Quality content is conceptually unique content that people would
link at. If you want people to pay attention to you it is important
content that is conceptually unique. The following article by Sugarrae
topic more in depth:

http://www.sugarrae.com/permalink/when-unique-content-is-not-unique/

Writing Ideas to Spread

Rather than being so focused on search that you try to match keywords, you can
also market certain ideas with the intent to spread. By writing a headline that is
juicy, intriguing, or controversial, you stand a much better idea of seeing that idea
spread. Search engines follow people. If you spread good ideas then search
engines will trust you.
Brian Clark’s CopyBlogger offers great headline tips in his post titled “Magnetic
Headlines” at http://www.copyblogger.com/magnetic-headlines/.

Multiple Customer Types

I need some people to want to buy my e-book. “Buy my stuff” is not an easy
message to spread though. I also need other people to link to my site. Just like I
need to sell my e-book to have a business model, I also need to give others a
reason why they would want to link to my site because that will market my book.

Working From Your Strengths

I am typically a bit goofy in the things I say or do. It is why I have created many
funny or fun-type websites. It is far easier to be myself than to pull off some sort
of act.
I am not the best copywriter, and I do not write the best sales letter pages. If you
read the 33 Days to Online Profits e-book that comes as a bonus, it will include lots of
content about copywriting. Many of the links are not worth buying from for most
people. Much of his information in his report about search engines is inadequate
or incorrect.
However, I still note this document because it shows some copywriting techniques
that may be helpful. You only need to be great at one thing to be extremely
successful on the web. Yanik Silver is good at selling people stuff with compelling
copywriting. I do not suggest that you buy most of the stuff he links to in 33 Days
to Online Profits, but I do recommend you glance at how he writes copy.

Write Content to Target the Ideal Prospect

When you write content, you do not want to create something that makes
everyone happy. You want to write to the ideal target customer because your
writing will have the greatest effect on the people you are trying to target.

If you write too broadly, or try to make too many people happy, then your ideal
prospects will not convert as well, as they may become disinterested or offended by
attempts to write to less-targeted prospects. The lower quality prospects are going
to convert poorly no matter what you do.
The reason many hyper-focused sales letters are still a mile long is because the
people who are most interested in the topic are more inclined to want to keep
reading.
I did SEO for a customer where we increased his monthly sales from $3,000 to
around $12,000. I then tuned his page copy for his ideal client. With the same
marketing spend and same rankings, we increased his sales from $12,000 to over
$40,000. Even better yet, he was making greater profit from fewer customers by
targeting the larger spenders.

Sales Letters

Some websites are exceptionally transparent in that you can tell they are all about
making as much money as possible. By reading through the sales letters of various
written-to-sell websites, you can see some of the tricks they use to sell.
A hard sell does not make sense for all people (and may offend some of your
customers), but I could probably increase my income by about 50% if my sales
letter was harder selling. Sometimes it is a bit hard to balance profitability and
being easy to link to.

Clarity is Key

Many organizations aim to manipulate language to make it lose its meaning. If you
are small, one of the biggest advantages you have over competitors is that you can
put yourself into your brand and ensure that your writing is clear and easy to
understand. Since you have fewer stakeholders, it is easier for your writing to more
clearly represent your thoughts.