It’s that time of year again, the time for eating strawberries and cream (and washing it down with a jug or two of Pimm’s), donning our tennis whites, and serving up some seriously awesome content.
Whether your audience is behind a screen or nose deep in a newspaper, the best way to grab their attention is to write high-quality content.
Although it’s possible for every man and his dog to publish content online, if it’s not put together properly, the chances of it performing well are negligible. On the other hand, a compelling, well-thought-out piece of content will help you to build links, demonstrate your expertise, climb the Google rankings, and boost the traffic to your website.
Journalists and editors of high-flying publications won’t just accept any old riffraff. With a wealth of content to choose from every day, only the finest will grab their attention and encourage them to strike up a dialogue with you.
If you’re looking to score an ace with your copy, check out our top 10 tips:
To maximise the success of your content, it’s important to target it correctly. What is your key demographic? How old are they? What are their interests? What are their values? In which geographical area do they live? Answer these questions and tailor your content accordingly to make the most powerful impact upon your readers.
To help you to identify and understand your brand’s target audience, try using Google Analytics– a useful tool which evaluates everything from the age to the behaviour of the people who are currently browsing your website. Alternatively, try your hand at social listening or conduct some market research.
According to the experts at Psychology Today, ‘the effective use of visuals can decrease learning time, improve comprehension, enhance retrieval and increase retention’. Want people to better understand and remember your copy? Use visuals! Static images, videos, gifs, infographics, whatever your preference, a good visual aid can strengthen your copy.
Why bamboozle your audience with technical jargon and unnecessary fluff? Keep your communications concise and easy-to-follow and your marketing message is much more likely to resonate with your audience.
In the battle between fact and fiction, fact reigns supreme. Today, in particular, more and more of us are becoming sceptics thanks to the growing fake news epidemic. To ensure that your copy is read by an increasingly cautious audience, it must be authentic and supported by facts and figures. Not only will a well-researched article help you to gain credibility, but it will also be rewarded by Google, boosting your search engine ranking.
How do you want consumers to perceive your business? Professional? Diligent? With a keen eye for detail? As the content you write is a direct reflection of your business, it is important to take time to ensure that it’s sending out all the right messages. Fail to check your copy for spelling and grammatical mistakes, and you could taint the way that your company is viewed. To make sure that your copy is top notch, read it back a few times, ask a colleague or friend to run their eyes past it or use helpful tools on the computer like Grammarly or Ginger.
Whether you’re crafting on or offline content, it’s always a good idea to consider keywords, ‘the linchpin between what people are searching for and the content you are providing’. To find the perfect keywords for your piece of copy, use handy tools such as Moz Keyword Explorer and Google AdWords Keyword Planner.
Aside from the fact that original content is more interesting, it is also guaranteed to perform better in search engines. Why? If you spam the internet with duplicate content, Google will penalise your site. To write unique copy, consider adding your own opinion or tackling an issue from an alternative point of view.
Pack a little personality into your writing to captivate your audience and get them coming back for more.
A headline can make or break a piece of copy. Without an enticing title, you can pretty much kiss your readership goodbye. According to Copyblogger, ‘8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest’. So, if you want your audience to hang around for a set or two, take time to write an attention-grabbing headline.
If you don’t fancy yourself a wordsmith, sit back, pour yourself a Pimm’s, and let Progeny serve up an ace.