It’s no secret that content marketing is the new black. Whoever you speak to about improving your visibility online these days will undoubtedly mention these buzz words. So if your website’s looking about as high-tech as a cassette player and your content’s reading like a kick in the head, then it’s time you started making the most of your content marketing.
Write Good Content
While that might sound glaringly obvious, if you study the websites of even the largest corporations, you’ll probably find pages that could be written more compellingly; or grammatical errors, typos, and even sentences that don’t make sense. And while we’re on that subject; have you taken a look at your own lately?
Let’s be clear. No one wants to read War and Peace when they’re searching for your product or service; but a gaping lack of information is equally unappealing, as it fails to instill confidence in your buyer. So what’s the key?
Get the Word Length Right
How many words per page? The jury’s still out on that one, with constant changes in Google and Bing’s requirements. But basically,you need enough words to accurately and appealing describe your product or service. Too vague? OK then, a good rule of thumb word count is 400 words minimum for website content pages. Blog articles and white papers will obviously be longer (quality, detailed pieces that provide value to the reader are winning out over short snippet articles these days).
But it’s better to have 350 words of excellently written, benefit-driven content with the right keyword density (no keyword stuffing) that optimizes your on-page content, than 800 words of boring, repetitive, irrelevant drawl that will send your prospect off to the competition faster than you can say click.
Read Also: Less is More: Stop Killing Your Website With Lengthy Content
Don’t Forget the Meta Data
Every page of content posted online has a title and description known as Meta Data. This is an excellent opportunity to use the right keywords and write a short and compelling article and page description that gets to the point and encourages the browser to click.
Keep your titles under 70 characters and your descriptions under 156 (with spaces). Don’t forget the Meta Data, as Google will just pull up part of your page and the text will appear cut off.
Must Read: 6 Fundamental Steps of SEO On Page Optimization
Remember Who You’re Writing to
Try to picture who you’re writing for. Not just the CFO, or the CMO. Take your time and picture what they might look like, what their main challenges are and how you can resolve them.
If you can create content that speaks directly to your buyer persona, makes them believe that their lives will be easier, better, or happier by using your services then you’re halfway there.Remember to talk to them and not at them. What does that mean? Less harping on about yourself and more speaking to the wants and needs of your clients.
Remember to make clear the benefits that your product or service will give your buyer. Don’t just speak about features.For example, if you sell hiking boots, it probably doesn’t mean much to your customer that they’re made with breathable materials (that’s a feature).
The benefit of that breathable material to your customer is that their feet will stay warm and dry and they’ll avoid developing unwanted conditions, such as nasty blisters or athlete’s foot. Don’t talk about the features of your service. If your content leaves the reader asking – what’s in it for me? Then you need to go back to the drawing board.
Speak to their Emotions
So many people make the same mistake when it comes to B2B. They forget that just because they’re talking to the President or CEO of a company, that he or she is a real person with real feelings and emotions. Sure, that doesn’t mean they’re not busy. Very busy probably. You’re not going to share stories your weekends, but try speaking to their emotions for a change.
Be inspiring. Write content for your blog that spurs action. Create an inspirational corporate video or infographic; whether you want your customer to make a purchase, or share your post across social media, remember that playing to their emotions is a powerful thing.
Use Snappy Titles
It’s crazy, but true. Most of us get so caught up in the content of the article or page that we’re writing, that we almost just add the title as an afterthought. But here’s the thing; it really doesn’t matter how interesting your content is if you don’t provoke or inspire people to read it.
My advice to you is keep your titles short. Headlines with 55 characters or less tend to get a higher click-through rate. And try to use a good balance of power and emotional words.
Use Social Media
You may be addicted to Twitter and Pinterest, or you may absolutely loathe social media. But whatever side of the fence you sit on over it;your company should be making the most of these important online tools. Be everywhere your customers are. Create awesome infographics and hilarious memes, compelling articles and breaking news. Make sure you post regularly and that all your online profiles are updated constantly to keep driving traffic to your site.
While localization of your website content may not be necessary if you offer yoga classes in one area; companies whose customer base is international should be seriously thinking about translating and localizing their website content.
Localization goes beyond translation to make sure that your message, images, colors, icons, weights, dates, and measurements are correctly displayed across geographical regions. Getting the right message in front of the right people makes them feel like you’ve taken the time to research them and that you value them as a customer.
Because customers in Sydney don’t speak the same version of English as customers in San Diego (and don’t live in the same hemisphere), localization takes all local factors into account everywhere you do business.
Also, as Google’s algorithm becomes more intelligent and search becomes increasingly local, localization will take into account SEO keywords used from region to region to increase your SERP all over the world.
A Final Thought
Content marketing is highly time consuming if you don’t have the budget to hire a set of skilled individuals to do it for you. However, the great thing about content marketing is that it’s an investment and not a cost, as it yields an outstandingly high and quantifiable ROI that has (currently) no expiration date. It also helps to get 100% ROI after investing on one Content only.
Popular articles and posts that you write today can be just as relevant and necessary for years to come and will carry on generating interest.You will also begin to position your company as an authority in your area, the more sites you appear on and the more expert content generated by your company.
Copyright: zakokor / 123RF Stock Photo
Christina Comben is a freelance copywriter specializing in B2B website content, marketing materials, article writing, and blogging. Multilingual and qualified to MBA level, Christina has produced investor guides and economic reports in developing countries for Spanish newspaper ABC and currently works as Content Manager at Day Translations. Motivated by challenge, change, and continued learning, Christina has lived and worked her way around the world, garnering in-depth knowledge of diverse office environments and varying industries, from media and entertainment to education, health, and information technology.
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