The Writer's Resource: Tips, Tricks & Strategies for Becoming a Better Writer

Current Articles | RSS Feed RSS Feed

5 Tips for Writing Content for Local Search

 

describe the imageContent writers should be aware of the increasing importance of local SEO. They should know how to incorporate information into their content that allows businesses and websites to take advantage of improved exposure to local search engine users.

How can content improve the chances that a business or website will rank well for local search? The following are five tips that help content writers to create content that is likely to rank highly for local search engine users:

  1. Take advantage of local insights- When it comes to local content, success in local search rankings is all about familiarity with the community in question. Making reference to local features and ideas that everyone in a given community will understand is an important method of convincing Google that the business for which you are writing content is devoted to a given community. 
  2. Gear your subject matter towards the interests of a local population- In every industry, interests and concerns can vary by locality. You need to be in tune with the particular concerns of a given locality if you want to produce content that will successfully rank in local search.
  3. Mention local landmarks- Google's algorithm can incorporate the mention of certain landmarks and regional geographic data into search results. This means that mentioning landmarks in a given region can help your content to be successful when it comes to local search. 
  4. Have an appropriate voice- While your voice and vocabulary might not necessarily have a direct impact on search rankings or Google's algorithm, it can help your content to appeal to a given populace and become more frequently shared among Internet users. This in turn will help you to acquire backlinks and social media exposure for the business or website for which you are writing.
  5. Be aware of events- Local readers will be interested in news on upcoming events in their community. Local events are not only a great source of topics for content writers, but they also indicate to Google that a business's website is regularly updated with up-to-the-minute news. 

Photo courtesy of Shutterstock  

Creating a Productive Writing Schedule

 

shutterstock 173678780A writing schedule will help you focus more on your work so you can create higher quality work in a shorter amount of time. You'll also stress less about meeting deadlines and having to really crunch to get an assignment done at the last minute. A schedule will help you feel more confident about your craft, and train your creativity to show up when you need it.

Sounds great, right? But how, exactly, do you create a writing schedule that works? 

1. Create a Space

If you're working from home, it can be tempting to sink into the couch with your laptop and punch out some words when you have a few minutes. The trouble with this is that it can be hard to get into a groove, and it's really easy to get distracted. It can also make your off hours a little less relaxing as your work space and home space aren't separated.

Instead, designate a place where you will do your writing and invest a few bucks into making it a space that you love. Even if it's just a corner of one room, having somewhere special to go when it's time to write will make it easier to create and stick to a writing schedule. 

2. Set Some Boundaries

Whether you're working in an office or from home, setting boundaries is essential to a productive writing schedule. To others, you may not look that busy, but interruptions can seriously derail your goals. Let people know that your writing time is sacred time and that you shouldn't be interrupted. Help reinforce the point by taping a note to the door (or the back of your chair) letting people know that it's Writing Time.

Be sure to do the same for yourself, too. Writing time is not for checking email, catching up on Facebook, or throwing in a load of laundry if you're at home. Turn off your phone and close those extra browser tabs and respect your craft enough to dedicate yourself to it.

3. Just Do It: Set Aside the Time

Waiting for inspiration to hit you or waiting until you feel like writing only invites other things to get in the way and prevent you from being productive. There is no perfect time of day for writing; you have to figure out what works best for you. Some people feel refreshed and clear first thing in the morning while others find that the creative juices start flowing as the clock approaches midnight. 

The important thing is that you figure out what time of day works for you and actually set aside the time. Then, you have to show up for it every day - just like any other job. The good news is that, like any other habit, the more you show up for your writing time, the easier it will get. 

4. Make it Your Own

Most successful routines are built around a few little habits or rituals that personalize the pattern. For example, runners like to put on all their special gear, set up their playlists, adjust their earbuds, and do certain stretches before heading out. Most will do all of these things in the same order as a way to prepare mentally for the task ahead.

Start establishing your own little habits and rituals that help you transition from being part of a busy day to focusing on writing. Maybe you could make yourself a hot cup of tea, set it on your desk, set some mood music, give Facebook a final check, and then dig in. Or you could take the dog for a walk to clear your head, fill a tall glass with ice water, and meditate for five minutes before beginning. 

The important part is not what the little habits are, but the fact that you repeat them before beginning each writing session. This will help you establish the habit and make it something you look forward to every day.

Make it Work for You

The key to creating a productive writing schedule is simply to be committed to creating one. It might take a few adjustments until you find the magic formula, but if you stick to it, it won't be long until you feel like something is missing whenever you miss or skip your writing time.

Photo courtesy of Shutterstock 

Website Content: The Rules of (Consumer) Engagement

 

shutterstock 220261756There was once a popular movie called "How to Succeed in Business Without Really Trying".  What a wonderful notion: That there is a simple, easy way to reach the pinnacle of success. Nice as that would be, we know that success is impossible without effort. Let's take marketing, for example.

Traditional advertising and word-of-mouth, once sufficient to guarantee at least a modicum of success, comprise only part of the comprehensive marketing strategy today's competitive environment requires. Effective content marketing is essential to building your brand so that it stands apart from the competition.

Much content marketing emphasis has been placed on social media (also known as social networking sites or SNS). Often overlooked, however, are company websites, yet your website should be one of the priorities when producing marketing content.  Why?  Because, at the end of the day, a consumer will almost always go to a company website for information, no matter how informative or entertaining a Facebook page or Twitter feed may be.   

First, when we say content for websites, we mean just that: Material produced solely for the purpose of creating and renewing content on your official company site, not simply links to other sites or sources (although those can be beneficial to some extent as well).  Here, then, are some things to keep in mind when producing content for websites:

Be mindful of purpose. In other words, remember what you're trying to accomplish which is, above all else, to attract visitors to your site and, once they're there, to engage them via a call to action to convert them from consumer to customer. That's it. That's the bottom line.

Who Are You? What is your enterprise all about? An honest assessment of your company's identity is an important step because your website content (or any online persona, for that matter) should be an accurate reflection of who you are and how you want your products/services/people to be perceived. A conservative business law firm, for example, is likely not going to impress its existing clientele or attract new clients if its website content is "hip and trendy". 

Beauty is in the eye of the beholder.  Although substance is the most important factor, content for websites must also consider style.  If your site has been professionally designed, great!  If not, it is well worth having a pro look at it and refurbish it, if necessary.  If the webpage is unattractive, the visitor will click away (and likely never come back). 

You basically have about 2-3 seconds to make a favorable impression and grab the attention of the consumer.  There are no hard and fast rules as to what makes a website look good, however. Just know that it can't be too busy, shouldn't look disorganized, must be navigable with ease, and, above all else, should be easy on the eyes. "Shock and awe" is not what you're going for here. Our advice? Spend some time looking at the websites of your competitors.  See what works and what doesn't. Look at the sites of successful companies. Then and only then should you revisit your own site. 

No sales pitches. If you want a visitor to spend time on your site and, even better, come back from time to time, your content shouldn't be an online advertisement for your goods or services. Content for websites should be interesting, informative, and of value to your target market. You want your site to be considered a resource, not a marketing tool. The more you can educate and/or entertain visitors to your site, the more they will look around, and perhaps even link to it. So assess what interests your target audience and then focus on it. 

It's story time! The most effective content for websites tells a story. It might be about your company history or an update on legislative or regulatory changes that impact your industry, for example.  Whatever the subject matter, the writing should be engaging while it informs.

This is no place for an amateur.  An amateur writer, that is. Your most competent technical person isn't necessarily the person who should write your content. Content for websites is easy to write.  Writing effective content for websites requires the ability to - you guessed it - write effectively. 

Refresh, refresh, refresh. In order for content for websites to be valuable, it should be updated on a regular basis. Otherwise, your site will stagnate and so will traffic. 

Proofreed yore kontent. We really don't need to say any more, do we? 

Photo courtesy of Shutterstock 

Improving Your Marketability with a Content Marketing Strategy

 

shutterstock 229612726As you develop your writing skills in order to make yourself more appealing to online marketing companies, honing your SEO content marketing strategy is an important component of your progress. Taking algorithm changes implemented by Google and other popular search engines into account can help you stay marketable as a content writer. These do's and don'ts of content optimization will help you stay ahead of the competition.

Do keep up with algorithm changes.

Staying in the know when it comes to algorithm changes is part of an SEO content marketing strategy that makes you more desirable to marketers. While these algorithms are constantly changing to keep up with the ever-changing needs of search engine users, there are a few tips that you can use to avoid being passed over for work.

  • Never copy content word-for-word. Even if you wrote the original piece, using copied content for a new client is a sure way to get yourself blacklisted. Google algorithms penalize websites that use content that can be found elsewhere, so using recycled content will hurt clients and your chances of success in the content writing world.
  • Try to find a new angle when you are writing content for a marketing company. Even if you use different words to convey a message, rehashing the same old thing hurts when it comes to SEO. Remember that you are tasked with helping clients boost their search engine rankings, and fresh content is an important part of achieving this goal.

Do include relevant links to high-quality websites.

Unless an online marketer specifically asks you to exclude links, use relevant links to improve the value of your content. Using too many links can be detrimental, but adding about one for every 100 words you have written has a positive impact. Trusted news websites and scholarly journals tend to be the best websites to use for linking purposes. Academic institutions and government agencies also tend to have accurate, relevant and recent information to reference in your copy.

Don't resort to keyword stuffing.

While the use of keywords can be beneficial as part of your SEO content marketing strategy, it can be easy to overuse these words or phrases. Instead of working your content around a certain keyword or phrase, consider writing naturally in an attempt to have your piece flow better. Awkward keywords can hurt search engine rankings, and stuffing these keywords into copy that doesn't jive with them is a recipe for disaster.

Don't write content that comes across as spam.

Even if you are writing content for an online marketing company that specializes in helping clients that sell products or services, avoid creating content that reads as spam. A call to action is an important part of a piece that is intended to encourage readers to move to the next step in the buying process, but sprinkling pushes to buy throughout the content is a huge turn-off. Not only will readers be annoyed, but search engine algorithms will flag these types of websites as spam. Instead, work to make a well-researched, relevant piece that closes with a subtle call to action.

Success as a content writer starts with creating an SEO content marketing strategy. Use the list of do's and don'ts outlined above to start building your own strategy, and remember to stay informed about algorithm changes to provide the best content for online marketers.

Photo courtesy of Shutterstock 

5 Ways to Get Excited About Writing Content Again

 

shutterstock 94123525Even the most experienced writers struggle to find inspiration at some time or other. This can make writing feel more like a chore than a pleasurable activity. As this happens to all of us, there are several tried and tested methods that can help you bring the excitement back into content writing.

1. Think About Why You Choose a Career in Content Writing

The simple act of remembering what decisions led you to begin content writing can be encouraging. Think about your past objectives, how these still apply to your life today, and how they have transformed into new goals.

2. Meet Other Content Writers

Writing content is a solitary profession, and it is easy to feel alone in your work. Talk to others — the likelihood is that they have suffered from the same problem and may even have ideas about how to regain motivation. If you are able to meet other writers in person, whether they work on content or another type of writing, this is even better.

3. Write About Something Else

Start from fresh, writing about anything that comes to mind — the more unrelated to the content on which you are working the better. Bernadette Mayer, for instance, has a long list of writing tasks that will ensure you never suffer from writers’ block. The best thing about these exercises is that is that no one will ever need to read the results. By removing the pressure of creating something of high quality, you can have fun in with writing again.

4. Take a Break

Spend a several minutes, a few hours, or even the rest of the day (if you can afford to take the time off) doing something completely different. Be ready to write down any ideas your mind generates during this period.

5. Write Without Stopping

Create a free-flow of ideas by writing without taking breaks to read back what you have written. Even if you feel that your content lacks flow or does not sound quite right, remember: there is no need for your initial draft to be perfect. Limit edits to when you have finished, and the likelihood is that you will be pleasantly surprised by what you have created.

Content writing should be enjoyable, and remember, readers will pick up on your enthusiasm for the subject. Unfortunately, inspiration is sometimes hard to come by. Try all of the above strategies to find what works best for you to ensure that an element of excitement always exists in your writing.

Photo courtesy of Shutterstock 

5 Ways to Create "Snackable" Content

 


describe the imageSometimes, blog posts don't need to be a whole meal. What if your readers only want a little snack? “Less is more” is a mantra that’s been around for ages, and it’s as true as ever when you apply it to content. Long-form content has its time and place, but snackable content has become a popular way of disseminating information, because:

  • It’s punchy
  • You don’t need to capture your target’s attention for more than a few seconds
  • It encourages sharing
  • It sticks around for SEO purposes just as well as longer content does. 

Creating good quality snacks is an art, however, whether you’re talking food or online content. Fortunately, digital media offers us lots of ways to do so.

Social Media

Twitter began the snackable content craze, with its 140-character limit on updates. Hard on its heels are Vine and the latest addition, SnapChat. But what if you’re a Facebook Junkie or LinkedIn buff who doesn’t want to learn a new platform right now? Then curating info tidbits from other sites, infographics and embedded video links are your friends, because you can achieve the same result on your networking site of choice.

The purpose is to get your message across in the few seconds it takes for readers to view your post, and to make it interesting or engaging enough to get them to share it with their networks.

Marketing Snack Packs

Sampling has been a successful marketing tactic since the beginning of time, and if your product is content (or content-driven) then it’s a good way to get your customer to test before he buys. If you’re promoting a free ebook or white paper as a way to generate leads, a powerful, compact summary gives the reader a sample of what he can expect to find in the download. Do you have an online webinar or video demonstration of your product that last for 5 to 10 minutes? Offer a 30-second sample to encourage users to sign up for it. Sure, you may lose out on some participants because they realize it isn’t what they wanted, but at least you won’t lose them during the virtual event when all attendees can watch the numbers dropping as they leave.

Remixing

Remixing is a staple of the music industry, with old songs routinely making a reappearance with an updated beat or a new zing to them. Why not do the same with the more successful of your existing blog posts? Show them a little love by taking just one aspect, keyword or section and updating or expanding on it just a bit to give it a new look. Keep it short and sweet, and publish it with a new heading and share it on social media with a new approach. You’ll be:

  1. reinforcing the message of the original piece with your target audience
  2. reaffirming the validity of the message by populating the internet with yet more authoritative evidence of your claims
  3. providing updated content for your SEO purposes as well as your Google ranking, without the work involved in creating new stuff
  4. giving your reader something to snack on without repeating yourself
  5. maximizing your return on investment from the original blog post.

With all these benefits, what’s not to love about remixing?

Visual Variety

A big part of successful snackable content is its visual appeal, and to keep it interesting you need variety. Luckily, variety is the name of the digital game, with options such as memes, images, animated gifs, infographics, video clips, podcasts, slide shows and pop-ups to choose from. Ok, forget that last one—popups really aren’t popular and never have been. But all the rest offer a smorgasbord of variety for your hungry reader to snack on, and as long as you make them tempting enough he’s likely to start sampling. And if he enjoys what he gets, he’ll come back for more. Or so the theory goes.

Snackable content is all about serving up your message in small, easily digestible helpings that your reader can consume anywhere. With the increasing trend towards mobile, this is beneficial because the smaller your snack, the easier, faster and cheaper it is to access or download. Also, the less time it takes to consume while on the go and the less space it takes to store means the more people are likely to access it. Less is most definitely more.

Photo courtesy of Shutterstock 

5 Tips for Creating Compelling Social Content

 

shutterstock 184801058Creating compelling social content is often one of the biggest hurdles in social media copywriting.  More people are using social media than ever before to communicate, shop, educate themselves, perform research, and test the waters of public opinion on a variety of topics.  This means that social media has become the barometer by which many people measure the decisions they make on a daily basis.  As such, social media copywriting has been forced to evolve to a more creative and original level so it can surge ahead of the competitive pack and deliver content that gets noticed and gets results.

Devising ways to develop content that delivers does not require Herculean efforts or extraordinary measures.  To the contrary, it can actually be rather easy to create compelling content if you refine your methods, narrow your focus, and define your audience.  Here are five tips for creating compelling social content that will give you a great foundation for your social media copywriting strategies:

Tag Along on the Popularity Bandwagon

Part of successful social media copywriting includes keeping track of current and predicted trends and following what's happening in pop culture.  While some content creators don't always use trends and culture references, they can make for compelling social content when used to capitalize on their existing popularity.  A large portion of searches conducted online include references to trending information and current pop culture names and events.  Tying those topics in to your content can boost your exposure by putting your content in the list of results generated for many search queries, and it can also result in content that is more likeable and shareable.

Encourage Audience Engagement & Participation

Many Internet surfers are passive, silently pouring through pages of content without interacting with what they are reading or looking at.  Creative calls-to-action don't always work when you're trying to get your target audience to enter your sales funnel.  You can foster an atmosphere of engagement and participation for your site visitors and readers through actionable social media copywriting.

Become Active in Social Listening

Being a better listener isn't just reserved for improving communication skills and establishing stronger B2B and B2C relationships in person, nor does it allow you to reap benefits that are likewise restricted to face-to-face interactions.  Social listening is a marketing strategy that involves a focus on your customers in a way that makes you hyper-aware of their wants, needs, motivations, reservations, impressions, and opinions.  When you truly pay attention to what people want and expect from your company, you are better able to meet those expectations through the creation of social media content that is personalized and streamlined.

"Tried and True" Still Works

Lists, freebies (samples, newsletters, and promotional products), downloads like eBooks and white papers, and infographics remain popular with online users and still work well when it comes to encouraging visitors to take action in some way.  Whether your visitors are signing up for a newsletter, providing contact information to receive a free download, filling out an offer for a promotional sample, or sharing your content on other social media sites, they are invested in your content and doing something to acknowledge that "investment."

Peace Sells...But Who's Buying?

Discord, strife, and controversy, on the other hand, do sell - and they sell quite well.  Steve Jobs quoted Jack Kerouac when he said, "Here's to the crazy ones.  The misfits.  The rebels.  The troublemakers.  The round pegs in square holes."  The quote continues with, "About the only thing you can't do is ignore them.  Because they change things."  Controversy gets attention and it is compelling because it is so very different from the run-of-the-mill content we've all seen already everywhere on the Internet.  Controversial content makes people feel, which is the touchstone of making people take action.

Use these five tips to take your social media copywriting strategies to a higher level, rather than letting your content creation efforts get lost in the shuffle by becoming stale and repetitive.  When you continue to think outside the box and generate social media content that stands out and shines, you'll notice a difference in many aspects of your marketing efforts, like page rank, lead generation, return on investment, and the social popularity of your online content.  Stop letting your online presence exist in the shadows; create content that puts it in the spotlight!

3 Common Ebook Writing Mistakes to Avoid

 

shutterstock 174687188Writing an ebook is something that crosses everyone's mind--and probably more than once. However, kudos to you for actually sitting down and putting pen to paper--er, fingers to keyboard--and writing your first ebook. 

Since this is your first ebook, it's more than likely that you'll make a few newbie mistakes. Check out these three all too common ebook writing mistakes to prevent these from happening in your own ebook.

Your ebook is too long.

Ebook readers aren't often looking to read a novel on a digital interface. When they're searching for an informational ebook, they're looking for something short and sweet that will tell them exactly what they need to know--without all of the fluff.

Quick fix:

Split your ebooks up! If you know that there is a lot of ground that you want to cover, that's great. But don't attempt to do it all in one book. What's better than starting out writing one ebook and ending up with an entire five ebook series? 

It is important to go in-depth with your information. People are buying your ebook to really learn what you're talking about. Don't simply gloss over the information. Use one ebook for each section/topic that you plan on talking about. Most novels average about 80,000 words, but you don't even want to graze that number with your ebook. In fact, some experts say that 2,000 to 6,000 words is the ideal length for an ebook.

Another reason for this is that ebooks are customarily cheap. You don't want to write a novel that you're only going to be able to sell for five bucks. Less is more when it comes to your ebook writing.

You're doing it all yourself.

Digital publishing is huge right now and many people tend to correlate that with DIY publishing. Don't! Just because you are writing and publishing an ebook does not mean that you have to go it alone. In fact, if you want your book to succeed, you can't go it alone. You need help.

Quick fix:

If you're trying to write, edit, publish, and design a cover for your book yourself, chances are that at least one of those jobs is going to be lacking. You are a writer, so your main job should simply be ebook writing. Hire an editor or just ask a good friend for a favor. Another pair of eyes needs to see your work because they will be able to pick out more errors than your own.

Unless you're actually proficient in graphic design, you do not want to attempt to DIY your own typeset and cover design. Unfortunately, the old adage "don't judge a book by its cover" hasn't help up too well, because that's exactly what people do. So you want your cover to be eye-catching and appealing.

Last but not least, there are publishers out there for ebooks. Pitch your book to them before attempting to publish it yourself. You'll find more success if your book has a publisher.

You're not marketing your ebook.

Unless you're James Patterson or Stephen King, you can't simply write a book and then let expect it to fly off the interactive shelves on its own. You have to market your ebook.

Quick fix:

Marketing your ebook shouldn't even wait until after you've finished it. You want to build hype. Announce your upcoming ebook on your blog or share it with all of your friends. This way, you'll have an audience right when your ebook has been published and you won't be launching cold.

You need to get on social media to promote your ebook as well. You can utilize your own Facebook, Twitter, and LinkedIn pages for marketing. 

Don't let your ebook writing go to waste. Make sure that you're not making any of these common mistakes and your ebook should be a hit.

Tags: 

6 Easy Steps To Awesome Content Marketing

 

Content marketing involves creating and publishing content as part of a strategy to gain and content marketingretain customers. This requires a huge amount of writing, which must all be of the highest standard if marketers are to compete with other businesses. As online marketers often lack sufficient writing skills to create such content they often turn to professional writers.

Unfortunately, it can be a struggle for even the most experienced writer to keep up with the quality demands set by marketers. This guide will teach you how to create content that demonstrates just how valuable you are.

1. Start Strong

The introduction is your opportunity to capture users’ attention and ensure that they keep reading. A weak opening sentence will lose readers, no matter how good the rest of your content is.

Writers often make the mistake of beginning with a paragraph of bland, generic information. Quick Sprout has some better ideas to use:

  • Anecdotes — tell a short story that fascinates or to which readers can relate.

  • Surprising facts — dispelling commonly held beliefs can be particularly effective.

  • New viewpoints — come up with a fresh idea for a frequently discussed issue.

  • Breaking news.

  • The promise of unique information.

2. Think About Structure

Plenty of white space is essential when writing for the Internet. When visitors to a website or blog see an article consisting of long paragraphs and few features to break up the content, they feel fatigued and will most likely close the page.

Far better is to follow one of the following structures, named by Content Marketing Institute:

  • A how-to guide

  • A Q and A list

  • A debate (such as advantages and disadvantages of a certain course of action)

  • A comparison or metaphor

You can then divide your content up using subtitles, numbered lists, bullet points, or a combination of the three.

3. Focus on a Single Idea

Trying to express too many ideas in one piece quickly becomes confusing for readers. This is particularly important in content marketing where your audience need to finish reading with a clear idea as to what action they should take next.

4. Be Unique

Rehashing content that is already available online is useless. If readers can already find the information elsewhere, why should they choose to read yours? Incorporate some of your own ideas or conclusions into your content to form ideas that readers may never otherwise have considered.

5. Cut the Jargon, Cut the Fluff

Users are looking for an enjoyable reading experience, where they do not have to work hard to understand. Avoid repetitions, unnecessary words or phrases, and industry specific terms that some readers may not understand.

6. Only Edit After Writing

During the writing stage, you may slip up with some of the above rules. Still, it is best to just continue writing and only edit once you have finished. If you keep stopping to make changes, you may lose your train of thought.

When you do reach the editing stage, do not be afraid to delete whole chunks of writing. It does not matter how much you like the writing — if it adds nothing of value, it must go.

Writing for content marketing is not very different than other types of writing: you aim to engage your audience using information that they cannot find elsewhere. Stick to the above rules and your content marketing team will recognize you for the asset that you truly are.

Photo courtesy of Shutterstock

Business Blog Writing: Facilitating Exposure Through Copywriting

 

While keeping a business blog might have automatically offered enormous advantages in thebusiness blog writing early days of the online marketing and SEO craze, this is no longer the case. Nowadays- with basically every business website keeping a blog- content marketing strategies need to involve a little more than simply regularly posting pertinent industry news and tips. 

Yet a copywriter engaged in business blog writing should by now feel offended by calls to create "quality content". After all, shouldn't any dedicated writer strive to offer the utmost in quality with every single post? A good business blog writer needs to not only have superb writing skills, but also a real understanding of how the business world works.

The fundamental importance of exposure

In business, one of the most important things to understand is that quality products or services are not all that's necessary for a successful entrepreneurial or business venture. High quality products or services are useless if people aren't exposed to them.

The same holds true in the case of a blog of high quality posts that provide useful, interesting, and pertinent information to potential clients. Unfortunately, too many content marketers and copywriters devote all of their efforts to creating content without putting enough thought into all of the different ways that content itself can help to publicize, market, and promote their business blog. 

Writing posts that earn exposure

As a copywriter, you might not feel that promoting a blog is your job. You might feel that you're only responsible for producing "quality" content that keeps that blog updated. But experienced content marketers know that inherent in the concept of "quality" content is the idea that the content in question will earn exposure, attract attention out on the Web, and be easily diffusible to social media platforms and other online communication channels.

Who knows? If you're good enough, you might even manage to achieve the ultimate jackpot of content marketing by going viral and catapulting a business- and maybe even yourself- from obscurity to Internet stardom. 

One of the most important things for a business blog content writer to realize is the increasing importance of their role in company marketing tactics. Content marketing has been shown to be the new priority among companies in a wide range of industries. As of 2013, 57 percent of marketers were identifying content marketing as their top priority. With the increasing focus on content marketing in business environments, much more will be expected from content writers contributing to business blogs in the coming years. 

Business blog writing with the best chances for exposure

So how can your business blog writing achieve the distinction of "quality content" by maximizing exposure for a company website out on the Internet? The following are a few tips that go beyond simply writing well to incorporate the online nature of business blog writing into your content creation tactics:

  • Arouse curiosity- Come up with eye-catching titles and headings that will make readers likely to click on and continue reading your posts. You can also arouse curiosity by finding the most pertinent questions in a given industry that are likely to stir up interest or controversy. 

  • Establish an identity- A signature line is important for any kind of blogger. Readers will engage with your content if they can contact you directly. The signature line is not only important for promoting exposure of the blog your'e writing for, but it's also important for promoting exposure for yourself as a writer. 

  • Interact with others in the industry- Starting up conversations is important for getting exposure. You can encourage conversation around your blog by getting to know others in the industry and by linking to the blogs and websites of industry authorities and leaders within your own posts when appropriate.

  • Write pithy prose- Copywriting for the Internet should generally be concise and to-the-point. The moment a reader senses that your writing is getting wordy or starting to lack substance, he or she will navigate away from your post and probably away from the website altogether. Make sure that each sentence packs a punch. 

The best business blog writing shows a consciousness of the end goal of blogs kept for business sites: increase awareness of a company website out on the Web. Success in this endeavor is as largely dependent on getting adequate exposure as it is on simply offering well-written content. 

Photo courtesy of Shutterstock

All Posts