Not All Content is Created Equal
What are two things every business has in common? They are all run by people and they all serve customers. A customer can look very different from business to business, whether it’s a patient, an animal or a consumer. But the truth is, you’re selling something…and so is everyone else. An easy way to distinguish your brand from your competition is to offer a human touch. The most logical way to do that is by providing your customer with quality content.
Content can make or break your business. Bad content can make you look spammy, unprofessional, unqualified and untrustworthy. Good content can gain the trust of future clients and make you an authority on your subject. It also breeds good karma, so the more often you produce great content, the more likely traffic will find you.
Here are five ways a content writer can boost your SEO and increase the value of your brand.
Blogging is one of the most important things you can do to boost your SEO. This is where Google’s algorithms judge you for your expertise, authority, and trustworthiness. Google punishes websites harshly for having static websites, and rewards those who are constantly changing, updating and providing fresh content. Blogging shows potential customers:
- Expertise: if you don’t know what you’re talking about, readers won’t believe you as a credible source. If you’re not a doctor, you better not be giving medical advice. But, if you’re living with a chronic disease, people will want to know your story based on your experience, not your formal education. Expertise can look different, depending on the subject. It’s important that your readers think you have the right to talk about a subject. Blogging is the perfect way to connect to users and add a personal touch.
- Helpfulness: Content should be helpful. People will be put off if you act like a soulless money-grubbing machine. When blogging, you want to present a problem for which the solution is a product or service that you just happen to offer (hey, what a coincidence!)
- Fresh Content: Search engines reward those who post frequently. How many times a week or a month can you (or should you) change your About page? The basic pages of your site tend to be static, so blogging solves that problem because you can talk about anything topical while allowing web crawlers to find and index you.
#2: Website Copy
Obviously, writers are involved in every step of the process of website building. But sometimes companies take for granted just how much copy is required for a website, especially an online store that has hundreds, maybe thousands of products that need creative descriptions that will not only accurately describe the product but will also entice the customer to buy it. I was recently involved in a project where I had to input 475 product descriptions for a popular online sex shop (I’ve seen things that can never be unseen). Every product, even the run-of-the-mill keychain, needed creative copy.
Good content writers can take an ordinary product and turn it into something a customer not only wants but buys.
#3: Email Marketing
Believe it or not, one of the oldest digital mediums is still one of the strongest marketing methods. On average, for every $1 spent on email marketing, $38 goes into your pocket. That exponential return on investment is why so many companies hire email marketers to do just that. Using mail services like Mail Chimp and Constant Contact facilitates email campaigns, weekly or monthly newsletters, and promotions. However, these email marketing services don’t do the writing for you.
If you’re a small (or big) business owner, you definitely do not have the time to send out multiple emails every week to your clients. Hiring someone to not only write your email campaigns but to input them into templates and manage your email subscriber list is a huge undertaking and best handled by someone who has the skills and time to write high-quality content that is meaningful and click-worthy.
Are you a marketing firm or a small business in need of professional writing that gets results? I happen to know someone who would love to sit down and have a coffee or Skype date with you. Oh wait, that’s me! Contact me today to discuss your writing needs.