You, like most of the other business owners in your field, began content marketing with the best intentions.
At the start you were full of enthusiasm, but over time it’s become a chore and frequently finds itself at the bottom of your ‘to do’ list.
The problem isn’t that you don’t have anything to write about, it’s that you’re not seeing the results you want. You put this down to the fact that your customers don’t want to read content, but it’s more to do with the fact that you’ve made at least one of the most common content marketing mistakes.
A common statistic that’s bandied about is that 8 out of 10 people read titles/headlines, but only 2 out of 10 actually read the full article.
That would suggest all your time should be put into your headline. Whilst I agree that the title is important and will have a direct influence on whether someone goes on to read your full article, if your article is tedious it still won’t be read.
By all means think carefully about your title. Good ones often incorporate numbers, adjectives and use an interrogative form. It’s also important to make sure that it relates directly to the content itself.
You’ve probably heard or read about tone of voice and how it is an important part of your marketing brand.
What exactly is it though?
Tone of voice relates to how your writing sounds when read aloud.
Think about how you want your company to be perceived by your readers. You’re probably thinking about being seen as open, approachable, friendly and professional.
The best way to get all those qualities across is to write to just one person in a conversational tone without using any jargon.
It’s not an easy thing to achieve and any copywriter will be pleased to help you develop your voice.
No one is perfect. Every now and then small errors are likely to creep into your writing, but it’s important to eradicate them.
The smallest spelling mistake or grammatical glitch will break your reader’s concentration and when that happens, you’ve lost them.
If possible, the best idea is to get someone else to proofread your work for you before publishing it.
You are well aware of the power of social media when it comes to getting your message out to thousands of people. The only issue here is making sure you’re sharing it on the right platforms.
It’s important to find out where your potential customers hang out and then share it where they’re going to see it.
- Search engine optimisation
This is something that’s either overdone or not done at all.
Yes, I’m talking about keywords, but that doesn’t mean you should cram them in left right and centre. Write naturally, but be aware of your keywords, especially in your title, sub titles and meta tags.
This will increase the chances of your articles appearing in the search results.
Take a look at the stuff you’ve written that landed on deaf ears.
Have you been overly promotional in your writing?
Every piece of content you put out should benefit your reader in some way through the transfer of knowledge. If you articles are all trying to sell your products and services you’ll turn your readers off quicker than anything.
These 6 points should help you get more from your content marketing. It’s not something that will bring in amazing results overnight, but it will help you build your company’s profile.
Keep at it and before long your stuff will be shared, liked and start to bring in traffic and customers.
Author – Sally Ormond, Briar Copywriting Ltd