Is content marketing merely a PR exercise?

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content-marketing-means-educating-like-a-friendNo, I’m not asking this question. Avinash Kaushik has raised this question in his recent newsletter. Actually, he has taken an example from a Think with Google web page and has dissected various sections of the page to illustrate that the writer has merely thrown around his verbosity without communicating anything concrete. Here is the web link to Avinash’s latest newsletter update.

The title of his newsletter is very apt: “Stop telling me Jesus was great”.

What it means to say is, through your content, stop telling something people already know. Stop telling that has been told thousands of times already. Tell something that I don’t know. If you are simply regurgitating everybody else’s message, through your content marketing you are just indulging in sophisticated PR exercise to get traffic to your website.

There is a reason why I’m talking about Avinash’s newsletter. The example that he has given is not of content marketing but of landing page copywriting.

From the landing page copywriting example, he has tried to deliver a larger message – your content marketing should be about communicating something which is highly useful, and hasn’t yet been communicated.

The Think with Google link actually makes no sense. It tries to deliver a very weighty message but in the end, ends up conveying nothing. The writer seems to be too impressed with himself or herself.

He first mentions three pointers published on the Google link: 1: Accumulate and integrate. 2: Unearth insights that matter. 3: Turn data into action.

Is there something new what is being said above? Doesn’t everyone these days tell you to use data to get insight? Aren’t organizations and even political parties using big data to decide what is the next step they need to take?

Anyway, I’m not writing this post to talk about what Avinash has to say about this particular link and it would be better that for that you read his update on the link above. I’m interested in the last para of his newsletter:

There is one major flaw in my analysis above. Perhaps the point of Content Marketing is to selfishly engage in Public Relations exercises. Hence, there is absolutely no attempt at understanding what the audience wants/needs and no attempt at creating anything that solve for anyone except the pimping company. The only goal is to cheat the audience of their precious attention. This strategy would be odd, but if that is your explicit strategy then nothing I’ve said above applies.

I can understand his general comment on the state of content marketing, that it is often used to create a senseless presence on the Internet to draw traffic from all over the web and when people actually arrive at the website, no purpose is solved. In that sense, you may like to read 3 Most Important Objectives of Content Marketing.

But pertaining to the Google link, it is a copywriting failure rather than a content marketing failure.

Content marketing is definitely not merely a PR exercise. It is an educational exercise. You educate people so that they can make a better decision.

I will give you an example from my client without revealing his identity:

My client is offering a service that is being offered by thousands of other service providers. But there are some features that only he is providing.

His problem is, his target audience doesn’t even know what problems it is facing. For his content marketing, he needs to

  • Make people aware of the problems they are having.
  • Explain to them what they are losing due to the problems they have.
  • Tell them that an efficient solution is available.
  • Tell them that that efficient solution is available with my client.
  • Convince people into going for that solution.

So, it is a complete educational process. Through ongoing education, I need to tell the prospective clients of my client what they are missing if they’re not working with my client.

Efficient content marketing empowers your customers and clients. It gives them solutions they’re looking for. It also gives them solutions they’re not looking for presently, but they need those solutions.

This should be achieved in very plain language unlike the Google link above. Live examples should be given rather than simply making claims.

Show, don’t tell, is the fundamental principle of content marketing.

10 SEO Content Writing Tips for Your Small Business

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10-SEO-content-writing-tips-for-small-businessDo you know that being a small business SEO content writing can easily be the strongest tool available to you? Some tips listed on this blog post can help you to great extent. Remember that these tips are not written in stone and every business may have its own unique requirements. But they can get you started in the right direction.

Content writing for SEO can cut down your advertising and marketing costs. It can significantly improve your search engine rankings. It can increase your business without increasing your costs. It can make people trust you more.

What is the difference between SEO content writing and normal content writing?

In terms of creating high-quality content for your website or blog, there isn’t much difference as far as the list of tips goes. Well-written, relevant content is automatically search engine optimized. Search engines like Google love quality content that solves people’s problems. Just the fact that you are publishing lots of content that solves people’s problems, can significantly improve your search engine rankings.

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Other than that, the fundamental difference between SEO content writing and normal content writing is, you take search engine guidelines into account when creating search engine optimized content so that it becomes easier for search engine crawlers and ranking algorithms to access your content, process it, and then rank it for related keywords and search terms.

You can write high quality content without caring about search engine guidelines. Although your content will be good and once people can access your content and your content may even be able to convert visitors into buyers and customers, you won’t be able to get good search engine traffic, especially if there is lots of competition.

So, normal content is good content, and SEO content is content that is good but is also search engine optimized.

Why SEO content can work wonders for your small business?

As a serious small-business you might be spending lots of money on advertising. If you seek traffic from search engines you must be bidding on different keywords using AdWords. This can be very expensive for your small business.

In AdWords, you may have to pay $2-3 per click for your main keywords. And the problem sometimes is, your main keywords may not even get you much business compared to your secondary or longtail keywords. Still, you spend money on non-performing keywords simply because you want to see traffic to your website.

Looking for an SEO content writing for small business?

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SEO content writing can increase search engine rankings of your small business website organically. Once your search engine rankings improve organically by diligently following these tips, you start getting traffic from search engines without having to pay for every click. Once you have gotten one of your links featured in the top 10 results on Google, whether you get 10 clicks or 10,000 clicks, it’s all free.

The good thing about organic search results is that people prefer to click organic results rather than advertisements. So even in terms of getting more traffic from search engines, organic listings are much better than paid listings.

But how do you make sure that your small business website or blog gets good search engine rankings through your writing?

Listed below are 10 SEO content writing tips for your small business that will increase your search engine rankings, and also improve your conversion rate.

1. Do keyword research before writing content

What keywords do people use to find your website or your content? What search terms do they use? This is one of the most important tips.

You can make a list of keywords and search terms using common sense and little bit of research. You can also use paid and free tools to do keyword research.

One of the most widely used free keyword research tools is the Google AdWords keyword research tool. Although most of its suggestions are intended to encourage you to bid on as many keywords as possible and hence, the suggestions are not as accurate as they should be, it gives you a good beginning, and lots of ideas.

Even if you don’t want to use any tool, do a broad search and then scroll down to suggested searches on Google. This tells you what search terms people are using that are related to your main search term.

2. Start writing SEO content around the keywords you have finalized

Remember that the most important aspect that Google considers for ranking is the quality of your content. No amount of SEO content writing is going to help you if you don’t have quality content on your website. If it is difficult for you to create compelling content using your keywords, in the beginning, just focus on the quality aspect.

Just make sure that the keywords or search term you are targeting appear, most preferably, in the beginning of your web page or blog title. After that, let your creative juices flow.

Once you are satisfied and you feel you have written whatever you wanted to write, start incorporating your keywords. Ideally, if you’re focusing on the core topic, most probably you will automatically end up using your keywords. If not, you will have to creatively incorporate them. Don’t overdo it. Your total number of words to your keywords ratio should be around 3-4%. Overuse of your keywords can get you penalized.

If you use WordPress for managing your website and blog, there is a good add-on called SEOPressor. It gives your content an “SEO rating” and if you are over optimizing – over using your keywords – it lets you know.

Having said that, it doesn’t actually matter how many times you use your keywords as long as you contextually use them. Just don’t overuse them.

3. Create a compelling title for your web page or blog post

Remember that it’s your web page title or blog post title that initially draws people to your website or blog. In the search engine listings, it is your title that appears as hyperlink. In fact, one of the biggest reasons why you should use your keywords in your title is because when people see the keywords they have just used in the title, they tend to click the link more. Even when you share your link using your social networking profiles, it’s your title that appears as the main hyperlink. People will come to your website after you title grabs their attention. Consequently, coming up with keyword-rich compelling titles is a big part of effective SEO content writing.

4. Also focus on longtail keywords

When writing SEO content, don’t ignore your longtail keywords. In fact, you should create dedicated webpages and blog posts dealing with your prominent longtail keywords. But even on your present piece of content, use a mix of your primary keyword and longtail keywords. This will prevent you from over using your main keywords.

It is also recommended that you use LSI keywords. LSI stands for “latent semantic indexing”. In terms of SEO content writing, it means using alternatives to your main keywords. You can use synonyms. You can use alternative expressions.

Read How does incorporating keywords increase your search engine traffic.

5. Mostly focus on providing answers to questions

provide-answers-to-questionsWhen using search engines, people don’t use specific keywords. They normally type questions (or say, if they use voice search). So, provide answers to these questions. Make a list of all possible questions your prospective customers and clients may ask before doing business with you and then publish all the answers using questions as titles.

6. Use conversational style in your SEO writing

use-conversational-style-when-writingPeople don’t use novelish language while surfing the web. They use very common, conversational words. A good example: when people are searching for “bananas” they don’t search for “an elongated yellow fruit”.

Even when they are searching, they use very common words pertaining to your business. You should also avoid using jargon because whereas jargon may make you look cool, it may lose you customers.

You can use a tool like Hemingway Editor to grade your writing. It says that content writing with grade 6-8 is better and gets you good search engine rankings. “Grade” here means, writing with grade 6 can be easily read by a 6th grader.

7. Use a well-defined structure

Use a well-defined structure means using headlines and sub-headlines wherever needed. Organize your thoughts in bullet points. Use quotes wherever necessary. Write simpler sentences and smaller paragraphs. Link to inner pages with appropriate anchor text. Use bold type a few times to highlight your main expressions. Stick to a particular length.

8. Use images to graphically convey your feelings

Long streams of text seem to bore people no matter how informative your text is. Insert images at crucial points. They act as a welcome distraction. They also help people refocus. Don’t use totally unrelated images. If you are comfortable using an image editing tool, create a mix of graphics and text.

9. Focus on something unique when writing SEO content

The more generic your content is, the harder is the competition it faces. Narrow down your targeting as much as possible. Search engine optimization for the search term that isn’t being used by many is much easier.

Also, focusing on something unique will help you avoid writing duplicate content which can attract penalty from Google.

Even if it is not possible to offer something totally unique, address a very unique perspective of your product or service and write about that.

10. Keep optimizing your existing content

SEO content writing doesn’t just mean continuously publishing fresh content. You also need to take care of your existing content. Over the years your website or blog must have collected a ton of content. If this content remains unattended, all that effort goes waste.

Make a list of all the URLs that contain marketable content on your website. Check their search engine rankings for the targeted keywords. If over the weeks, months and years their rankings haven’t improved, start rewriting the content from SEO perspective.

Maybe you used some bad practices like needlessly using your keywords and search terms, and you would like to remove them. Maybe over optimized your content in enthusiasm. Maybe you created thin content.

It is a time-consuming activity, but go through every link, check its rankings, and if it doesn’t rank well, rewrite it.

Concluding remarks

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I personally know a client who has cut down his advertising budget by 70% ever since he started relying more on SEO content and less on advertisements.

A good thing about SEO content is that sometimes the same web page begins to get ranked higher for multiple keywords or keyword combinations. If you use AdWords, you have to pay for every combination, but not for a link that ranks higher organically.

Yes, more effort is required. Content writing for SEO take some time to show results, especially when you have lots of competition. But the rewards are great. You get more targeted traffic. Your marketing cost comes down significantly. Your conversion rate improves. Your brand value improves because people begin to find quality content on your website.

Want to know how you can improve your search engine rankings as well as conversion rate of your small business website through targeted SEO content writing?

12 Rules to Make Your Content Marketing Successful

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12-rules-to-make-your-content-marketing-successfulWhile trying to find some topics on content marketing on Quora, I came across this old question: Does content marketing work?

This is an old question and it was posted back in 2015 by Neil Patel, but still, almost daily I come across this question on various content marketing forums and blogs.

Publishing content and distributing it is an age-old form of content marketing. In his book Epic Content, Joe Pulizzi refers to The Furrow magazine that was published and distributed back in 1895.  Here is the full story of how the company that sold John Deere’s new revolutionary steel plow used content marketing to sell the new equipment.

The Furrow‘s first issue was printed in 1895, and its reader base grew drastically in the immediate years that followed. The magazine focused on educating the farmers about the latest advancements in the field and also shared solutions to problems that existed then. Longtime Furrow art director Tom Sizemore associates the success of the magazine with their content strategy that focused on the farmer’s problems rather than on John Deere products.

It is said that the Star Wars movies have made close to $5 billion for its makers and promoters, but the merchandise sold in the name of the movie has done business close to $12 billion. This is one of the biggest examples of the success of content marketing – create a platform and then using that platform, generate business.

Just like any other field, content marketing has its clearly-defined rules. Follow the rules and guidelines and your content marketing is going to succeed. Ignore the rules and guidelines, well, at your own risk.

A few months ago I wrote The never changing fundamentals of content marketing. The fundamentals, the rules, the guidelines, or whatever you call them, keep you on the right path. It’s like, when you are cooking a recipe, there are certain ingredients you cannot avoid. Although you can experiment, the fundamental ingredients have to be the same otherwise you will be cooking something else and not what you originally intended to cook.

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Want to make sure that your content marketing is successful? Aside from following fundamental guidelines I have mentioned above, here is a nice post that talks of The 12 simple rules of successful content marketing. In whatever context, in whichever language you talk of these rules, they hardly change. Even their digital existence doesn’t alter their behaviour. These are the rules the above post talks about:

  1. Create unique content: The importance of unique content cannot be understated. The sole purpose of content marketing is to give you a unique identity. If you are publishing something that is available on every second website or blog, how are you going to stand out? You can stand out only when you publish something unique, something totally different from what the others are publishing. Publish fewer blog posts, web pages and social media updates, but always publish unique content.
  2. Tailor your content according to the medium: Content marketing will require you to publish content on different media. For example, you may publish blog posts,  web pages and articles on your own website. Twitter has its own limitation of 140 characters (although this limit is being raised up to 280 characters). Images and shorter updates do well on Facebook. The point is, in order to be successful in content marketing, publish content  according to the medium you are using to publish it.
  3. Create or write relevant content: Is your content useful to people? I publish a content marketing and content writing blog to share my knowledge  of my profession. Suddenly if I start publishing film reviews or recipes, will it do any good to my business? I don’t think so. So, always create or write content that is relevant to your business.
  4. Follow a content publishing schedule: Even when people don’t consciously realize it, they get used to hearing from you at a particular time or during particular days. Also, to optimize your content marketing effort, you should publish your content when there is the greatest chance of your audience coming across it. Suppose, most of the people who follow you on Facebook come online around 4-5 PM  every day. If you don’t publish updates during this time, most of the people are going to miss them. Similarly, if you publish a new blog post every Wednesday, stick to the schedule no matter what. Irregularity makes your brand appear non-serious and non-committed.
  5. Don’t just focus on your blog: Actually, this depends. If most of your business depends on an audience that prefers to read your blog posts,  then definitely you should focus on your blog. But if you want to reach out to a wider audience, you should think beyond your blog when implementing your content marketing strategy. Also, it also helps if you publish your content on other platforms. I routinely try to publish on Medium and Quora.
  6. Closely observe your metrics: Once you start publishing and distributing content on a regular basis, if you are using a tool like Google Analytics, you will start collecting metrics. Analytics data tells you what kind of traffic your content is attracting from search engines and social networking websites. Closely observe your metrics and make changes to your content marketing accordingly. If you are publishing and distributing wrong content (content that doesn’t bring you customers and clients) you will be wasting effort and money.
  7. Optimize your content for mobile consumption: Your website or blog might be getting a big chunk of traffic from mobile phones. Publish your content in such a manner that it is easily readable from mobile devices. Although whether your content is accessible on mobile devices depends a lot on the structural layout of the website or the blog,  there are many ways you can write content that is easier to consume on mobile devices. You may like to read How to do content writing for the mobile-first experience.
  8. Take creative risks sometimes: To stand out, sometimes  you need to write something totally contrary to what you normally write and there is nothing wrong in that. You don’t need to do it often, but sometimes you can take creative risks. For example, what are your views on the various Donald Trump policies and how can you incorporate your views in the basic messaging of your business? How can I connect content marketing and Donald Trump? How can I write on controversial issues without offending my core audience?
  9. Keep it simple: This is especially important if you are writing for business or B2B. Your messaging needs to be to the point and simple. By simple I don’t mean that you publish content only for dumb and dumber. An average entrepreneur doesn’t have enough time to figure out exactly what you are trying to say. Keep everything straight forward.
  10. Stick to your brand message: Vagueness confuses people. The above link gives the example of Nike’s “Just do it!” – their every campaign revolves around this message. Define your core message and then stick to it. For example, if I want to establish my brand for “quality content” then every piece of content that I publish should reflect that philosophy. On the other hand, if I want to establish my brand for “cheap content” then every message should convey to my audience that cheap content is available here.
  11. Respond to feedback as fast as you can: When you publish content, when you express your views, there is bound to be some feedback. People are going to respond. Whether you publish content on your blog or on Twitter, people are going to respond in all sorts of ways. Some responses will be justified and some will be trollish. As you are known for the content you publish, you are also known for the way you respond to feedback.
  12. Create content for your audience: If every piece of content you create and publish is to promote your business, along the way it begins to lose its charm. You desire to earn more and more business takes precedence and this begins to show through your content. Of course you want to grow your business, but let your content do the job.

Just like the proverbial “butterfly effect” there can be millions of factors contributing to success or failure of your content marketing. But, as mentioned above, there are some fundamental rules that are applicable not just to content marketing, but to every field. They can even be applied to your business in the conventional sense.

2018 Content Marketing Trends According to Joe Pulizzi

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2018-content-marketing-trends-according-to-Joe-PulizziWhile I’m still contemplating my own take on 2018 content marketing trends I’m trying to compile the views of various content marketing gurus, and in this post I am briefly going through the points presented by none other than Joe Pulizzi, the man who practically coined the term “content marketing”.

You may also like to read:

Why is it important to keep track of the upcoming trends?

Talking about trends isn’t just crystal ball gazing. The upcoming trends are mostly listed by industry leaders because they know where their field has come from, where it is right now, and based on the past and the present, where it’s going.

One can prepare accordingly.

Also, they are in the thick of things. They are already solving problems for big businesses. They have already gotten a glimpse of the upcoming trends and technologies. They know where their niche is heading to. If you follow them, you are not caught off guard.

For example, if you are already aware what developments are going to take place in 2018, you can formulate and put in place your content marketing strategy accordingly.

What’s happening with content marketing in 2018 according to Joe Pulizzi?

  • Big investments in original content. Joe mentions in the above link that Apple is planning to invest over $1 billion on original content. Though, most of this content will be coming because Apple is trying to create something like Netflix. But, the key is original content. Whether it is content marketing or streaming media, the significance of original content is going to increase.
  • Established media houses and content providers will be acquired. Businesses sometimes acquire conventional newspapers and magazines to expand their media outreach.
  • Content marketing for direct profit. Conventionally, content is published to attract people to websites and blogs that either raises awareness or results in direct sales. What about making revenue from the content produced for content marketing? It may seem like an obscure concept, but Joe Pulizzi’s post mentions Pepsi that is trying to achieve exactly that. This AdAge India report says that Pepsi has created a state-of-the-art in-house content studio to create original content. The company hopes that it will be able to sell the content to cover the cost of creating original content.
  • More budget for content marketing. Joe says that there is a worldwide trend of increasing budgets for content marketing. He also has a word of caution. Increasing budget for content marketing doesn’t mean that businesses might be focusing on more original, helpful content. They may also spend money on creating conventional sort of content, but in digital format and then assume that they’re doing content marketing.
  • Conflicts of interests are going to rise. Conventional advertising companies are already feeling the pinch as more and more businesses are creating their in-house content marketing departments. Although these agencies are building their own content marketing units, somehow, they are always seen as conventional advertisers. There is also a continuous conflict between who creates the content, who manages it and eventually who owns it.

The good thing about content marketing trends for 2018 is that, as is being pointed out by most of the industry experts, this new form of marketing (it is actually not a new form of marketing) is becoming a preferred form of marketing compared to conventional advertising. The reasons being that conventional advertising no longer works and content marketing is much more effective. It engages your audience. It helps you build your own platform. You own your content. You don’t have to depend on third-party publications.

In the coming weeks I may come up with my own take on the upcoming content marketing trends for 2018, but even if I don’t, at least I will be discussing the point of views of various industry experts.

How to improve your content writing by properly understanding your customers

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improve-your-content-writing-by-understanding-your-customersFrom your business perspective, what is the objective of content writing? Why is it important to understand your customers to write effective, compelling content?

When you are writing content for your website or blog, you are communicating with your visitors – in the case of a business website, you are communicating with your present and prospective customers and clients.

Why do you communicate? Just for the heck of it? Just to keep them on your website? Just to improve your search engine rankings? Just to make them share your links on their social networking profiles?

These things are important, not the “heck of it” part, but the other parts like engaging people, improving search engine rankings, and encouraging people to share your links.

Ultimately, you want people to become your customers and clients. You want them to use your product or service. You want them to pay you, spend money on you. Why would they?

A good thing about the Internet from your point of view is, setting up business is very easy. Just like it is easy for you to set a business, it is also easier for others.

On the negative side, this gives rise to tough competition. In the mid-2000s I was among the very few content writers and I faced very low competition. For some years I got busy with something else and by the time I got my senses back, there were literally thousands of content writers and content writing companies competing with my business.

A good thing about the Internet from your customer’s point of view is, he or she has immediate access to tens, or even hundreds of businesses like you. He or she can compare you with others. He or she can also ask around their friends on Facebook.

When your competitors vie for the attention of your customers, when thousands of distractions keep your customers distracted, it is your content writing (or your content writer) that comes to your rescue.

5 Content Writing Tips to Win Over Your Customers

But content writing cannot deliver in vacuum.

Effective content writing requires you to properly understand your customers. Only then you will be able to create content people will relate to.

Unless they relate to your content, they are not going to do business with you.

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This is a reality that you can accept now, at this very moment, or, you realize it later, when you have lost much business and your competitors are much ahead of you.

For your content writing to work, why is it important to understand your customers?

Whether you want to write engaging content to improve your conversion rate on your website or you want to improve your SEO, at the core of your content writing exists your understanding of your customers’ needs.

What does “understanding your customers’ needs” mean?

It means understanding what they are looking for, and then providing it through content writing.

People are looking for answers. Before they buy something, they want to go through as much information as possible. They want to read reviews. They want to get opinions from their friends. 81% shoppers do online research before buying.

Research means, they go from link to link, reading about the product or service they are about to purchase, as much as possible.

How much content does your customer need to read before doing business with you

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What if all the information they are looking for is present on your website or blog? You can easily publish that information. This way, they won’t have to go anywhere else. When they find what they are looking for on your website, when they finally decide to go ahead with the purchase, they will purchase from your website.

How do you know what they’re looking for? How do you know what sort of questions they have in mind before buying your product or service? Do you have a list of questions they may search for? Do you know what are their concerns?

Do you know how to answer their “whys”, “hows”, “whens” and “whats”?

This, is why it is very important to understand your customers. You have to look at your business from their perspective. Don’t get swept away by the greatness of your product or service. Try to understand what your customers want.

What are the problems they are going through? How can your business solve their problem? How do you communicate to them that your business can solve their problem better than your competitors?

Before writing content, how to know what the customer is looking for?

Content writing is an ongoing process. It is not possible to know everything about your customers from the beginning itself. In fact, your content can help you in this regard.

But here are a few observations you can make to understand your customers better:

  • Talk to people outside of your business: Talk to people who have nothing to do with your business. They don’t know anything about your product or service. But it would help if your product or service could help them in some way. Ask them what would stop them from doing business with you or what would encourage them to do business with you? What would be their concerns?
  • Closely follow other blogs and websites in your niche: Lots of good content is published in almost every niche, almost every day. If possible, even join members-only communities (for which you may have to pay) to get the insights of people who have already created lots of content in your niche.
  • Do keyword research, especially suggestions by Google: Search for keywords on Google. When you search on Google, in the end of the search results, you see other suggestions from Google. These are the search terms being used by people and you can use them to create content for your blog or website.
  • Use Google Analytics: The Google Analytics data will be available to you after a few months of continuous content writing. The Analytics dashboard will be able to tell you what search terms are people using to find content on your website. By studying this data you can know whether your content writing approach is right or wrong.
  • Get feedback: Getting feedback directly from your customers and clients is very easy these days. You can interact with your customers and clients on Facebook, Twitter, LinkedIn and thousands of other platforms available these days. You can also encourage people to leave comments on your own website or blog.
  • Create a comprehensive FAQs section: Creating an FAQs section is the best way of writing targeted content. Using your common sense, try to figure out what questions your customers and clients may have before deciding to do business with you. Address all these questions in your FAQ section.

Credible Content can help you understand your customers and clients and then write targeted content

As a team of professional content writers at Credible Content we can write content your audience is looking for. Randomly writing content to cover all your keywords and search terms doesn’t do you much good. Of course, optimizing your content is necessary, but you can do it even while creating targeted, well-meaning content that improves your conversion rate.

Our content writing service will help you get higher search engine rankings and improve your conversion rate.

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