Excellent writing is a crucial skill that every business professional must possess in order to properly convey concepts and ideas as part of their marketing strategy. Nowadays when digital marketing is taking over printed word, every marketer is required to keep pace with technology. Therefore, if you wish to reach your success using the latest marketing tips, you need to be a marketer who:
Knows What to Say and How to Say It
Effective copy-writing means that you must consider every particular aspect of the product or service and highlight it in the most enticing way possible. A marketer must know what tone, language and strategy to use with the target audience and how to compress the information to avoid a lot of clutter.
Knows When to Ask for Help
Not everyone is great at writing, but that does not necessarily have to mean that you cannot create an effective marketing strategy for your business. In order to reach your marketing success, sometimes the best solution is to ask professionals for help and let the experts finish the job they know how to do best.
How can you do this? In order to help you optimize your business content, we have crafted a list of 9 things you must learn in order to become a better content marketer:
1. Know Your Audience
Even if you were amazing at writing, your website would suffer if you do not fit the content to the target audience. Knowing the audience is key to your marketing strategy since it is exactly them who represent the purpose of your writing.
When writing for a target audience, you need to take everything into consideration. Speaking to high school students, for example, would require that you use the language they use and know what they want to hear. Speaking to business people, on the other hand, is completely different. In the latter, your marketing strategy will fail completely if you joke or do not use formal language, since your audience will perceive your business as unprofessional.
An audience should be a compass. Keep in mind what they ask for when choosing the best strategy for your website content.
2. SEO is Important
SEO or Search Engine Optimization is a crucial part of any marketing strategy. This part of your strategy is the tool that will help people find your content on the search engines and improve it in terms of readability.
You do not know anything about SEO? Do the work and learn everything you can right away.
SEO starts with the phrases people enter in a search engine. Therefore, in order to make your content not only readable and interesting, but easy to find too, the first thing you need to find is the best keyword that fits your business. Think of what your target audience would look for when searching for your product or service and use this as your keyword.
3. The Headline Must Be Compelling
First of all, always include your main keyword in the titles and some of the headlines of a post. This will guide people towards your website and posts and help you increase your business revenue.
The title is the first thing a visitor will see. Therefore, this is the part you need to write perfectly since it is what makes people read ahead. The headline and main image are often used by customers to make a decision about whether your content is worth reading.
If you cannot pick a headline, gather dozens of them before choosing the best one. The perfect headline is the one that looks most enticing and makes the readers want to check out the remaining of the post.
4. Your First Paragraph Should Sell the Value of the Content
Now that you have created useful, keyword optimized content and a catchy headline, it is time to focus on the first paragraph. The truth is, even if people find you on the search engine and are interested when they read the title, it is the first paragraph that actually sells the value of your content.
The perfect beginning of your post must keep the attention of the reader. It is always smart to introduce the most important information of the article at the beginning. This is what newspaper journalists call the inverted pyramid, a strategy used to help readers understand the whole picture.
5. Make the Copy Easy to Read
People nowadays are so busy, that it is very unlikely someone will read through all your content. Therefore, you need to not only grab the attention, but maintain it throughout the entire text. In order to do this, there are several things you must do:
Shorten the text. No one wants to read pages and pages of content.
Use short paragraphs and sentences
Skip any difficult or unnecessary words
Avoid the passive tense
Address the visitors directly by using the word ‘You’
Do not repeat yourself
6. Use Formatting Wisely
You must make sure that every piece of writing is properly formatted. Use bullet points, numbering, headlines and any other formatting feature you find to be appealing. This helps reader study your text with ease.
7. Revise Multiple Times
A first draft is never the best version of your website’s content, especially if you are writing for your business. Regardless of your topic, it is crucial that you revise it multiple times until you have reached a fully optimized piece of writing.
8. Always Proofread
It will not matter that you spent hours working on the SEO strategy or writing interesting content if you do not proofread it prior to publishing it. Once you are done writing and revising, it is time to check for grammatical, syntactical and typographical errors.
It is best that you proofread your text carefully by reading it from the beginning. Proofreading tools can also come very handy and help you fix anything you may have missed.
9. A Second Pair of Eyes is never a Bad Idea
Even if you think your article is perfect, it is always best to ask someone to check it out prior to publishing it. You do not need to have an editor in order to do this. Simply ask a friend or colleague for their opinion on whether your content needs some improvement and what you can change to make it better.
All this may seem like a lot of work to you, but your marketing strategy can never succeed if you do not pay special attention to the writing part. Focus on these nine tips to polish your writing skills and optimize your business content.