If you have done any recent research into marketing you have probably heard, “Content is king.” We agree, but what does it mean? Content is typically written word created for use on your website. It could be blog posts, press releases, website pages, etc. Anything you write and want your potential customers to read falls in the content bucket.
Content also affects your rankings in search results. Google and other search engines look to see how often the content on your website is updated to determine where you should fall in the rankings. Generating regular content is essential to being found.
We all know the web is saturated with content, so how can you make yours stand out?
Our advice: keep it simple, stupid (KISS). Simple content is:
- Written for your customers and potential customers -- not you
- Concise and to the point
- Easy to skim
...all of which lead to higher engagement. Engagement simply means that they read it, understand it, maybe enjoy it and hopefully buy from you.
Here are our 6 Tips to KISS with your content:
1. Know Who You’re Writing For
Create content written at your audience. What do your customers and potential customers
want to hear? Avoid industry jargon and fluff to be engaging.
2. Stay on Topic
It’s easy to get excited and run down rabbit trails, however it’s important to stick to the
topic. Focus on only one topic per post. Remember the old adage: Tell them what you're
going to tell them, tell them, tell them what you told them.
3. Stay Concise
No one reads anymore. They skim. Readers are after fast content. Keep your posts short
and to the point. Include bullets, bolded headlines, and imagery to help guide them
through the content.
4. Start with Your Conclusions
This is what many marketers call the “inverted pyramid method.” Using this method
ensures that your audience will get the most important content even if they don’t finish
5. Use Images
Find at least one relevant image for each piece of content you write. Images enhance the
visual aspect of your website and help visitors gain understanding.
6. Check, Check and Check Again
You want to display yourself and your business as professional. Check and recheck your
grammar and spelling before posting. Ask colleagues to give it a once over to get another
set of eyes on it.
Another trick we use is reading our content out loud. If you trip over it while speaking, your readers will while reading.
Creating simple content takes some hard work, and a lot of editing. Read, re-read and read again before posting. Be sure that you are to the point, on topic and easy to skim. Once you have done it a few times, it becomes easier and easier. Have fun with it and happy writing!