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That content can include blog posts, video or podcast scripts, ebooks or whitepapers, press releases, product category descriptions, landing page or social media copy ... and more.
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1. Write a Head-Turning Headline. The headline determines whether audiences will read the rest of your work. If the headline doesn’t spark interest, stir an emotion or make the reader want to learn more about the topic, you simply won’t achieve the desired results with your content. Walker Sands’ professional copywriting services take the guesswork out of generating effective headlines by using proven techniques and traffic-driving strategies. 2. Create a Hook That Grabs Their Attention. You have three seconds to keep readers hooked after the headline. The first sentence also plays a role in determining whether they read the rest of your content. As a result, it should capture the reader’s attention and smoothly lead them into your first point. 3. Do Your Research. You must have extensive knowledge on the topic you’re writing about, especially in the B2B market. Include statistics, data and metrics to establish credibility and support your claims. 4. Focus on a Single Purpose. You should identify at least one key message you’d like to convey before you create your content. Keep this in mind when writing and tie your content back to the main point as much as possible. 5. Write in a Unique Voice. The content you publish is the voice of your company and it should be unique to your company’s personality. It’s important to align the tone of your writing to your target audience, business goals and brand persona. 6. Optimize Digital Content. The best digital content often consists of short paragraphs, short sentences and bulleted lists. Digital content should also be optimized for search using SEO best practices and the latest SEO content strategies. 7. Edit Your Work. After you have created a first draft, go back and consider how you might polish the rough edges of your writing. In most cases, writing improves as it goes through a round or two of edits—even when it has been drafted by experienced content creators.
When Writing
Use a range of title tags (H2, H3, and H4) to structure your content. More than half of the posts with a complex structure (H2+H3+H4) are high-performing, according to our research.
Add value to your audience and give your SEO a boost by linking to other content on your site, using keywords to describe the links. Also, note that any images you include should include alt text for accessibility and SEO.
After Writing
Next, you need to write a meta title, using your primary keyword. While it needs to be optimized for search engines, it also needs to be appealing to real people. So, keep it short and sweet (under 60 characters).
Your URL should also include the primary keyword – remove stop words (to, the, a, in, etc.) to keep it concise.
Pro tip: make sure to run regular content audits as a part of your content marketing efforts. They help you discover high and low-performing content and identify pieces that need an update.
- Keywords are a means to make your content valuable, readable and search-friendly. But when you start cramming in keywords, it does the exact opposite.
And if you don't give them a reason to care about your article, they're going to get that information or solve that problem somewhere else. Our intro is a good example. The first sentence is "your website represents your company." In five words, we've told you why this article is important. The rest of the intro expands that, talking about how website content writing can help (or hurt) your company. Finally, we remind you why you need us: you don't want to waste time — "you want ROI." So bookmark this article and reference it when you write. Every piece of content you write should tell your readers why they should invest their time in hearing what you have to say. How will what you’re teaching them help them? What goal will they accomplish with your help? Why should they care?
- Which calls to action should businesses use in their content?
If you’re writing an indepth article, it’s okay to end paragraphs when pauses seem natural. Writing for the web, however, is a whole different world. Attention spans online are a LOT shorter than they are in Oprah’s Book Club, and your paragraphs need to reflect that.
Put simply: keep it short! A five-line paragraph is great, but a three-line paragraph is even better.
Ideally, you'll have somebody to edit your writing. If you're responsible for writing and editing your web content, don't do both in the same day. When the writing is still fresh, your mind will automatically make up the gaps in your copy and your editing will be subpar. Instead, put it away and come back to it another day — or at least several hours later.
