Most of us can write, but not all of us can write great content. While you may have an idea in your head of how you want something to read, it’s really an acquired skill to be able to write content well enough that it not only intrigues prospects’ interest but also answers their questions.
Writing for the Web
When writing content for your website’s pages—like the home page, services page, and others—you want to make sure that the keywords you use match the wording people will use when searching for your services. This is the best way to improve your Google ranking and bring the right (and organic) traffic to your page.
Answering a prospect’s questions is the key to writing great marketing content. You want to highlight your services and the different platforms or products that come with it. Most importantly, consider the pain points your clients have—often, the search terms they use hint at the kinds of problems they’re facing. These are the types of topics you want to be writing about.
SEO Value
Your content is the material Google evaluates to bring traffic to your page. When a prospect asks Google a question, you want to be sure your content is written in a way that the search engine thinks you have the answer. The better your answer, the higher you rank for that question on Google, and the more traffic comes to your page.
It’s important that you collaborate with your SEO team when writing content. You want to sprinkle relevant keywords throughout your writing to bring in traffic, but in a way that you won’t get penalized for “keyword stuffing,” which is the act of overusing keywords in an unnatural fashion simply to boost your ranking. Google catches onto that fast.
Also, be careful that you’re not simply writing pieces because you find the topics interesting. You are not your prospect. You need to be writing to your buyer persona(s), providing the type of information and answers that they’re specifically looking for. Analyzing your SEO and current content through any of your analytical pages will help you better understand what’s working and identify areas to expand upon or change.
Final Thoughts
Good content has purpose. Before you begin, you need to know why you’re writing a piece and what you want that piece to accomplish. In other words, don’t just write without any sense of direction. Consulting with a marketing agency on the type of content you should be writing is always a great first step. And if you outsource your content writing, be sure that you remain an active partner in the process. After all, you know your services best!
Contact us to learn more about creating content for your business and how we can help smooth the process.
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