This week’s Digital Marketing Round-Up is all about staying ahead of the curve. Make sure your eCommerce marketing efforts are aligning with the best practices.

July 7th, 2015

Promoting Content Over Producing It: Another SEO Story

Link building authority Brian Dean, put out a how to guide for promoting your blog content. While it sounds simple, it is more than just throwing it into the social universe.

Good influencer outreach email

• Promoting your content takes time. This time should be spent identifying influencers in your industry, and once you know the names, reach out and ask them to share.
• As you reach out make sure that the influencer’s audience will be interested in your piece, if the content is relevant to their audience they will be more inclined to share your content.
• With promotion, you are not only putting your content in front of more people, but building valuable links for your website.

Making Your eCommerce Marketing Future Ready

It always seems that once you get a grasp on a new marketing trend, it is the way of the past. Start playing by the rules of the future, and your marketing mix will stay creative and up to date.

Creating Demand For Products With Low Search Volume

It is hard to do keyword targeting when there is no search volume for your keywords. But as the Moz Blog points out in their latest White Board Friday video, SEO can be a channel for opportunity.

• When there is no search volume for your product or service it is important to take a step back in the SEO process and do in depth keyword research. For example, what else is your target audience searching for?
• When you identify what else your audience is looking for, you can optimize content for those key phrases, even though they might not directly promote your product or services.
• Building brand awareness is also important when a product has low search volume. Build your brand awareness through a combination or organic and paid advertising on sites that your audience is already visiting.

Cut Out the Excess Noise, And Your SEO Content Writing Will Pop!

Writing comes in all kinds of styles and lengths, but one thing distinguishes great writing from mediocre: doing more with less. If your SEO content writing boasts thorough research and clear expression of facts, congratulations! You’ve passed level one. After all, truth is the first goal of expression. But what if you took the writing itself—the expression of the truth—to the next level? Can you make the truth unforgettable, even for clients whose market doesn’t interest you personally?

This is the challenge of professional SEO content writing. At 216digital, we practice this all the time! We continually improve upon our own work, growing and learning from everything we’ve ever written. Were we born knowing our clients’ markets? No way. We only got here through strategic research into every client we write for. But we’ve found that great research isn’t enough. Great research must lead to great writing—and great writing is a process.

To see this in action, I’ll give you a micro-tour of our revision process. We’ll look at a few examples of sentences from first drafts produced by our SEO content writing team. Each of these gives you a little snapshot of our writing refinement process. In the first version of each sentence, you might notice a little wordiness or a lack of clarity. In the revised sentence, you’ll notice that the meaning really pops off the screen. In the final version, you’ll see how we’ve achieved the ultimate in the clear expression of the truth.

SEO Content Writing Process: Examples

Example 1:

“Today, we’ll be examining the way in which some example phrases are constructed. We’ll try and see if we can say the same thing using one half or even one third of the original number of words, compared to the original.”

“Let’s look at the construction of some example phrases. Can we say the same thing in half the words—maybe even a third of the words?”

“In these sample phrases, we’ll work on saying the same thing in half the words—maybe even a third of the words.”

Example 2:

“You should aim to have a high quality score because that means that your bounce rate is going to plummet.”

“A high quality score will cut your bounce rate dramatically.”

“A high quality score will slash your bounce rate.”

Example 3:

“Since 1999, 216digital has been a premier Miva developer. Over that time, we have become experts in the design and development of responsive Miva websites and custom Miva applications and modules.”

“216digital has been a Miva developer since 1999. We’re experts in responsive design and development, and we rock Miva applications and modules.”

We couldn’t really improve on that one. The first revision was the final revision.

The Bottom Line

The point here is that your best writing is never your best. At each stage in the writing process, the writer of each of these sentences couldn’t find anything else to improve on. Yet after a little time away, we found we could take these sentences through two more versions to reach the ultimate in clear, concise expression.

This process is easy for us now. Fast drafting and revision are second nature to us! We bring these skills to every client we serve. If you’re looking to improve your existing SEO content writing, or if you’re about to dive in for the first time, get in touch with our SEO content writing team. Let’s start talking about your next big thing.

Great research is the key to SEO content writing

Without adequate research, a piece of writing is at risk for factual errors. Nothing destroys reader trust like reading something that’s obviously false. This is especially true when the error is so basic that a little research on the writer’s part would’ve nipped the mistake in the bud. But great research isn’t the only factor involved in SEO content writing success; an audience-tailored voice ensures that all that great research gets through to those who want to read it. In other words, at 216digital, we believe that voice and style are just as important as good research.

In marketing, customer research involves the discovery of different market segments—different portions of a customer base defined by age, education, income, interests, and so on. Say one of our SEO content writing clients sells aftermarket parts for a highly customizable make of car. That client’s general customer is enthusiasts who love that kind of car. But not all of those readers are the same. We might divide these customers into different segments—say, longtime car lovers who’ve had their car for years, and younger customers who are just getting into that kind of car and have some basic to mid-level questions. These customer segments will have different concerns and knowledge levels.

Different sections of this client’s website might cater to one market segment or the other—or both. Any copy we write has to fit the segment or segments who will read it. If multiple segments will read the page, our copy has to work at a higher level of generality while still popping off the screen. If only one segment will read the page, our copy has to work at that segment’s knowledge level and speak to their exact concerns—while still popping off the screen.

Voice and Tone

The voice of a piece of writing is critical to its success. How many times have you clicked on a page, started reading, and quit because the writer couldn’t write? In writing fiction, “voice” is what separates one author from another. It’s the most difficult quality for a writer to develop, and it’s often the last to emerge. Think of it like stage presence for a musician. Every successful musician carries herself differently on stage, making every performer unique; but all successful performers have one thing in common—a highly developed persona unlike anything else in the business.

Every client we write for needs a different voice. We may find, through audience research, that some clients require similar voices. That’s fine—but we can’t start with that assumption; we can only work that way once we’ve researched our audience and we know that a voice we’ve used before is appropriate.

Some clients will need a highly technical voice that writes with a lot of technical knowledge. These clients will require even more extensive research than others. A client in the engineering sector will need a far different voice from a client who sells retail clothing. Each of these clients needs its own voice to match its target market and sales strategy.

How do we determine what kind of voice to use for a particular client? By researching that client’s content competitors and soaking up the best writing in that market. For example, to develop a voice for articles on 216digital.com, I looked at SEO articles on www.searchengineland.com as well as ecommerce customer case studies from Miva, the premier online store platform. Reading these sources not only gave me raw information, but it helped me capture the tone that turns our audience on. We take the same approach with every client. We find the best content sources in our client’s market, imitate that tone to teach it to ourselves, and finish by blowing that tone away.

Putting Audience First

It’s simple: we put our audience first. With every sentence and every article we write, we ask if it serves our audience. Every word that gets in the way has to go. We find creativity in structure and topic, rather than in using more words. We owe it to our audience to give them the shortest, most dynamic structure and phrasing we can.

If you’re looking for incredible content marketing services, consider the SEO content writing team at 216digital. Get in touch today, and we’ll start talking about your next big thing.