Make Yourself a Better Writer by Following the ABCs of Content Marketing
Not sure where to start with your content marketing strategy? Allow us to introduce you to the ABCs of content marketing. Follow these to develop your strategy and write the most effective website content every time.
A – Analytics
Marketing is fueled heavily by analytics—taking a look at data to see what’s working and what needs help. Content marketing is no exception to this. You should plan to capture and analyze data about your site to help you track your progress as a brand.
B – Branding
Who are you? What do you do? Why do you do what you do? These are some of the most important questions you can ask yourself before you start writing your website content. When you take the time to define yourself as a brand, you’ll be able to make yourself more memorable, reliable, and unique.
C – Collaboration
Sure, the physical act of writing is typically done in solitude. But content marketing as a whole should never be a one-man operation. You should be communicating with your team when planning content, editing content, and analyzing content later on. If you’re outsourcing your content, this means you should be working with whomever is writing it to make sure it truly represents your brand.
D – Design
Content marketing isn’t just about the words. It also has to do with how the words are presented. Today’s consumers are not going to read what you have to say if your site just looks like a bunch of text on a page. Work with a designer (or do it yourself, if you have a creative eye) to ensure that you’re presenting your content in the most appealing way.
E – Editing
Very seldom are you going to strike gold on the first draft of anything. And that’s okay—as long as you’re taking the time to go back and edit your work. If you’re not having someone else edit your writing, put it down for a few hours (or even a day or two) and come back to it with a fresh set of eyes.
F – FAQs
When consumers visit your site, they want answers to their questions right away. They want to know what you do, whether you can provide them with what they need, and why you deserve their business. Whether you answer their questions through an FAQ page or through text on your homepage, make sure you’re telling them what they need to know.
G – Goals
What are you hoping to accomplish through your website? Whether it’s to attract more consumers, provide information, or sell your product/service, all the content on your site should help support those goals.
H – Humor
There are some cases where the use of humor would be totally inappropriate, but for most businesses, you shouldn’t be taking yourself so seriously with your content marketing strategy. You don’t have to be telling knock-knock jokes, but a little lightheartedness never hurts!
I – Innovation
Your consumers are looking for something different, unique, and more effective than anything else out there. As part of your content marketing strategy, you should always be looking for new, more efficient, and better ways to do things.
J – Jargon
Breaking the letter trend here with this one, as it’s actually something you should only be using sparingly. If you’re marketing to consumers, you should be keeping jargon (industry-specific terms) to a minimum. By sticking to simpler terms, you’ll be able to present your information in the most clear, uncomplicated way.
K – Keywords
There are two ways you can get a consumer’s attention on search engines. One is through paid advertising and the other is through organic search results. To do either successfully, you’ll need to find out what your consumers are searching for and develop strategies around that.
L – Landing Pages
On your website, you should have three types of pages: landing pages, conversion pages, and content pages. While each is important, landing pages are your first chance to make a good impression on a consumer. Your best content should absolutely be on these pages.
M – Marketing
It’s important to remember that you’re not just writing for the sake of writing. You’re writing to market a brand, product, and/or service to someone. Make sure that your writing is attention-grabbing, informative, and persuasive (without being overly salesy).
N – New
The marketing industry is constantly changing and evolving, which means your brand needs to change with it. To keep up with (and even stay ahead of) the industry, you should be incorporating new content, new strategies, and new ideas into your brand.
O – Optimization
When writing for a brand, you should be working to optimize your content whenever applicable. This could mean SEO strategies like using the right keywords or mobile optimization like adjusting your text for the mobile version of your site.
P – Persona
You’re not writing for yourself; you’re writing for a specific audience, or a customer persona. But who is that audience? Before you start writing anything, it’s important to define your customer persona. Who are they? What do they value? What are their motivating factors?
Q – Quality AND Quantity
We could tell you that quality is more important than quantity, which we’re sure you’ve heard before. And while that is true in many cases, if you want to stay relevant, quantity matters, too! If your entire website is one page, you’re writing only a few sentences on each page, or you’re only posting a blog once every few months, it’s not going to be enough.
R – Reading
As the saying goes, “If you want to be better writer, read better writing.” Whether you’re reading books on marketing, content marketing articles, novels, or blogs, make sure you’re immersing yourself in great writing.
S – Skimmable
Very few of your website visitors are going to read every word on the page. Most of them are looking for the information they need in the quickest, easiest way. You can help cater to them by making your text skimmable through headings, bullet points, and short paragraphs.
T – Time Management
When you’re developing content for your brand, writing blogs, and the like, it can help to make a schedule. Whether you’re worried about hitting deadlines, posting blogs on a regular basis, or staying ahead of the industry, time management is essential.
U – Urgency
When someone comes to your site, you want them to feel like they need to buy your product or service right away. You can do this by creating a sense of urgency—whether through call-to-actions, value propositions, or a mixture of text content and design.
V – Voice
Developing a voice for your brand and keeping it consistent is essential for your brand. Make sure you’re using the same language and tone throughout your entire site—and anything you’re doing offline as well.
W – Why
Simon Sinek wrote a great book called Start with Why: How Great Leaders Inspire Everyone to Take Action. In leadership and in marketing, you should always start with the why, rather than the what. Prove to your consumers why something would be of value to them before you tell them the specifics of what it is.
X – X-Factor
What makes your brand unique? Is it a product or service? Is it your unparalleled customer service? Is it your brand’s sense of humor? Whatever your x-factor may be, be sure to highlight that on your site.
Y – You/Your
Consumers always want to feel like they’re a part of the conversation when they’re visiting your site. By writing in the second-person point of view, you can make your consumers feel like you’re talking directly to them and offering something of value.
Z – Zen
At OMNI, we have a lounge area in our office called the “Zen Den”. Whenever we need to regain our focus, come up with new ideas, or just take a break, we spend some time there. To be the best writer you can be, find your “Zen Den”—whether it’s a place indoors or outdoors—and use it for inspiration, mind breaks, or strategizing.
About the Author
Kaitlin Willow is a Content Specialist at OMNI Online Solutions. She uses personalized marketing and SEO strategies to write informative and engaging website content and blogs for each client.