Your website plays many roles in your business. It informs your customers about who you are and what you do, provides them with your contact information, and if you write a regular blog, it even educates them on various topics related to your industry. All the content in your site fits into one of two categories: dynamic content and static content. Knowing the differences between these is important for getting the most out of your website design and search engine optimization.
Search engines exist to provide everyday consumers with information as quickly and as accurately as possible. After all, when you head over to Google and type a phrase like, “What time does Mom’s Diner open,” you don’t want to see results for other restaurants or diners, and you don’t want to see results for Mom’s Diner half a world away. You just want to see the results for the specific diner you want to visit, and you expect the search engine to provide those results.
If a search engine provides you with incorrect or irrelevant information, you can either change your search terms or find a different search engine – and many people choose the second option. This is exactly what sites like Google and Bing want to avoid, so they have developed complex (and rather secretive) algorithms to crawl and index content and provide better results to their users. Whichever search engine is the best gets the most traffic, and more traffic means more revenue. These search engines try to provide the best possible pages to suit individual queries, and in order to do that, they must carefully consider your site’s content.
As these search engines crawl your website, they look for two different types of content: static and dynamic. Static content can be defined as any content that does not change over time and remains the same across each page regardless of the visitor. This may be your contact information or mission statement at the bottom of each page, and it may also be your navigation menu or logo. It is much simpler for search engines to appropriately index static pages, but this doesn’t mean that more static content is better. In fact, in most cases, just the opposite is true.
Dynamic website content, then, is the opposite of static content. It changes frequently, whether due to user location, input, or preference or because the webmaster purposely changed the content. Some dynamic content is built right into the website, such as the information generated by a CRM when a customer selects from items in an online store. If he or she wants to buy a t-shirt, then the dynamic options would change based on the color, size, and style that the customer selects.
On the other hand, there is also dynamic content that changes at the webmaster’s hand, and the most common type of content in this regard is the ever-popular blog post. Google and Bing both love to see fresh, new content attached to your website, so keeping things dynamic by adding a new blog post or two every single week will go a long way toward improving your search results rankings. Every blog should be optimized with the right keyword density, relevance, photos, meta tags, meta descriptions, URLs, and more, as well.
In summary, your website should contain both static and dynamic content in order to meet the expectations of search engine algorithms. Dynamic content such as a changing storefront depending on your customer’s preferences is much different than dynamic content that you add to your site each week, too, so be sure that you are satisfying both requirements if you really want your site to help your business grow.
In this post we’ll be looking at a content audit of blog content assets for a small business website – focusing specifically on the content marketing aspects. We have purposefully avoided some of the more advanced elements of technical SEO such as the use of SEO crawlers and instead focused on tools with which most small business website owners will be familiar, such as Google Analytics.
The idea of a content audit is to take stock, measure, analyze and use the findings to improve the performance of your existing content both now and in the future.
You’re probably aware of the saying “the things you don’t measure don’t improve”. Big businesses rely on data to make informed decisions, but small businesses often miss a trick by not using the data they have available to their advantage.
It’s vital that you keep an eye on Google Analytics and monitor the performance of your content. Make sure you look beyond simple vanity stats and set up meaningful goals and accurate conversion tracking.
Some important things to look out for when reviewing the performance of your content are:
High numbers indicate that your blogs are performing well in organic searches and clearly ranking for keywords with a decent search volume. You should take note of such blogs, because the keyword research and optimization was clearly spot on! You want to replicate it for your other posts.
Traffic is good but the ultimate goal for most business websites is successful conversions; you want people to buy your products and services. Do visits to your blog result in completions of your Google Analytics goals? Are people signing up to your mailing list? Do they get in touch about your products? It’s important to keep in mind that a lot of your visitors probably won’t convert during their first visit, so you have to look at the bigger picture. Another important thing to review is your conversion rate optimization. If there is no clear call-to-action (CTA) on your blog posts, you shouldn’t be surprised if the conversion rates are low.
This is a very important stat to keep an eye on. Social can be a big traffic driver for your content.
Pay attention to the titles which were most popular on social, because headlines (as well as featured images) play a very important role here. Check which of the social media platforms drive most traffic. Are you promoting your content on the relevant platforms at the right time and to the right audience? Have any of your content pieces gone “viral”?
Google Analytics can tell you how much traffic comes to your website via social media but it can’t give you information on the number of shares and ‘Likes’ your content gets on social media platforms.
There are, however, plenty of other tools which can help you here – some paid and some free.
For many search engine optimization experts, inbound links are one of the main goals of content marketing. Inbound links remain (along with content) one of the two main ranking factors.
Even great content often fails to earn links naturally, because simply producing great content is not enough to get it noticed nowadays.
You definitely want to take note of your content pieces that earn inbound links. Try to analyze why these particular pieces resulted in organic links. Was it the content itself? Were they promoted better? The goal is to repeat the success.
Of course, to find inbound links you will need some kind of a link tool, and some of the most popular are Majestic SEO and Ahrefs.
However, if you’re a small business owner and don’t have any of these tools, you can also find very useful reports in your Google Search Console – a free tool. Checking your referral traffic in Google Analytics will also help you find new links which are driving traffic to your website.
At this stage (after checking the performance of your content on Google Analytics and other tools), you should have a good idea as to which pieces of content are performing well and which are performing poorly. With that information to hand, you can look at some of these underperforming pieces of content in more detail and decide whether it will be worth the time and effort to improve them.
Improving your old content can save you some time and win new traffic by re-optimizing old blog posts. Of course, some of the old, underperforming content may not be worth spending any time on. You need to look for the pieces which do have a potential.
When talking about ‘content’ most people assume we’re referring to blog posts, which is true in the majority of cases, but content doesn’t need to be limited to text. You can also consider producing content other than text, such as videos, infographics and podcasts.
This is by no means an exhaustive post on the subject but we hope it will give you enough inspiration to take stock and conduct an audit of your own website’s content. You can then use the findings to make improvements as well as ensure the content you produce in the future performs better.
You don’t need a great deal of experience to write a product description, but you do need some idea of how a good description is written. These 9 steps will help you through the process, and you’ll be able to write winning descriptions that sell before you know it.
Before you do anything, think about the audience that you’re looking to target. Who are they? What do they want? What are they like when they’re not shopping for your products? Think about what would hook these customers, and what would convince them to buy from you. Use that information when you’re writing, and write directly to them.
You’d think that listing the features of a product would sell it, but in fact customers want to know what’s in it for them. Why should they buy your product? Address this by listing the features as benefits. For example, a vacuum cleaner may have a handheld feature. Write about this by saying ‘The vacuum cleaner also comes with a handheld mode, letting you get into the nooks and crannies all around your home.’
You don’t have long to get the reader’s attention, so you’ve got to act fast. That’s why a quick scan format is great. this starts off by putting the benefits front and center, in a bullet list format. That way, it grabs the reader’s attention and brings them in so they can find out more.
You’ll want to use keywords in your copy, to bring the readers to your product. However, don’t overstuff them. The copy won’t read as naturally, and Google can actually penalize you for doing so. Instead, use them sparingly.
There are lots of tools online now that are designed to help you write the perfect description. Try these out when you’re writing:
A product description is quite a utilitarian piece of writing, when you think about it. A good description doesn’t waste time, but gets right to the heart of the matter. Make sure your descriptions are short and snappy, and don’t include any padding. If they’re too long or don’t get to the point, then the customer may well wander off elsewhere.
A good way to start your description is with a one sentence pitch. Sum up your product in a short, memorable way. For example, a taxi app service could use the sentence, ‘Tap a button, get a ride.’ Think of how your product could be described in such a way. Use it right at the beginning of your description, and it’s a great way to grab a reader’s attention.
The customer will have questions about what you’re selling. They may well avoid buying if they’re not sure, rather than get in touch and ask. To avoid this happening, answer the questions in a quick FAQ section. For example, you could answer the question ‘What if I get the product and it’s not what I want?’ by including the fact that you offer a 30 day money back guarantee.
This should go without saying, but your copy needs to be bulletproof. That means that you need to be checking your copy several times before it’s ever published. You can even ask a colleague or friend to look it over, as they’ll spot what you missed.
Writing good product descriptions is easy to do when you know how. Use these tips to get your descriptions selling.
Mary Walton is a blogger at Simple Grad: http://simplegrad.com/
Blogging is no longer an option. It is a calculated business exercise to build a brand image and to develop long-term customer relations. Your business might be on Facebook, Twitter, LinkedIn etc., but the eventual goal is to drive your followers to visit your website. Blogging provides a customized and unique approach to present content to your target audience. While blogging is essential to drive the online marketing strategies of your business, focusing on content is integral to the success of the blog. Let’s see how it works.
One of the advantages of having a blog is that the content in it can be personalized to suit your needs. In third-party social media platforms, you are at the mercy of any changes made by them. Also popularity of these platforms keeps changing, which requires you to constantly monitor where your audience is migrating.
A blog with strong content will help your business build their followers gradually and maintain popularity by constantly updating the content. Targeted content on blogs built on trending topics, comments and sharing will help you position your brand in the industry according to your focus group. The comments or articles on your blog will last longer than Facebook or Twitter. With designer content, blogs can be your own social media platform with a gradually increasing base.
Marketing content should not be patronizing. It should address a particular need or desire of the target audience. Once that need is identified, design your content around that theme. Build tutorial videos, walk through, FAQ’s and visual images to maintain it in all your content marketing campaign.
The content in the blog should be constantly evolving and updating. Be in sync with the current technology and encourage a two-way communication to keep your blog in vogue. Customer perception can be monitored or altered through content that constantly aims to address specific customer need.
You can send e-mailers or post tons and tons of costly paid ads to make your online presence felt, but an ideal way for businesses to build a direct sustained relationship with their customer base is via blogging. Blogging creates more index-able pages that increase your search viability. Blog content can keep the social media on the go, making a relevant presence online. Content designed to develop trust between the entity and audience can mark the success of the blog. It can attract new visitors and aid in conversion. For all these benefits and more, it is imperative for businesses today to incorporate blogging and organize the content.
Fresh content introduced at predetermined time intervals is a sure-fire way to beat your competitors in search-engine rankings. By listing out keywords, topics and categories, and designing content around it, your business can be in the online limelight. Unlike social sites, your blog can be easily found on the company website. Blogging on a regular basis about your business, products or services with focused content will only add more search keywords. This is bound to improve the SEO/SERP of the website.
Creating a blog is a responsibility. And a growing blog requires intensive micro-planning. You need to define your audience and go deep into their psyche. And all the content for the blog should revolve around them. It is imperative for the success of the blog that the content is mapped according to the buyer’s journey.
Depending on the target audience dedicate content at the most opportune buying cycle of the customer. The content can oscillate between articulate articles on your services or to become a forum for consumer interactions. Create a content matrix to and at every stage add predetermined links or informative pieces or ads to encourage the customer to the next stage of the buying cycle.
Planning the content, its variation, frequency and event calendar drives the success of the blog. A blog that is gaining popularity must also assess and plan for scaling content usage to meet the demands of the consumers.
When blogs become your personalized social media platform and garners followers, one of the biggest advantages is direct consumer interaction. A decisive customer engagement cycle needs to be put in action to positively reinforce the brand image to the consumers. You need to address the questions or problems of the consumer in their own words to resolve
them. Even the content for queries should be prepared using keywords that engage consumers and result in conversions.
Just posting content on blogs is not enough. A proper delivery channel needs to be determined to ensure it reaches the target audience. Businesses should leverage social media platforms such as Facebook, Twitter, Google+, LinkedIn etc., by adding share buttons. Developing a variety of content to deploy for various channels and devices is also a necessary exercise.
Blog content delivery can be automated by sending posts via e-mails or newsletters. Syndication with other blog posts also allows the content to circulate with new readers and add create an impact via popular websites. Include an influencer or connecting with a peer group to promote your content, can take your blog high on popularity charts. It also helps to establish further authority and increase awareness. A detailed plan must also be laid out for reuse of popular old content and integrating your brand image into every blog-post.
Allocate human and financial resources to your blog to make it a successful content delivery platform. It is important to track the marketing results and identify the any loops that result in loss of conversions. Hitting on a right formula that derives extra mileage for the blog-post is a tedious exercise. Certain amount of experimenting with formats and ideas to get it right. Ultimately, it is the content that drives your blogs and quality of that should never be compromised on.
Vibhu Satpaul is a Chief Operation Officer and a Search Expert at Curve Jumps. He loves to write on digital marketing and technology related topics. Follow @VSatpaul for more online marketing related updates.
Corporate Blogging is a tool you can use to educate your audience on subjects relating to your product or service. Google is now the number one source for finding out solutions to problems; your customers are searching for the answer to their problems online, and their first stop is the search engine.
With the right blogging strategy, your blog posts will turn up in the search engine results at just the right stage in the buying journey. Your potential customer needs a solution, and there you are, providing it and adding value. A name we can give this method is ‘value based marketing’ – a very-customer centric form of marketing. You are placing your customer’s needs ahead of your sales, and this will always lead to a stronger business, which grows in reputation and standing.
One of the greatest things about blogging is its ability to scale and grow, in line with your business growth. When you start out blogging, it is completely free, but when you hit a certain point of critical mass, you can easily outsource it to a blog management company and ramp up your content output and results.
It is no surprise that more and more companies are picking up on this tactic. But there is a killer lurking in the mist; a killer to blogging success which can make or break your results.
That killer is…
Consistency is very important when it comes to managing your company blog. Statistics show that most professional bloggers are publishing at least once per week (53%). Source These are the guys whose business is content creation, and for this reason, these are the guys who rank well in Google.
If you want your company blog to succeed, then a regular publishing schedule is absolutely vital. With your resources split, we know it can be tough, but this is important and needs to be prioritised.
One of the reasons to blog consistently is that there is a direct correlation between the number of posts you publish and your traffic. A study by Hubspot found that companies who had 401+ total blog posts had about twice as much traffic as those who has 301 – 400. Source
This is the tipping point for traffic and leads, when you can start to see exponential growth. Let’s look at some figures.
In order to get to 401 blog posts at a monthly posting schedule, it’s going to take 33 years. On a weekly posting schedule it will take 7 years, and on a daily posting schedule, just over a year.
When we look at the figures like this we can really see the value in staying consistent with our blogging efforts.
Another reason is that consistency grows trust. As this blogger aptly puts it
“Consistency makes it look like you know what you’re doing.”
Customers feel more comfortable working with a company who has some sticking power, and has shown that they are reliable. Just think about the voices you know and trust online – why do you decide to trust them over others?
Familiarity is likely one of the fundamental reasons, even if you don’t recognize it yourself. Our brains like consistency; we are creatures of habit and we don’t like too many surprises!
For this reason, consistency is particularly important for online businesses, who have to work extra hard to gain the trust of their customers. According to a study by Evercoach, 81% of US Online Consumers trust the information they read on blogs.
Use blogging as a tool to grow trust with potential buyers and convert those buyers into a consistent stream of sales long into the future.
Don’t let your corporate blog fall into the death trap of inconsistency. If you are going to add blogging as a marketing tactic, we recommend that you write at least four blog posts upfront so that you have a buffer of content ready and waiting be published.
Most CMS systems allow you to schedule your content into the future. This is a great way to ensure you always have content going out on the same day and time each week. You could even block one or two days per month just for your blog writing and scheduling. This way, you have the time prioritised, but it doesn’t take over your other business activities.
Yva is the Director of Boost Business Support a blog management company helping small business’ drive traffic & sales through blogging.
Consumers have evolved from the advertisement focused demographics of the early millennium. It’s no longer enough to serve ads that simply promote your product. People are demanding advertisements that entertain and help them solve problems.
It shouldn’t come as much of a surprise. After all, media is changing and people right along with it. Instead of televised media, we’re now using social media. Consumers expect brands to take advantage of the new opportunities for building relationships.
To succeed in the new world of online advertising, businesses need to embrace relationship building and give people what they want. In other words, companies need content marketing.
Content marketing provides written or visual content that entertains, informs, and helps build a repertoire with consumers. Businesses have already taken notice of the strategy’s merits, with 88 percent of B2B marketers already utilizing content.
To see real success, your brand should leverage content into budding relationships that eventually send customers down your sales funnel.
Traditional advertisements, even across social media, focus on selling your product. These ads are important, but they don’t fit well with content marketing. However, social media ads in particular can co-exist with a content strategy.
Instead of advertising for your product, advertise your content on social media. Start with media that solves a specific problem. Think about issues customers in your niche face, and then solve them with your content.
Next, create a social advertising campaign that links back to this content. Consumers who see your advertised content get pushed into the awareness phase of your buying funnel. Once you’ve captured their interest, you can then start building a long lasting relationship.
The next step in leveraging social selling into a stronger sales funnel is remarketing your customers. Harness your new social media generated awareness and start retargeting consumers.
Building your remarketing funnel focuses on advertising to people that followed your social ads back to your content. For instance, someone who linked from Facebook to your website will see your ads across other platforms.
This makes an effective way to move people from the awareness phase into the consideration/decision phase.
The idea is for people to see your advertisement when they’re on the fence about making a purchase. Your remarketing advertisements push people into thinking of your brand before the competition.
How you decide to go about your remarketing depends largely on your budget and overall content strategy. Google Adwords and Facebook offer the best remarketing tools for most businesses.
Adwords targets a broad spectrum of users, while Facebook helps continue targeting customers who’ve already responded to your content-centric ads.
Now that your consumers are in both the awareness phase and consideration phases, the next step is closing your sales and boosting your conversion rate.
Consumers who’ve started accessing your content and moving down the sales funnel are ripe for targeting with email marketing. Contrary to popular belief, email marketing is still an effective way to reach customers.
Email actually has a higher conversion rate (66 percent) than social media messages and direct mail.
Set up your retargeting campaign and social media marketing so that consumers are led to landing pages with email sign ups. Offer content incentives to collect email addresses, and then use those emails to send promotions that close sales.
People linking from your remarketing advertisements especially, are already interested in your product and susceptible to email marketing campaigns.
Potential customers at every level of your sales funnel are still just that; potential customers. Companies need to offer incentives to build brand loyalty.
Repeat consumers actually cost less than new acquisitions, and are more likely to make additional purchases. The final step in your social selling sales funnel strategy is recycling people through the funnel.
To keep customers interested it’s easiest to once again utilize social media. Continue sharing content with your customers across social media to ensure your brand awareness stays high.
Email marketing also works well to retain customers. Don’t focus all of your emails on selling your product. Consider offering unique content and discounts to consumers who’ve already made a purchase.
Content marketing over social media helps move customers down your sales funnel by creating interest, showing value, and rekindling interest in the long-term.
Social media ads for your content increase awareness, which in turn allows for remarketing for product consideration. Which then leads to direct email marketing opportunities and finally sales.
With the right strategy, social media selling takes potential consumers and turns them into repeat buyers.
The beauty of online content writing is in its versatility. It’s designed not only to match your readers’ taste but also to look appealing to Google. A thought-provoking, engaging text will leave your audience with a come-back taste. But taking them on your website in the first place, that’s the tricky part. That’s why you need proper SEO content, conceived and written by the book.
To help you boost your chances to be visible and maintain organic traffic, we’ve gathered 5 editing and proofreading resources to create Google-friendly content. See you on the first search page!
Whenever you feel like writing a passionate piece of work and sharing it online, consider getting this app. It will cut off your wings a little so that you remain with your feet on the Internet. It has nothing to do with your talent, don’t take it personally. But writing for the web is different than writing a book or any other piece of work, for that matter. You need short, accurate sentences, to deliver information in the easiest way possible.
Hemingway app also helps you adjust your text, by offering a readability score, just to make sure that you stay on track. It will highlight heavy sentences and give you useful alternatives instead. However, we suggest you check your content in a proofreading service online whenever you have the chance, just to make sure your content is in good hands.
This is a fantastical tool for adjusting your writing to a specific targeted audience. It has the same working principles as “Hemingway,” but with a different approach. It offers a readability score, but instead of urging you to make changes, it determines a precise age group for your potential viewers. This way, you will know exactly how to reshape the content so that it’ll perfectly suit your target audience.
You need this kind of adjustments to reach your readers. If for example, you are writing for teenagers who love playing sports, you should stick to a friendly, simple vocabulary, instead of using complicated phrases.
It is so easy to lose yourself in the content, especially if you are a freelancer with so many daily projects. This is precisely why double-checking your texts is so important. At a glance, you might be tempted to overlook this final step. Big mistake. Knowing content writing, but doing it chaotically is like not knowing it at all. Check out PaperRater.
After resting your fingertips, perhaps you will want to read your piece of work out loud so that you can spot any hard-to-read sentence. Tip: if you got the time, proofread your text early in the morning, with no distractions around you. You’ll then have a clearer picture of the final result, and you’ll see the content with fresh eyes.
Then we suggest you do a spell-checking using “PaperRater,” an online proofreader every writer should know about. This fantastic tool helps you:
– Check the grammar by finding any mistakes and correcting them;
– Detect plagiarism, by comparing your paper with other billions of documents;
– Improve your writing by making useful suggestions whenever necessary.
Sounds like the ideal teacher, right? Call it wherever you like, but it’s one of content writers’ favorite online instrument that makes an in-depth proofreading, indispensable for every professional. Of course, you can always ask expert writers for help, there are plenty of qualitative custom writing services out there to choose from. This is an option we’d suggest especially when you feel lost or out of inspiration.
This smart, easy keyword density tool is a life-saver, trust us. Because you can’t just haphazardly launch the keywords into your text, you need a plan. Take into account that the perfect keyword density revolves around a 3% range. So it’s like making a soup: too many noodles will make the colorful, tasty vegetables look insignificant.
However, finding a balance between good, valuable information and the proper use of keywords can be overwhelming. Keyword Density Checker will not work miracles, but it’ll send you red flags whenever some particular words appear to take over your content. Simply paste your URL or your text inside the box, and you should see the results right away. Based on these findings, you’ll know what corrections to make, without affecting the rank on search engines.
Stuffing too many keywords hoping that you’ll rank better might not be the perfect plan. Instead, keeping it simple and blending nice content with Google friendly writing does sound better. You know what they say, less is better.
This is a free online word count tool that you’ll want to put on the list. Google loves long content, there’s no secret about it; so make use of the unlimited space has to offer. Neil Patel, the owner of Quicksprout, agrees that
“the average content length for a web page that ranks in the top 10 results for any keyword on Google has at least 2,000 words.”
We’d suggest you don’t overreach either; otherwise, you’ll lose your readers on the way. Too many characters and the text becomes tiresome.
“Easy Word Count” helps you keep a track of your words, allowing you to adjust the length of your text in real time. Depending on the type of content you’re working at, a body of text should have a different length to be SEO friendly:
Of course, counting on quality is always a safe bet, but quantity is not something to neglect, either. After all, it is all about finding the right balance.
To sum up, we encourage you to take advantage of these online tools when writing online content. They’ll make your life so much easier, and you’ll maybe have time to properly enjoy the morning cup of coffee every writer deserves. What about you? What are your “secret weapons”?
Lori Wade is a freelance content writer for Before Writing who is interested in a wide range of spheres from education and online marketing to entrepreneurship. She is also an aspiring tutor striving to bring education to another level like we all do. Lori is used to handling many writing orders at the same time and as she likes sharing her ideas and experience, she decided to write a great article for you to show how multiple tasks should be dealt with. If you are interested in writing, you can find her on Twitter or Google+ or find her on other social media. Read and take over Lori’s useful insights!
Far too many businesses make a very common marketing mistake. They’ll start a blog, simply because someone tells them that they should have one.
What transpires is a section of the business website that is occasionally dealt a 300-or-so word article depicting the latest news from the organization, or perhaps a no-holds-barred rant from the managing director. What it lacks is any kind of strategy or focus on providing content that potential customers might want to read.
There are many constituent elements that make up an awesome blog post, but if you don’t know what they are, you’re unlikely to find them simply by occasionally publishing a post whenever inspiration strikes.
In this post, we’re going to delve under the hood of brilliant blogging and find out how to create awesome posts that will attract the right audience and keep them engaged.
What type of people do you want to read your blog? What are their interests, frustrations and common questions?
Before you write anything, start by researching both your audience and potential content ideas. Don’t assume you know it all – brainstorm the profile and demographics of your audience and the kind of topics that will likely peak their interest.
You can do this with a whiteboard, pen and paper or visual mind map – whatever gets your creative juices flowing.
You wouldn’t publish a new service or product page for your site without doing full keyword research, and the same mantra should be applied to your blog.
Again, before putting digital pen to digital paper, conduct thorough keyword research. Look for short and long-tail keywords that you audience is likely to use and focus your title ideas on them.
Which questions is your intended audience asking? What are the key issues with which they need expert assistance?
As a blogger, you’re placing yourself squarely in the role of expert, so check out tools like Answer The Public to find brilliant subjects for your blog. Make sure your eventual piece adds value, too. The likelihood is your blog will join countless others offering the same advice, therefore you can stand out by presenting genuinely interesting, actionable advice and making your content better.
The 80/20 rule applies to blogging, and it may surprise you to hear that the lion’s share of that time should be devoted to the blog title.
A bit like an email subject line, it’s the first thing people will see. It therefore needs to captivate them immediately with a sense of urgency, a promise that one of their burning questions will be answered and a cliff-hanger that screams “click me now!”.
Headlines have always been super important, so make sure yours leaps of the page (and don’t forget those keywords!).
Blogs aren’t just about words – they should be accompanied by beautiful images.
There’s nothing wrong with stock photography, but it makes sense to put a significant amount of effort into sourcing the images for your blog posts. Better still, if you can create your own unique visuals, your post will be unique as you will create something that can’t be found elsewhere.
Videos work brilliantly, too, therefore if you find the opportunity to embed one within your next blog post, jump at the chance.
You could write the most engaging, value-packed blog post imaginable, but if you fail to include a call-to-action (CTA), you may as well not have bothered.
What do you want people to do when they’ve finished reading your post? Email you? Sign-up to the monthly newsletter? Sign up for a trial of your software? Whatever it is, make it an obvious next step once they’ve read the last sentence.
Blogging requires patience, creative flair and – most importantly – strategic thinking. We hope you will find our tips inspiring. Please do share your own tips, on writing awesome blogposts, in the comments below.
Creating powerful copy can mean the difference between nailing a deal and having potential clients shrug and move on. If you don’t provide a compelling reason for people to keep reading, then why should they take an interest in whatever you’re selling? Here’s how to create highly persuasive copy that will captivate potential clients and help you get the leads you’re looking for:
It all starts here. Many copywriters make the mistake of focusing exclusively on their text, and pay little attention to creating a fantastic title. Yet these few short words punch well above their weight when done well. If people don’t see a great headline, where is their incentive to read on? All the work you’ve done on your text could be wasted if you don’t persuade them early on that they want to read further. Spend some time on crafting your title, and you’ll find that it pays dividends.
Oddly enough, writing such a short headline can be the biggest headache for copywriters. Many of us have lost the art of précis – distilling what you want to say down to the minimum words, without losing anything important. Practicing this skill will help you in creating great headlines. You can also use headline analysers to find out how your headline will work. These are the titles I tried for this post:
It didn’t care much for this one. Zero emotional impact and dismissed as generic. So I tweaked it to:
No, this doesn’t work either. Still too generic, and what’s going to grab the reader’s attention about that? So I tried:
Much better! It liked the ‘How to’. But still too wordy, and no uncommon words. Next attempt:
This scored highly for emotional impact. I’m not sure I agreed with everything in the analysis, for example this version was categorised as ‘too neutral’. But you can see how you can refine your headline to make more of a impact.
Copywriters also like to show off their creative talents. That’s understandable, but it’s also a dangerous distraction from the real purpose of what they’re writing. That can lead them to wander off the point and give in to the urge to be funny or clever. However, people are easily deterred from reading on if they can’t quickly discern the purpose of whatever they’re reading. End result: you lose them if they can’t see what you’re offering at a glance.
The lesson is to always bear your point in mind. You want to sell them something, therefore you need to make that very clear. Show them how they will benefit from using your product or service. Advertising is all about persuasion – and you won’t persuade them of anything if you can’t keep them around long enough to read your text.
In this sense, this doesn’t mean literally. Of course you want them to buy. But to sell it to them in the actual sense, you’ve got to sell it to them emotionally. You need to persuade them that they need what you’ve got. Lay out the reasons why they need your product. Show them what it can do for them. What it can bring to their life. And more importantly, why should they buy it from YOU, and not one of your competitors?
If something works for other people, then it ain’t broke and you probably shouldn’t try to fix it. Copywriting is no exception. You can improve on what other people are doing, but if a particular approach is working for them then it’s working for a reason. Go to a tool like Buzzsumo to see which topics and keyword are being shared the most; you’ll see that lists often score highly, for example.
Your copy absolutely needs to be excellent. You can’t afford to make mistakes, as this could mean the difference between a successful campaign and a failure. And writing great copy is not a skill that everyone has, or indeed has the time for. If your time and talents are better spent elsewhere, delegate the task to one of your staff, or hire a writer just for this task.
Fortunately, many first-rate writers can be found online; try a writing company like AssignmentMasters. If you only need occasional copy writing, or don’t have the budget to hire a full-time member of staff, this can be the ideal solution.
As content marketing becomes more of a central focus for marketing strategy, it is easy to miss some elements and nuances of your content that can really help drive your idea home. Of course, your reason for your content is to create and distribute it to your consumer base and the goal is to get positive and profitable reactions from your targeted audience.
Content marketing doesn’t just stop at blogs either, it can include videos, infographics, case studies, and whitepapers. Content marketing is one of the most important aspects of marketing for just about every type of business today; however according to a report from the Content Marketing Institute; only 44% of B2B marketers have clarity on content marketing success. In addition, the report noted that 60% of marketers said that producing engaging content is the most challenging part. If you focus on building content and including these four important elements, you will slowly find the best content fit for your business.
Not all fonts are created equal. You can easily help convey a point, thought, or feeling immediately by using different fonts. Choosing the right font can elevate your content while choosing the wrong one can be detrimental. Fonts can help your text stand out will be able to deliver your message with style and design too.
Need help finding the right font? Try these:
The length of your content can help or hurt your marketing strategy. This is where knowing your audience and monitoring what works will help you tremendously. Even if your content is worthy of a long and detailed article, that may not be what your audience has the time or patience to read. Depending on your business, a long, in depth article might be just the right thing. The key to finding the right length for your company is testing and measuring.
How do you distribute your content? After taking all the time to create your content, if you don’t distribute it through the right channels, then who is going to read it? You should have a plan for delivering your content. Knowing your target audience helps you streamline your content delivery so that it will reach your potential customers where they are online. This is achieved by knowing how they behave and more testing over time of what works.
Will your audience find your content interesting, informative, inspiring or entertaining? If they don’t, your distribution strategy could already be on the back foot as the hook to make them stop isn’t powerful enough. Remember, there’s an enormous amount of content out there so understanding what will make your piece priorities by your audience is incredibly important. This doesn’t mean you have to be a comedian if it is not right for your business; however, content can be entertaining in other ways. When you measure your success and see how your content is being engaged with and shared, that is when you know you are on target.
The key to successful content is to pay attention to detail and strive for the best content that fits your business. This includes using fonts, testing the length, crafting a distribution strategy, and ensuring that your content will engage your audience. When you monitor your audience’s reactions and actions to your content, you can start to see what works best and implement changes that help reach objectives. Remember to measure your success using social insights and media monitoring tools so that you can continue improving upon your testing and strategy.
Elizabeth Victor is Brand Advisor for Isentia She enjoys sharing social media and branding tips for all sized companies. She also enjoys sharing tips on PR monitoring and management.