As we’ve looked at previously, writing well is a key player in drawing in more customers and leads via organic searches.
If you’re not getting the organic traffic that you expect, it’s likely time to start including better written content on your site. To do this, it’s essential to know what Google determines as good content. You'll need to know what to avoid, how to make it engaging and readable to your target audience with an insight to the importance of setting business goals in order for marketing success!
72% of marketers say relevant content creation was the most effective SEO tactic. (Ascend2, 2015).
In this article we’re discussing great content. Content can mean a number of things in marketing but in this article I am focusing on discussing content articles, which are online articles that are informative and well written but as they are often commissioned by a business an organisation, they play a part in the sales process. They are not as obvious and glaring as advertorials, they are more closely related to editorial. Although not overtly “salesy” they can occasionally contain bias and will avoid mentioning competitors. We’ll also touch on static website copy (all the other text that sits on your website) and the part that plays in sales and conversions.
Before you consider creating exciting features or content for your website, brainstorm your business goals and what you want to happen when people visit your website. To get the results you desire, set marketing goals from the outset in order to develop an effective marketing strategy that is easy to follow and execute. Identifying clear goals and your “why” will help you understand the motivation behind every marketing activity and help you simplify your decisions.
If your goal is to increase sales, you might consider in your plan to focus on having a user friendly site with clear calls to action to increase conversion rate. Conversion rates indicate the amount of people who visit your site who then follow your call to action which include making a purchase on your site, subscribing to your enewsletter or contacting your business. Find out more about calls to action here.
Other goals include becoming an authoritative resource in your industry or on your area of expertise, improving interaction with your customers and nurturing new leads to eventually convert them into new customers or sales. To achieve these goals you'll want to establish trust on your website with the content you provide and way you present your knowledge. You’ll particularly want to give your customers a reason to come back to your site.
‘On average, consumers visited at least three online stores before making their purchase.’ Minewhat and 81 percent of shoppers conduct online research before making a purchase.
And in the travel industry, 'buyers can visit up to thirty eight sites to plan their holiday.'
To capture those people who are ready to make a purchase upon first viewing of your site or to increase the chances of people coming back, it’s imperative that you foster a sense of trust and knowledge on your product or services. Having compelling content articles and static website copy will instil confidence and security in your potential buyer.
Kissmetrics tells us that ‘Approximately 96% of visitors that come to your website are not ready to buy.’ Give them a reason to come back!
If you're looking to establish your brand and its credibility, you'll also need to look at producing great content.
Keywords: the base of your content articles
Good content is optimised content (SEO stands for search engine optimised), which uses intentional keywords in your content. Keywords are the words or phrases people typically search for whilst using a search engine. For example, if you've set up a business selling BMX bikes in Sydney, ensure that you use these keywords and variations of in your content. Avoid overusing the terms, make it readable and enjoyable and importantly informative for your audience, as Google’s ranking system is hyper savvy and will know when you are “keyword stuffing”. Keyword stuffing is the practice of throwing in a bunch of keywords in your content at the expense of good writing.
You can research the top keywords on sites such as Google Adwords, Google Trends, Keyword Tool, Hubspot’s guide to keyword research to find the best key words to attract your audience to your site. To get a good idea of which key words will work, check out your high ranking competitors and the type of content and keywords that they use.
Tip: don’t forget to include locations in your keywords, particularly if you are a location based service. For example, one of my search terms is “Adelaide copywriter”, given that I am based in Adelaide.
Once you've figured out your key words, get a feel for what people like to read about and care about. Using our BMX shop example, you might want to write about competitions and races that are taking place in the local area, or you might want to write about exciting new and upcoming products that you'll be stocking. Never pad out or over use keywords as this will detract from the quality of your writing and as we’ve discussed here, Google search rankings favours well written material.
‘Sixty percent begin by using a search engine to find the products they want’.
A call to action [CTA] is a concise phrase that you include in your copywriting and marketing material that not only encourage your readers to do something but it demands it! The term itself gives it away – it’s a strong directive that ensures action. The action that you want taken are practical steps that will ultimately lead to a sale, a booking or a purchase.
Examples of call to actions include:
An effective call to action offers urgency. Create urgency to play up to the natural instinct that humans have – the fear of time running out or missing out on something (also known as the scarcity principle). Tell your audience exactly what to do and when – words like today, now, straight away, before too late…
Pick one of your benefits (not a feature) to the consumer and use that as a call to action. For example, a benefit of good copywriting would be that it improves your SEO ranking. Therefore, I could use this benefit in my CTA like this:
Check out this video from Marketing Experiments on the power of a "micro yes" when it comes to call to actions.
Where do you include call to actions?
Include them on each page of your website, each blog post or content article, videos, social media posts, enewsletters and direct email campaigns and in person. Each of your webpages and marketing emails should have between one and three call to actions.
Place one within the first half of your webpage/email/marketing collateral but not directly at the top, as your readers will want to read some credible information first. It's also wise to place one at the end of your copy, to remind and instil your message.
Tips on writing a great call to action:
Don’t forget to include your call to action on your webinars, infographics and presentations or slide shows. You can also verbalise one if you are giving a talk but don’t give more than one. It will most likely be ‘go to my website for more details’.
Here are two clear call to action examples on big business's landing pages:
You can write the most epic blog content that could set off a bunch of life changing insights for your readership but without a tantalising headline, few people will bother to click through and read it.
Ensure you have a compelling heading for each blog post. Make sure it’s a bit of a tease and that people will want to click on it and read more. Include why someone absolutely must read this post; explain why it will change their life/business/mind etc. The headline must be about the reader and how it can benefit them. For example, How Garlic Will Make You Lose Weight.
‘With [blog post] titles, it's best to under promise and over deliver. So if you're choosing between uber-compelling and accurate, choose accuracy every time,’ Corey Eridon, Hubspot Marketing Blog.
Here are some things to add that will create punch in your headline:
A great headline should make a reader curious and want more. Here are some types of headlines that have proven themselves to work time and time again:
'Most people will share content based on the headline alone.'
How many words should your headline be?
There's been many different discoveries when it comes to the ultimate headline length for maximum readers. The platform you are sharing on does make a difference but to summarise, Outbrain has found that seven words is an ideal length.
Coschedule similarly suggests that 60-100 characters is ideal.
Do you want to know whether your headline hits the mark? This is my favourite tool when deciding between headlines to use. Try this headline analyser.
Here's how I decided on the headline for this post:
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If you want your business to succeed – that means a lot of sales or high end sales to companies with deep pockets, then you already know you need to be marketing online. But it’s certainly not enough to just have a website and some social media marketing anymore. You need to incorporate content marketing and content writing in your marketing plan – namely content writing or articles.
Online, thе written wоrd drives a lаrgе сhunk оf аnу business's mаrkеting ѕtrаtеgу. Whеthеr you’re ѕеlling jаm frоm hоmе оr a multinаtiоnаl соmраnу ѕеlling branded ѕроrtѕwеаr, the right kind оf wеb соntеnt iѕ imреrаtivе to nоt juѕt driving nеw buѕinеѕѕ, but аlѕо to keep your current buѕinеѕѕ rоаring.
So what are content articles? They are professionally written articles that sit mainly in the digital space, on your website, blog, or ezines. The articles are not only well written but add credibility by incorporating thorough research, quotes, statistics and expert commentary about topics or trends that are relevant to the modern consumer, in particular your audience or current or potential customer base.
‘Traditional marketing talks at people. Content marketing talks with them,’ Doug Kessler.
Why content articles are vital for your marketing arsenal:
My 2017 prediction:
My prediction for content writing and marketing in 2017? Content will start to get more personalised and - thanks to the advances in data mining and programmatic advertising – will really speak to audiences in alignment with their preferences, lifestyle, hobbies and personality.
Brands will replace traditional advertising processes with high quality content to satisfy a content hungry audience.
And from Jason Demers via Soap Media:
'...in 2017, we’re going to see the rise of ‘dense’ content. Dense content isn’t necessarily long or short, but it packs as much valuable info into as small of a space as possible. Users are tired of fluff content and their attention spans are continuing to decline, which will lead to a preference for denser content, which provides value while eating up as little time as possible.' Read more SEO predictions from Soap Media here.
‘To be momentous, create content with purpose,’ Russell Sparkman.
Okay, so you’ve set up a Facebook business page and you are posting stuff regularly and people are starting to become engaged. More or less.
Be aware that not all your Facebook page posts will automatically reach all of your community, particularly if your page is categorised under business or any profit based category. I’ve noticed – whether it’s a coincidence or not – that not for profit and community pages seem to get a better reach.
It does help if you mix up your content between text based status updates, external links, embedded videos (not YouTube or Vimeo, these are considered external links), images, events and questions. The aim is to keep your audience engaged with your page, so it’s not getting hidden in the noise of Facebook. But really, at the end of the day there is only ONE sure fire way to do this: consistently post excellent and engaging content. There is no other way around it!
Need someone to take care of your social media marketing for you? Let me take care of it.
Bullet points are saved for when you want to list things. The trick with bullet points are that they should comprise a complete continuous sentence, so only the last point should end with a full stop and each point should begin with a lower case letter.
The start of the sentence (preceding your bullet points) should end with a colon. I've supplied you with an example for your reading pleasure.
I love writing blog posts on:
- grammar and punctuation
- creative and copywriting
- proofreading and editing.
Don't capitalise your title entirely and make sure you bold your sub headings. Read up on how to write great headlines here.
Italics are reserved for titles of things such as books, movies, art etc and NOT for emphasising words as commonly mistaken. Cities, towns, companies and people’s names don’t require italics as it’s more reserved for artworks, such as my favourite movie Great Expectations.
I use single quotation marks for quoting someone or referencing speech. I use double quotation marks for words that require emphasis or a word that is a colloquialism or made up.
Doing the opposite of this is still technically correct in Australia but a lot more people are erring towards the way above. As long as you are pedantically consistent, then you will be okay.
Numbers under ten, should be written in full and numbers from ten above can be written as numerals. However, if you have a number below ten and one from ten upwards in the same sentence, they both need to be written in full.
Because I prefer consistency, I tend to write all my numbers in full unless they are specific to a title or name of something. For example, 911.
If you are like me (and probably most of the world) and you create your blog content initially in some kind of word processor (such as Word) there is an important step you must commit to memory! When you cut and paste your text from Word into your blog, you need to remember to strip all the formatting that Word automatically creates because it messes with the magic of the internets. I’ll be honest here and say that I have no idea why and being a web coder is for people who are far more intelligent and patient than I am. All I know is that it is quite important. So make sure you press the button that usually has a T on it in your toolbar. Don’t forget that you’ll have to manually add the formatting (bold, italics etc) once you’ve pasted the content into the blog post. Or you can use this to clean up your formatting.
Do you need a proofreader?
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