My CEO has hired a part-time resource to produce the marketing copy we need when we deploy our new marketing website. The person that's been hired has a strong marketing background but not a web marketing background – I'm assured that they'll be able to pick it up easily (I hope so!).
To provide some direction, I've provided the copywriter with some great resources on writing content. One of the resources is Junta42's Top Content Marketing Blogs. I haven't checked out all of the blogs on that list but it has some credibility given that I found CopyBlogger on there! I'll be perusing the other sites soon.
Tips for Writing Copy for Your Site or Blog:
Without further ado, here are the top tips for copywriting. I should start by stating that I'm guilty of not utilizing these on all of my blog posts. Hopefully you will do a better job than I have. You will reap the rewards!
- Captivating Headlines – selecting headlines that don't look like a newspaper but, rather, peak the readers interest as they are jumping through search engine results and skimming their RSS feeds.
- Chunking Content – whitespace is our friend. To make your copy readable… or skimmable… avoid the paragraphs you learned to write in college. Instead, choose a strong heading, or subheading, followed by a paragraph of 1 or 2 very strong sentences. Utilize bulleted or numbered lists.
- Link liberally – internally link to your own articles utilizing the keywords that will drive traffic. Also link externally, promoting other blogs that will pay you back some day. This strengthens your search engine indexing, helps to keep visitors at your site longer, and promotes other blogs – exposing your audience to theirs and vice-versa.
- Use Keywords and Key Phrases – understanding what people are looking for on the web is key to understanding how your site will be found via search engines. Utilizing keywords and key phrases throughout your content will help drive that content in search engines and bring people to your site that were looking for what you've provided.
- EVERY page is a landing page – Web marketers often talk about landing pages and they are loosely identified as where you are directing a visitor from an email or promotion. However, since your website's or blogs' content is (hopefully) individually indexed with search engines, this means that every page that is indexed separately becomes a landing page! That said, it's important that you treat each page as if the reader has never been to your site before. Especially with a blog! Less than 10% of my new visitors get to my blog through my home page.
Last year I wrote, Stop Writing for Search Engines. It was a strong stance against writing your content solely for attracting search engines because it would turn off readers. I stand by that post; however, I do believe there is a balance when you write your content.
If you can write your content so readers can find it, enjoy it, AND get the attention of search engines you've found the perfect balance.