SEO Copywriting:
Web Content and Meta Narratives

By James Atkinson, LLB

Blogs, online videos, audios, and information content are excellent ways to build relationships with your prosepcts. Delivering web content via meta-narratives can take your marketing message direct INTO a buyer’s 'personal narrative' or self viewpoint.

You do this by developing your marketing message 'within' the prospect’s own personal narrative or life story. It’s our affinity with stories that makes them a very powerful vehicle to get past a prospect’s defenses that often arise with sales copy.

Now you can deliver your message straight into the buyer’s mind – accessing their emotional needs. People seem to be hardwired to be interested in stories and take their messages to heart. Stories reflect how we see ourselves and the world.

Each and every person on the planet has a sense of their PERSONAL and cultural place in the world – their personal identity. This identity isn’t remembered in a single picture frame way but rather as a sort of story – or a personal narrative.

I think that this is why stories are ever-popular. We all recognize or remember in ourselves aspects of stories that reflect who and what we are. This is not in-your-face memories – it’s a very subtle process.

I believe one of the most effect ways to deliver emotional benefits is to establish properly your message via a buyer’s personal narrative.

In fact if you can’t enter a buyer’s personal narrative you’re going to find making the sale quite difficult! I realize that this may be a difficult idea to grasp, so I’ve invented a term that I call “The Meta Narrative” to describe the concept.

A meta-narrative is a story about a story. In this new sense it is a story WITHIN a story. Blogs, online videos, audios, social, and information content are a great way to deliver your marketing Meta Narrative INTO a buyer’s personal narrative:

Web Content Meta Narratives

It’s our affinity with stories that makes them such a powerful vehicle to get past a prospect’s defenses that so often arise with sales copy. You can deliver your message straight into the heart – accessing the buyers’ emotional needs.

We are all hardwired to be interested in stories and we take their messages to heart. Stories reflect how we see ourselves and the world.

As an example, take Joe, the dog trainer. After you have a survey-derived understanding of your market you can start to write blogs or produce video / audio content in a meta-narrative way.

That is, you would build your blog STORY something like this:

“This morning, one of my customers delivered a dog for training. His name was Rusty. I thought it was going to be an easy day training Rusty. But it soon became a most difficult day!

Before we reached the park where I do my dog training, Rusty saw another dog across the street. Without warning he yanked on his lead, pulled free, and charged at the other dog. It happened to be twice Rusty’s size!

There was a huge fight and it took all my strength to heave the two dogs apart. In the melee Rusty bite off a chunk of the other dog’s ear …”

And so on.

Your series of blogs is all about dog training. Your story weaves around:

Everyday occurrences that are relevant to the buyers’ experiences – their own personal everyday narrative,

Problems that you have already discerned the buyers are concerned about in dog training, and

Solutions you can provide.

The narrative you develop needs to be steady and consistent. By that I mean your message has to flow in a constant predetermined direction – supported across all the media you adopt to deliver your message.

There is little point in having countless “pin pricks” in your marketing. Each “pin prick” may be clever in itself – but if it’s not followed and backed up with a consistent narrative and support, the idea – as a marketing idea – simply vanishes with time. I explain below how you can do this in "The Seven Steps of Blog Narrative".

This is about your marketing creative.

Your blogs and content are not just random stories but are written following some of the precepts discussed in the earlier articles of this series – and see especially "Ten Ways to Get Content Ideas".

In addition, your blogs and content are designed to enhance search engine optimization which I discuss in Step 5 of internet marketing strategies. That is, the keywords and general content of your blogs are all strategically planned.

The results are:

  • Increased Search Engine Rankings,
  • Higher Social Media Hits,
  • Higher Quality Scores thus Lower PPC Costs.

I call this process Synergistic Keyword Reinforcement.

Let's now go to Seven Step Blog Narratives.

SEO Copywriting > Persuasive Content Writing > Trust and Web Copywriting > Building Relationships with Web Content > The Web Content Spokesperson > Building Web Content Funnels > Web Content and Meta Narratives > Seven Step Blog Narratives >