When it comes to marketing, content is key. When SEO was first developed, all that was required was a website stuffed with keywords. Now the situation is much more sophisticated.
Marketers need to be aware that duplicate content will be dropped from rankings, as will content littered with spelling and grammar mistakes. Plus, search engine crawlers now check for what is known as a bounce rate. This means that when a visitor clicks on another search result after visiting your site, your rankings will suffer because they aren’t finding what they are looking for on your page.
For these reasons and more, it is essential to focus on providing quality content to your customers. It is one of the best ways to appeal to your customers and improve your marketing campaign. The following 10 secrets will help kick-start your online campaign and ensure that your posts are as effective as possible.
1. Be Friendly
If you were selling something in person, you wouldn’t go straight in for the hard sell. You would instead be approachable and friendly. It is the same when you’re trying to sell on the internet. Trying to ram a product down your customers’ throats will only make them leave the page. Instead, be informative and persuasive.
2. Write to Your Buyer
Important parts of your marketing should follow the same tone and style, and be consistent. Your writing style should be dependent on who your customer is, so picture the person that you’re writing to before you begin. Every time you write, keep this person in mind and write to them, the same way you would write to a friend.
3. Use Qualified Editors and Proofreaders
Your content needs to be extremely high quality before you post it. Hiring an expert editor or professional proofreader could be a smart business decision. Good places to find an editor include Big Assignments and UK Writings. Contently also provides editing services, although it is specific to marketing, not general writing. If you prefer to take a more traditional approach and post an ad and interview candidates, then Freelancer may be a good place to look.
4. Use Online Editing Tools
Certain online editing tools can make your writing a lot stronger. These tools include Headline Analyzer which makes creating snappy headlines simple. Headlines are particularly important because each post will be competing with millions of other pages on the internet. And unless your headline is appealing, your post could stay hidden. Another important tool is the Hemingway App, which helps create strong writing by identifying flaws in your work that you might have missed.
Source: Print screen by Sharon Conwell
5. Remember Size Matters
When you post something online, it’s been proven that posts over 1,000 words are the best for SEO and posts over 1,500 words are best for engagement (according to Susan B. Weiner, who checked the statistics of Contently, BuzzSumo and Moz here). This means you need to be aware of how long your posts are. If you don’t use Microsoft Word, you can monitor your word count with Easy Word Count.
6. Seek Out Helpful Guides
When you first include writing in your content marketing, it can be difficult to know where to start. But you can improve your skills while increasing your confidence by following the helpful guides available with Paper Fellows.
7. Invest in Social Media
While many people tend to focus their digital marketing efforts on social media because it’s free, there are some wise investments that could have a huge impact on your visibility and conversion rates. One example is Facebook Ads, which can provide a relatively low-cost targeted campaign to a huge audience. The best part is that you’re in control and can adapt to changes.
For example, this Facebook Ad from Dollar Shave Club illustrates how you can declare your brand with minimal costs and even promote the existing product line to an entirely new audience.
8. Make the Most of Guest Blogging
Guest blogging is a simple, low-cost way to boost the digital marketing campaign of any business. It’s also a great way to expand your audience. Your introduction should include a link to your website, which is excellent for SEO. An added bonus: Your existing audience will view you as a respected expert.
9. Generate Evergreen or Sequential Content
One-off pieces are easy to generate. However, it is trickier to create something that keeps attracting traffic to your site and remains relevant to customers for years to come. The same is true for posts that form part of a series—they keep your customers coming back, but are harder to produce. These posts are well worth the effort because they result in the best returns.
10. Create a Strategy and Stick to It
Having a strategy and a plan makes it a lot easier to post consistently. Stick to a schedule, and post content on the days and times that are most effective.
Content marketing takes a lot of work, and producing good content isn’t easy. However, following these tips simplifies the process and ensures your content is effective.
Sharon Conwell has been a content manager and ghost writer at more than 20 online projects and is a part-time educator and editor. She specializes in content creation and optimization. Sharon loves coffee, tulips and her Shih Tzu, Bobby. Feel free to contact her on LinkedIn or Twitter.