how to write website content
October 18, 2018
Your blog is one of your company’s most valuable marketing tools. You use it to build trust with your customers, generate leads, educate consumers, and build brand awareness. In fact, it’s almost impossible to succeed in content marketing without creating regular, successful blog posts.
The best company blogs are engaging, deliver value, and align with the company’s business strategy. The content you develop for your blog will help you deliver a consistent brand message.
It can be a challenge, however, to consistently create valuable and engaging blog content that aligns with a company’s message. Follow these steps and you’ll get it every time.
Nail the Headline
A compelling headline goes a long way to hook your reader. According to advertising maven, David Ogilvy: “On the average, five times as many people read the headline as read the body copy.” And, Wishpond contributor James Scherer says, “recent studies show that while 80% of people will read headline copy, only 20% will read the rest.” A great title is of vital importance to a successful blog post. It truly means the difference between clicked on and clicked past.
A good headline is also powerful for SEO. These types of headlines speak right to the common web searches of your customers and are usually one of the following:
- The “Best” headlines – because who doesn’t want the best? For example, The Best Way to Write a Great Blog Post.
- Make My Life Easier headlines – we all want easier. For example, The Easiest Ways to Build a WordPress Site.
- It’s a Race headlines – everyone wants to be fast. For example, The Fastest Growing Cities in the US.
- If I Were You headlines – most people want to improve. For example, Why You Want to Use Facebook Ads.
- The List Post headlines – people love list posts. They are easy to read and easy to implement with specific action items. For example, 10 Great Headlines That Drive Traffic and Attract Readers.
- The Don’t Be Stupid headlines– everyone wants to be smart. For example, 7 Marketing Mistakes That Make You Look Like a Newbie.
Use a headline format such as one of the above and you’re more likely to nail the headline and grab your reader’s attention. You not only want them to love the headline, you want them to stay and read your post, so start with a bang, and continue with great content.
Know Your Audience
Writing good content means you’re writing targeted content. Good blog posts have a specific audience in mind. Decide who you are hoping to reach and what you are promoting before you start to write. Remember, you can’t be all things to all people, and that’s OK. You can, however, be the expert in your field, so promote your expertise.
If you are selling to decision makers in a certain industry, write a blog post that targets their specific needs. You want buyers to understand, on their terms, the benefits of using your services. Always remember to ask yourself “How will this help them?”
Know Your SEO
A great blog post follows basic search engine optimization (SEO) rules: the use of keyword optimized titles, a good keyword ratio, keyword anchor text, and the use of your targeted keywords. Make your content more relevant to targeted search engine users by mastering SEO practices.
Use Repurposed Content
You work hard for your content. All of it, not just blog posts. Think about taking the script from a podcast or video, or the data used in an infographic, and transforming it into an easy-to-read blog post. Your core content can certainly do double or even triple duty because it delivers your brand and message, you’re simply rearranging it for different audiences in a different package. It’s smart marketing and a great time-saver.
Create a Call to Action
Always end a blog with something that moves the reader to act. Be careful not to use blog posts to sell outright, but some call to action is OK (like an opt-in). This will increase your conversions. Often a coupon will encourage customers to go to your website and purchase your product, but make it a soft sell. Remember, your blog is about positioning you as a trusted expert in the industry not about getting the quick sale.
Great company blogs are on target with thoughtful content for a specific audience. They provide valuable, optimized SEO content with catchy titles on which readers are compelled to take action. Need help with your blog? Contact us for tips to help you craft great blog posts for your clients.
February 14, 2018
Content fuels your organization’s digital presence. From videos on YouTube to posts on LinkedIn, every company needs content to remain relevant, engage users, generate leads, and build brand loyalty. Website content plays a key role in achieving these goals. Read More