The art of content writing
Content is going to be the one thing that can make or break your digital game. While everything from your website design, functionalities, UI/UX, load times, and other factors might significantly affect the way your consumers perceive you, content is your one direct communication pathway. Strengthening your brand communication by keeping your customers hooked to what you’re trying to convey is what content writing is all about.
Not to forget, any content piece that you churn out should equally resonate with your target audience and the search engine algorithms. Google search spiders are going to read through your content and identify the crux of your messaging through your keywords and meta descriptions. So you’d have to focus on proper keyword insertions at the right density without affecting the readability of your users.
Here are a few things that you should factor in while generating content for digital marketing purposes:
1. Buyer persona understanding
The end goal of your content is to speak your customer’s language and resonate with their purchase behaviors, shopping patterns, and their general appetite for the products you offer. Always use a first-person tone of messaging and curate your content in a conversational format that will sync with anyone who reads through.
In addition, the content developer that you have onboarded should be well aware of your business operations, your revenue goals, market appetite, and the solutions that your product or service offers, along with the demographic understanding of your target audience.
Not just content, but this holds true even when it comes to a website development company.
2. The end goal of your website
You either run a website for just your branding activities or to generate leads or make a sale in case of an eCommerce. All your content pieces should be personalized to direct the users towards these end goals. You should also maintain a balance of not being too pushy.
All these can happen only when the content writer puts themselves in the shoes of the customers and understand all the questions that they might have before they take action on your website.
The conversion rates of your website can only be decent enough if your audience resonates with the content that you put up. iTrobes can help you establish realistic goals and make them happen for you!
3. Stick to an active voice and an interactive tone of messaging
Speaking directly to the customers will make more sense from a reader’s perspective than going around about the topic indirectly in a passive format. Words with the first-person context like ‘you’ and ‘yours’ will have a more powerful outlook than the other way around.
Always state your offerings in a clear-cut manner without any room for hidden terms & conditions. Honesty in your messaging is also something that’s not going to be overlooked. People will understand more about what you want to convey if you go about your tonality in a transparent manner.
4. Avoid jargon
While you might think using unpopular words that have a different ring to them will sound classy enough and more professional, it is really the other way around. It can be confusing and misleading to any new visitor who takes a first look at your website. You’ll potentially drive your customers away if they don’t get a clear picture of what you’re trying to sell within the first few seconds of their visit.
Use a casual conversational tone using words that will sync with the end-user instantly rather than them having to make an effort to understand what you say. This is a key element of Search Engine Optimization since almost every single blog, or other directory content that you curate should be simple and attractive enough to lure in your users to further take a look at your website.
5. Churn out content layer by layer
The layering of your content will make your existing context a lot more relevant, and your entire website will be interlinked. For example, let’s say you create a blog based on some of the highly searched keywords. The blog is going to be all the more useful in increasing the session times of the user if only you interlink it with your previous blogs towards the end of it.
These multiple layers will create a better sense of connection with your overall website and all else you offer through it. Always give more attention to creating pillar page content. This pillar page is going to be an elaborate content piece where you explain the in-detail aspects of your niche service offerings on a single page. You’ll also be branching your content here on and linking it with all the other blogs that you have churned out in the same space.
6. White space
This is where the correlation of content with design happens. No matter how crisp your content is, it’ll be negligible if you do not have a perfect UI/UX to present it neatly to your end-users. Among all the design aspects, white space plays a crucial role in maintaining the overall readability of your website. This will give a pleasant look and feel to the readers and keep them away from any distractions that will take their attention away from the core content.
It is always a good idea to outsource your SEO to a digital marketing company that offers comprehensive expertise in all areas of content, design, development, and marketing. The end quality of the deliverable will be much more standard if you do it with someone as efficient as iTrobes.
Talk to us today to see what we can write for you!