Call 0845 485 1219
We love digital - Call and say hello - Mon - Fri, 9am - 5.30pm
Don’t you just hate spending hours and hours creating good quality content, only for you to put it up online and very few people to see it? If it gets lost in the ether, it’s no use to anyone. So how do you make the world see your content?
We all know great content is important, but following recent algorithm updates it is going to become even more fundamental to any online marketing campaign. So how can you make sure your great content rises above the rest and stands out from the crowd?
You don’t have to search for too long before coming across a website that has been badly written. You know the ones; too much or too little content, mistakes everywhere, and a severe lack of punch. This isn’t helping your website whatsoever, so here’s what you need to focus on to avoid a major copywriting fail.
If there is one phrase within the online marketing field that is (mis)used to excess without any clear definition, it is ‘quality content’. In many ways it is indefinable; especially when you consider that the written word is open to multiple interpretations, including assessments of ‘quality’.
As we all know, digital marketing is an ever evolving industry. It’s rare for a day to pass without some form of industry developments or new strategies to consider – which leads nicely onto article marketing.
Have you ever wondered just how valuable content is? If you stop to consider the sheer volume of content that is produced on quality blogs and online publications and the revenues this generates, its true worth becomes immediately apparent.
For users, this can be the quality of the content that’s produced, so much so it keeps them coming back day after day. For businesses, it’s the volume of hits these websites receive. As a result they are prepared to pay big bucks – which can be seen in the recent buyouts of blogs and online magazines.
We all have our individual perceptions and preferences when it comes to the written word. If we didn’t, there would be no need for tabloid and broadsheet newspapers to co-exist, nor indeed would it be necessary to have a shortlist for the Man Booker Prize – one publication, by a single writer would simply suffice.
What works for one person, could have quite the opposite on another. In marketing circles, the clearest demonstration of this can be found in sales copy. The same piece of content can polarise an audience, intentionally or otherwise.
Content marketing is a term bandied around, often erroneously or without any proper understanding, as a catch-all for producing any form of content for branding or link building purposes. Whilst there is a basic truth to this oversimplification, there is much more to it than simply writing a few hundred words and uploading it the most readily available article site.
Every man and his dog are now doing content marketing, so what makes you different? What is it that will get you noticed ahead of your competitors?
I recently saw a Tweet, actually it may have been a Retweet, exclaiming that you should spend as much time sculpting your title as you should writing your content. Now there’s only so much that you can convey in 140 characters, so it’s difficult to tell if this was part of a wider conversation or said with the sense of irony that I interpreted it with. However, it still got me thinking.
Last year I attended the 2011 Content Strategy Forum. Being a relative newbie to SEO and digital marketing, I was eager to learn and understand from speakers and attendees all about their experiences, and in what capacity they were involved in Content Marketing. I was amazed to learn that out of all the people in attendance, few were actually from SEO agencies – in fact I would even go as far to say that out of all the people there, I could have been one of the only SEO Copywriters. Whilst this seemed a little disheartening at the time, it was actually rather enlightening.
It’s staggering to see the amount of websites who look to achieve rankings for local terms, yet appear nowhere in the SERPs when these terms are searched for. The reason they don’t rank is because of one key issue; website owners or webmasters simply have not optimised the content to include these crucial local search terms. So when it comes to optimising your site for local SEO, be sure to optimise your content as well – it could make all the difference.