3 Marketing Content Writing Tips You Shouldn’t Ignore

Marketing-Content-Writing-Tips

Crafting a well-worded email or business plan isn’t the same as writing marketing content for the web, social media, blogs, and ad copy. Here are two reasons why.

Reason #1:  People Internalize

We all see the world through a personal lens.  We find connections and relationships between new sensory data and what we know, or what we think we know. Then, we catalog it in one of those boxes we organize in our memories.

For example, Cool Water cologne brings fond memories of my childhood and hanging out with old friends. Sweet tea in a mason jar anywhere west of the Mississippi makes me nostalgic. 

The data I receive in each experience is new, but it’s categorized with things I already know, think, and feel.

Your customers are the same way. That’s why it’s important to write for them rather than for yourself and your business.

Reason #2:  We All Have Personal Bias, Especially with Money

We tend to be more biased about our products and services than others. For instance, as the seller, we want the highest price for our product or service. The buyer wants the lowest price for their desired quality. The middle ground is usually the fair market price/value. 

Most of us walk around thinking about our lives and what we need next to make it better or easier.

That gives you common ground for marketing content writing. You can better engage and attract a distracted audience if you remember that simple fact: they are looking for what’s in it for them. Focusing on them in communications will help your content performance in significant ways. 

But how can you do that? It’s not easy. It’ll take a lot of practice and research. If you’re DIY’ing your marketing content writing, here are three pieces of advice you shouldn’t ignore.

Copywriting formulas for marketing content writing

Tip #1:  Spend Some Time on Keyword Research, Headlines & Titles

Even if you’re not creating something for a search engine, you still want the company’s marketing content writing to reflect your customers’ interests and desires.

You can determine keywords by performing thorough research on platforms and websites like Google’s Keyword Planner, Google Trends, Answer the Public, Ubersuggest, and many others. 

I also like to use Google search autocomplete to see the most popular terms for common questions.

Marketing-Content-Google-Search

Check Google Search Console or Insights in your Google My Business profile to see what words people are using to find your website.  If you don’t have this yet, you’ll need to make some guesses until you have data to analyze.

When it comes to creating titles and headlines for pages or posts, follow simple copywriting formula rules. There are dozens. Some of my favorites are reviewed in Buffer’s article, 27 copywriting formulas.

Tip #2:  Grammar, Spelling, and Word Count Matter… A Lot

spellcheck-1292780Don’t bother writing pages or posts under 300 words these days. Google prefers at least 500 words of original content that’s formatted in a reader-friendly way. The longer the topic, the more relevant and helpful, the better.

Use a reliable spellchecker and grammar check. Don’t skip this part. Seriously. Nobody’s that good. However, a grammar checker isn’t going to do the editing for you. Edit your content at least three times over at least two days. You want to edit with fresh eyes. 

Grammarly is one of my favorite and most used tools. It helps catch those pesky typos and assists with rewording when necessary. They offer a free version, but if you’re doing a lot of marketing content writing, I’d recommend going for the pro version. 

My advice is to take a good look at your writing. Is it hard to follow? Full of errors? Is it made of one big paragraph? Ask friends and family for candid opinions.

If you’re not getting results or aren’t a great content writer, it’s time to consider hiring a reliable, long-term marketing content writing specialist.   

Marketing content writing is a specialty in the complex industry of communications. If this doesn’t convince you of the importance of good writing, here are some stats:

  • Three-quarters (74%) of online consumers look at your grammar, sentence structure, and spelling.
  • More than half (59%) will not do business with a company with many spelling and grammar mistakes in their copy.
  • Visitors will only read about 20% of your content, so make sure it’s a good story with plenty of arrows pointing to a call to action.
  • Most visitors read in an F-shaped pattern, which means they won’t even see a lot of your copy unless it’s engaging.
Marketing-Content-Brand-Consistency

Tip #3: Build Brand Awareness with Professional Marketing Content Writing

Writing website copy, ad materials, social media posts, and blogs should never be taken lightly. These are your brand’s personality and character. They’re the things people talk about when they think you’re not paying attention. 

Brand messaging is the key to consistency in your communications. It’s the part of marketing content writing that’s highly specialized and performed by creative artists who closely watch search behaviors.

Brand consistency includes things like:

  • Appropriate use of brand elements, such as logo, colors, and fonts
  • Predictable tone of voice
  • A regular point of view
  • Company values and social responsibility
  • Imagery that defines the business, tells a story, and is easily identifiable
  • Relevant, timely, and motivational calls to action
    • Stick with one direct call to action, like “shop now,” “schedule appointment,” or “buy today.”
    • All other calls to action, like “sign up for our newsletter” and “download this guide,” are transitional calls to action and just as important to your sales funnel.

Those are the obvious branding elements.  Some of the not-so-obvious ones include:

  • Image positioning and angles
  • Line spacing
  • Page formats
  • Shapes and icons
  • Quote/call-out fonts and layout

Everything matters when it comes to writing marketing content. I’ve seen small startups tank their business’ reputation because of poor writing and shabby digital communications. I’ve watched medium-sized companies over a decade old lose loyal customers because of disjointed messaging. 

In a world full of other people who offer the same thing as you, marketing content writing and branding is where you stand out. Don’t take that lightly.  

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3 Easy Ways to Improve Content Performance

Improve Content Performance

So, you have a website somewhere on the internet, but it’s not really doing a lot for you, and you know you need to improve content performance on the beast.  You’re not getting any leads, and traffic isn’t growing either.

If your website is a big ‘ol nuisance on your radar, and you’re not sure what to do about it, you’ve come to the right place.

Here’s the thing. If you have an active business, you need a website. Google and social media are where most consumers begin and end their buying journey. 

From initial research to online ordering and product reviews, digital commerce isn’t just about transacting with money online. It’s about connection, communication, and building virtual relationships.

Rather than scrapping the idea of doing some real digital marketing, try these three things to improve content performance on your website. There are many ways to improve this part of your digital storefront; however, I’m all about small steps, so the buck doesn’t stop here.

Check out the bottom of this article for more references and tools!

The Basics of Google’s Updates

Oh, Google.  The ubiquitous “they” in day-to-day conversation.  So big and mighty is Google that their algorithms can sniff out a lousy website like a veteran canine officer. 

The most recent Core update (Dec. 2020) is a tricky one and seems to have caused many losses at first, with many industries starting to see gains toward standard traffic momentum. 

Here’s what you need to know and do to keep up with the last year’s updates on Google:

For more information about content requirements for optimal rankings in Google, check out this article.

Here are three things you can do to improve content performance and boost rankings on your website. 

#1:  Re-evaluate Your Website Keywords to Improve Content Performance

Keywords change as often as the algorithms that index your searches like a digital library.  Search behaviors change like a teenager’s mood, so the keyword you used a few months ago may no longer be relevant. 

Take a deep dive into your top keywords. Don’t worry about using tools other than Google for this just yet. Use tools like Google Keyword Planner and Google Trends to help you figure out which keywords are better suited for your industry and topic. 

You can also check your Google Search Console performance area for common queries over the last 3-6 months. It’ll give you a good idea of what people are typing or saying into Google to find you. 

You may also find this information in your Google My Business Insights.

KEYWORD TIP

Aim for medium competitive words with more than 100 average searches per month. Don’t try to rank for the most competitive keywords! Choose one focus keyword (1-2 words) and a couple of long-tail keywords (4-6 words).

PAGE TIP

Use a different keyword for every page and post. Don’t cannibalize (overuse) the keywords, or Google will ding you for it.

#2:  Refresh, Reformat, and Reimagine Your Content

To improve content performance, you’re probably going to need to reimagine things a bit.  If it’s not performing well, then it’s likely not written in a way that attracts visitors or encourages them to continue scrolling. 

Make sure you’re focused on the customer, not your business, product, service, or yourself.  Remember, it’s not about you. It’s about them and what you can do for them.  Everyone is walking around this planet with the same thought: “what’s in it for me?”

Address the main problem you solve.  Explain, briefly, why what you can do is better than what your competitor can do. 

Start with one page, such as home or contact, to test different ways to improve content performance on that page. What do you want it to do?  Should it inform? Entertain? Lead into a form? Sell a product?

Trust me; you’re going to want a great writer for this project.  Repurposing content sounds easy, but it’s a difficult job that requires a unique skill set, especially when you want to rank in Google. 

Difference Between Copywriting and Content Writing

How do you know if you need a content writer or a copywriter?

Click here to discover the difference between the two.

#3:  Use an SEO Plugin to Improve Your Website Content

To help give search engine juice to your content, add a plugin like All-in-One SEO, a multidimensional SEO tool for small businesses. With more than 2,000,000 downloads, the AIOSEO toolkit is both easy to use and incredibly powerful.

An SEO assistant tool will make optimizing pages and posts quick and streamlined.  It’s one of the easiest ways to improve content performance. Some other options include Yoast and Rank Math.

These plugins are mainly built for WordPress because that’s what I use. Here, I mean wordpress.org, not wordpress.com.

WordPress is one of the fastest-growing CMS platforms in the world, and with good reason. It’s magic on SEO, and it’s totally open source, which means nobody is going to own your website but you.

Need some help with WordPress?

Check out my partner’s website to see if he's the kind of talent you need to help.

Additional Resources