If you’re well versed in your field, you don’t want to be its best-kept secret. Having gained the necessary experience, you feel it’s about time to share your expertise with the world. But how to connect with your audience?
Together, we can bring your vision to life. We’ll unearth your story, so you can convey your views and unique perspective to the right people.
Copy and content start with strategy
If you’re looking for a copywriter who requests some basic information and then churns out a bunch of words, you should know that’s not me. I work closely with my clients to write authentic stories that help achieve their goals.
Depending on the size of your project, we’ll schedule one or more brainstorms or interviews. I’ll ask you a ton of questions (I’m known for my follow-up and “why” questions) and contribute ideas.
The bigger picture is crucial. We’ll discuss (the psychology of) your target audience, your long-term objectives, and recent developments in your field. That way, we’ll avoid content that’s written for the sake of it. As a (future) thought leader, you should carefully consider the words you choose and the stories you tell.
Structure creates room for creativity
You’ve probably heard stories about writers who stare at the blank page for hours. Then, in a fit of inspiration, they attack it with a cascade of words. Afterward, they burst into tears of joy (if the output is great) or despair (if their scribblings turn out to be gibberish).
It seems exhausting to me. And waiting for inspiration to strike isn’t fruitful if you want to get things done. I’m all about efficiency and structure, so we’ll devise a clear plan (including a timeline) right away. That will create room for creativity. The less we need to think about organizational stuff during the assignment, the more we can focus on the storytelling part—which makes for better content.
Synergy, or the power of collaboration
I believe successful collaborations are about joining forces. By combining two areas of expertise, we’ll create compelling and effective content.
In my collaborations with clients, mutual respect and open communication are key. We trust each other’s expertise. For example, I know a lot about IT, but you’ll never hear me say I’m a software developer. And the software developer might be pretty good at writing, but they’re not a copywriter.
If we join forces and discuss an article, we create synergy. I ask relevant questions. The software developer gives me valuable input, which I use to write an article that meets copywriting standards and positions the software developer as a thought leader. The software developer fact-checks the article and suggests tweaks if necessary. After that, they publish the article, which helps them connect with their audience.
As a subject matter expert, you probably want a platform to showcase your expertise. Blog posts allow you to do that. You can use them to share valuable insights and distinguish yourself from the crowd.
If you consistently publish engaging blog posts, you’ll build credibility and keep in touch with a growing audience. Want to create captivating content that inspires your readers and sets you apart?
Your website should be a reflection of who you are. Only then, it will help you convey your subject matter expertise, connect with your audience, and increase targeted traffic.
So, you should avoid a-dime-a-dozen web copy that merely explains what you do (and perhaps how you do it). What you need is authentic web copy that captures your unique story and resonates with first-time and returning visitors. It attracts the right audience and helps you build meaningful connections. Your web pages form a coherent whole: they interweave your story and your audience’s goals.
Want to combine effective copywriting strategies and storytelling principles to make your website work for you?
Generic customer case studies and testimonials only contain a quote or two. If you want to publish in-depth pieces that help you establish trust and credibility, you need customer stories.
My customer story approach consists of three essential steps. First, I hop on a call with my client to discuss their vision for the customer story. After thoroughly prepping my questions, I conduct an in-depth interview with my client’s customer to uncover their journey, challenges, and successes. Finally, I use their input to craft compelling narratives that resonate with the target audience.
Want to highlight the value you bring and connect with your audience through customer stories?
Well-researched, insightful content helps you establish authority. That’s why most subject matter experts consider white papers invaluable assets on the road to thought leadership.
White papers allow you to convey your expertise and engage your audience. You can use them to address pressing challenges, discuss issues relevant to your field, suggest innovative solutions, or introduce new concepts.
Want to establish yourself as a thought leader with an in-depth document that provides a ton of value to your audience?
To build thought leadership, you need to stay in touch with your audience. With a well-written newsletter, you’ll build meaningful connections and establish yourself as a trusted source of information.
By consistently sharing compelling stories and useful articles, you’ll forge long-term relationships with readers. In terms of content, the possibilities are endless: you can provide a behind-the-scenes look at your work or life, share valuable tips, or discuss trends in your field.
Want to create a newsletter that fosters engagement and positions you as a thought leader?
Topic clusters (SEO-friendly content)
Thought leaders are known for their subject-matter expertise. If you want to build authority in your field, you need to grow your audience. SEO-friendly content provides a solution, as it drives relevant traffic to your website.
Today, you need to create topic clusters and provide a seamless user experience to optimize content for search engines. By creating a cluster (a well-constructed web of interconnected articles) around a specific topic, you’ll build thought leadership and enhance your visibility on the World Wide Web.
Want to turn your website into a valuable resource for your audience and drive more relevant traffic to it?
Ideate & Create
Ideate & Create is a free newsletter that comes in two flavors: The Creative Edition and The Business Edition. Pick the one that best fits your needs. And if you fall into both categories, feel free to subscribe to both!