23rd March 2018
Clients often tell me that the hardest element of putting together information for their website is writing the content.

Understandably, clients want to write the content themselves because they know their business and it saves the cost of employing a copywriter. However, what they often overlook is the time and effort that is needed to write copy when you are not a regular copywriter.

This time can often be better spent developing ideas to generate more traffic to the new website and therefore increasing sales. Good copywriters can save you a lot of time and can often bring a more constructive view of your business to the content.

There is another important reason why copywriting website content should be left to the experts; keywords and key phrases. These are the words and phrases that describe your products or services and are being used by your customers on search engines to find what they are looking for. If you have not done research to find out how many searches are being done for your keywords, your pages will not be attracting the most valuable searches.

Copywriting_website_contentKeyword copywriting and content marketing
Do you know how many searches are being done on your keywords or what keywords your competitors are using?

If your competitors are being found for high performing keywords and are above you in page rankings, these are the keywords you need to incorporate into your own pages.

Using industry standard software, we can find out a range of information such as:
  • Where your competitors are positioned for the most valuable keywords.
  • What keywords they use to rank on Google.
  • What keywords they consider to be important.
  • How competitive the keywords are.
The software also provides us with invaluable information to help optimise your web pages.

When you write your content, you should include your keywords on the page in a balanced way; too many repeated in a small amount of copy and you will be penalised for spamming. Your copy should be interesting and easy to read; write for your audience first, then for the search engines.

If you want to (or must) write the content yourself, subscribing to one of the many proprietary software tools provides you with a definite advantage over your competitors and will make your time spent at the keyboard more productive.

Alternatively, save the subscription and the time and pay a content marketer to do it for you.

Give me a call on 01584 890725 to find out how to get a better return on your time and invest in content that will help grow your business.

Mark Langston
 
 
Successful content marketing relies on developing a strategy that is tailored to your own individual business requirements. The strategy you adopt will depend on the most effective media that reaches your customer base.

Content marketing covers a wide range of media, from writing articles for your blog, email newsletters and posting to social media. Other methods include:
  • Case studies and white papers
  • Webinars and videos
  • Press articles
  • Printed materials
Your content marketing strategy needs to be planned to achieve specific measurable goals. For example, one of our clients provides commercial insurance to businesses and their aim is to use content marketing to build brand awareness, establish themselves as experts in their field, improve customer retention, and generate leads.

Their strategy includes producing regular articles covering detailed information about insurance services that businesses may need to protect themselves from financial risk.

Well written, informative articles with unique content posted on their website and shared on social media, together with a regular newsletter to clients, provides a number of benefits for them:
Article_writing
  • Informs existing clients of other insurance products available
  • Communicates their industry knowledge and expertise
  • Earns customer trust
  • Creates content for social media sites and newsletter
  • Provides effective Search Engine Optimisation to improve their website rankings

Effective Search Engine Optimisation (SEO)
One of the key benefits of adding content to your website via a blog is SEO. Search engines such as Google regularly update the way they rank websites and deliver search results. Consistently, the most important factor that affects a website’s ranking is the visible content on the site.

Regularly adding relevant content to your website, either by adding pages or writing blog articles, enables the search engines to rank your site against your competitors.

What makes content relevant?
Content is more relevant if the subject you are writing about is being searched for by your customers. For example, if you write an article on “videotapes” you will attract fewer searches than for “Blu Ray DVDs” because videotapes are now obsolete. Therefore, before you start your article, you will need to do some keyword research to ensure you are writing for your target audience.

I find it useful to have a list of relevant keywords at the top of my page when writing an article to make sure the most searched for keywords are included in the article. I use SEO software to help with this research. This applies to any content added to your website.

If you need help with keywords or writing articles for your website, give me a call.

Mark Langston

30th April 2013
content-marketingGenerating relevant and interesting content to build customer loyalty has never been more important.

Whether you are producing content for a blog, white paper, website, video, app, magazine article or for social media sites such as Facebook, Twitter and Linked in, you will need to have an ongoing strategy for developing content that is of interest to your customers.

How can it work for you?
Content marketing is about creating and sharing your valuable knowledge with customers. We all know a lot about our own business sector, products, services and related topics; therefore by freely sharing that knowledge you are developing a wider relationship and interacting with your customers.

A good example of this integrated approach is a blog. Adding content to your website via a blog has many advantages:
  1. If you have a blog on your website and post regular articles, not only does the blog provide useful information for your visitors, but it will improve the page rank of your website on search engines.
  2. New content shows search engines that your website is being regularly updated, again good for page rank.
  3. Search engines will "crawl" the new content in your posts, which have the potential to show up in online searches.
  4. By allowing readers to comment on your blog, they can leave a message against your post, which may be useful for market research and customer insight.
  5. Link your blog to Twitter, Facebook and Linked in and gain backlinks to your site.
  6. More visitors to your website will help to improve page rank.
  7. Circulate your latest blog posts via a monthly email to your customers and prospects list.
  8. Provide an option for visitors to subscribe to your blog to receive notification of new posts.
Whichever method you choose to communicate with your audience, it is important that the content is useful, interesting and informative and does not sell.

Well written content can improve the position of your website in search engine rankings; poor content can alienate your readers and have an adverse effect on your ranking.

The same rules apply to case studies, videos and press articles; think about what content your readers would be interested in and decide on the best way to communicate with them.

Mark Langston

Click to Sign Up to our email newsletter and receive our "Guide to web design and online marketing".

Get some useful tips to help improve and promote your website and increase conversion rates.