Author Archives: Amrit Hallan

About Amrit Hallan

Amrit Hallan is a professional content writer who helps businesses improve their conversion rate through credible and compelling content writing. His main strength lies in writing search engine optimized content without compromizing quality and meaningfulness.

How do I write content on very difficult topics?

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How to write content on difficult topics

How to write content on difficult topics

When I use “very” before difficult, I mean a topic I have no clue about. Even if I do research, I may not be able to come up with a piece of content that delivers something convincingly and clearly.

Recently I did exactly that. I worked on a topic I wasn’t familiar with. I’m not going to mention it because then the client is going to know which topic I’m talking about (some of my clients read my blog).

I could have said no but I am the only writer going for him. He had given me multiple topics and I had written on all the topics but the one I’m talking about.

I procrastinated for a couple of days but then the project could no longer be delayed. I worked on the document for two hours and I must say, I was impressed.

This wasn’t the first time I was stuck. I am writing for my clients everyday and not all the topics are easy. Some of them are difficult.

What makes a content writing assignments difficult?

There are two ways a content writing assignment can be difficult.

  1. The topic is totally alien. I have no clue what even the title means. I don’t feel like asking the client because then he or she will get uneasy thinking that I may not be able to write.
  2. The topic is familiar but no good information is available on the web. The current content published by other authors doesn’t impress me. The research data is not there.

Very few times I have had to turn down the assignment because it was too hard for me to take up. I can’t even remember.

Yes, I remember recently I turned down an assignment not because it was difficult, but because I thought the client was writing it better than I could. She sent me an outline which in itself was exceptionally written. Once I explained this to her, she agreed, and she was also impressed by my honesty.

Anyway, coming back to the topic, with a little bit of research, I can find the needed information and do a job that meets my standards. But sometimes, the topic is completely out of my league. How do I handle such topics?

Here are a few things I do:

Remind myself that this is not the first time

Starting writing on a difficult topic is the most difficult. It’s because you don’t know what to write. You don’t even know how to begin. How do you write the first sentence? And if you cannot write the first sentence, how do you bring yourself to starting to write?

Have I been in such situations before? Multiple times. So many times I have felt that I won’t be able to complete a content writing assignment because it is too difficult or the information available is too little, but by the time I’m through with the document, it turns out to be a great job.

When I cannot begin, I remind myself that. I remind myself that I have been in such a situation innumerable times. Somehow, I just need to start and once I start, I will finish. As far as I can remember, this has always worked. I cannot recall the occasions when it has not worked. In fact, even right now I’m going through the same phase. I need to start working on an e-book which I’m finding difficult. I need to start writing it. But I know that once I start, I will be able to complete it.

Start preparing an outline

This might be an extension of the above point, but preparing an outline always helps. I start writing random words and sentences in bullet points. This works both at psychological level as well as practical level.

I tell myself: at least I’m doing something. I’m not wasting my time going through social media timelines or spending time on another wasteful activity. I’m working on the project. If I need to write 1500 words, I have written 50 words. That is some work done.

When you’re randomly thinking, lots of useful thoughts come to your mind. If you’re not putting them down, you often lose these thoughts. When I’m randomly writing sentences and words, I’m preserving the thoughts that are coming to my mind. These thoughts can then be used to write the complete piece. Otherwise, once lost, these thoughts rarely come back.

Sometimes these notes are so precise that I simply need to expand them and by the time I’m done with that, I have completed my project.

Have a system to save research material

This is a long-term strategy but over the years, I have collected so much material using OneNote (Evernote before that) and Google Keep that once I start going through it, there is not a chance when I don’t get a new idea or when my thoughts don’t get unblocked.

I’m not saying I always get the information that I need from my saved notes, but they get my motor started.

The gist is, start writing. After a while, it starts coming on its own.

 

How do I find the right keywords for writing SEO content?

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Keyword research for SEO content writing

Keyword research for SEO content writing

In most of the cases, I don’t. The list of keywords is given to me by my clients. I find keywords when I am also helping a client with content strategy.

Whenever I’m writing content I advise my clients not to cram too many keywords in a single web page or blog post. That dilutes the main focus of what you’re trying to convey.

Nonetheless, when I need to find the right keywords for writing SEO content, how do I do that?

There are many tools for that, but the best tool is common sense. After that, you can take help of the Google search engine.

First, you need to know your primary keyword. For example, if your topic is “How to improve your SEO with content writing?” you have a fair idea of what you’re trying to achieve here. You want people who want to know how to improve your SEO with content writing, finds your link.

When you are trying to improve your SEO, there is a thin line that divides people who want to pay you and people who just want to learn something. The above topic, “How to improve your SEO with content writing?” is targeting people who want to learn something. They may also want to hire someone who knows how to improve SEO with content writing, but as far as the topic goes, it is being written to target those people who want to learn how to improve SEO with content writing.

This is a big phrase. Targeting big phases longtail keywords is always beneficial. Not many people may use them but they definitely help you improve your search engine rankings by zeroing in on those people were using exactly the phrase.

After that, there are two more keywords you can focus on, namely, “improve your SEO” and “content writing”.

You may also like to include “improve your search engine rankings” and “website content writing”.

Google also makes its own suggestions. Search for the term “how to improve your SEO with content writing” and see what other suggestions Google comes up with. Here is what I have found:

  • best practices for SEO content writing
  • how to write SEO friendly articles
  • SEO writing for beginners

and some unrelated keywords.

I also have a browser plug-in called “Keywords Everywhere”. It uses the Google database and some other sources to throw up related keywords and also the keywords other people may have used for the same sort of search. Right now, for the search term used above, it is not giving me much different options than what Google has displayed, but for many other keywords, it definitely gives more options.

There are many commercial SEO keyword research tools such as Ahrefs, Serpstat (this, I have used the paid version), SEMRush (more of a content ideas finder rather than a keyword finder), LongTailPro (have used the paid version for a few months but then discontinued) and even Moz.

I have never used the paid keyword research tools for my clients because there are very few clients who actually want to pay me for keyword research. Yes, they do want me to find the keywords, but when it comes to paying for the time that I may spend, they prefer to do their own keyword research, which is fine. So, most of the tools mentioned above, I have used for myself, to improve my own search engine rankings.

Many people heavily recommend the Google Ads keyword tool. Previously it was also called the Google AdWords keyword tool. Since it allows you to find keywords you can bid on, so naturally, Google presents you with an extensive list of alternative keywords to your main set of keywords.

To find keyword alternatives, you can enter 3-4 keywords and then it generates a big list. To novices it may be confusing because you don’t want to use all the keywords. Since Google charges for every click, it is but natural that the company would want you to bid on as many keyword combinations as possible, this is just to get some ideas for your own content writing needs. You need to make your own judgement regarding this.

Sometimes I use Google Analytics to find what keywords people are using when they find my website or my blog. This tells me what sort of traffic I’m attracting. If I’m attracting traffic for all the wrong keywords, I make changes to my content accordingly. Hence, Google Analytics can tell you if you’re targeting wrong keywords through your content.

This is pretty much how I find keywords for SEO content writing.

 

 

Google says copied content is fine sometimes

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Does Google always penalize you for duplicate content

Does Google always penalize you for duplicate content?Chitradurga

When my clients approach me for my content writing services it’s obvious that they are looking for original content. In fact, they specifically say, “I’m looking for original content because Google can penalize me for duplicate content.”

It goes to prove that they want original content because Google can penalize them if they copy content from other websites and blogs and otherwise, they wouldn’t mind picking some nuggets from here and there, sometimes complete web pages and blog posts.

Without going into the ethics of whether you should pick portions from other websites or not, here is a link I came across that quotes an interview from Google’s John Mueller in which he explains how Google decides whether a particular piece of content is original or copied.

Here is a video to the entire interaction:

John says that even for Google it is difficult to decide sometimes what is the original source of a particular piece of content. All Google knows is, if it finds multiple instances of text strings on multiple blogs and websites, then that content is not original.

This problem can be solved to a great extent by the canonical meta tag but right now, I don’t need to go into the technicalities of how to make sure that your content is not reused by someone else. The point that I intend to discuss here is, whether it is fine to use duplicate content on your website.

There are 2 reasons why clients approach me for content writing whether they are looking for content for their websites or blogs:

  1. They want to improve their conversion rate.
  2. They want to improve their search engine rankings.

Your conversion rate has got nothing to do with what Google thinks of your content. You can declare at the top of your web page that you have copied the content from another website and at the most what Google can do is, stop your website from appearing in search results. If you are fine with that, beyond that Google cannot do much.

Yes, there can be ethical issues, even legal issues if someone sues you for copyright violation, but beyond that, you’re completely fine. If it is very good content, the copied content even does wonders to your conversion rate.

John in the video himself says that sometimes the blog post that quotes the original blog post ranks higher than the original blog post. How come?

Many factors are taken into consideration, including relevance.

You must have come across many blogs that simply aggregate content from other blogs and websites. What do they do?

They even use the same title. They pick up a big portion of the original blog post and copy/paste it, along with the original link and sometimes, they add a few lines of their own, probably introducing the original source or expressing their own opinion.

I have done that too. I have also experienced that my blog post ranked higher than the original blog post. I have seen this happening multiple times.

Google’s ranking algorithm is quite advanced. It can make out whether you’re simply copy/pasting content from other websites and blogs or you are quoting them with your own take on the subject.

When you quote the original source and give a fresh perspective, Google can make out if your perspective is relevant to the search being done by the user. Maybe the original source does not have the information the user is looking for and your link has, despite the fact that you have picked a major chunk of your piece from another blog post.

Here is what I think about the whole issue: it does not look professional if what you have on your website is present on multiple websites. Every business is unique and hence deserves to have a unique voice and a unique message. If your visitors cannot distinguish you from other websites, it will be hard for them to do business with you.

By the end of the day, original content writing matters. It helps you stand out. It presents a unique perspective. It distinguishes you. It makes you, you.

If you want to be an aggregator then sure, go ahead and copy content from other websites. Google may punish you or may not – right now it’s quite random. But you cannot build your brand over copied content.

 

The Importance of Credibility in B2b Content Writing

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The importance of credibility in B2B content writing

The importance of credibility in B2B content writing.

B2B content writing is all about establishing your credibility. Your business partners need information they can trust.

On your website and blog, you can write anything, and you can claim anything. Unless the information that you present is backed with evidence, it doesn’t make much of an impact.

Credibility comes with proof.

Credibility comes when you show up regularly.

One sure shot way of presenting proof is publishing lots of case studies and testimonials on your website that showcase what you have achieved for your customers and clients.

Another way is, sharing your knowledge and wisdom on an ongoing basis.

“Ongoing basis” is very important if you want to establish your credibility as a B2B entity.

What does credible content writing for B2B mean?

What does credibility mean? It means the degree of trust that people have in you.

It is difficult to establish trust unless you actually work with someone but then, there is always the first time – the first time you need to work with someone. How do you establish trust if you haven’t yet worked with someone?

For a few months I have been charging full advance from my clients. This happened when, in the aftermath of the Covid-19 outbreak, many clients simply vanished. I had spent weeks working on their assignments and then suddenly, they dropped their projects and expressed their helplessness when I asked for even partial payments.

Since then, I’ve been asking a full advance. It’s the presence of my website and my blog that reassures them. It’s the credibility my persistent content publishing has been able to establish that makes them agree to this precondition.

As I have already mentioned above, one way is, publishing lots of case studies (in which you explain how you have actually solved problems of your customers and clients) and testimonials.

There may be some compulsions when you cannot share testimonials. For example, when I write for some clients, they want me to keep it secret that I’m writing for them because they publish the content on their name, especially when they’re publishing the content on niche websites and blogs to establish their own credibility.

I mostly serve B2B industries. I write content for websites and blogs and that in turn, generates more business for people. I’m always writing for businesses. Even when I write for individuals, they intend to use my content writing and copywriting services to get more business.

I get lots of business because of the content that I’m constantly publishing on my website and Credible Content Blog. Regularly publishing content related to content writing, copywriting and content marketing helps me maintain higher search engine rankings and this in turn makes it easier for my prospective clients to find me and hire me.

How do establish my own credibility?

In many cases, just the fact that my clients can find my website on search engines (something that they want to achieve for their own websites and blogs) reassures them that I can achieve the similar feat for their websites.

Another thing is, they can check that I have been publishing content for years. It tells them, I have a serious business. I maintain my visibility. I’m constantly sharing my knowledge and experience through my blog. I publish a newsletter. There are no negative reviews about my services on the Internet.

What else can be done to establish your credibility as a B2B entity? TopRank Marketing has recently published a blog post that shares some useful tips on establishing your credibility as a B2B enterprise. Here they are:

Always be truthful when you are presenting information on your website

Many people will tell you that what’s true, is subjective. When my clients give me information and then I use that information to present their case convincingly, I assume that the information that they are giving me, is truthful. I assume that they don’t want to publish lies on their website.

Consequently, I always have a problem when they ask me to write testimonials. On multiple occasions I have turned up with their requests for writing testimonials. I can be creative with truth, sometimes they tell me.

Although I cannot question my clients on the information that they provide me, I draw a line when they ask me to write testimonials from scratch.

It is fine to be truthful even if you have not yet done lots of work for your clients. Really, clients will appreciate this.

Associate with people who have already established their credibility

I’m not suggesting you latch onto them and neither does the above-mentioned blog post. What it means is, people who have already established their credibility, will only allow you proximity if they find you credible.

When your prospective customers and clients see you regularly interacting with people who have already established their credibility through hard work and ingenuity, 2 things happen: they easily discover you because people who have already established their credibility have a greater reach, and, some of their credibility rubs off to you.

How do you associate with people who are already authority figures in your industry?

Leave comments on their blogs. Share their content on your own blog with your own, original take. Share their content on your social media timeline. Participate in discussions.

Again, regularity is very important.

Make sure that your prospective customers and clients can find your content on right places

If most of your clients are on LinkedIn, it doesn’t make sense to focus on Instagram or Facebook. Similarly, if most of your audience spends its time on Facebook, you shouldn’t expend much energy on LinkedIn.

For B2B enterprises, it is primarily LinkedIn because it is a professional network where people are already looking for business partnerships.

Highlight the purpose of your brand

The concept of branding in itself is a purpose. People recognize your brand not because of your logo, but the purpose and the attitude that it carries. The brand purpose is the reason for your business to exist beyond making money.

As a content writer, I aspire to help you grow your business and spread your ideas when you hire me. Writing is a tool. Just like a sculptor uses chisel and hammer to carve out shapes out of rocks, I use words to create compelling messages for your business. That’s my branding message for Credible Content.

Having a very clear brand message can help you establish your credibility and trustworthiness.

Get involved with the community

Active participation in your community also enhances your credibility. Are you here just to make money or do you also want to make a positive contribution where it matters? I’m not suggesting that from a businessperson you turn into an activist, but whenever it’s possible, get involved in causes and campaigns that affect your customers and clients. Take a stand. Help people wherever you can.

Be consistent with your marketing message

Content marketing is a persistent activity. Not just because it helps you maintain your visibility, it’s also because your competitors are constantly trying to outdo you in terms of promoting themselves and publishing fresh content.

Even if you enjoy brand loyalty if you don’t maintain your visibility through fresh content, people begin to spend time consuming content from other brands. No matter how much emotional attachment you enjoy with your customers and clients, if your marketing message is not persistent, you’re going to lose the attention of your target audience and consequently, it negatively impacts your credibility.

Building credibility for your B2B enterprise is same as building your personal reputation. How do you build your personal reputation? By your conduct. By your values. By the services that you deliver. By the experience people have when they associate with you. The same applies to your business.

How to write email subject lines that make people open your message

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Subject lines to improve email open rate

Subject lines to improve email open rate.

According to this GetResponse report that was published in 2019, the global email opening rate in 2019 was somewhere around  22.15%.

Considering that the global email opening date in 2018 was around 24%, the number of emails people open has been steadily going down.

Let’s assume that in 2020, the email opening rate is 20%.

The ever reliable Statista  tells us that more than 3 billion emails are being sent per day. What’s 20% of 3 billion?

600 million.

How many emails are not being opened?

2400 million

Even if you say that 90% of the 3 billion emails might be spam, still, you get a big number of emails that remain unopened.

Why should you bother about how many people are opening your email messages?

Suppose you’re sending out a business proposal through email to a group of people?

Recently I wrote for a company that was offering its line of products to retail stores.

They were sending out the message to 600 big and small retail stores.

Along with the body text of the message I gave them more than 10 subject line options to choose from.

When you send out such messages, it is very important that you use a subject line that makes people open your message.

Take the example of your own inbox.

Do you open all your email messages?

No.

Do  people/businesses who are sending you all those messages you are not opening want you to ignore their messages?

No.

You still do, right?

One of the biggest reasons why people don’t open your emails is a subject line, or rather, the absence of a convincing subject line.

Take your own example again: unless the email is from your spouse, work, your kid or from one of those kinky websites you may have subscribed to, what makes you open an email message?

Actually, there are 2 things that make you open an email message:

  • The “from” name or the sender’s name.
  • The subject of the email.

As mentioned above, if the “from” name is not from someone you personally know or with someone you’re doing some sort of business, it is mostly the subject of the email that makes you open it.

Hence, if you’re sending out a cold email (the recipient is not expecting to receive the message from you) or an email marketing campaign, 50% success of your email depends on whether the recipients will open it or not.

Isn’t it logical? If they don’t open your message, how are they going to read it, and if they  don’t read it, how will they respond?

Therefore, if you use an email marketing service that provides you some sort of insights, it definitely tells you how many people opened your emails, among the mailing list you have got.

Also, be mindful of your email being marked as spam due to your subject line.

There are many email services like Gmail that keep a close watch on what words you have used in your subject line and if they find suspicious words, they mark your message as spam and it never reaches your recipient’s inbox.

Here are a few ways to write email subject lines that will make more people open your messages.

1. Choose your targets carefully

If you’re sending your email messages to people who may never be interested in your proposal or may never empathize with your cause, they are not going to open your messages, no matter what subject line you use.

Before beginning to brainstorm on what subject line you should choose, make sure that you are about to send your email to the right recipient/recipients.

2. Let it be known what is inside

There is something compelling in your message that you want your recipient to read, right?

Mention that.

Example: 24 hours till you can save 50% on your favorite stationery.

What does it tell the recipient?

It is an email from the place she buys her stationery from.

There is a 50% discount.

The 50% discount is available till the next 24 hours so she must hurry.

Example: The handmade bags you would like to show off.

The recipient knows that the email offers to sell or promote handmade bags.

They must also be pretty good looking that’s why they are worthy of being shown off.

3. Create a short email subject line

Preferably, not more than 60 characters.

This is because many people check their email on their mobile phones these days and longer subject lines are truncated.

Whatever you want to convey, convey it with minimum number of words.

Example: The best tips on writing well.

Example: The sizzling summer collection.

Writing very short email subject lines is not a hard and fast rule.

Sometimes you can also use longer subject lines based on your needs.

4. Mention important words in the beginning of the subject line

Example: Lose weight in 2 weeks.

The person who wants to lose weight instantly sees the phrase “lose weight” and hence, opens your message.

Also, as I have mentioned above, many people will be opening your email on their mobile phones where subject lines are often truncated.

It is better to mention the important stuff in the beginning itself.

Example: 20 minute meal delivery at your doorstep.

5. Use numbers in the email subject lines

Numbers are always reassuring.

Take the example in the above point: 20 minute meal delivery at your doorstep.

Isn’t it better than something like “Very fast meal delivery at your doorstep” or even “Fastest meal delivery at your doorstep”?

When you say “20 minute” the recipient knows exactly how much time it is going to take.

There is no guesswork.

Another example: The top 10 funniest videos you don’t want to miss.

Example: 3 writing tips you can immediately start using.

6. Use personalization in the subject line

Personalization doesn’t mean using the name of the recipient although, in some email messages you may find your name in the subject line.

Personalization means knowing something about the recipient and then mentioning that in the subject line.

Example: Not happy with your gym classes? We are offering a one-week FREE trial.

Example: Enjoyed the dinner you ordered last night? Here are some more mouthwatering offers.

In the first example, you know that the recipient attends a gym.

In the 2nd example, you know that the recipient ordered dinner last night.

A quick note: the above examples are a bit longer, but sometimes, you can also experiment with longer subject lines.

7. Use emotions in your email subject line

You should play with emotions carefully but you can use them to great effect.

Emotions can cater to greed or vanity or regret or any other pain point.

Example: Make your entire neighborhood jealous this new year eve.

Example: Don’t open this email, and then carry the regret your whole life.

Example: Here is an offer you’ve always been waiting for.

You can also make an irresistible offer for better emotional impact…

Example: Open this email and you may be heading for a beach holiday.

Another example I came across once: A lazy man’s way to losing weight fast.

These tips will surely help you write better subject lines that will make people open your email messages.

Just make sure that you don’t make false promises.

Yes, you want people to open your email messages, but you don’t want to make them feel hoodwinked.

This is a sure shot way of getting your message, and all your subsequent messages, consigned to the spam folder.

When I’m writing subject lines for email marketing campaigns of my clients, I try to capture the entire essence of the offer, in as little words as possible, as compellingly as possible, without making a single false promise (as per my knowledge).