In part one we talked about the important role a digital content strategy plays in your overall marketing plan.
The next challenge is making sure the digital content strategy you create is genuinely useful to your customers and, most importantly, drives them to purchase.
To ensure you hit the right notes with your content, heed this advice:
Engage and inspire
Let’s face facts: anyone can create content, but how much of it is really engaging? With so much ‘noise’ on the worldwide web, half the battle is enticing people enough to read the heading of your blog, let alone the literary masterpiece beneath. If you want to ensure your content goes from boring to absorbing, here are a few tips to get you started:
- Write with knowledge and conviction. It’s always wise to know your sh*t, and thanks to your prowess and industry insight, others will think so too.
- Dazzle them with your personality. If you’re blessed with a witty temperament, let it shine through your prose. A personal voice will keep your content lively and engaging.
- Proofread. Typos and grammatical errors are, of course, a no-no. Make sure you proofread your content, or better still, get a second opinion. A fresh pair of eyes may notice things you’ve missed.
If creative writing isn’t your thing, then employ a professional copywriter to pen you something topical and riveting. They’ll create interesting content while positioning your business in the right light and fulfilling marketing objectives.
Original content is key. Generic content doesn’t get shared. It doesn’t engage people and, as a result, is unlikely to entice people to purchase. Google doesn’t like it either, so you’ll find that generic content is unlikely to rank organically.
Plagiarise at your peril
Stuck for words? It happens to the best of us. While the Internet is a great source of information and inspiration for articles and blogs, copying content can leave you in hot water. The advice is not to cut corners and avoid the need to plagiarise other people’s content. It’s fine to ‘borrow’ content, just make sure you reference the author or where it’s from.
There’s even free internet-based plagiarism software that can check your ‘carefully’ constructed prose to see if you’ve copied it from somewhere else. Flashback to your GCSE coursework and heed the warning: plagiarisers will be penalised!
Unless you’re the next Booker prize winner, words on a page won’t guarantee a captive audience hankering for your next post.
Make your content easy on the eye by breaking up sections of text with images, video and graphics.
Infographics are a creative and visually appealing way of communicating key messages, products or service attributes.
If these are difficult to create in-house, a professional digital designer will be able to provide you with fantastic imagery that will really bring your content to life.
Write with intelligence
In our previous post, we highlighted the benefits of analysing the intelligence behind online search behaviour. Identifying highly searched ‘keywords’ with medium to low competition will not only influence topical content that people want to read, it’ll also help with your SEO and those all-important Google rankings. Before we get bogged down with the intricacies of search engine optimisation (you can wait with baited breath for that one coming soon!), here’s how to get started with optimised content:
- Start with the keywords. These are words, terms or phrases relevant to your business that customers will use when searching for products or services online. You’ll need to ascertain which of your top keywords people search for and how many other websites you’ll need to compete with for that top ranking.
- Brainstorm and write short (300 – 500 words) articles or blogs that focus on your keyword topics. Each article should focus on one keyword topic.
- Include the keyword at least four times, once in the heading, the first paragraph, and peppered throughout the copy.
- Remember: the back-end is your friend. Meta-descriptions, alt-tags and the URL should all feature the keyword.
Share the love
All too often businesses are focused on the job of creating content, but forget to market it once it’s live. Are you mad? This is your moment to shine!
Announce your new article on your social media outlets like Facebook, Twitter and LinkedIn. Add an enticing update to tempt people to click through. On the site itself, ensure posts feature integrated sharing buttons so readers can easily share with one click.
Once you’ve exhausted your social media channels, you can add a link to the post on your email signature or send out an alert to your database with an email campaign.
Getting it right
Creating the right digital content strategy for your business takes time. You need to build your authority both on the page and behind the scenes to get the results you’re looking for.
Here at TFG, we have many ways to tick SEO considerations off of your website to-do list before hitting publish. Click to read more.
2018 saw a change in Google’s algorithm which has meant the way that content marketing is executed has changed. Want discoverable content? Click to read.
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