Posted by: Stacey Cosens

Posted on: November 28, 2012 3:24 pm

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Those that are aware of the growing importance of content marketing will be aware that investing in a blog for your business is one of the easiest ways to achieve this and provide fresh exciting quality content to benefit your search marketing.

But figuring out how to best use your blog can be a challenge as well as coming up with new topics to write about to ensure it is kept regularly updated. Here are my top tips for coming up with new blog topics and keeping it fresh and interesting:

  • Invite guest bloggers to contribute – this will add some variation and fresh insight to your blog. A guest blogger will be able to provide varied views on issues relating to your industry and could even cover a topic that never even crossed your mind. You could even invite well known industry experts to contribute or offer exclusive comments and advice.
  • Relate your blog to current events and topics to remain as relevant as possible. If something is of the moment it is more likely to picked up people searching for that particular term and will help drive more attention and traffic to your website. Read through news websites and Google News key words relating to your industry.
  • Write a profile or special feature on one particular topic so you leave other areas to cover in future blogs. If you’re a retail industry, focus on one particular product per week or find a common theme for a range of products. You could even compile lists based on their suitability for certain people or projects. If you offer a service, think of a certain area you could concentrate on and go into detail.

Blogging should not be underestimated; a study of 1531 businesses by Hubspot found that company websites that had blogs received 55% more visitors than those who didn’t as well as 97% more inbound links.

Posted by: Stacey Cosens

Posted on: October 24, 2012 1:51 pm

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An infographic is a visualisation of data or ideas which can be an effective form of relating to a target audience. The human brain is exposed to 174 newspapers worth of information a day, 99% of which is filtered out of the brain almost immediately. Infographics are in the 1% of information that does make it into the brain.  If you are considering compiling an infographic there are some important points to consider:

  • The researching and writing of an infographic should be carefully considered, with an idea of the target audience in mind and the type of information which is going to be included. Infographics should stick to a particular theme to be at their most effective and understandable. Obviously to benefit a business it should be relevant to their industry.
  • The best kind of infographic features short sharp points and statistics with information that is easy to digest and interesting. Unusual or novel information is the most likely to get noticed. See if you can find any fun facts or interesting statistics about your particular industry or product.
  • The Office of National Statistics is one of the best places to find research information and easily available figures. Alternatively, try searching for your subject along with words like ‘research’, ‘study’ and ‘survey’ in new sources like Google News.
  •  The best tone to take is friendly and informal, you are relaying simple information which needs to be read and digested quickly. Long formal words and wordy bites of content mean information is less likely to be absorbed or read. Keep the word count low on infographics and instead focus on figures and images.
  • Half of the brain is dedicated to visual function and 65% of the population are visual learners. Visuals are processed 60,000x faster than text and publishers who invest in infographics grow in traffic by 12% more. In two years infographic search volumes have increased by 800%

Infographics look to be an important tool for businesses to get noticed by the time limited customer and are set to be rapidly optimised by companies in the next few years. Don’t get left behind.

Posted by: SEO Positive

Posted on: July 22, 2011 7:55 am

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So we’ve dealt with the technical aspects of copywriting, but how do you learn to write with that enviable charisma and style that keeps the users interested and reduces your bounce rate? The psychological side of sales writing is intricate but interesting and something that all SEO companies or SEO specialists should consider. Below are several points to bear in mind if you really want to play on the instincts of your audience without coming across as too pushy and intimidating.

  1. Users are not interested in how much you love your product. Along the same lines, if they want a detailed profile of your products or services they’ll go elsewhere on the site – the sales copy is intended to convey the real advantages of what you’re offering. You need to SELL your business and there’s no better way to do this than to point out how your products or services are going to benefit your potential customers.
  2. To do this effectively, you need to give the user examples of the benefits in action. Part of good sales writing is to convince the user that they really can’t live without your product. Because the reader will automatically associate the relevancy of your product to their personal circumstances, you need to demonstrate how your product has helped consumers similar to them in the past. Short and simple stories are most effective. This can also be achieved by positioning flattering testimonials either in the body of the text or elsewhere on the page.
  3. People like imagery. Using great metaphors and analogies will capture the imagination of the user and sustain their interest, and also prevent your text from becoming too uniform and stale.
  4. A good technique to consider when writing sales copy is the ‘so what?’ philosophy. If your reader finds themselves asking ‘so what’ at any stage they’re likely to become uninterested. Discourage this by putting yourself in the consumer’s shoes. Cover all bases, explore every eventuality and tell the user why they should be excited by your product or service and everything it can do for them on a personal level.
  5. Exploit the emotion of your reader to a certain degree. Individuals will first make a decision based on their emotional response to the text and tend to think about the finer details later on. For as long as possible, curb the urge for the reader to start thinking logically and ensure they have been persuaded to justify their need for your services or products.  ‘Do the thinking’ for the reader and provide them with as many positive aspects to your services as possible before they find themselves beginning to dwell on the negatives. The positive aspects generally evoke good emotion; the negative aspects will pre-empt the logic.
  6. Avoid making hollow promises to your readers. A good example is the use of the word ‘guarantee’ – unless you really can guarantee everything you’re claiming it’s best to avoid its use altogether. Readers are very quick at discarding copy that seems too good to be true as a standard, hollow marketing tactic and you need to inspire confidence in your business by proving that what you intend to deliver is possible.
  7. Sometimes it’s effective to create a sense of urgency within the text. If readers are told that they can only get hold of these great deals for a limited time, they’re more likely to buy sooner rather than later. However, avoid lying to your audience or bullying them into making a purchase when that same deal will still be on offer the next time they visit your site.
  8. Finally, ALWAYS finish your sales copy with a clear call to action. Let the user know what they need to do next and how to go about it. This could include a link to another page or clearly displayed contact details.
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