You’ve no doubt found this article because finally you get it. You’ve come to the realisation that without great content writing, you’re simply going to be left behind in this ever-evolving digital world. So, where do you begin… How do you even start?
Good news, we’re going to hold your hand and provide you the building blocks that we’ve developed through building countless websites for our clients, helping them with their social media content and more.
In no time, with a little determination and the tools we provide, you’ll be composing great content writing that will demand your audience’s attention and leave them wanting more.
How content writing can make a difference
Content writing is an important component of your overall content marketing strategy. Great content engages your audience and can address their pain points, adding value to their business or their lives.
It's about the brand story
Convey your strengths
Every brand has their strengths and weaknesses. Be aware of yours. Here at Optimise Online we take our customers through an exercise where we explore just that. It is surprising how many people have never asked themselves the question.
There are several objectives you should aim to fulfil with your content writing. The main intent, of course, is to provide information about your products/services.
Understand your audience and their pain points
Let’s have another look at the Jeep example. Jeep understands their audience and acknowledges the biggest component of their customers are the dreamers who “hope that one day they’ll be able to do more and dream less.”
Jeep understands the pain points of their customers and targets their marketing with promises they will have the right “authentic gear” for the job when they finally get around to those outdoor adventures.
Think about your customers and their pain points. This will help you tailor your content writing to meet their needs. Be aware of the demographic of your audience.
Provide insight and education
Aside from being dynamic and engaging, your content writing should have a clear purpose. In addition to promoting your products/services, you should provide your audience with useful takeaways – they’re searching for and they’ve come to your site for a reason.
You could find people might see your site as an excellent resource for knowledge and insight. However, beware to ensure your content writing is accurate – you will lose credibility very quickly otherwise. Also remember to give credit to any resources you referenced for source information.
Give something away for free
Take the time to do your research
Content writing for SEO (Search Engine Optimisation)
As with most things, there’s a right way and a wrong way to use SEO. In the old days, people focussed primarily on keywords and would jam so many into their content writing it was distracting to read the article (keyword stuffing).
Google loves it
In terms of content writing for websites, metadata comprises two main components, as detailed below:
When creating a URL, it is important to include relevant keywords to make it more findable by search engines. As a guide, a shorter URL is generally more search engine-friendly than a longer one – try to keep it under 75 characters for the best results.
Keywords are important!
Be sure to choose your keywords carefully and use them appropriately throughout your content writing without overusing them.
LSI keywords matter too
At Optimise Online, we use a handy LSI keyword tool called LSIGraph, which can help you find the right LSI keywords to include in your content writing to enhance your search engine visibility.
A content brief can be a really useful tool
When you are finished your content writing, you can review your copy against the Content Brief to check you have covered all the points you set out to address.
Now put it all together and you have one hell of a content piece!
When you’re satisfied you’ve covered everything, it’s time to release your killer content writing to the world.