May 10, 2016
Finding a topic that is relevant and useful to your customer is half the battle when writing good content. But there are a few other things to consider before you can press ‘publish’. Here’s a list of things that will turn your good content into great content.
Include a Call-to-Action
Ideally, your article should have a call-to-action. This is an invitation to the reader to take some form of action to bring him or her further down the sales funnel and will usually take the reader to another part of your website where they will receive more information or where they can purchase your product or service.
Calls-to-action can take many forms depending on your type of business and what you are tryng to achieve. Here are some suggestions:
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If you are writing an article that is relevant and useful to your target audience, chances are you will be naturally including keywords. To find keywords related to your topic (i.e. those that people search with to find the information you are writing about), use the Google Adwords Keyword Planner. Use these keywords throughout your article in places where they will have the most impact with search engine crawlers that index your content to determine its place in the search engine rankings. These places include the tile, headings, the introductory sentence, the concluding paragraph, anchor text (text you hyperlink to other related pages on your site) and title tags and meta descriptions. For more information about optimising your article for SEO, click here.
Articles with images get 94% more views than those without. Choose from a wide range of free images from websites such as Pixabay. https://pixabay.com/ or illustrate your articles with photos that you have taken.
Use the Right Tone
An article must be written in the tone and style that is appropriate for their target audience. If in doubt, think of your typical customer and write the article as though you are speaking to them personally. An informal style will be suitable for most businesses, and a dash of humour can make reading your article more pleasurable. But a formal style is absolutely necessary for those that deal with people’s money or with their legal matters, for example. The words you use are also important. Complex vocabulary and specialist terminology are very rarely a good idea, unless your audience is a very specialist niche. A rule of thumb is to keep your language simple and easy to read. People tend to skim read to get the gist and need to be able to understand immediately.
Including links to reputable websites will help to give your article credibility. This credibility can also be rewarded by search engines with a higher ranking for your site. Do test any hyperlinks to check they are working and check the box that says you would like the reader to open the page you are linking to in a new window.
Do a Spelling and Grammar Check
There is nothing more damaging to an article’s authority than spelling mistakes or grammatical errors. However interesting the content matter, these inaccuracies look unprofessonal and can give the reader the impression that this lack of attention to detail could spill over into the service the company provides.
, Content Marketing
Categorised in: Marketing Tips
This post was written by Rachel Robb