The ever increasing importance of content – Part 3 of SC’s foundation level copywriting skills.
If you’re doing your own marketing (and even if you’re not) then unless you live with your head in the clouds, you’re likely to have heard innumerable copywriters and marketers talking about the importance of content. And trust me, it’s not just because they want the work. And last week I was blogging on the Fabulous Women website about why content is quite so important and why you really do have to invest some time and passion into it but in case you missed it, here’s a quick re-cap:
1. Search engines.
If you read my last blog about keywords, you’ll know how important they are in terms of making sure a website page or blog gets found. The bottom line is people use keywords to find your site and the search engines use keywords to rank your site and how relevant your keywords are to your content. If people find your site using a certain keyword (but your content is boring, poorly written or irrelevant to the keyword) then the chances are they’ll quickly click away. And they’ll be unlikely to share that content or back link to it. So your content is not only the place where your keywords live and hang out but it’s your chance to shine to the search engines and show them that your site is really interesting and relevant. Do that, with well optimised and dynamic content and hey presto! Lower bounce rates, more shares, maybe even some back links and all that leads to better search engine results.
2. People.
People buy into a brand and so your content is performing an important but dual role. It’s helping you build awareness and relationships with your consumers, so that you become someone they know, like, trust and want to do business with. But it’s also helping you to establish a reputation as someone who really knows their onions. It’ll help you become the resource they go to when they need some tips, advice or information on your niche and that in turn makes it easier for you to do business. Without the hard sell.
3. Your other marketing activities.
Well planned and written content and copy is an integral part of your other marketing activities and is likely to drive your social media campaign and possibly even how you do that one minute pitch at a networking event too. What’s more, by default, that actually makes your life easier, because it helps you plan and pull together a cohesive marketing strategy on all fronts.
You can read the full blog at www.fabulous-women.co.uk. but in my next SC blog, I’ll be looking at that all important question – how do you make sure your content is king.
Need help with your content? Tying yourself in knots over keywords or just want someone to give you some pointers as to how you’re doing?
Email me today (lucy@lucy.umbrellawebsolutions.co.uk) and I’ll get right back to you.
