Effective Writing Is Key To Content Marketing
If you are doing content marketing for your business you need to know that effective writing is the key to the success of your content marketing plan. Although there are other factors that play into your success, without effective writing and great content, the rest of your efforts are pretty much wasted.
Why Effective Writing Matters
When you are doing content marketing all your marketing efforts center around your content. Content marketing really is all about the content you put out.
The 80-20 rule states that you should spend 20% of your time creating content and 80% promoting that content. That’s all well and good, but if you write poor content that no one wants to read, then your 80% of your time you spend promoting that content is totally wasted.
So if you spend all that time promoting a piece that is poorly written or that doesn’t make any sense, do you really think it is going to resonate with the audience you are trying to reach? So let’s work on changing your mindset from thinking “content marketing” to “quality content marketing”.
This where effective writing comes in. For your writing to be effective it must be engaging for your audience. Would you honestly be reading this post if you thought it was full of spelling and grammatical errors, or worse yet, was just a rambling jumble of words? I bet you wouldn’t.
If you truly want your content marketing efforts to be effective you need to learn to write compelling content that people want to read and share with their friends. Writing content is a whole lot more than putting a bunch of words on the screen.
You need to be able to bring your ideas and thoughts to life in a cohesive way for your audience. When you are able to do that your audience will respond and find your information valuable and helpful.
SEO Still Matters
There are some people who will tell you that search engine optimization (SEO) doesn’t matter that much anymore. They will tell you that with all the new algorithms the search engines use it is just too hard to rank effectively.
Some of that may be true but you still need to optimize your content for the search engines if you ever want them to find your content. Just because you are in a high competition niche does not mean you can’t beat the competition. And if you do it right who says the next algorithm update wouldn’t catapult your content to the top of the rankings?
At any rate, keyword research is important. Knowing the keywords you want to rank for that are relevant is important as you construct your content. Knowing the search volume for the keyword is important too. If no one is searching for that keyword in the entire world, what would be the point of writing content around it?
There are plenty of free keyword research tools that can help you identify whether the subject of your content is worth spending the time on. Plus, as you do the research you may find profitable keywords you hadn’t even thought of. If you find the competition is low for those keywords and they fit with your content, you may have uncovered a gold mine you would have never even known about.
If you are using WordPress to publish your content there is a free plugin called Yoast SEO which can help you by giving you suggestions on how to make your content work for SEO. By making your content search engine friendly it is much more likely it will be found and indexed.
I don’t have an interest in the plugin, I simply use it on my blogs and found it is easy and helpful for SEO.
Putting It All Together
When you get ready to write your content the first thing you want to spend time on is your headline. A compelling headline will prompt more people to want to read your content. It is even more important today when attention spans are low due to so much information available.
Most people scan the headlines to find out if it is something they want to spend their limited time on. A poorly written headline that doesn’t grab the reader’s attention is a lost reader. You need to spend some time on your headline.
Next, you need to summarize the idea contained in your content in the first few sentences. You need to hook your reader in those first few seconds or they will be gone to the next headline. Hook them and you can now present your ideas because they have seen what you have to offer and it interests them or solves a problem for them.
We already talked about SEO, but there are a few things to keep in mind. Though you do want to have your keyphrase in your content, it must be presented in a natural way. The days where blackhat SEO techniques like stuffing your content with keywords would work are long gone. Focus on your keywords, but weave them into the story in a natural way.
You can also use section headings to guide your reader. Many people scan content and scroll down to the section they want to read. Use section headings to help them find the important parts they want to read.
Break up your content into a more easily digested structure with plenty of breaks for the eyes. Have you ever read an article that seems to be one unending mass of words? Did you finish the article? So another key to effective writing is to break up your content into easily read chunks with plenty of white space. It is easier on the eyes and it helps people scan your content more effectively.
Now that you have some suggestions for effective writing you can start working to make your content marketing efforts more successful. This can help you grow your business and, if you write a viral post, explode your audience. Give them a try and if you have other suggestions please feel free to share them in the comments below.