Anyone who’s anyone in marketing will tell you that “content is king” The hard part is working out what content you need to write on your website. Which content will be king, how much, how often…
Content is King
Content is king to both your online human visitors and to those inquisitive search engines.
The content of your website should always be at the front of your mind and not just something that you’ve hacked together one evening because you had nothing better to do.
A few simple tips should help you write more engaging and meaningful content to your audience.
Always Think Before You Write
Just jumping in writing won’t achieve anywhere near what you want.
Try to plan a little what you are trying to write. Create an outline to help guide you along the way.
This will help you to write in a structure and organised manner. It keeps you focused and forces structure and discipline. Please don’t write without one!
Try to be Informal
Try to keep your writing style friendly, informal, and jargon free. It must be easy to read.
People do not like reading too much on screen, so remember to write with this in mind.
Where you must use jargon or technical terms, explain them, use footnote or a glossary of terms.
Remember that you are trying to communicate with your potential customers, not show off your (lack of) vocabulary skills.
Be Very Careful with Humour
Informal is one thing, jokey is another. What is considered fully to one person may not be to another.
If you must use humour in your writings just take care not to offend and remember to use it appropriately.
When you are writing you must put yourself in the reader’s position. What would they want to know about your products or services?
You need to be informative about what it is you do and engage your audience. You need to make them want to find out more, ask for your help, interact with you further or buy your products and services.
Try not to use to usual annoying content that is meaningless and cheap to write.
Write bespoke, engaging content and your rewards will be found.
Features v’s Benefits
Features and benefits – do you know the difference?
Feature: An iPod has 16gb of storage.
Benefit: An iPod can store over 400 hours of your favourite music to listen to wherever you want to.
It is usually best to provide the benefits initially. Your customers want to know what a product or service can do for them before they worry about how.
However, never try to sell based on the benefits alone. You still need to provide the features and facts.
This allows comparison shopping, allowing your customers to compare the detailed information about the features and options offered.
Start by using benefits to entice visitors to delve deeper. Then follow this up with the associated features.
Always Proof Read
This is such an obvious yet often overlooked task.
Don’t rely on technology to find all of your spelling mistakes and grammar typos for you.
Read your content over yourself, slowly and make sure you’ve got it just right.
Ask someone else to so this as well. Ask colleague or a friend. They’ll see things that you’ve checked many times and just kept missing.