Tag Archives: Content Writing

Writing content for multitask unified model – MUM

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Writing content for Google MUM

Writing content for Google MUM.

Google is implementing a new machine learning technology in search called “multitask unified model”, in short, MUM.

MUM is touted as 1000x more powerful than BERT (bidirectional encoder representations). For years we have been talking about how right now machines cannot read through images for search purposes, but MUM will be able to do so. It is multimodal in the sense that it can understand information across text and images and in near future, it will also be able to understand information in video and audio.

You may also like to read: Optimizing your content writing for the BERT algorithm update

The new algorithm can also process 75 languages for the purpose of search results. For example, if you post a query in English on Google and if the algorithm thinks that a better answer exists on a Japanese website, it will bring up the Japanese website after translating it into English.

Yes, now, you won’t just be competing for space in your own language, but also with 75 other languages.

Up till now, within search, Google’s main revenue model has been PPC ads. More revenue opportunities can be created by finding contextual results when people search, and then, offering commercial products and services for further exploration. Google wants to provide “context-rich” answers.

Ultimately, the company hopes, the company aims to achieve a “richer and deeper search experience”.

What does it mean for content writing? All my clients want me to write content that helps them improve their search engine rankings. How can technologies for algorithmic logics like MUM can be incorporated into the process of content writing?

Good content is based on targeted queries. If you’re looking for a content writing service for your logistics company, you are more likely to search for something like “content writer for my logistics company website” or “content writing services for a logistics website”, and other variations.

When the MUM-powered search algorithm goes mainstream, two main things are going to happen that concern your search engine rankings:

  1. Google may find content related to “content writing for logistics company website” even on websites in different languages and show them in your language if it thinks they have a better answer for what you’re looking for.
  2. It may also showcase information on why your logistics company needs a quality content writing service that can help you improve your search engine rankings, educate your visitors and lower your bounce rate.

Frankly, most of the blog posts and articles trying to explain what exactly MUM is are simply regurgitating what Google has published on its own blog. Everybody is using the hiking example used by Google – they haven’t been able to come up even with your own example. Hence, the understanding of the technology is still unfolding.

But the main takeaway is that the search algorithm is not just going to focus on the query that is submitted to Google for bringing up search results. It will also use its own logic to decide what more information could be useful to you and then present that information to you. It may combine multiple links into a single search result to give you a comprehensive, context-based result for your query.

Is MUM all about writing and publishing pillar pages and topic clusters?

Right now, it seems like it. How do you create a complete context? By packing everything into what you are writing. But you cannot write very long web pages and blog posts because then people won’t read them. What do you do? You create a pillar page with the main topic and then you create a series of topic cluster pages or the contextual pages that present all the needed information that is related to the main topic or the pillar page content.

In the end, what matters is the relevance and quality of the information that you publish on your website or blog. Write relevant content. Maintain a close relationship between your topic and the body text. High-quality, relevant content always stands the test of time.

What do I deliver through my content writing services?

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What do I deliver with my content writing services?

What do I deliver with my content writing services?

I have been telling my clients increasingly that when they are paying me, they’re not paying for the words and sentences that I write. They are paying for the value that I deliver.

I’m gradually shifting away from the messaging that conveys that I deliver content writing services. Of course, I write content and hence, I deliver content writing services, it isn’t just the writing that are offered. Through my writing, my clients benefit because

  • Their search engine rankings improve.
  • The quality of their interaction and engagement elevates.
  • They communicate their proposition clearly.
  • They establish themselves as an authority.
  • People stay longer on their websites and blogs.
  • They generate more leads.
  • Their business grows.

One may say that these are standard benefits that are assumed delivered when someone writes content, and I agree.

Every content writer must talk in these terms. Every website thrives on the shoulders of its content. Without content, a website has no meaning. Just imagine, you go on a website, and you find just images and graphics. Will you do business with such a website?

Or say, there is written text on the website, but it is uninspiring. It uses staid language. There are grammar mistakes. There is no flow consistency. The inherent narrative is missing. Most of the time the readers leave midway, forget about doing business.

Quality content writing is invaluable. Everyone, including content writers and people who hire them, need to understand that without written content, without content that convinces and converts, the website holds no meaning.

The difference between content repurposing and content spinning

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Difference between content repurposing and content spinning
Difference between content repurposing and content spinning

Although I don’t take up content spinning assignments, now and then I get requests from clients to spin an existing article or blog post. On Quora I found that some people are confused about the difference between content repurposing and content spinning. I’m quickly explaining in this short blog post.

What is content repurposing?

Repurposing your content means creating new pieces of content from existing content. A few years ago, I published a blog post on this topic: How to re-purpose your old content.

I will give you a recent example of repurposing my blog post.

Today I published a blog post in the morning titled 6 ways to make money with blogging.

Within this blog post there a subsection titled “10 benefits of publishing a business blog”. I created a YouTube video out of this subsection:

This is called content repurposing. You use your existing content to create new content. The objective of repurposing is not to create duplicate content, but to create content in other formats.

These days I often pick up small portions from my existing blog posts and web pages and then turn them into social media posts and even carousal posts. Sometimes I pick up a subsection, and create a complete blog post on it.

What is content or article spinning?

Content spinning means rewriting the same piece a blog post or article but using different words. Nothing is original in the spinned article. Just so that Google doesn’t take it as duplicate content, you use different words and different phases.

People pick up a blog post that is doing quite well. Rephrase the title. Then rewrite the whole thing using synonyms and alternative words.

Is article spinning bad? Is it plagiarism?

It is certainly plagiarism in the sense that if you do the same thing as a journalist, as an author, or even as someone who is writing a research paper, you’re simply picking information from someone else and using it as it is, and you can be sued for that. Just because you’re using different words it doesn’t mean it is original or it belongs to you.

I don’t like such work. As a writer I find it offensive if a client expects me to spin an existing article.

How to keep visitors longer on your website with your content?

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How to make people stay longer on your website with content writing
How to make people stay longer on your website with content writing

It is important that when visitors come to your website, they spend longest possible time there. This is important for lowering your bounce rate as well as increasing your conversion rate.

Studies have shown that the longer people stay on your website, the greater are the chances of them becoming your paid customers and clients. This is because they become familiar with your presence and grow comfortable with what you represent.

In different forms I have explained on my website how to lower your bounce rate, which means, how to keep people on your website longer. How long people stay on your website or how fast they leave your website, is a reflection on the quality and relevance of your content. The quality and relevance of your content and your lower bounce rate go hand-in-hand.

It’s very easy to bring people to your website. Any SEO company or content marketing company can help you with bringing as many people as possible to your website. The real feat is turning those people into paying customers and clients. The content that you have published on your website accomplishes that, or must accomplish that.

The fact that people stay on your website, explore various sections, and go through your web pages, means that they are interested in your proposition. Here are a few things you can do to keep people longer on your website through your content.

Provide definitive answers to definitive questions

Your bounce rate will be higher if people feel that they have been misled into visiting your website. Suppose they come across your link on Google, click the link, come to your website, and then, after feeling dissatisfied, leave within a few seconds. Why does this happen?

Take your own example. You are moving through an arcade of shops and there is a gripping banner offering you something that you have been looking for, for ages. With great excitement you enter the shop but to your dismay, it’s nothing like that. They are offering something completely different. Something that you don’t need. Disappointed, you come out of the shop. If possible, you may also give it a negative rating if it is listed somewhere.

Exactly this happens when people come to your website through a link they have found somewhere, expecting something, and then not finding it. They immediate leave your website. This is neither good for your conversion rate, nor for your search engine rankings.

All this while Google is quietly observing how people are reacting to the search results its algorithm is throwing up. If the search results don’t come up with the right answers, its performance deteriorates. In retaliation, it takes it out on you. It lowers your rankings.

Hence, when you are publishing content, make sure you are delivering exactly what is being displayed in the title and in the headline. Stick to the point.

Internally link to other web pages and blog posts

Even if somehow, your visitors are unable to find what they’re looking for, maybe they will find some useful information on another link within your website. For example, when writing about SEO content writing, I may have also written about SEO copywriting. Since you are searching for SEO copywriting, but you enter my website through something related to a SEO content writing, you might as well check the SEO copywriting link too, just in case. This increases your chances of staying on my website longer.

Make your content easier to read

Despite finding something valuable, just because you have grabbed everything in a single, large paragraph, your business may get frustrated and leave your website in a hurry, without reading the entire web page or blog post.

Use shorter paragraphs. They are also convenient to read on mobile phones. They also help your readers focus on singular thoughts. Don’t try to express a lot within a single paragraph. Whenever there is an excuse to create a new paragraph, create a new paragraph.

Use headings, subheadings, and bulleted points to succinctly explain complicated topics. This also makes your content easily scannable. Without reading the whole thing, if people simply go through your headings, subheadings, and bulleted points, they should be able to understand what you’re trying to say.

Use relevant and attractive images

Although images are not a part of content writing, they can keep people on your website for a bit longer because even if they are not reading the text, they may like to go through the images, and this increases the time they spend on your website. Even if it doesn’t help you with your conversion rate, it may send a signal to Google that you are providing good content and as a result, your search engine rankings may improve.

Use conversational style of writing

Everyone likes being talked to. Have a conversation with your readers. Use lots of “you” and “me” and “I”.

The good thing about writing in a conversational style is that you write as you speak. You use smaller, direct sentences and expressions. You don’t sound pretentious. Even you yourself feel as if you are in a positive flow of and this reflects through your choice of words and phrases.

Tell stories

Just like people like being talked to, they also love reading stories. This is because it is easier to relate to the characters in a story, whether they are anthropomorphic animals or human beings.

Stories also provide ready-made templates. For example, if a character is going through certain circumstances, one or the other reader too has gone through somewhat similar circumstances.

If I tell you the story of Peter who was reluctant to use content writing to improve his search engine rankings and due to that, he went through extreme hardships. It was almost too late when he decided to give quality content writing a chance, and that too, cynically and reluctantly. But then, he was swept off his feet when he began to experience the results after four months and by the seventh month, his business had taken a U-turn.

In the story you learn that just like you, there is a person Peter who doesn’t understand the power of quality content. He cannot figure somehow that content writing can improve his SEO. When he has tried everything, in the end, before completely giving up, he decides to give content writing a try. The story also tells you that the results aren’t immediate. In four months his search engine rankings begin to improve and by the seventh month, the fortunes of his business had completely changed.

Hence, these are some solid ways you can use content writing to keep people on your website for longer. Keeping your visitors on your website for a few minutes isn’t as easy as it sounds. As I have mentioned in the beginning of the blog post, it’s quite easy to bring people to your website. Simple SEO hacks can achieve that for you. What’s important is, for how long people stay on your website and how many of them convert due to that.

What to consider when hiring the right content writer for your business?

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How to hire the right content writer
How to hire the right content writer

The short answer will be, he or she should be able to write well, convincingly, and just the way you want him or her to write.

The long answer is that you need to take certain facts into consideration before settling for a particular content writer.

Of course, you’re not just going to hire anyone. You will visit a few websites. You may also scour through freelance websites where many content writers have created their profiles. Some people prefer to hire from LinkedIn. That’s your choice.

Whoever can write, is not always a content writer you can rely on. As mentioned above, there are multiple factors. You also need to remember what’s your requirement.

Why do you need a content writer?

Do you need a general content writer whose services you can use for writing blog posts, social media updates, email campaigns or website content?

Here are a few things to keep in mind when hiring the right content writer for your business.

Carefully analyze your requirement

This will definitely have an impact on the performance of your content writer. What are you looking a content writer for?

There are writers, and there are content writers. A person who is a good writer should be able to write for any requirement. At the cost of bragging, I can give my own example. I write content for all sorts of writing requirements. Even if a client needs a copywriter and not a content writer, I can fit the bill. This is because of two factors:

  1. I have written content for many years now (almost 2 decades) and I have lots of experience writing for different businesses and for different requirements.
  2. I’m a writer first, and then a content writer. It means I’m good at expressing myself. Provided I know what is to be said, I can say it well through writing.

Therefore, clients hire my content writing services for all sorts of needs, but this may not be applicable to the content writers you are evaluating.

Hence, analyze your content writing requirement carefully. If you’re not sure, don’t try to cast a wide net. Look at your immediate requirement.

Do you want someone to revamp your website content alright your website content from scratch?

Do you need a blogger?

Do you need an email writer?

There are some clients who unknowingly are looking for a stenographer who will simply write what they want him or her to write, and yet, they want to work with a content writer.

Whatever are your requirements, look for a content writer accordingly.

Do you need a content writer or a copywriter?

There is a fine distinction between a content writer and a copywriter. A content writer is supposed to inform and educate your visitors. A copywriter is supposed to sell.

Both are important. A content writer brings traffic to your website and a copywriter converts the traffic to paying customers and clients.

Many clients commit the mistake of mixing them up. They think that just because someone can write, he or she can also write to generate sales.

No, it is not as simple. There is a reason why copywriters charge so much money. They have the ability to turn casual visitors into paying customers and clients.

Hence, when you’re looking for a content writer, make sure that you’re looking for a content writer, and not a copywriter, and if you’re looking for a copywriter, make sure that your content writer can wear that hat too.

Ask for writing samples

Every professional content writer should be able to show you some writing samples. They can be websites. They can be blog posts. Anything that gives you a sense of how the content writer writes.

You will need to pay close attention to how the content writer writes for your industry. If you are in tech industry, you must be looking for someone who can comfortably write about technology. If you’re in the fashion industry, then the content writer should be able to comfortably write about haute couture. For a food related website, the content writer should be able to write about, of course, food.

What if the content writer is good but does not have samples related to your business or industry?

Again, I will give you my own example. Sometimes I don’t have the appropriate samples. I offer to write a few hundred words for the client and if he or she likes what I have written, we go ahead and decide to work on the project.

You will need a content writer who can write for the web. Sentences should be crisp and clear. The writing style should be convincing. The writer must know how to use your keywords strategically. He or she must be able to pack the maximum punch in as few words as possible.

Look for consistency and commitment

Although, on the Internet it is quite easy to find content writers who may fit the bill, looking for new content writers repeatedly can be a hassle. It adversely affects your content quality. Hence, when you are hiring a content writer, make sure he or she can commit for at least a few months.

How can you know that you can depend on a content writer?

There is no scientific formula for it. Use your own judgement. In my case, you can see that I have a website to offer my content writing and copywriting services. This at least tells you that I’m serious about my business and I’m constantly putting an effort to promote my work and get new assignments.

You can also check social media timelines of a content writer, preferably LinkedIn. Is he or she active over there? Most of the serious content writers consistently post on the social media accounts they maintain.

Even if you find your content writer on freelancing websites, the ratings should be able to tell you if he or she is consistent. If he or she has worked on many assignments, you can safely assume that he or she will be able to commit.

What about the charges? The content writing rates?

Although rates matter, if your decision to hire a content writer depends on paying a few dollars more or paying a few dollars less, then the writer is not important.

Set a budget in advance. This is not a government tender where you need to hire a content writer who charges the least. Remember that you are building an asset – the content for your website or blog. It’s the quality that matters. When you are building a home or an office, do you go for a talented contractor or who charges the least no matter how lousy his work is?

Again, I’m not telling you to spend more than you can. Set a budget and then scale your content writing requirement accordingly.

Hire a content writer in a manner that it is a mutually beneficial partnership. Just as you need to grow your business with the help of the content being written by your content writer, a content writer needs to grow financially and intellectually while working on your project. Keep that in mind.