Get Personal: Writing Conversational Content That Resonates
If you want to write content that converts, you first need to think about how to write conversationally. Conversational writing is a style that incorporates the feeling of dialogue where none exists. Why does this work, and why should you write conversationally?
Simply put, conversational writing is more engaging. It helps to draw the reader in and make them feel like they are a part of the process. In a sense, you’re having a two-way discussion with the reader through a one-way platform.
Conversational content is the key to engagement
Ask Questions to Keep the Conversation Going
One way to maximize your use of conversational content is to ask questions of your audience. Asking questions in your content provides a number of benefits, including:
Questions keep the attention of your audience
Questions cause the audience to think, thereby increasing engagement
Questions appeal to the audience on a personal level
Questions show that your brand can relate to the needs of the audience
In a way, asking questions shows that your company “gets it.” Instead of speaking from a place of lofty authority, your brand can say, “Hey, we understand your wants and needs. In fact, we ask the same questions ourselves.” This can go a long way in creating a conversational tone for your content while building brand affinity.
Asking and answering questions creates engagement opportunities
Answering Questions Helps Content Rank Higher
Questions also help rank content higher in search results. A lot of people use search engines specifically to find answers to questions. If you include questions in your content that lead people to your site who are seeking answers, your content, and by proxy, your site, have a better chance of getting found higher than your competition.
This also makes your content shareable since it provides value. Shareable content equals backlinks to your site, and backlinks equal greater credibility in the eyes of search engines.
How to Tell If Your Content is Conversational
If you’re trying to get your hands around conversational writing but don’t feel comfortable just yet, you can practice by reading your writing out loud. This helps you to hear how the content sounds in a different format. When you read your content, you’re able to get a better sense of whether or not it comes across as conversational or not.
You can also try recording yourself reading the content. Most smartphones have a built-in voice recorder that can allow you to record yourself at the press of a button. If this isn’t an option, you might also consider reading the content to a trusted friend or colleague for their feedback.
Knowledge of audience intent allows you to write more conversationally
Anticipate Audience Intent
Another way to get yourself prepared to write conversationally is to anticipate your audience’s intent. Why is a person reading your web page or blog post? What brought them to your landing page? Just like in real-life conversations, knowing and understanding why the interaction is taking place helps to shape the tone and direction of the conversation’s content.
An example of this is when you are giving a presentation. If you’re presenting to a group of friends who are attending your presentation to learn more information about a topic, you know to shape the content of your presentation by speaking causally.
If you’re speaking at a sales presentation with potential clients in a B2B environment, you’re going to shape the conversation differently. By considering the intention of the content as it relates to the intention of the audience, you’ll have an easier time writing conversationally and personalizing the experience for maximum engagement.
Contact CCM to Get Personalized Content for Your Customers
To learn more about how to get the best content, digital marketing, and local SEO for your business in Charlotte, NC, and beyond, contact Charlotte Content Marketing today! You can also connect with our team on Facebook, Twitter, and LinkedIn to keep up with all the latest in content marketing for small- and medium-sized businesses.
