Running a company is a big job. If your company is not presently sourcing enough inbound leads, it could be that your SEO campaign isn't working. However, a good SEO strategy can also fall short of your goals when the content does not include actionable or useful information. You need content that turns prospects into contacts. Then, your sales staff can work their magic. Having effective content often depends on building relationships with expert content writers. That's an area of marketing in which we can help. Here are 5 elements about producing web content that your writers should consider before working on your site or blog:
1. Content Writing is a Profession.
Anyone can Google a topic and build an informative 500-word piece on the material. They might even make it sound interesting or at least adopt a conversational tone and communicate well enough to suit the needs of a fourth-grade reading audience. However, people without content writing experience may not produce effective text time and time again. Producing new content takes time, but each piece of text must also include insights about your products or services while reflecting your brand voice. The intent of web pages is not to bore the audience, but to give them chunks of information. Professional writers have a sixth sense for which details meet the needs of target readers and for which details to omit. This talent is based in part on previous writing experience and in part on what their specific research reveals, especially when trends tend to change in each subject area. You could write two pieces of content on the same topic, but they might look different when written for readers with little or no background knowledge and for people with expertise in the field.
2. Writers Must Consider Their Audience's Needs.
To begin with, a writer has to understand how the prospective reader will arrive at the site. In general, there are multiple points of contact for prospects. They may find your company profile on Facebook, LinkedIn, Twitter, the company website, the blog, or via a link from another company, website, or social media network. It's the writer's job to craft fresh virtual content based on the kind of device each prospect might use (i.e. desktop computer, laptop, mobile phone) and on what information they would need to make decisions about your brand.
3. Writers Use Content Maps for Websites.
The writer is usually writing not for the business owner but for one or more customer bases. When building a new website or revamping an existing one, you will need text for each section. Here is a brief list of the topical pages for which writers usually generate content:
- Home Page.
- Contact Us.
- About Us.
- Blog Posts.
There are many potential variations on the preceding list. For example, a business may create sections such as white papers, case studies, customer forums, and user-generated content.
4. Writers Help Readers Solve Problems.
A content map should break down the content into sections by types of services, types of products, types of problems, or another framework that represents your sales model. Within each section, there is a specific page targeted to a problem or to an aspect of a product or service. Get specific on the product or service that each type of reader needs. For example, a business that offers 3 major types of printers will need a section for each type of printer. Within the pages for each type of printer, the subsections might include product features, pricing, and solving common problems with printer operations. If you start writing a page that does not fit the basic content map, take it out. Save content ideas in a separate file and add them to the site once you know where they will fit in the content map.
5. Writers Distinguish a Brand From the Competition.
Each page of content, whether it's about solving a problem or describing a product/service, should be designed to set the brand apart. A content writer should strive for a consistent voice that shows readers their perspective is well-understood by the brand. A potential voice is conversational and addresses the reader as "you" while conveying information with correct grammar and spelling. Your brand voice should be free of jargon and offer links to where related information can be found. Don't waste time writing pages of content if the same information is already available on the Web to meet the reader's needs. It's easier to link to each resource and to ensure appropriate attribution for all ideas that aren't your own. With a content map and an outline for each section of the website (i.e. Printers - Section 1. Flatbed Printers - Section 2. UV Printers - Section 3. Roll-to-Roll Printers), a writer can save time on researching background information for each topic. As a rule, not every product or service will need the same number of pages to complete that section of the site. With a fully developed content map, you can visualize which pages to write yourself and which pages to outsource to other writers.
For more information on building effective website content, please contact us today.