched and grounded in fact.

    Using links and references is a great way to make sure that your article is optimised and search engine-friendly. If you want to make sure you get the most out of your article, set it on the right path with our guide to article optimisation.

    Strike the right tone
    Crafting your pricing article should not only reflect your objectives but also resonate with your readers. Trust is built on the pillars of transparency and honesty. In content creation, this translates to delivering genuine, unbiased information.

    Your content should empower the reader with knowledge, allowing them to form their own conclusions rather than directing them down a predetermined path.

    Introducing yourself or your brand too early can be counterproductive. If readers perceive the article as a mere promotional tool, they might disengage, fearing a hard sell throughout. While it’s essential to guide your audience through the narrative, timing is crucial. When you do make your presence felt, ensure its subtle and not overly assertive.

  • Conclusion: Leave a lasting impression and guide their journey

    Surprisingly, wrapping up your article is often the most difficult part of the process, because it’s hard to know what you need to include.

    Your outro has a dual role:

    1. Offer a tangible topic understanding.

    2. Direct readers on the next steps.

    Your outro shouldn’t merely restate the points covered, instead, it should address the reader’s lingering thoughts:

    • “What’s the main takeaway?”
    • “Why is this relevant now?”
    • “Where do I go from here?”

    Furthermore, the journey shouldn’t end with your article. Instead, guide your readers to the next phase of their journey with a compelling Call-to-Action (CTA). Whether it’s nudging them towards related articles or inviting them for a deeper dive via a call, a CTA keeps the engagement alive.

    By offering this next step, you not only enrich their experience but also navigate them through your site. Even if they don’t immediately explore further, they’re aware of your wealth of content. So, when curiosity strikes again, they’ll know exactly where to turn.

What is your next step?

Crafting healthcare content that drives revenue and conversions requires more than just compelling copy.

It demands a deep understanding of your audience’s pain points, a strategic approach to content creation through SME interviews, and an engaging presentation that incorporates visuals, headings, and clear references.

By centring your content around the questions your audience is asking and ensuring transparency in every claim, you build trust and position yourself as a knowledge leader.

Remember, it’s not just about informing but resonating. To learn more about content generation have a look at these other articles on our learning hub.

Content creation with Podymos

Are you aiming to communicate more effectively with HCPs and patients? Do you aspire to deliver high-quality content campaigns as part of your broader multichannel marketing strategy? You’ve landed in the right place.

Podymos is a dedicated healthcare marketing agency, specialising in downstream medical device marketing. Our services might be a bit pricier than non-specialised agencies and freelance teams, and that’s because our exclusive focus on the medical device space equips us with specialised knowledge and expertise that others might not offer.

For compliant campaigns that align with your business objectives, we’re here to assist. Simply provide your contact details, and we’ll reach out promptly for a no-obligation discussion.

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