SIX REASONS WHY SEO ENABLED CONTENT SUCCEED ON ONLINE PLATFORMS.

 SEO Enabled Content is a must-have for successful reach on online platforms. 

We write to attract, engage or convert the customers. We do it by informing, empathizing, resolving their pain points or offering them attractive deals. So writing for our audience seems very simple. Then why complicate it with words like SEO, Keywords, search engines etc? Well, the answer is simple. Writing for your audience may be one thing but making sure that it reaches the intended audience is another ball game altogether.

SEO or search engine optimization is optimizing our content in such a way the bots or the crawlers can find it. To explain it simply when anybody is searching for a service or information that our content provides then it should be served to them on the first page of google.

Google’s search engine algorithm or criteria to put it simply is like Mac Donald’s chicken recipe. We may know the basic ingredients but we never can replicate them because we do not know the "how" of it. Advertisers and business promotors all over the world are trying to place their content on the top. While the thinktank of google are upgrading their Search Engines to serve the most relevant and useful content to the audience. The more specific the search results are, the better it is as content writers can target specific audiences.

SEO Enabled Content is the easiest and cheapest way to deliver our content:

Content if written well and is relevant, has its way to find its way up the google pages. Consistent and quality content are the one to be dished out first in google search. Writing SEO enabled content does not require any major investment in infrastructure or technology. All it needs is a well-researched, original, grammatically correct and easily readable write up, tweaked for the bots or crawlers. This tweaking needs basic upskilling which any content writer can do in countless courses available on the internet.

SEO Enabled Content helps us to target specific audience segment

The more specific our target audience is, the better service we can provide through content. Empathizing with the audience is the key and that is possible only if we can relate to the buyer persona. This can help us write quality content that will be very relevant and give specific information or solutions. SEO helps us to deliver such content to a specific audience through long-tail keywords.

SEO Enabled Content can help build brand identity

Consistency has always been the key to build a brand. Earlier this translated into monthly budgets for advertising or at least PR activities. Google and other online platforms have made it easy and cheaper. Branding through consistent content is now possible as people flock to online platforms whenever they need support, solutions or even make a purchase. A brand that offers credibility and trust is something they would remember long after the engagement.

SEO Enabled Content ensures our team is interacting with the customer base

The search engine serves up the content to the customers who actively search for that specifically. This ensures that our content if relevant gets instant clicks or engagement. Through the zillions of analytical tools and metrics in place, we also can get instant feedback. This enables us to tweak our content to the customer requirement along with the feedback we also can map the customer requirement.

SEO Enabled Content helps us to update ourselves constantly

Writing or creating content in any form requires us to be updated. We cannot churn out updated and useful content unless we follow the latest in the industry. Constant content creation pushes us to wade through the information overload and pull out the relevant information. Upskilling and updating ourselves the basics to create relevant content. SEO enabled writing ensures that our writing is updated and relevant.

SEO Enabled Content requires constant alignment of content strategy viz-a-viz company goals.

When we Enabling our content for the bots and crawlers, we often question ourselves about which target audience are we catering to and what are we wanting from them. Content creation is no longer a mere self-fulfilment task. It is more customer-focused than anything else. As we strive to answer the question of why we are doing it, we tend to align the content strategy to the company goals. SEO enabled writing helps us to keep ourselves on our toes.

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FIVE IMPORTANT POINTS TO ENSURE EFFECTIVE CONTENT WRITING

 

Effective Content writing is the heart of any digital marketing attempt. Content writing is not literary writing or even book writing. Content writing is a tool to communicate clear subject matter to a specific group of people. 

Does that make content writing simpler? Yes and No.

Yes, because spelt out rules always makes it easy to work but no, because constant empathy with the readers incessantly is not easy. Add to it the fact that value is not constant but a matter of perception. So while a glittery pencil that has a cartoon shaped rubber may sound a deal at thirty rs to a ten-year-old, an adult might scoff at it.

Relevance to your target segment

Content Writing is for the audience and not for a writer. This thumb rule is what makes writing, effective content writing. When one manufactures shoes or dresses, they shape and design them to suit their customers. Writing should be no different. Zero down on your buyer persona or the target segment and write for them and only them. The key to effective content writing is the choice of subject. Choose a subject that might interest them and prove useful to them. Using bombastic words or complex sentences might sound clever and showcase your erudition but may not serve your purpose. Tailor write your piece for your readers. If grouping them into different segments gives you an edge then take it. Segment your target into subgroups and write for each of them. Personalizing your write up will always enhance the effectiveness of your content writing.

Value add  For Effective content writing

While writing content for your target audience, make sure the quality of the content is among the best. Most of the business units start a blog to plug their products or call for action however the basic unspoken deal is “I give you info and you get to know me (or any other call for action)” This is not unlike any other business transaction. Now imagine you have given rotten apples instead of your money. Giving unresearched, wrong or outdated information is akin to giving a prospective client a raw deal. It will kill the relationship before it's born and dent your credibility. And the branding will suffer if not permanent but at least a lasting effect. Effective content writing depends on the quality of the information you are giving.

Some people believe that since they gathered the information the hard way through years of experience or education, it isn’t fair to give it off free. It is necessary to remember that every reader who is reading your writing is giving you his time, focus and recognition. This is on top of the CTA that you expect. So it's not all free. Also, this is more of an investment to build a long term relationship. Remember your credibility can be monetized in many ways. so “giving away” well-researched information is one of the best investments that one can do.

Packaging your message for Effective Content Writing

Story, incidents, anecdotes, empathetic situations are the best form of reaching out to your audience. You don’t want to just engage the audience but give them the takeaway that they can remember and utilize. To do so its is important to relate to them. The best bet is of course storytelling as the major players like Hubspot academy teach us.

 It is necessary to tell a story that has an enumerated problem. The description of the problem and its effect on others will help us to show the audience that we empathize and understand them. This makes them comfortable and lets them relax. Make sure that the problem always has a solution or at least a closure. An open-ended story always leaves the audience with a feeling of dissatisfaction. To draw the whole circle and package your message in a story which relates and offers solutions to the audience.

Quality checks for Effective Content Writing

Now that we have covered the subject quality and the essence of the content writing, let us talk about how best to present it. You need to know that every reader is not a thorough reader. Many of the readers are mere scanners. Here is where the subheading, listicles, font sizes matter. Most people read the heading and then merely go through the subheadings to find if they are relevant or new information or value-adding to them. Bold lines and calls for action too fall under their radar. Only if these can lure them, do they spend more time reading the article in full.

Effective content writing is preparing the article meticulously but giving the synopsis in the heading, subheading and bold captions along with a call to action. They should give the essence of the article to the scanners. Also, the H2 helps in optimizing the write up for the search engines. The font chosen should be of a readable size and preferable in a single colour. Images always attract and videos do it even more. However, one image or one video per 700 words should suffice. Many courses give us the specifics about the way the article should be written like LinkedIn courses. The overall message is to make it easy and comfortable for the reader.

Plugging conscientiously for Effective Content Writing

We all know that content writing is goal-oriented and looks at attracting customers towards a business unit. Remember the time when the sight of well dressed young men with brochures in hand would cause us to change our course just to avoid them? Well, no one exactly like blatant and hard-driving sales talk. Sales are sometimes even perceived as a con because of their aggressive nature. Offering content is a beautiful way to put forth your solutions without badgering your prospective client.

When you offer a value-adding article or any other form of content, you are offering help to a total stranger with no strings attached. You of course expect him or her to remember you and develop a relationship with him. You need to remember that the goal of writing content is to build relationships and not to sell. You could empathize with the audience’s problem. You could even offer a solution but pushing them to buy your product might not be as effective as simply letting them know you and recognize your name. so while plugging the business entity name is great, badgering is not.

Call for action in Effective Content

Call for action is persuading or encouraging the reader to take a specific action eg "fill this form to get 30% discount voucher at our store." It is instant remuneration that the business units can expect instead of the content that they put out. Call for action can range from data collection like registration or avail a discount voucher or simply mail their specific requirements to the unit. Call for action should take the most prominent place on the page and should be noticeable. Even if the audience is just giving a cursory glance, the call for action should stand out. 

5 Reasons, a Startup company should spend on CONTENT WRITING.

 

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Content writing for a  start-up is a spend that they need to ponder upon. Start-up has to stretch every penny of the investment to last as long as possible. Any business has to deal with a lot of unpredictable and uncontrollable variables. With VUCA touching every aspect of life today, the scenario is all the more challenging. Add it to the questions that the ever-evolving technological advancement is throwing at us. The online platform is the most happening of all but how do we utilize online commerce to the maximum. The answer lies in content strategy and content writing. But to start up,  wondering if spending on content writing is wise, following are the factors that can turn content writing into an investment.

• Content writing for Start-up helps identify the buyer persona

As a startup you have your product or service ready, your licenses or the legal formalities are done with. The next step is reaching out to your prospective customers and tell them that you have what they need. How will you do that?

You need to find the exact segment of people who will get the maximum benefit of your product. However sure and specific we are about the segment market, no one can be sure until the product is launched into the market. it is only after many trials and errors that the start-up companies can carve out their niche. With clearly strategized content, carving the niche becomes easier as there is almost a 90% overlap between the readers of the content and the prospective customers. So content writing helps the start-up to shape their buyer persona as close as possible.

• Content writing for start-ups help targeted advertising

Any new startup especially the bootstrapped ones, are often guided by the financial budgets. Gone are the days when the efficiency of advertising depended on the number of people it reached out to. Today with a clear cut buyer persona and call for action, the efficiency of the advertising is mapped against the actual conversion. Starting with a clear cut goal, the start-ups would rather spend on personalized advertisement through social media than on more expensive TV or radio ads. With the lower risk that the Pay per use concept provides, startups would prefer to pay only for the clicks received on their ads or traffic driven to their site. These online promotions demand only one investment and that is good, solid relevant content. Content writing for the start-ups proves most an investment and branding tool.

• Content writing for Start-up helps in Branding

The new era of technological advancement recognizes the human touch and empathy more than anything. Undoing the past mistakes, today advertising is all about “reaching out” “empathizing” and “adding value” to the customers. Today advertisements work towards not just informing the customers of the product and getting a one-time transaction by hook or crook. The present world demands far more than that. We look at building a long term and loyal customer base. The challenge however lies in the fact that people don’t buy regularly unless and until a relationship is built on gratitude or trust or simply familiarity. This is where great, useful content comes in handy. Free and value-adding content will be remembered by the customer and next time that he wants to make a buy he would prefer a brand that has helped him out with know-how and insights rather than flashy discounts. content writing helps start-ups in this kind of relationship building.

•  Content writing for start-ups helps Monetizing the network 

No human is an island. The same is true about any visionary who decides to set up a new business. A start-up has to utilize all the resources that it has to the maximum and the one resource that many of us overlook or undermine is our personal brand value. Every man or woman has a social circle that can be tapped almost effortlessly by simply announcing the startup. Most of the start-up ideas originate from a person who empathizes with the problems or gaps that their fellow being suffer from. So naturally, the customer segment who would be able to receive the maximum value would be from the same demographic pool that the owner hails from. Monetizing from the already existing network can be however tricky too as the people around the owners need to be assured of not being taken for a ride. The best way to do so would be to offer well researched, relevant and timely content for free. This kind of offering with no strings attached goes a long way to develop trust.

• Content writing for start-ups can be repurposed.

Investing in content is doubly useful for a startup as the content once paid for becomes the sole property of the startup and can be repurposed for different platforms. The same material can be tweaked to suit different offers and different calls for action. Actually, if every content that is commissioned by the company is archived, soon the company will have a library to choose from.

On the whole spending on good content is an investment, especially for a start-up company. The content not only doubles up as freebee which the customers can enjoy but also helps to zero down upon the buyer persona and build a long term relationship based on trust and giving. Add to it the fact that the content that the startup has commissioned is an asset in itself which can be used and reused. 

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