Storytelling. It’s a skill and a tradition passed down for thousands of years in all cultures. Before the written word, cavemen used pictures. Many cultures use music and dance, but the main purpose is to pass on information in a pleasing and enjoyable way. We all have childhood rhymes and stories that we identified with and remember fondly. This is the kind of skill needed for SEO copywriting and to produce effective content marketing.
Google and other search engines “read” websites now. They aren’t conned by stuffing keywords into websites, they want to give people the most reliable search results possible, so they search for content that flows and tells them exactly what the website and business, large or small, are about. There are many tools out there to help this process, but ultimately you need a website that engages your potential customer as well as pleases Google. After all, it’s customers that you are looking for!
It’s also not as simple and using the same text from a brochure or blog and presuming it will work for your website. Each aspect of your marketing strategy, be it digital, social media or print media is different. You have to be aware of the stage of the marketing funnel your reader is at and write with that in mind.
Knowing your market, what your potential clients are entering in search engines and what that means to your business takes time to research. The questions people ask in a search engine are changing now that both Google and Bing have a voice search option. Try it for yourself, the results vary wildly, more so now than ever you have to write well.
All the research tells us that
- effective writing needs to be easily skimmed by the reader
- needs to be aimed at a high school reading level
- works better with images included in the text
- is viewable and easily digested from a mobile device as that’s the more frequently used medium
- customers want to know what you can do for them, without having to trawl through wordy text where you blow your own trumpet constantly.
Not as easy as it sounds…which is where a skilled writer becomes highly valuable. A good content writer understands your business and what your marketing aims are. They have a solid understanding of SEO and can craft content that pleases both customers and search engines. An impartial writer can also avoid wordiness and stay focussed on your target market. Too little content and you’re not providing enough information, too much and you’re boring the poor reader to death…it’s all about balance.
We’re only too happy to provide a copywriting service for you here at Smartarts Design. It’s just another step in the design and marketing process that we enjoy so much. We have a lot of experience in the health promotion and fitness industry and Philomena is a Registered Nurse, so writes with authority on all health related topics, she can even spell the big words!