Just because you got straight A’s in high school English or you can write an articulate technical report, doesn’t mean you have the mettle to create successful marketing content.
The difference is that many of the usual writing rules go out the window. While accurate spelling is a must, successful content writers aren’t so strung out about conforming to traditional grammar and punctuation standards, rather it’s about communicating using language that evokes a response – love, concern, yearning, desire, relief and the like.
When it comes to websites, content is king (or queen).
Fresh content, rich in meaningful concepts and ‘original’ words need to be uploaded to websites on a regular basis to form part of your successful marketing strategy. This not only provides website visitors with new information that reinforces your core products or services, it feeds search engines that are smarter than ever and favour quality content over spammy content.
So, what are the writing misdemeanours that commonly plague those who take on the task of writing website content?
#1 Too Boring
Top of the disaster list is boring content. Long winded babble that take ages to make a point.
#2 Too Pompous
Forget the ‘big’ words. They may make you feel clever, but here’s the thing, effective communication is not about you. It’s about understanding what your readers need and helping them.
#3 Too Fake
Yep, you’ll spot it a mile off with phrases like “…for you, our highly valued client.” Forget the clichés.
#4 Too Floral
Fluffy, flowery, saccharine sweet descriptors are an exercise in verbal gymnastics that clutter up a message that could otherwise be said more plainly with just the right amount of flair.
#5 Too Technical
An experienced content writer will communicate beyond the technical facts to connect at a deeper level with the reader (your prospective ideal client) so that they feel something. While they may feel inspired or empowered, mostly they’ll feel a sense of understanding – that you ‘get it’ and they’ll begin to trust that you can deliver the outcomes they want.
Search engines are important for sure, but the key is to write to help those who have the potential to become your ‘ideal’ clients. Be genuine and truthful. Demonstrate your expertise with case studies and scenarios that prospective clients can relate to.
A quality content writer will save you hours and deliver words that compel and connect with what is largely an impatient audience. Carefully composed content that immediately identifies what you do, who you do it for, how you do it and why will resonate and when your ideal clients find it, they’ll be happy to read more. And, that may just be the beginning of a new business relationship.
For quality content writing for websites and blogs, please give us a call, we’d love to help.