• Rachel Roussell

Content marketing and effective writing


Whopping changes happened in business content marketing over the last decade, there was a rapid growth in the use of social media, in 2010 platforms such as Instagram became a marketing go to.

In 2014 John Lewis saw a 903% uptick in online brand consumption after their Monty the penguin Christmas ad.


However, research has revealed that in 2018 the link between creativity and effectiveness in marketing was at its lowest in 24 years.



In 2018 businesses were shaken up by the GDPR - marketing email campaigns, targeted ads and data tracking became a minefield. Covid-19 stopped us all in our tracks in 2020 and for over a year a large majority of businesses have been struggling to survive.

Illness, loss, debt and mental health issues have dragged us down, however, during that time, creativity has blossomed again.

Creativity has been a coping mechanism and marketing tool for many…

Lockdown and restrictions due to the pandemic meant a lot of people were working from home. It gave them time to be creative, some turned to the social media platform TikTok to share videos of dancing, singing, storytelling, life hacks and animals. Businesses chose popular account holders to be ambassadors for their brands and others turned to writing. Employees and business owners found the time to create written content that they could use in their marketing content strategy.



Some people are naturally great writers and understand the considerations when constructing written content to publish online. Whether that be the content on their website pages or a blog article on their website. A business with an online presence should strive to create content that will attract search engines and customers. They should produce relevant, valuable and quality content that can also be used as a social media asset.

The future of content marketing will be heavily focused on social, search engine optimization and videos. If you want to help search engines and customers find you online you need to have relevant content with key components. The biggest tip I can give you today is to keep your online content FRESH, search engines love new content it gives them a reason to come and check you out and rank your website- is it your time for new content? When was the last time you reviewed your website?


Here is a guide to help you with writing for your business online effectively, maximising the chances of search engines and customers finding you and your content. Don't have the time to create new content? I can help.


1. Use relevant keywords in your titles, headings and content.


Words and phrases...

  • Research the chosen topic for your written content, find out the keywords and phrases that are likely to be typed into a search engine to help someone find you and your offerings

  • Keywords and phrases are relevant words and phrases associated with a topic. There are high and low volume keywords and related keywords

  • Use keywords in tags, images, headings, titles and content but try not to keyword stuff



2. Character count and word count.

  • The ideal character count for a title is 50-60

  • The ideal character count for a meta description is 150-160

  • Words used on website pages can vary depending on topic and detail

  • The ideal word count for a blog article is up to 1500



3. Writing your content.


  • When creating content for your business website or blog, research the topic

  • Use relevant titles and interesting hook lines

  • Use images but remember search engines can't read the image, they need to see alt text within the image

  • Search engines love fresh, valuable, relevant, quality content with bullet points, numbers, anchor text, brackets, italics, tags and relevant internal links

  • There are different ways that you can approach writing for your business, you can use a checklist such as this before you start, or write freely then cross-check the list

  • When creating content think about trends, what are the keywords and phrases that are in fashion? What new product names should be added?

  • If you want to know more about writing for your business, check out my other relevant articles, Writing for your business part 1, Writing for your business part 2, What should I write about in my blog articles?

4. Think about your target market


  • Are you writing to appeal to a particular persona?

  • What call to action would be most appropriate?

  • Use trending words and phrases




5. Review your content.


  • Use Google Analytics or your website tracking tools to see what is popular in your content

  • Try A/B testing with titles of articles

  • Recycle good content


6. Share your content.


  • Content that you create becomes a social media asset, share it on your social media platforms and ask others to share it too


No matter what you are writing about make it worthwhile, use your analytics to find out what your potential customers are finding interesting and do more of it.




How times have changed for me in the last decade...


Ten years ago I worked for a B2B marketing agency, I was their social media coordinator. We created a tool called 'Managed Social On Demand' and worked with companies such as Oracle and McAfee to help them distribute relevant content in the right place at the right time. A few years later I worked for a B2C software company marketing their website design software, during which time I also did freelance content writing and after two years I decided to start my own writing business.

If you need help with writing for your business contact me today to find out more about my services. Email rachel.roussell@gmail.com or call 07800887857.


It might be time for new content on your website or blog, make sure you remind Google that you have made a change by going to Google Console and requesting a URL inspection.




Eaton Bray

Nr Leighton Buzzard

Bedfordshire

UK

Tel: 07800887857

Email: rachel.roussell@gmail.com

Copyright Rachel Roussell 2021

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