Just because our organizations employ a separate Search Engine Optimization (SEO) team doesn’t mean that Content Writers’ job is only to write long lines of text and deliver to the SEO. It’s true that content expertise should focus on their writing styles, but a little bit of SEO knowledge, including keyword -rich and business-focused writing is highly valued. Other researching techniques like analyzing the website for what you are writing and hot topics in the market with high Google search ranking also contribute brilliantly to your article sharing.
If done correctly, content marketing can generate wonderful results, both for the organization and blogger. Since the present businesses require tons of content to be produced every day, this is the perfect time to improve and qualify your content writing strategies because content marketing is no longer a numbers game. It’s a game of relevance. While you think of implementing few changes in your editorial column and online blogging, consider these tips.
Tailor your approach, according to business platforms
While we have two types of businesses, B2C (business-to-customers) and B2B(business-to-business), the content must be tailored differently. In B2C, we need to touch the consumers across the globe and thus, personalized content, storytelling approach, informative words with real-time implementation, tips and tricks that could benefit them in their personal and professional life can increase your readers. Use infographics, videos, images and templates to make it attractive for audiences of all ages,
Similarly, when we are dealing with business-to-business customers, there must be a paradigm shift in your style. Try including more of value added business information, crisp and brief pointers, but with a richness in words. Words that can convey the performance benefits, cost-effectiveness, profit procurement will make an absolute impact on the corporate, education institutes, clients and whosoever are your business partner. Infographics can again be used with such content to market your business through words. As Michael Gerard stated “Content Marketing is the process for developing, executing and delivering the content and related assets that are needed to create, nurture and grow a company’s customer base ”
Make it SEO ready
SEO is not something you do anymore. It’s what happens when you do everything else right. As mentioned earlier, you must start putting extra efforts to know how to make your content SEO friendly. Make use of keywords, jargons and phrases that can take you up in the search engine pages and you get identified on the first page only. Involve yourself in discussions with SEO as well as Sales team as they can tell help you better understand your consumers and tell you most timely and relevant topics you must pick and write. It’s well said that if you are trying to grow your qualified search traffic, you have to combine your content marketing with your SEO efforts.
Track the Right Analytics
Don’t recognize your talent just by tracking the number of readers opening your blog from various sources like email, social media, mobile apps, friend referrals. Analyze how much time a reader spends on your blog or article to gauge the exact engagement captivation of consumers. If the average time ranges between 3-4 minutes, relish your scripts and dash ahead to improve it more. Further, take a note of a number of social shares, bounce rate, conversion rate, cost-per-click (CPC- ROI generated at the promotional content you write for websites, social platforms, emails), Pay-per-click (PPC), leads generated and other key performance indicators (KPIs) of marketing. As the fact stated by Heidi Cohen “You must first set marketing goals for your content that are aligned with your business objectives, understand your target audience including what types of content they like and where they look for content, and develop appropriate content marketing metrics.”
Get indulged with other Bloggers
Nothing technical and tangible, but many times our writing becomes torpid and constant even if it is excellent, the scope of improvement and ambidexterity ceases. We have never cared to meet other people of our forte, but it is truly essential to plan a meet and discuss topics over coffee with other content marketers. Believe it or not, it will certainly help you broaden your theories, thoughts and approach.
Don’t forget Branding
An organization has hired you so that you can bring business and be resourceful to them. Keeping it in mind, make sure to brand your product and services accurately, timely and to the right audience. Don’t just loom in your writing so much that you stop being productive. Adding to the branding, keep a check that you and your team uses various channels for influencing the consumers like social media (Facebook, YouTube, Instagram, LinkedIn and others), mailers, sponsored posts, SEO, advertisements and paid searches. Always remember “Content is fire & Social Media is Gasoline”, the more you promote it on social media the more your brand recognized by others.
About the Author: Vaishnavi Agarwal
Vaishnavi loves pursuing excellence through writing and have a passion for technology. She has successfully managed and run personal technology magazines and websites. She currently writes for intellipaat.com, a global training company that provides e-learning and professional certification training.
The courses offered by Intellipaat address the unique needs of working professionals. She is based out of Bangalore and has an experience of 5 years in the field of content writing and blogging. Her work has been published on various sites related to Hadoop, Big Data, Business Intelligence, Cloud Computing, IT, SAP, Project Management and more.
The DNetWorks Team