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If you take a closer look, you will see that content marketing is an important ingredient of every marketing activity. Every website, online or offline campaign, blog post, whitepaper, social media post and email requires a copywriting X-factor in order to stand out from the competition. Content underlines every inbound marketing activity and shapes the image of your brand.
So, you might wonder, how is it possible that something that is so obviously important is also often neglected or poorly executed? More than one factor contributes to this issue and this is something you need to be aware of if you want to make content marketing work for you.
ROI of content marketing is something that most companies struggle to calculate. Especially if you are just starting out, spending money on content may not seem so profitable. This problem stems from two things. First of all, there is the fact that many content marketing tactics fail to deliver due to a poorly devised strategy. The second reason is that even when the strategy is on point, business owners usually attribute ROI directly, which means they look at things from a short-sighted point of view and are only interested in how much money (or leads) a specific piece of content brought to them.
Start with a clear strategy. From the first blog post you publish to the elaborate e-book you create. Everything needs to serve a purpose. That purpose should be: SEO and customer education/amusement. Not every piece of content can bring the X amount of money in sales, but as a part of a bigger strategy it will play its role and result in a sales increase. Take the long-term approach and create a content marketing strategy that will last. Don’t switch between quick-fix tactics in search of a shortcut.
SEO takes time. SEO also takes effort. Content is just one part of the equation. Advice like: “Just write excellent content and you will succeed” is very misleading. Yes, you need killer content marketing to be able to rank high in Google search, but that isn’t the only thing you’ll need.
Double down on your SEO efforts. Don’t let quality content go unnoticed just because your website doesn’t live up to the on-page SEO standards. Do everything there is on your end that will set up your content for success.
What is a good piece of content? This question is the tricky part. Writing content is a nuanced profession and things that set apart a good content writer from an average one are difficult to pinpoint. Moreover, writing isn’t the only thing that goes into the whole content marketing process. There is also promoted. So, how to decide what to do?
Hire a professional. Many startup founders think that they should play the role of content creators because there’s no one that knows their product better than themselves. While this is true, it doesn’t necessarily mean that they are skilled storytellers. That’s why you shouldn’t be shy to outsource this job. This doesn’t mean that you shouldn’t be involved in the process, just let someone else find the right words.
Everyone wants to write quality content that converts and ranks high on SERPs, but this isn’t as easy as it might appear. Why? Because not every piece of SEO content you write will be good enough to engage your users and keep them on your website for as long as you’d like. As you probably noticed, gone are the days of writing content for search engines alone—nowadays you have to keep your audience in mind with every word you put on paper. Now, this is where it gets trickier. Your texts need to be captivating, your meta descriptions click-worthy, your language natural, and a lot more. We’ve compiled a short list of some of the most useful SEO copywriting tips that should help you write winning content.
Use Long-tail Keywords In Your Content
If you’ve been following the SEO scene diligently, then you probably know that it’s much easier to rank for longer keywords than for short-tail ones. While they do get less traffic, most of the time they have a higher conversion value, which is what you’re after. Because they consist of at least four keywords, long-tail KWs are more specific and descriptive, and they are usually what your users will type into the search field to find what they need. So, when writing your next piece of excellent content, don’t forget to include long-tail KWs in it and get those conversions you want.
Craft Catchy Headings And Subheadings
All successful websites and magazines have one thing in common: they all write amazingly catchy headlines. After all, what’s the first thing you notice on SERPs? Titles, of course. A well-written, intriguing headline will capture your audience’s attention and make your users read the rest of your text. However, this isn’t where your work ends—you need to create interesting subheadings, too! Most of the time people just skim the article they’re reading but focus on subheadings to find out what your text is about. If you do this well, they will stay on your page.
Optimize Your Titles Whenever You Can
Remember those keywords we mentioned before? Well, aside from using them throughout your texts, you definitely shouldn’t hesitate to place them in your main heading, meta title, and subheadings. This doesn’t mean that you should use the same KW variation everywhere—on the contrary, find synonyms and other variations and write them down, too. If optimized properly, your headings will draw the attention of search engines to your website and your content, plus remind your readers of what your article is all about.
Write Longer, More Valuable Texts
If you’ve been wondering whether the long content (1500+ words) ranks better on SERPs, the answer is: yes, it does. When it comes to SEO content writing, longer posts and articles provide more value for your readers, help you establish authority in your niche and become a well-known expert. There’s no “too long didn’t read here”—if you give your users more content, they will come to think of you as someone who knows what they’re talking about and be able to turn to you for help. Just make sure to keep your paragraphs short, and your bolds/italics evenly distributed to make your texts easier to navigate.
Don’t Skip Out On Meta Descriptions
While meta descriptions are not a ranking factor on their own, they do have their purpose and that’s encouraging people to click on your link and go to your page. So, if you write your descriptions well, tickle your audience’s imagination, they will be more likely to visit your website and read your blog post, article, or on-page text. Don’t forget to incorporate keywords into your meta description (make them sound as natural as possible)—they will appear in bold in search results and grab your users’ attention.
Calls To Action Are Everything
Everybody loves a good call to action. These short, but powerful phrases are there to give your users the boost they need to click on your website. Ultimately, your readers can become your customers—all with the help of a call-to-action phrase. Your CTA can contain an enticing offer (a free trial, a download, or a “read more”) or even the keyword you want to rank for. You can place a CTA anywhere you want: at the end of your post, at the beginning, in your description, etc. So, if you want people to read what you wrote, offer them a CTA.
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