Tag Archives: Quality Content Writing

Increase lead generation with effective content writing

Lead generation with effective content writing

Lead generation is very important for every business. Effective content writing can help you increase leads on your website.

What is lead generation?

What are different lead generation methods?

Leads are people who haven’t yet become your customers, but they have shown interest in your product and they have also left their contact information with you.

You can get leads from your own website or blog.

You can also purchase them from websites that sell leads.

You can randomly collect them using various means at hand.

The most effective way of getting leads is from your own website or blog because then people are actually looking for your product or service.

Additionally, since they have visited your website or blog, they already know that you provide that particular product or service.

But how do you generate leads from your website?

How do you make people either contact you or subscribe to your mailing list so that you can keep in touch with them and send them your offers?

It can be done with effective content writing.

B2B lead generation especially depends on high-quality content writing.

Direct relationship between effective content writing and lead generation

More leads with effective content writing

When people don’t want to buy immediately, they’re looking for information.

They want information that can help them decide.

Sometimes they don’t even know what they are looking for: they simply know that they have a problem. They know they need a solution, but they don’t know what is the right solution.

Looking for a solution, they come to your website. They find a solution.

If they were looking for an answer, they find it on your website.

This is how effective content writing works.

They haven’t yet made up their minds, but they really like the content that you have published on your website. They get the idea that you know your stuff.

They would like to keep in touch. They would even like to contact you for more details about how they can use your product or service or how your product or service can solve their problem. They become your leads.

This, is where your content writing plays a very crucial role.

Read How to improve your content writing by properly understanding your customers.

When someone comes to your website, published words do all the talking.

Whether you have written a single word, a single sentence, a single paragraph or 1500 words explaining why the visitor should do business with you, it is your writing, your text, that is solely responsible for generating leads and getting you new customers.

If your content writing doesn’t impress your visitors, they go away without reading even a single sentence.

Your entire lead generation process goes for a toss.

If your writing is not good – if the style is uninspiring and there are lots of grammar and spelling mistakes – they think you are unprofessional and hence, shouldn’t be trusted with their business.

If your writing is good but it doesn’t provide what your visitors are looking for, they go somewhere else.

If your content misleads them into visiting your website, they leave immediately, making a note that they never come back, and also warn the others.

Again, it’s your content writing that keeps them on your website, and communicates to them your intent.

Generate more leads with quality content writing

How to write effectively to generate more leads?

How does effective content writing help you generate leads?

The entire purpose of having text on your website is to provide solutions to people’s problems.

When your prospective customers or clients come to your website, they expect that you

  • Understand their problem
  • Have a solution to their problem

Your writing shouldn’t act as your advocate.

Your writing should act as your  prospective customers’ and clients’ advocate.

Address their need. Put them at rest immediately.

Let them know you’ve got the solution to their problem.

Here are a few points to keep in mind when writing content for lead generation.

Define a clear persona

Defining a persona – the ideal person you are writing for – allows you to write for a person you understand.

It’s easy to write in a conversational style when you know whom you are talking to.

Understand what sort of person would like to buy your product or service.

A particular persona may have the following attributes:

  • Income
  • Age
  • Gender
  • Nationality/region
  • Occupation/business/designation
  • Marital status
  • Language comfort
  • Other specifics related to your business

Having a persona is like the person is sitting in front of you and you are talking to him or her.

When you write in a conversational style, your visitors feel as if you are talking to them.

They become more comfortable.

They are more amenable to absorbing your message, paying attention to it, and responding to it.

Even your messaging is more targeted when you write for a pre-defined persona.

Keep your web pages and blog posts narrowly focused.

If possible, provide one solution, one answer per link.

Don’t try to cram multiple issues into one URL.

For multiple topics create multiple web pages or blog posts. If those web pages or blog posts already exist, link to them.

When you focus on a single topic your readers feel contented.

They come looking for a particular answer, a particular solution, and they find that solution on that link.

If you handle multiple topics in one go, it confuses people.

In confusion, or when they are overwhelmed, they leave your website.

On many web pages and blog posts I’ve observed, just to be able to create very long pieces of content, writers and publishers cram lots of information on a single link.

They will have charts and graphs and scores of paragraphs and they go on and on until the reader is exasperated.

If I want to improve my search engine rankings, I don’t want to see 15 charts and graphs of how many people want to improve their search engine rankings. Just give me the damn information if you have it.

This is why, it is very important to clearly define the propose of the web page or the blog post you are about to create.

What do you want your visitor to achieve by the time he or she has gone through this particular piece of content.?

For example, once you have read this blog post, I want you to learn how to generate more leads on your website or blog with effective content writing.

Convince your visitors that high-quality content publishing on your website is an ongoing thing

Why would people leave their contact details if they don’t expect to hear from you again?

I don’t say leave them hanging, but whenever you are solving problems for them, tell them that you can solve more problems and hence, you should be able to keep in touch with them.

At every opportunity let them know that you publish quality content regularly and they shouldn’t miss any of it.

Tell them that you send out offers that shouldn’t be missed.

Let it be known to them the benefits enjoyed by your other mailing list subscribers.

There should be multiple call-to-action elements prompting your visitors to either contact you or subscribe to your mailing list.

Write in a language people use to seek you out

A nice way to know what language and expressions people use is to track your traffic using some analytics software.

You can use the Google Search Console (previously known as Google’s Webmasters Tools) to track what keywords and search terms bring people to your website.

Then you use these keywords and search terms to create more content on your website or blog.

People respond better if they find content that is written in a language they are comfortable in.

Avoid jargons and very difficult words that people don’t use in their day-to day lives.

So, basically, these are the traits of effective content writing for enhanced lead generation:

  • Conversational writing style
  • Using language used by your visitors
  • Providing precise answers to precise questions
  • Solving people’s problems without trusting your business agenda down their throats
  • Using call to action at appropriate places

Please remember that effective content writing for lead generation is not a one-off activity.

Stick to quality content writing.

What is quality content and how does Google recognize it?

what-is-quality-content-and-how-does-Google-define-or-recognize-itIf you want to enjoy good search engine rankings you need to understand how Google defines or recognizes quality content.

Since the Penguin and Panda updates Google has been putting more and more stress on quality content. All its ranking algorithms are focused towards crawling, indexing and ranking as much quality content existing on the Internet as possible.

Read 20 Evergreen characteristics of quality content

In order to understand what is quality content and how Google defines or recognizes it, you first need to define for yourself what is quality content.

For me, the definition of quality content is quite straightforward:

  1. Well-written content
  2. Content that educates and informs
  3. Content that does not mislead
  4. Content that delivers on the promise of the page title or the headline
  5. And in terms of copywriting, contend that improves your conversion rate

These are the basic definitions of what is quality content and these definitions don’t change no matter what the format of your content is. Whether you are publishing text, images or videos, the underlying purpose is to provide quality content that delivers value, whatever that value is, to your particular audience.

Read Why quality content writing matters and how to maintain quality

Why should you bother how Google defines or recognizes quality content?

Although there are multiple search engines in the world Google sends you the most traffic. So, this is why it matters to you how Google defines or recognizes quality content and then ranks your content accordingly.

As you can see in the chart below, almost 90% of the search market is dominated by Google whereas other “major” search engines like Bing, Yahoo! and even Baidu, have more or less remained at the bottom.

Google-search-marketing-share-2016-2017

But carefully note the red line representing Google at the top. If you notice, there is a slight downward slant. Although it is still miles ahead of its competitors, it is losing market. Since most of its revenue comes from search advertising, even a small drop in the share of search traffic means a lot to Google.

for-google-search-is-equal-to-money

So there are two reasons why you should bother how Google defines quality content:

  1. Most of your search traffic comes from Google
  2. Google would tenaciously like to hold onto its market dominance by continuing to provide quality content through searches

If Google is unable to find quality content – no matter how it defines it – people will move on to other search engines.

Give Google quality content and Google will rank your website or blog higher

give quality content to googleThis is not completely true, but it is indisputable that Google will only rank you higher if you have quality content on your website or blog. I have personally experienced that quality content alone doesn’t help you much unless you have tons of it. There are many other factors that affect your ranks including:

  1. The quality of your content, of course
  2. The frequency with which you publish content (the greater the frequency, the better the rankings)
  3. The quantity of quality content that you already have
  4. The age of your domain
  5. The keywords and search terms that you use in the title tag and the headlines
  6. The number of authority websites linking to your content
  7. The social validation your content gets (how many people share your content on social networking websites)
  8. The popularity of your content

A cocktail of these reasons gives you better search engine rankings but all these reasons originate from the fact that you need to have quality content.

Read How to strike a balance between SEO and quality content writing

If you don’t have quality content nobody is going to bother about it and if they don’t bother about it, they won’t share it, they won’t link to it and your content won’t get validation. Without getting social validation, it is very difficult to enjoy good search engine rankings no matter how much quality content you have (although it does have some benefits).

In fact, Google wants quality content so much that it has even created a tutorial on how you can create quality, valuable content.

Googles-course-on-how-to-create-quality-content

How does Google define quality content and then ranks it accordingly?

quality-content-according-to-google

To understand how Google defines quality content, again, you need to understand why Google craves for quality content and not for every type of content irrespective of what its quality is.

Why do you use Google and not another search engine? There might be two reasons:

  1. You are not aware of the existence of any other search engine
  2. You believe that Google gives you the best results for your searches

It’s the second reason that keeps Google hungry for quality content. Whenever you do a search on Google, Google wants to find you the best results. If it doesn’t find you the best results, gradually some other search engine will, and you will move on to that search engine.

This is why among the most brilliant minds on earth working at Google are constantly creating algorithms to find quality content on the Internet.

Now that we know why you need to bother with how Google defines or recognizes quality content and why Google craves quality content, we can come to the topic of how Google defines quality content.

Listed below are the examples of inferior content, according to Google:

  • Scrapped content
  • Thin content (Read What is thin content according to Google? Does it harm your SEO?)
  • Doorway pages
  • Pages and blog posts senselessly stuffed with your keywords
  • Webpages and blog posts solely created to draw traffic with no value
  • Content containing hidden text or links
  • Cloaking
  • Automatically generated text strings
  • Content lifted as it is from other websites and blogs

The folks at Google dislike inferior content or low-quality content so much that they penalize your website by lowering its rankings or worse, completely removing your links from its index.

You may also like to read quality content guidelines straightaway from Google.

Listed below are a few factors that Google uses to define quality content:

  1. Write content for your users not merely for search engines.
  2. Provide information people are actually looking for – don’t mislead people by deceptive titles.
  3. If possible write expert-level content. According to this Search Engine Journal blog post, Google’s human raters as well as algorithms can distinguish between content written by an amateur and content written by a pro.
  4. Become a resource. Link to high quality content from other websites and blogs. Cite reputed publications like the New York Times and Time whenever possible. When you come across quality content on other websites, refer to it from your own website.
  5. Publish fresh content as much as possible. Google is ravenous about fresh content. It crawls your website or blog repeatedly, sometimes multiple times a day to check whether you have published something new. Though, publishing with great frequency doesn’t mean you compromise on quality content. Publish less, but definitely stick to quality.
  6. Abundantly use images and videos. It enhances your presentation and it has been observed that the top 10 ranked sites in Google search results normally have around 6-8 images.
  7. Deliver what you promise in your web page title. Misleading titles attract penalty from Google. Your page title and content should always match.
  8. Create lengthy posts and webpages. Since it is difficult to create long content, and if you are publishing lots of long content, the Google algorithm assumes that you are publishing quality content. Longer blog posts and articles also tend to have lots of information and useful images.

These are the factors using which Google defines quality content. These factors may not play a crucial role all the time at the same time, a majority of these factors are considered when Google tries to assess whether you are publishing quality content or not.

How to strike a balance between SEO and quality content writing

balancing-quality-content-writing-and-seo-content-writingI’m writing this blog post because people ask about this: how to create SEO content while maintaining the quality of the content? But they are not separate. If you practice quality content writing, the SEO part handled on its own.

These days, SEO doesn’t mean creating keyword-rich content. I don’t mean to say that you don’t use your keywords when writing content, because keywords are important. But they are not the only thing that matter. Other things that matter are:

  1. The quality of your content writing.
  2. The depth of information and wisdom that you have shared.
  3. The usefulness of your content writing.
  4. The approval and endorsement that it attracts from people.
  5. The collective competition your content writing faces.
  6. The quantity of quality content writing that already exists on your website or blog.

All these attributes are necessary to get good search engine rankings. Without them, no matter how hard you focus on your keywords, you’re not going to get much headway.

As I have written above, keywords matter. If you are spending sleepless nights thinking how to strike a balance between SEO and quality content writing, here are a few things you can do to give yourself some peace of mind:

  1. Create a list of your primary and secondary keywords. Take a printout of them. Keep them in front of you when creating content for your blog or website so that you never lose sight of them.
  2. Create vertically focused webpages and blog posts. Don’t try to cramp too much into a single webpage or blog post. Handle one topic at a time and pack as much information as possible on that one topic. Create bulleted lists discussing various aspects of the topic. Create hyperlinks wherever possible. Make ample use of headlines and sub headlines. Provide as much information as possible without sounding repetitive. Don’t insert needless sentences just to accommodate your keywords. Your keywords will be covered if you already talk about your subject.
  3. Give precedence to quality content writing. When you are preparing your first draft focus on the quality. Write well. Collect all the information you can collect. Create concise, simple sentences. Organise the information in a scannable manner. Use a language that your core audience can understand. What I mean to say is, totally focus on quality in the first draft.
  4. Then, strategically, start inserting your keyword. They must appear natural. Try to create headlines and some headlines with your keywords. Try to use your keywords in the information that you present in bulleted form. When linking to other webpages and blog posts on your website through hyperlinks, use your keywords in the anchor text. When inserting images, name your images using your keywords. Use your keywords in the alt text of your images.

There is only this much you can do to “SEO” your content writing. Mostly it depends on the quality of your writing and the competition your writing faces.

10 tips to write high-quality content extremely fast

Writing High-Quality Content Extremely Fast

If you want to use content marketing to promote your business online, the greatest hurdle can be writing high-quality content on an ongoing basis. This might not be a problem if you are a big business and you have a budget to achieve this. But if you are a small business, it might be a bit difficult to hire a full-time content writer and you may have to churn up something relevant on your own, preferably, every day.

According to this Content Marketing Institute report (it’s a PDF), 51% B2C content marketers face the challenge of producing enough high-quality content. 57% claim that they don’t have enough time to produce the sort of content that is actually effective. Predictably, larger companies, since they have more budget and they can hire the people who can produce quality content, don’t face much difficulty in producing high quality content compared to smaller companies.

Why do you need to write high-quality content on an ongoing basis?

There is lots of competition on the Internet. When you are not writing, scores of your competitors are. This is because people who take their content marketing seriously know that without content no marketing exists. Since everybody is producing content in one form or another, everybody tries to outdo each other. Although it would be impractical to outdo everybody, there is a certain degree of pace that you need to keep in order to remain visible and not get left behind. For example, if you are a small business I would suggest that you publish at least 3 blog posts every week on your business blog and then promote individual blog posts as much as you can using various channels available to you. This is an ongoing process. You can’t add 20 odd blog posts and articles in one go and think that your content marketing is over. In fact, it has just started. The search engines won’t even start crawling or indexing your content if you just have 20 blog posts. You need to continuously publish for at least a few months in order to get a decent presence on the Internet, compared to your competitors.

How do you write high-quality content extremely fast?

So how do you write high-quality content extremely fast so that you can fit in content marketing with your busy professional schedule? After all, writing content isn’t your main occupation. It is just one of the marketing activities and as you already know, there are many other promotional activities you will need to focus on in order to beat competition.

  1. Always be on the lookout for great writing ideas:
    You should be sensitive towards receiving new content writing ideas because once you become sensitive, you will notice that such ideas are everywhere. While reading blog posts and articles, while going through your Facebook, Twitter and Google + news feeds and even while reading magazines and newspaper, once your mind becomes receptive, you will receive content writing ideas. There is a UK-based company for whom I’m writing content that is totally unrelated to its field, still I need to relate the content to its field and write interesting content. Now I wonder why I never did this for my own business.
  2. Maintain an ideas bank:
    Ideas come and when you don’t preserve them, they go vanish into the oblivion. So once they hit you, you need to save them somewhere. You can use something like Evernote to preserve your ideas. If Evernote is too bulky for you, you can use Google Keep.
  3. Work on multiple content topics at the same time: Sometimes you feel stuck and when you feel stuck, it causes delay. When you start working on a blog post or an article for your website, don’t think that you need to publish it on the very same day (I used to get trapped in this rut). You need to practice patience. Let it simmer whenever you feel that you cannot move forward. Instead of wasting your time staring at the screen, move onto another topic. When you feel that you have something valuable to add to the previous blog post or article, come back to it and start writing again. Make use of all the technology tools available to you. Save your content writing documents on the cloud using services like Dropbox, Google Drive or even One Drive so that you can access your documents from anywhere, from any device.
  4. Remain ahead of the schedule: It’s like, if you need to complete or publish something on Wednesday, don’t wait for Wednesday morning. Try to complete it on Tuesday, and if possible even on Monday. I’m trying to practice this with my content writing projects. Sometimes I used to feel very relaxed because hey, if you need to dispatch something on Wednesday, why worry on Monday, or even Tuesday. This creates crunch time and when it is crunch time, it’s difficult to be in a commanding position and for a writer, it’s very important to be in the commanding position.
  5. Maintain and stick to an editorial calendar: Editorial calendar means deciding on which day you’re going to write and publish what. Maintaining an editorial calendar is a good way to keep your content writing juices flowing and also remain on schedule. If you don’t have an editorial calendar, you become relaxed. For example, if you were supposed to publish something on Wednesday and you didn’t, then there is a great chance you won’t publish it even on Thursday, or even on Friday. And then it becomes a pattern. You start missing days and then soon you realise, you aren’t publishing content at all. Having said that, my personal experience is that an editorial calendar works better for bigger businesses because they have dedicated teams of content writers to take care of the tight schedule. When it comes to small businesses, more than sticking to the editorial calendar, I stress on regularly publishing content, as often as you can, because this is far better than having no content.
  6. Constantly save reference and research material: Just like you should preserve ideas, you should also preserve reference and research material somewhere. Again, my favourite tool for this is Evernote. You can create notebooks and within those notebooks you can create notes to save different stuff. This isn’t the best thing, the best thing is that you can attach tags to various notes. For example, if I have saved something and tagged it as “content marketing stats”, the next time I need to use some solid content marketing stats in one of my blog posts, I can quickly search the relevant tag and find the material that I need to use. Remember that it is not about saving your stats and other bits of information, it’s about finding them when you need them. Evernote is great in finding your saved information but I haven’t used Google Keep extensively (but considering it’s from Google, it might have faster searching and indexing mechanism). Another benefit of using Evernote is that you can get a browser plug-in that allows you to save information while you’re surfing the web which, right now, is not possible with Google Keep.
  7. Develop your own unique voice: You can write high-quality content extremely fast if you don’t try to imitate someone. This is same as trying to walk like someone else – although for some time it might be fun, after a while you will get tired and you would like to resume your own way of working. The same goes with content writing, or for that matter any sort of writing. You need to develop your own unique voice, your own style, your own way of writing. When you have your own way of writing, you are extremely comfortable and when you’re comfortable, you write fast and fluently.
  8. Continuously educate yourself: Continuous education is a must if you want to write high-quality content fast on an ongoing basis. The more you know, the more confident you feel and the more confident you feel, the easier the words come to you. If you don’t know something, how are you going to write about it? If you are not comfortable with the topic, you will need to do lots of research and you will need to write about stuff you don’t know much about. This makes your writing stiff. As a professional content writer, I’m used to writing on totally alien topics with great amount of ease but that is because I have gotten used to it. I have been writing content for different businesses for many years now so if I need to do some research and then write accordingly, I don’t face much problem, but then again, in order to come to this level, you need lots of practice and experience.
  9. Cover a single topic in a single piece of content: You don’t want to pack everything into a single piece of content. For example, in this blog post I’m writing about how to write high-quality content extremely fast. I’m not writing about optimized content. I’m not trying to tell how to make your content social media friendly. I’m not telling here how to optimally use keywords in order to improve your search engine rankings with SEO content writing. No, I’m just talking about how to write lots of high-quality content in as fast a manner as possible.
  10. Rewrite existing content: You can rewrite existing content faster than writing new content from scratch. If you have lots of blog posts, webpages and articles already published on your website, you can choose a subtopic and then expand upon it. Or, a lot must have changed since you wrote on that particular topic a couple of years ago. Why not write it with a completely new perspective, using the latest information that you have with you?

The tips mentioned above will help you create high-quality content quite fast but ultimately it depends on you whether you want to develop the mindset that helps you write quality content on a regular basis. It’s all about getting started and once you get used to it, you will discover that it is quite easy to regularly write and publish good content not just for your own blog or website, but also for various other websites where you can expand your presence.