Tag Archives: SEO copywriting

Create engaging content – tips for businesses

A computer screen bursting open with engaging content

Engaging content grabs eyeballs

Something’s really been bugging you lately.
Every time you click on a local website or even some national news sites read by thousands of your potential customers, your competitor’s face pops up.
And you know for a fact that she is definitely not better, prettier or more intelligent than you.

So what is she doing that you’re not?
Most probably she (or someone on her behalf) has spent quite a bit of time and effort creating nifty blog posts offering advice, writing engaging guest posts about industry trends and chatting up potential customers on social media.

What is engaging content and how do you create it?
Engaging content grabs eyeballs or stops people in their tracks – it gets online readers to stop and then get involved – subscribe to your newsletter, enter your competition, fill in your survey, load something in their virtual basket, comment on your blog or contact you.

3 tips for creating engaging content

  • Have a plan:

A local council appointed an IT company to run their Facebook and Twitter accounts a year ago.  They’re axing the company’s services because the council’s not seen any engagement on these forums.
Well, I’m not surprised. Letting techies loose on the council’s target audience of local residents without any clear strategy linking to the council’s overall goals, is a complete waste of time.(and taxpayers’ money)
Social media is one tool in your company or organisation’s communications toolbox and it needs regular, engaging and planned content.

  •  Find stories about your company

I’m willing to bet that the council has a wealth of stories that would interest local residents. Maybe they’re fighting a controversial planning application that is ruffling feathers locally.
A lively blog post – written in an engaging tone and inviting comments or a video interviewing a planner about the impact of the development, could boost SEO, attract media attention and be amplified on social media.
There’s no such thing as an unsexy industry. If you don’t believe me, send me an email and I’ll come up with 10 story ideas you can use to create engaging content.

Tip: Subscribe to top industry blogs to find out about the latest trends and then add your own fresh angles or simply comment on them in your own content.

  • Good writing:

Most people think they can write, but often they can’t. It’s a skill and it takes practice.
It starts with a good headline and an intro that grabs your reader’s attention – although headlines can’t be too clever or ambiguous online.

Identify keywords – what will your potential customer be searching for on Google – use those terms in your title, subtitle and sparingly throughout your copy.
Have a light touch – don’t overwrite, don’t overcomplicate or use jargon and don’t be afraid to let your sense of humour and character shine through.

Don’t waffle – get to the point quickly and have a call to action – what do you want your reader to do now he or she has read your post.
Let me know how you get on.

If you need help to identify ideas for engaging content, draw up an editorial calendar or communications plan or do some writing for you, contact me.

Is your website content letting you down?

photograph of pair of glasses lying on an open page

Is your website easy on the eye?

You’ve forked out a small fortune for a shiny new website with bells and whistles and if you’re really switched on, you may even have a blog.

Now sit back and wait for the cash to roll in.
You may wait a long time. Much more likely is that not a single soul – apart from the odd porn spammer – will stumble across your site for months to come.

Before you reach deeper in your pocket for an expensive site upgrade, consider this:

Does your website answer the question foremost on your customer’s mind when sitting down in front of her computer? Does your website miraculously appear on Google results in answer to their question – in other words is your website content engaging and search-engine optimised? Do conversations on social media reel clients in to your site?

Even if you answer “yes” to all of the above, that’s just the start.

Is your content stopping your potential client in her tracks?

Is the content clear and explained in a way that does not insult the client’s intelligence, put him to sleep or annoy him with creepy sales talk?

If by the time your reader has reached as far as you’re reading now you’re doing well. If you lose him, he’ll bounce away into the virtual ether never to return.

5 ways to write SEO website content to get your business noticed

Know your customer and keywords

Who are you writing for – picture your ideal customer. What are they looking for? Use a free tool such as free Google AdWords keyword planner tool to find out what your ideal customer is likely to type into Google search. Now use those keywords in headings, subheadings and text on your site, but be subtle: Think flirting – you want to make your intentions clear in a playful way, not throw yourself at some unsuspecting suitor making them run for the hills.

Spread the word

No one will notice your business online, unless you tell them about it. Use social media to spread the word. A blog will help to give you fresh topics to talk about on social media. Join industry forums and take part in discussions, link back to your site. Guest blog (more on that later) on sites bigger than yours and link back to build your online profile.

Less is more

Keep your message simple and clear. The average time people spend reading a page online is said to be less than a minute – this varies of course, but the bottom line is: Not Very Long. Reward them for stopping by – with meaningful, concise, targeted content that makes them want to come back for more.

Be personal

Let your personality shine through. People like doing business with people. Don’t shy away from showing who you are on your website and social media – it will make your business seem more human. Obviously this is not the place to over-share your leather fetish or recreational drug habit, but don’t be afraid to let people know a bit about you.

Get a conversation going

The days of thrusting products in people’s faces and ramming advertising messages down their throats are over – especially online.
People in the digital age – respond to communication that is two-way and conversational.
Use your blog to talk to them about questions they have and offer solutions. Link to other pages on your site in the answer. Be open, generous and honest – and you’ll soon be seen as an expert in your field who’s worth listening to and buying from.

Of course good content can’t be the band-aid for bad design or poor business research, but if you’ve done your homework and have a good basic website (which doesn’t have to cost an arm and a leg), the above content guidelines will get you off to a good start.

Your website is likely to be one of the biggest, if not THE biggest, communication tool in your tool kit. Get it right.

Subscribe to my newsletter below for more tips on getting your business noticed online or contact me if you need a seo copywriter to make your website work for your business.

Do you have other useful tips to add? I’d like to hear from you too.