Content articles are one of the most pivotal parts of not just your content marketing plan but your overall marketing plan. Statistics show that the more content your site has, the more Google will rank your page.
Content articles are not only important for your SEO but for your customers and sales as well. 82 per cent of customers have a more positive outlook on a company after reading custom content. And seventy per cent of people would prefer to learn about a company from content articles than adverts.
Is it shareable?
Would you personally share this content? Or would the leader of your organisation share it with their networks? This simple test is often a quick objective way to determine whether the content is of good quality.
SEO content articles
Is it search engine optimised? Use this Yoast plugin SEO checker tool to check if your content follows best practice and is web ready.
Call to action strength
Does it have a strong call to action? Relevant and well placed calls to action has been shown to increase revenue by a whopping 83 per cent. Here's how to write call to action.
Content writing keywords
Include your target keywords in your heading, subheadings, first paragraph and throughout the article. But avoid keyword stuffing. How many times should you write your keyword?
There's no hard and fast rule but try to include it multiple times in your content article. But this should never be at the sacrifice of brilliant copywriting. If it sounds unnatural, then it will hinder SEO performance and turn away your readers.
Are there clear takeaways and action steps that you offer your reader? What do you want your reader to do exactly? Spell it out.
Include some tangible information. That means including statistics, facts, research and links to sources. This will add to the content article’s credibility and help convince the reader when they come to the call to action. Never sacrifice brilliant writing. The average reader only spends 37 seconds reading an article or blog post (NewsCred Insights).
End and begin well
Top and tail your posts really well. Write a clear and informative introduction and a succinct paragraph at the end of the article that provides them information about with what to do next.
Heighten your assets
Make your content articles part of your assets.‘Ninety two per cent of marketers said their organization views content as a business asset.’ Ensure your content writing is of a high enough quality to add value to your asset pool.
You might like to read more about content writing.
Did you know that 44 per cent of companies outsource their writing? Take a moment to get a no obligation, easy copywriting quote today.
Not sure what topics to write about? Get a content strategy.
As a copywriter and content marketer, I offer a range of services including marketing retainer packages. A business may only need a copywriter for on a project basis, which is great and something that I love as I love the variety in my client work. But there is enormous value in hiring a marketing professional on an ongoing basis. Here are eight of reasons why you should consider a marketing retainer.
It ends up being so much cheaper for you
As a service provider, I often prefer offering a retainer service as I thoroughly enjoy watching success. It’s a treasure to watch marketing activities unfold over time and I don’t have to learn a new business, business’s objectives, customer journey, strategy, target audience and so on every week. And I will reward the client for this by including hefty discounts on a package of work.
Long term potential
This copywriter will be more invested in your long term growth and success if you, the client, purchases a retainer package.
Knowing that you’re enthusiastic about using a copywriter’s services long term means they are very inclined to go the extra mile and research your business thoroughly. By really understanding your business goals and objectives the copywriter is beside you enthusiastic to invest in your ongoing success.
It’s particularly important because marketing is a marathon, definitely not a sprint. So, having someone run alongside you as you aim for the finish line, will greatly enhance your chances of success.
‘A company blog has more long-term ROI than traditional marketing efforts,’ Source.
The briefing process only has to be done once
They will learn a lot more about your business and you will save time, resources and money when briefing them. A typical briefing meeting can take approximately two to five hours, depending on your requirements and if we include the administration time of filling out a brief and getting a quote and approval of and so on. With a retainer, you only have to do this once and it’s taken care of until you decide to cease the services.
It’s like having a staff member, without the bad things
Hiring a freelancer means you get the benefit of a staff member without having to pay those ancillary costs such as taxes, equipment and furniture, super and entitlements and without the human resources component of onboarding, managing and ending the employment cycle.
‘There is nothing more important than the people we hire,’ Barry Davis, CEO, Crosstex Energy.
It’s a quick way to get an expert
Not only are you hiring someone with industry expertise but a professional will have other clients and skills that will easily be applied to your package. For example, if one of my clients has had a positive experience with helpful software that I know another client will greatly benefit from, there is nothing stopping me recommending it. There is so much transferrable knowledge that can be shared amongst clients.
It’s added peace of mind
You can rest easy knowing that each month your email marketing, content marketing, blogging, SEO or whatever marketing services you’ve designated to a marketing retainer, are getting taking care of without you having to micromanage or monitor their progress. You can almost forget about them until you see the results and that allows you to focus on your core role or other business operations.
The regular predictability of outcomes and marketing assets and activities achieved also add an extra layer of security to your organisation and knowing that someone is invested in helping your business succeed will quickly help you sleep better at night.
'The measure of success is happiness and peace of mind,' Bobby Davro.
Monitoring and measuring
Having someone onboard for longer than a single project sets up an opportunity for ongoing measurement and monitoring. This means there is potential for the service provider to optimise content or assets dependant on their previous performance, using analytics and other measurement tools. For example, if a certain type of content article is gaining a lot of traction and engagement (Google Analytics can tell you how many people are reading and clicking on the article) then the marketing consultant can use this information to plan your future content – they might choose to repurpose, link to or emulate that high performing content article.
Depending on the level of retainer package or prior agreement, there might be some flexibility in the service. Some months you may require a lot of public relations and media release help (say if you’re launching a new product or service) and other months you might be keen to focus on rewriting your website. This is a great fit for those businesses that have multiple projects or differing seasonal marketing needs throughout the year.
More action, less talk
By investing in a marketing retainer, you will be undeniably taking action- it’s a “doing” premise. No longer will you just be talking about it or hypothesising what would happen if you finally took the plunge to hire a marketing professional! Hitting that “go” button would ensure that it’s happening without you barely having to think about it. See the point above peace of mind.
'Action expresses priorities,' Mahatma Gandhi.
Are retainers for everyone?
No. If you don’t have the budget to commit to a marketing service every month or quarter or on an ongoing basis, then engaging in a marketing retainer is not for your business.
Likewise, if you are not clear on your long term vision (at least for twelve months) and what marketing activities you wish to engage in, then a marketing retainer is also not for you. If you are not organised enough to plan at least four weeks ahead you might be better off undertaking all your business’s marketing yourself or hiring a staff member.
How do you know what type of marketing retainer is right for you?
It will depend on two things: your goals and your budget. Identify your achievable business goals first and how much you can realistically commit to spending each retainer period. Aim to stick to your retainer packages for at least six to twelve months to see genuine, measurable results. Talk to your marketing consultant about what they can offer for your budget and what kind of flexibility they offer with their services offerings.
I offer a limited number of marketing retainers for the following services:
Contact me today to discuss your copywriting needs.
Writing structure: five terms you need to know
Copywriting is a tricky artform which can really power up your marketing assets. If you're new to copywriting or even creative writing, there are some fundamentals that you need to learn before you embark on your content writing journey. Here are five fundamental elements of writing structure that you need to learn.
Read more about excellent writing structure here.
You may also like... How to write great content articles
As a professional or amateur author, you have a website already live or are in the planning stages of creating one. Whether you’re one of Australia’s most popular authors or just starting to hone your craft, I cannot express enough how vital it is to have a website as an author and as a business. If you want to sell— books, yourself, products, whatever— then you need to have a website. Even if your debut novel isn’t coming out for another three years, it pays to set up your website now as longevity is something that contributes to positive SEO.
Make sure that your website looks great and keep the design simple so that it’s easy for people to navigate. If your website has fluorescent pink Times New Roman font on a black background, or if your website looks like any of these ugly sites, it’s time to invest in a web designer. 38% of consumers will stop engaging with content that is unattractive in imagery or layout.
Here are some easy to implement tips to ensure your site is a standout author channel and will help you sell books, get the interest of a publisher or literary agent and develop a fan base.
'What really knocks me out is a book that, when you're all done reading it, you wish the author that wrote it was a terrific friend of yours and you could call him up on the phone whenever you felt like it. That doesn't happen much, though,’ J.D. Salinger.
Web pages to add
'Not all marketing people are writers, but all writers must learn to be marketers,' Joanne Kraft.
Other features to add to your author website
Examples of great author websites:
You might like to consider studying and reviewing these Australian authors' websites for inspiration and guidance. They all have great design and well written information about being an author and their books. If you’re finding it quite hard to write about yourself (even writers have that trouble), don’t hesitate to get in contact and I will help write your website.