Business communication is now more important than ever. Scandals, success, missed opportunities, synergy… How you shape the story is critical to business success. It’s becoming more important for companies to focus on their communication pieces by the second – not minutes or hours.
Information Collection Taken To The Next Level
We are living in a world of information collectors and hoarders. It is estimated that data created next year will be greater than all material generated since people started recording information thousands of years ago. (Check out some cool big data facts here.)
Many people shy away from using libraries and dictionaries. Instead, they use Google or other search engines as their main source of information. Why? We created a world that craves instant gratification for everything we could possibly want to learn.
Greater than our external need for information, organizations use online storage tools, intranets, wikis, and other real-time internal search engines to locate information related to their employer, industry, and numerous other topics. It’s quicker than flipping through a dated binder of SOPs.
In 2020, companies must focus on their copy in all areas of their business – sales copy, content strategy, and internal communications. Your prospective customer can subconsciously spot good copy from bad and will immediately click to another page that is better. It’s critical to fight for the top spots on the results page.
Why Companies Need to Focus on Their Copy in 2020
In this world of overwhelming information, your customers want to get what they want, now. As a result, companies need to accelerate their copy production and improvement to meet demands.
So, what does this mean for business to business communication? And how should we create and publish copy in a prioritized manner?
Copy Needs To Be Fresh
First, your copy must be fresh, original, crisp, focused, and contain only essential information. More detailed voluminous materials should be included in a referenced document that the user can open by clicking “for more information”.
One tip that we give our clients is to strip out all the fluff or embellishment. Sure, those extra words may paint a picture more delicately, but are those extra words getting in the way of the big picture? Quite simply, more words take more time to read and the value from these extra words often provide little or no extra value to the reader.
Keep it fresh.
Copy Needs To Be Focused
Second, the copy must focus on what impact it will have on your prospect. What’s the Big Benefit? People, in general, have become very self-focused. If the copy they read doesn’t impact them directly or require their action, they start to question why they are reading it in the first place.
They’ve moved on. That is why it’s so important to evaluate if your company’s existing copy is focused.
Even worse… Your prospect may subconsciously record the sender’s identity (i.e. your company’s brand) and skip future communications from you.
If you don’t believe me, take a look at your email inbox. If you’re like most, you have many unread emails from people that are sending you content, sales pitches, promotions, and more. The thing is… Internet Service Providers (ISP) and email service providers (like Gmail) will start to learn your habits and stick the emails your to dreaded spam filter. That means more than just your prospects not opening emails… It will also hurt your deliverability for future prospects that actually want to receive your emails.
SEO Best Practices May Have Changed
Finally, Google reputedly makes over 500 adjustments to their SEO algorithm every year. That means within 2-3 years, SEO is completely different. That’s also one of the reasons why I fell in love with digital marketing… It will always be a new day with new challenges. How does that impact you? What your company did for SEO a year ago may not work as effectively in 2020. It’s important that as we enter Q4 of 2019, you need to reassess your weak points in SEO and to improve your SEO.
So how does your website copy rank in terms of search-ability and ease of finding information? Does the information about your new product, service, update, or landing pages rank as #1 of 230,000 hits or #250? Guess which site your potential customers will look at? It’s the #1 result… Maybe if you’re lucky, they will go down to result #5.
Here’s the kicker… A decade ago, users were okay with spending 15, maybe 30 seconds searching for relevant content. Now, they spend only 5-8 seconds searching! That means your information must rank in the top 5 hits when they search your keyword. Assuming they find your page, they want the core information in no more than 10 seconds!
Some areas to look at include:
- How your content is categorized and organized
- Your inbound and outbound links
- Readability scores
- Keywords (might want to check how many results your best keywords have; competition is tight)
Up Your Business Game By Focusing On Your Copy in 2020
So, how should a business ”up its game” and provide copy that its target audience wants to and needs to read? There are formulas for this, but these formulas only work if you know exactly what you want to write, who will read it, and what you want them to get out of it.
Reassess How You Use Your Copy
If the copy doesn’t support anything your prospect needs to do their job and support their buying decision – what VALUE is it to you? It’s wasting valuable real estate on your website, email campaigns, etc.
It’s important to understand and audit how your copy is working for you and against you. Junk? Delete it. It may be tempting to fill that blank space with other content, but if it’s not valuable, do not add it.
Our CFE Framework shows you exactly how to get clarity and focus around your copy before you execute the creation and publication of the copy. If your business takes the time and effort to clarify exactly what they need and focus on its creation, publication, distribution, and search-ability, then your business will definitely benefit… Your prospects will read your copy more frequently and better understand your offer… Thus, increasing the likelihood that that prospect will convert into a buy.
Need help preparing for 2020? We are standing by. Click here to explore how to you can surpass your competition with copy improvements.