By Yonathan Samuel
Digital marketing is advertising delivered through digital channels. Just as a noisy, colorful TV commercial may grab your attention at first, a pretty-looking website and interactive webpages may initially attract visitors to your site. Customers appreciate a high-resolution design and great user interface. But if noises and colors are all the TV commercial is about, you will probably not buy the product or service in the commercial.
Similarly, if all you have to offer is a fancy interface and intricate site architecture, your customers will soon be someone else’s. Customers come to your website for content; and if you don’t offer what they are looking for, your customers will go find the content they need somewhere else. The bottom line is: content is king (or queen) and content writing needs to be an essential part of your digital strategy.
So how do you create content that keeps customers on your site? Here are some easy tips to help you create effective and well-written content:
- First and foremost, create content with a purpose and/or goal in mind. What information are you trying to convey? What question are you seeking to provide an answer?
- Secondly, structure your content. Use headers and make the content easy to read. Don’t use vague terms. Be specific.
- Thirdly, measure the success of your content and evaluate whether it serves its goal. Has website traffic increased since you released the new content? Has your new content spurred an improvement in product/service sales? This is important. Measure your efforts to find out if they are worth it. If content is not having an impact, or not the impact you anticipated or intended, change it.
- And last, but not least, understand your customer. Knowing your customers will almost certainly help you deliver the right content at the right time.
It’s important to know your strengths and weaknesses. Don’t be afraid to hire a content writer if you don’t feel comfortable with your content writing abilities. Content is an essential part of communicating with your audience and critical to SEO efforts; so make sure you get your message across clearly.
About the Author
Yonathan Samuel is an Account Executive at ChoiceLocal. When he’s not in the office, he enjoys traveling, trying new food, and watching sports with friends and family (Cavs, Browns, Arsenal FC).