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SEO

  • Is content marketing worth it?

    March 18, 2022
    Woman's profile with IT tools depicting question is content marketing worth it.

    Is content marketing worth it?

    ✻ By Sharon Lapkin

    When it comes to marketing strategies, gone are the days of paying top dollar for a sponsored ad package. Businesses are moving their focus to content marketing strategies instead. But is content marketing worth it?

    Content marketing is not new by any means, but it’s been gaining popularity as businesses move to online-only models. This type of marketing strategy is going to include blogs, videos and podcasts.

    Outbound marketing strategies, such as sponsored ads, aren’t working as well anymore. Consumers have caught on to these marketing strategies, which tend to be disruptive and annoying. If a customer is bothered by your ad when they’re doing a search, it’s not going to turn into a lead. To acquire customers, you need to build trust and a connection.

    This is the reason content marketing is on the upswing. Businesses are learning that organic traffic is the best way to bring in new leads and get conversions. In fact, 70% of all businesses use content marketing.

    Currently, the content marketing industry is valued at $400 billion and is predicted to continue growing. So, let’s look at content marketing and why it’s worth it for your business.

    What is content marketing?

    Before asking yourself if content marketing is worth it, it’s important to understand what it is exactly.

    You may have some ideas about it that may be true, but content marketing is a complex idea.

    Content marketing is a form of inbound marketing that involves developing and distributing content, usually on the internet.

    Woman pointing finger asking is content marketing worth it.

    The content should be relevant to your audience and be directly related to your product. Blogs, videos and podcasts are some of the most powerful forms of content marketing that businesses use.

    While the concept of content marketing seems to be new, it isn’t. In fact, 92% of marketers and businesses view content as a valuable business tool.

    Typically, the goal of content marketing is to increase your brand awareness, engagement and loyalty. You not only want to reach your audience, but you also want to build a connection.

    There’s a huge difference between pumping out generic content every hour and creating well-researched, quality content that will generate more business.

    Think about this when you scroll through social media. Do you stop and read the sponsored ads? Probably not. Nobody does. We’ve learned that ads are bad, and we don’t want anything to do with them.

    That’s where content marketing comes in. Instead of seeing an ad that’s interrupting their search, turn your content into the result of the search.

    There are several methods of content marketing that work well. One of the best forms of content marketing is blog writing because it’s versatile and you can write a blog about pretty much anything.

    Watch the history of content marketing.

    Content Marketing Institute (2015). The story of content: rise of the new marketing.

    Types of content marketing

    So, now that we know a little about what content marketing is, let’s talk about the different types.

    It can be any type of content that you’re putting on your website and social media platforms. Keep in mind that throwing content onto your site just to have it there does not constitute a content marketing strategy.

    Content marketing is going to take some thought and a lot of work to produce results, but it’s going to be worth it.

    Blog writing

    A content marketing strategy worth having is going to include blog writing. No, we’re not talking about an online diary of your thoughts and feelings. Blog writing is a powerful tool that is the go-to for improving search engine optimisation (SEO.)

    Writing blog content that pertains to your product with well-researched and engaging content will draw in customers organically.

    Think about all of the times you’ve typed a question into a search engine and clicked on the first relevant blog. That could be you!

    The best part of blog writing is that it can be tailored to essentially any topic. If you have a way with words, you can write them yourself. But keep in mind that 90.63% of blog posts get zero or no traffic from Google.

    So, unless you’re a good writer with SEO knowledge, you might want to outsource your blog posts. Think about hiring an SEO wordsmith who can help you increase the organic traffic to your website.

    For example, if you’re selling microgreens, you could create a blog post with a longtail niche keyword that will be in searches regarding the topic. The blog post should be well-researched, with content-engaging content that will actually draw the reader in and get them clicking around your website. That way, those searching for information on microgreens will see your blog posts in the search, click on one, and end up on your page. This is likely to generate interest in your product that can turn into a lead or sale.

    The average blog is around 1100 words, but you can create shorter or longer blogs and see what works best for you. Along with blog writing, you can utilise other content marketing tools to enhance the user experience.

    Video content

    Another great tool to make content marketing worth it is creating videos. Video is a powerful and popular marketing device.

    Currently, 48% of customers rely on videos when searching for a product.

    Another great tool that makes content marketing worth it is creating videos. Video is a powerful and popular marketing device.

    Woman making video and asking is content marketing worth it.

    It’s easy to understand why people rely on videos when searching for a product. Not everyone wants to read a 2,000 word blog post on juicing celery, so a video that contains a how-to, or other content related to the blog, can help increase your engagement.

    Infographics

    An infographic is exactly what it sounds like. It’s an informational graphic that can be used to explain complex ideas. They’re a great addition to a blog post to help explain key points and will create engagement from the folks who don’t feel like reading the entire post. 

    When you’re deciding whether content marketing is worth it, it’s important to remember that everyone is different. While one person may want to read a long-form blog, others will benefit from being able to look at an infographic. The infographic below is a good visual summary of the different points we’re discussing in this blog post.

    Infographic-Is content marketing worth it?

    Podcasts

    According to a study in the US, 49% of 12 to 32-year-olds listen to a podcast at least once a month. Podcasts may not be the first thing you think of with content marketing, but they are a great tool. If you’re unfamiliar, a podcast is an audio recording that consists of spoken words and information surrounding a specific topic.

    One way to utilise podcasts is to create blog content summarising a podcast, or elaborating on a specific point. You can also turn it around, and create a podcast revolving around the blog post. This again will give your audience the option to choose how they are absorbing your content and engaging with it.

    Everybody's talking about content marketing

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    Other types of content marketing

    A how-to is a practical guide or step-by-step instructions on how to do something or achieve an objective.

    A meme is a photo, illustration or/and text that’s usually humorous and spreads rapidly online, often through social media channels.

    A case is an in-depth study of a person, group, community or event. It serves to demonstrate a complex issue or to analyse it from a particular perspective.

    A checklist is a list of all the things you need to do. It’s a good way to organise and manage tasks, and to ensure things are not overlooked or forgotten.

    User-generated content is created by people rather than brands. It can include text, videos, podcasts, photographs, illustrations and reviews.

    Newsletters are used by businesses and organisations to share new information and news through their online mailing list.

    The mailing list is composed of customers and people who have signed up to receive this correspondence via email.

    Why do you need content marketing?

    Now, the big question is whether content marking is worth it or not. The short answer is yes, it is! We’ll explain why.

    You'll earn their trust

    Once deemed credible on subjects pertaining to your product, you’ll gain the trust of your customers. Trust is one of the biggest things you want to get from your customers. It creates loyalty, and they’ll be more likely to recommend your business to a friend or family member if they trust you.

    Today, it’s all about custom content. Creating a narrative around your brand and giving your customers a story and behind-the-scenes access makes them feel special. Providing credible and trustworthy blogs will keep them coming back for more information too.

    It's affordable

    Creating a content marketing strategy that’s worth it is 62% cheaper than other types of advertising campaigns. So, instead of paying for ad packages on social media platforms, you can create content in-house or hire freelancers.

    Most social media platforms are free to sign up for, and if you have a powerful content marketing strategy you may not find it necessary to pay for sponsored ads.

    Content marketing increases organise website traffic

    Those with successful content marketing strategies typically see 7.8 times higher growth in website traffic. Optimising blogs correctly using SEO will increase your rankings in searches for keywords related to your business.

    You'll maximise your views

    Using content marketing will increase your website views. If you have an extensive range of blog posts, users can spend plenty of time clicking through your content once they’ve found one post they like. You can create backlinks to keep them browsing, which will improve your views and traffic stats.

    Having SEO content on your platforms will help search engines pick up and show your pages. If you have video content attached to your blog, even better. Someone may read the blog, then spend time watching the video, as well. Google also tends to favour blog content that has videos and images.

    The bottom line: Is content marketing worth it?

    The bottom line is that yes, content marketing is worth it. If you’re wondering why you need content marketing, it’s simple.

    Consumers aren’t going to be swayed by a coupon or a paid ad these days, you need to give them something more.

    Creating engaging blog posts is a great way to start using content marketing in your business strategy. Try it out today!

    Like what you see?

    Let's talk about your content needs
    Email Sharon today

    Before you go

    To learn more about content marketing check out How to be a good content writer.

    If you’re keen to improve your blog posts see How to write a smashing blog post.

    Want to learn how to correctly optimise your content? Read Is SEO really needed.

    And if you think your business is fine without a blog, take a look at Does my business need a blog.

    Your business is important

    Let's find the right words for your brand.
    Schedule a call with Sharon
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    About Sharon Lapkin

    Sharon is a content writer and award-winning editor. After acquiring two masters degrees (one in education and one in editing and comms) she worked in the publishing industry for more than 12 years. A number of major publishing accomplishments came her way, including the eighth edition of Cookery the Australian Way (more than a million copies sold across its eight editions), before she moved into corporate publishing.

    Sharon worked in senior roles in medical colleges and educational organisations until 2017. Then she left her role as editorial services manager for the corporate arm of a university and founded Textshop Content – a content writing and copyediting agency that provides services to Australia’s leading universities and companies.

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  • Does my business need a blog?

    February 27, 2022
    Smiling man with laptop asking 'Does my business need a blog?'

    Does my business need a blog?

    ✻ By Sharon Lapkin

    It’s almost impossible to run a business in 2022 without an online presence of some kind. Currently, there are about 12–24 million ecommerce sites around the world.

    With those numbers, businesses can expect a hefty amount of competition no matter their market. So, what’s a business owner got to do to stick out? One way to stand out is to start a blog.

    If you’re asking yourself, ‘Does my business need a blog?’ the answer is almost always yes.

    No, we’re not talking about a website resembling the online journal you kept as a teenager. Those days of blogging are long gone, and a blog now is defined as a regularly updated web page that fulfils personal or business needs.

    Blogging is one of the most powerful tools a business owner today can utilise to generate organic website traffic, which you can turn into sales.

    Still on the fence? Let’s look at some of the top benefits of a blog and continue to answer that question: Does my business need a blog? 

    You'll stand out among your competitors

    To start, you’ve probably researched your competition already.

    No matter your line of business, there are at least a few other websites selling a similar product.

    Companies that have a blog will get 55% more visitors to their page than a business without one. It should be a no-brainer that this type of traffic can ultimately lead to more sales.

    Customers searching online are more likely to choose a brand with more information on their website, than one with only a simple product description.

    A blog will also keep them reading and on your page for a longer amount of time.

    Blogging connects you to your customers

    The term ‘customer experience’ has replaced ‘customer service’ in the world of online business.

    If you’re unfamiliar with it, the term customer experience is all-encompassing of every single step in the process of a sale.

    It starts the second they find your website in a search engine and carries on until well after they have the product. Blogging is an essential part of the customer experience, and we’ll tell you why.

    If you answered the question ‘Does my business need a blog’ with a yes, then you’re opening a dialogue with customers. Including a comment section at the bottom allows people to engage with your post and you can directly reply to them.

    Pairing this tactic with other forms of social media creates a personal connection that is likely to create a loyal customer base.

    Does your blog post have all the right ingredients?

    That's where we can help
    Click here
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    Blogs improve SEO rankings

    Search engine optimisation, or SEO, is crucial for online marketing.

    SEO is the practice of optimising your website pages to make them rank in high positions in search results.

    Businesses do this in a blog by incorporating high-ranking keywords. Search engines pick up on the keywords of an optimised blog and will show them in results.

    For example, if your website is selling probiotic drinks, you may want to have blogs that have keywords such as ‘best probiotic drinks’ throughout the content so Google picks it up.

    Think about any time you’ve searched for something online. You most likely typed in a high-ranking keyword without even realising it!

    Another way to rank higher in searches is inbound links. Inbound links are links on other blogs and websites that bring traffic to your page.

    Laptop and magnifying glass reflecting the question: Does my business need a blog?

    Companies that blog will have around 97% more inbound links. That link right there is an inbound link to another website. You’re welcome!

    When your blog shows up as a resource link on another web page, it shows credibility. Search engines will pick up on that and know your website has what it takes to be shown in search results.

    Having a blog is a great way to increase your credibility with informative, well-researched content for others to use.

    Not only will this be useful for SEO, but it also shows your customer base that you’ve taken the time to research relevant content for your product.

    Knowing they can visit your website for related information will keep them coming back.

    Having a blog contributes to the longevity of your brand

    A blog is a valuable marketing tool, especially if you combine it with a content marketing strategy.

    To create a long-life business blog with its own community of readers, you need to do the following:

    Image of gold dot used for a bullet list

    Develop a content marketing strategy and make sure you use it.

    Image of gold dot used for a bullet list

    Always optimise each blog post for Google. Without SEO, Google will assign your post to the backwaters and only the very determined will find it.

    Image of gold dot used for a bullet list

    Remember this. Your blog posts need more than text. Think bullet lists, tables, videos, infographics and photos.

    Image of gold dot used for a bullet list

    Update your blog posts every so often. Add updated statistics, images and links. When you’re done, submit the blog post for indexing through your Google Search Console.

    How I updated my blog post and ranked #1 in a week

    Let me share something with you.

    My blog post ‘How to write an awesome blog post’ wasn’t ranking on Google.

    I’d put a lot of work into this post and knew it was good. So how could I get more people to read it? How could I get it to rank more highly in the search engine pages?

    It’s never a good idea to change the title of a blog post when you update it because it will cause broken links wherever it’s been posted. But this post wasn’t an oldie, and I was confident I could update the title in the places I’d posted it.

    I did a new keyword research for a niche longtail keyword. I wanted a keyword with a density under 40. Above 40 is notoriously difficult to rank for. I needed a narrowly focused longtail keyword that I could work with.

    I found the keyword I was looking for and this is what I did next:

    1.

    Changed the blog post title to How to write a smashing blog post, to include my longtail keyword.

    2.

    Update the numbered list of headings that runs throughout blog post. Why? Because Google has a preference for bullet lists when selecting featured snippets.

    3.

    Worked through the blog inserting my new keyword into paragraphs, headings and alt text on my images. 

    4.

    Proofread the blog post and submitted it to Google Search Console for indexing.

    Guess what happened next? My blog post shot straight into Google’s stratosphere! 

    Within one week, my updated blog post was ranking #1 on Google for my new keyword, AND  it was the new featured snippet!

    And here it is! How to write a smashing blog post on prime Google real estate.

    You can’t buy this authoritative space at the top of page one. All paid advertising and top ranked articles are pushed down the page.

    Example featured snippet for 'Does my business need a blog?'

    Blogs create content for other social media platforms

    When you have a new blog, what better place to promote it than your social media accounts?

    If you’ve hired a social media manager, they can create content around the blog post to encourage viewers to read it.

    Other content, such as videos to accompany the blog, can be created including interviews, instructional videos or whatever will relate to your blog content.

    The blog itself is something your followers can share on their own social media platforms, which will increase your visibility organically.

    Blogging will generate new leads

    How many times have you been searching for something, ended up on an informative blog that resulted in you signing up for their email list or free trial?

    If you liked the free trial, you most likely went back and purchased the product, right? This strategy totally works, and it’s referred to as lead generation.

    Lead generation is the process of generating consumer interest for a product or service with the goal of turning that interest into a sale.

    That free trial will most likely turn into a permanent subscription if enough interest was gained from your blog, just like that free trial you bought months ago.

    Once your blog is gaining a substantial amount of traffic, it’s a powerful marketing tool.

    Your posts should consistently have a call to action, which will generate all of those precious leads.

    The call to action should, of course, be related to your products and get them to sign up for a trial, or other freebies to get email addresses and other contact information.

    Like what you see?

    Let's talk about your content needs
    Email Sharon today

    Yes, yes, your business needs a blog

    To sum up our question: Does my business need a blog? Yes, yes it does.

    The benefits of generating SEO blog content are endless. Even if your website isn’t flooded with traffic overnight, consistently producing high-ranking blog content is never going to hurt your business.

    You don’t have to be Shakespeare to write a compelling blog. Well-researched information in simple language will work.

    You might also like

    Your business is important

    Let's find the right words for your brand.
    Schedule a call with Sharon
    textshop

    About Sharon Lapkin

    Sharon is a content writer and award-winning editor. After acquiring two masters degrees (one in education and one in editing and comms) she worked in the publishing industry for more than 12 years. A number of major publishing accomplishments came her way, including the eighth edition of Cookery the Australian Way (more than a million copies sold across its eight editions), before she moved into corporate publishing.

    Sharon worked in senior roles in medical colleges and educational organisations until 2017. Then she left her role as editorial services manager for the corporate arm of a university and founded Textshop Content – a content writing and copyediting agency that provides services to Australia’s leading universities and companies.

  • Is SEO really needed?

    February 17, 2022
    Circular sign with SEO written on it introducing blog post 'Is SEO really needed?'

    Is SEO really needed?

    ✻ By Sharon Lapkin

    So, you’re asking: Is SEO is really needed for your business?

    It’s a huge YES and here’s why.

    Search engine optimisation (SEO) is essential for the growth of your business and it begins and ends with your website.

    SEO gets you out in front of your customers and clients, and ahead of your competitors.

    If you’re clever about it and optimise your content well, your brand has a good chance of appearing in Google’s top pages when your potential clients search for goods or services.

    As you’ll read below, you can even score prime Google real estate – a featured snippet at the top of page one – if you put in the work. I’ll show you how I did it more than once.

    Large corporations know the answer to the question: Is SEO really needed, and they spend a lot of money manoeuvring their brands into Google’s best real estate.

    But here’s the thing. You don’t need a lot of money or extra staff to get to the top of the search pages.

    Is SEO really needed for your business? Absolutely yes.

    With a clever strategy and staying power you can achieve great results with SEO.

    Do it well and you can drive traffic to your website and grow your brand.

    Has SEO changed in the last couple of years?

    We still need SEO, but the procedures and methods have changed.

    Keywords were once the major component of the SEO story, now they’re just one of the ways we can optimise content.

    Over the years, Google has fine-tuned the tools it uses to evaluate content.

    Today those tools are sophisticated and focused, and Google’s capacity to assess the quality of content is more accurate than ever.

    Good SEO now requires you to focus on reading ease, image alt attributes, inbound and outbound links, text length, voice, sentence length, paragraph length, subheading distribution and more.

    Don’t worry, it’s not as complicated as it sounds.

    But remember that the quality and consistency of your content is important if you want to succeed.

    The relationship between clients and keywords

    If you publish good-quality, optimised content, your chances of ranking in the search engine results pages (SERPs) increases, and so do the chances you’ll be found by prospective clients or readers.

    The relationship between keywords and clients is intrinsic to your SEO.

    How?

    Well, to generate on-target keywords, you have to work out the words that potential clients are going to type into Google.

    People climbing a ladder to demonstrate the blog post 'Is SEO really needed?'

    These words are the basis for the long-tail keyword you’ll use to optimise your text, images, headings, alt text and meta.

    This is called ‘search intent’, and knowing the words they’ll use to define their needs is essential to SEO success.

    Watch SEO in 5 minutes: What it is and how it works

    Simplilearn (2020). SEO in 5 minutes: What is SEO and how does it work.

    Fully optimise your content

    Ideally, you want to be on page one of the SERPs, but that’s a big ambition right?

    It sure is, but with determination and hard work you can get there. 

    Is SEO really needed? Take a look at these organic search statistics that clearly answer the question.

    Just over half (53%) of website traffic comes from organic research.

    Almost one third of consumers in the US search for local businesses daily.

    Almost 99% of people click on one of the 10 links in the first page of the SERPs.

    Over 25% of people click the first Google search result.

    Now, let’s look at how to optimise your content step by step.

    Old blue tile divider

    Featured snippets and why they're SEO gold

    You’ve probably seen featured snippets in Google when you search for something. They’re at the top of page one, are often large and sometimes colourful.

    Seriously, you can’t buy this type of prime Google real estate.

    Below are two featured snippets from my blog showcased by Google at the very top of page one.

    Next time somebody asks: Is SEO really needed, you know the answer, right.

    Featured snippet to demonstrate 'Is SEO really needed?'

    The blog post used by Google for a featured snippet on Bibliotheca Angelica (left) was ranking at position two on page one for my keyword.

    Two years later, it’s ranking number three!

    The other featured snippet ‘9 common errors every writer should know about’ is drawn from a blog post that was ranking in position one on page one for my longtail keyword.

    Google places featured snippets at the top of page one, so readers can find the information they’re looking for without searching further.

    Featured snippet to demonstrate 'Is SEO really needed?'

    Ranking for a featured snippet is more valuable than ranking for number one.

    It’s a golden opportunity for your blog post to get worldwide attention.

    It actually pushes all the organic results further down the page.

    A featured snippet provides your business with greater visibility and a massive boost to your credibility.

    Often, but not always, you’re occupying Google real estate with world-famous companies and organisations.

    To land a featured snippet you need to focus on question-type search queries that are based on your longtail keyword.

    How to optimise for Google's featured snippets

    Featured snippets are selected by Google to answer searchers’ queries in simple straightforward ways.

    Here are five ways to to create featured snippets that work:

    1

    Aim to provide in-depth meaningful answers.

    2

    Write concisely and clearly. There’s no room for fluff words.

    3

    Research the questions readers have about the topic.

    4

    Provide the best answer – use tools like this great synonym finder to access perfect words.

    5

    Write at least 40 words and no more than 50.

    One long-tail keyword is all you need

    Long-tail keywords are groups of words or a question. They’re more specific than short-tail keywords, which are usually single words.

    Short-tail keywords such as ‘laptop’ have a high search volume; whereas, long-tail keywords such as ’13-inch Apple laptop’ have a lower search volume because they’re more focused.

    Long-tail keywords with less volume have less competition and are easier to rank for. They’re also more likely to convert to sales.

    Think about it. Who’s closer to purchasing a laptop – the person who searched for ‘laptop’ or the one who searched for ’13-inch Apple laptop’?

    Once you’ve researched and selected your long-tail keyword, insert it into the places discussed below.

    Keywords in headings and subheadings

    Include your long-tail keyword in the title of your story or article.

    Don’t place the keyword in every subheading, but ensure it goes into a few of them.

    Take care not to place the keyword where it doesn’t work. Make sure it fits into the text around it.

    SEO is important, but not at the expense of clarity or well-executed grammar. If your optimisation causes errors or clunky writing, then you’ll lose in the long run. 

    How do you rank on Google when 90% of content gets no traffic?

    Click here and I'll show you how
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    Use active not passive voice

    Use active voice whenever possible in your writing.

    In a sentence written in active voice, the subject of the sentence is performing the action.

    In passive voice, it’s the other way around. The subject receives the action.

    A good tip is to always place the subject of the sentence as close as possible to the beginning of the sentence.

    Once you get into the habit of writing in active voice, it will be second nature.

    Elderly man in a straw hat on a laptop asking is SEO really needed.

    Example:

    Active – The man smiled as he typed the final lines of his novel.

    Passive: Typing the final lines of his novel put a smile on the man’s face.

    An active voice makes it clear who’s taking the action in a sentence. When the subject comes before the verb,  it places emphasis on the subject. This improves clarity and reduces repetition.

    Compress all your images for Google

    Publishing high-resolution (300 dpi) images on your website will dramatically slow down your page speed.

    If you use low resolution (96 dpi) images, your page speed will be faster, and your readers will stick around.

    To achieve the smallest files possible always compress your images.

    This ensures your page speed is as fast as possible.

    If you use Canva for images, there’s a ‘compress file’ function on the download tab.

    You can also open a free account with Shortpixel to compress your images.

    How to write alt text and your meta description

    Alt text is short for ‘alternative text’ and we write this as an image tag for screen readers.

    Alt text is used by people who are visually impaired. So write a clear description for these readers, but add your keyword so the alt text is optimised for SEO.

    Lastly, consider context when you add your keyword into the alt text. Adding random keywords may cause your site to be seen as spam.

    Focus on simple well-constructed sentences

    Women holding laptop asking is SEO really needed?

    The free Yoast SEO plugin has a good readability check that ensures content is easy to read.

    Yoast uses the Flesch reading ease formula to analyse two characteristics of good writing:

    First, it analyses how the number of words relate to the number of sentences. 

    Second, it analyses how the number of syllables relate to the number of words.

    These checks examine sentence length and word difficulty.

    Ease of reading is also achieved by keeping sentences concise and limiting difficult words. 

    Keeping it simple and easy to read increases the likelihood that readers will understand the content.

    Is SEO really needed?

    To learn more about writing SEO blog posts read How to write a smashing blog post.

    If you’re still wondering whether you should set up a blog for your business take a look at Does my business need a blog?

    And if you want to understand the connection between SEO and content marketing, check out Is content marketing worth it?

    Your business is important

    Let's find the right words for your brand.
    Schedule a call with Sharon
    textshop

    About Sharon Lapkin

    Sharon is a content writer and award-winning editor. After acquiring two masters degrees (one in education and one in editing and comms) she worked in the publishing industry for more than 12 years. A number of major publishing accomplishments came her way, including the eighth edition of Cookery the Australian Way (more than a million copies sold across its eight editions), before she moved into corporate publishing.

    Sharon worked in senior roles in medical colleges and educational organisations until 2017. Then she left her role as editorial services manager for the corporate arm of a university and founded Textshop Content – a content writing and copyediting agency that provides services to Australia’s leading universities and companies.

    You might also enjoy

  • How to be a good content writer

    February 5, 2021
    New plant emerging from a forest floor with a human hand dripping water onto it.

    How to be a good content writer

    ✻ By Sharon Lapkin

    Content marketing is a marketing approach that focuses on creating high-quality, original content for specific online audiences. A good content writer is essential for this task.

    The content is distributed as blogs, podcasts, webinars and videos via social media platforms.

    The aim is to build a community of followers who understand you to be an expert in the area you are writing or talking about.

    Good content marketing practice includes optimising all content for search engines, such as Google.

    The quality and precision of the optimisation is what drives traffic to your website.

    The higher you rank in search engine results, the more visitors you get and the more likely they’ll love what they see on your website.

    Then, when members of your community are ready to purchase, they come to you because they trust and value your expertise. 

    Content marketing is not a short-term strategy. It takes time to build a community; time to demonstrate your expertise and time for your potential customers to invest in your offerings.

    Blog content is valuable

    A blog is the cornerstone of any content marketing strategy. 

    A whopping 71% of the world’s website traffic comes from an internet search.

    More than three quarters of the internet is reading blogs.

    Elderly man in a straw hat on a laptop asking is SEO really needed.

    Companies with blogs produce an average of 67% more leads monthly than companies that don’t blog.

    Around 60% of people seek out a product after reading content about it.

    Blog posts with high emotional value have a 1000 times greater chance of being shared.

    Do I need keywords?

    The days of keyword stuffing are over. We also don’t need short-tail keywords in our toolkit anymore.

    A good content writer inserts a single long-tail keyword strategically throughout their content.

    The long-tail keyword should be placed (in moderation) in headings, alt text, image titles and captions.

    People no longer search the internet by typing single words into Google. They type entire questions into their search engine. 

    To find your ideal long-tail keyword use a reputable paid keyword finder such as KWFinder, SEMrush or  Moz.

    In addition, make use of Google’s generosity and read the extra information provided with your search engine results.

    Type in the question your reader is likely to ask.

    For example, in this blog post, I could have used ‘What is content marketing?’

    Man in a dark suit holding a computer tablet. Keywords is written in a banner across the image. Demonstrating how to do content marketing.

    You need now to look at page one of your search engine results. At the top, you’ll see ‘People also ask’.

    This is Google telling you what other types of questions people type in to search for ‘What is content marketing?’

    Go to the bottom of page one now, and you’ll find Google again being helpful. ‘Searches related to what is content marketing?’ will provide an array of variants on your keyword search.

    From the information you’ve gathered from Google, plus your formal keyword search, you are equipped to create the best long-tail keyword for your blog post.

    There’s just one decision left to make.

    Do you want your keyword to compete with the thousands of popular long-tail keywords on the web, or do you want to find a less popular keyword that is more likely to deliver unique readers to your website looking for exactly what you offer?

    It’s a no-brainer isn’t it?

    The latter is the less common keyword, the one that’s out of the square. It is less popular but more powerful.

    Also place your long-tail keyword in your alt text, and one or two of the headings and captions.

    Click here for SEO goodness

    Know your audience

    Create content that matters to your audience. Talk to them and find out what their pain points are.

    A good content writer connects emotionally with their readers. Aim for impact, and try to write something that changes their lives.

    In order to connect emotionally with your readers, you need to tap into your own authenticity.

    Make sure you’ve done your research and have a deep insight into the topic you’re writing about. Also ensure you use credible and reputable sources.

    Everybody's talking about content marketing

    ✩ Head for the expert ✩
    Contact Sharon today
    Textshop

    Pitch to your buyer persona

    Let’s look at what a buyer persona is and why it is relevant to your content writing.

    Buyer personas are fictional representations of your client’s ideal customers.

    They’re based on market research and real data, and include demographics, behaviour patterns, similarities and trends. 

    Buyer personas inform a good content writer about their readers’ needs and helps them deliver personalised content.

    A buyer persona is a framework that provides an in-depth understanding of what type of content your readers value.

    Hubspot provides a good range of  buyer persona templates, along with a guide on how to create a buyer persona. 

    Don’t underestimate the value of a buyer persona. It’s an integral part of a good content writer’s toolkit.

    The buyer's journey

    Now that we’ve checked out the buyer persona, let’s move onto the buyer’s journey.

    Think of the process you go through when you’re making a decision about purchasing something.

    It’s a three-step process – awareness, consideration and decision.

    1. Awareness

    The first stage of the buyer’s journey is when they realise they have a problem.

    2. Consideration

    In this second stage, the buyer clarifies and defines the problem and researches ways to resolve it.

    3. Decision

    In the final stage of the buyer’s journey the buyer selects the solution they want.

    Remember the buyers we’re talking about are your readers.

    And those readers will be at different stages of the buyer’s journey.

    This means that you, as the writer, will need to create content for every stage of the buyer’s journey.

    See some suggestions below that will give you an idea of what works.

    1. Awareness

    The buyer is likely to do a number of generic searches at this stage, so make sure your content promotes brand awareness and has emotional appeal. 

    2. Consideration

    Write content that positions you as an expert in your industry. Use videos, case studies, blogs, guides, infographics and FAQs to build trust.

    3. Decision

    Provide free trials, consultations, articles that educate about your services, promotions and fast-action bonuses. Also make sure your Testimonials are accessible.

    The Golden Circle

    A story-writing model that works well for content marketing is Simon Sinek’s Golden Circle model.

    Remember that conflict is an essential part of storytelling, so recognise it, work on it and resolve it. Also make sure your story aligns with the reader’s problem.

    Simon Sinek's Golden Circle drawing. What is content marketing.

    WHY are you writing this story?

    Tap into your emotion and look for the conflict your readers are facing.

    HOW will writing this story help your audience resolve this conflict?

    WHAT exactly are you offering your audience?

    Watch this to learn more about content marketing

    Source: Hubspot, 10 October 2021. What everyone must know about content marketing.

    Content marketing is always evolving

    Content marketing has been around for hundreds of years in the form of storytelling.

    Today, however, it’s based on market research and strongly influenced by digital media.

    For example – every time Google introduces a new algorithm we analyse it and decide whether we need to change the way we do things.

    We can only maintain our currency as good content writers if we stay up-to-date with changes and continually assess the way we work. 

    I use content marketing to market my own business, Textshop. I believe it’s the most authentic and transparent way to market my services to potential clients.

    You might also enjoy reading How to make your writing more powerful.

    For editing and proofreading tips read How to copyedit like an expert.

    To read more about my content marketing services check this page.

    If you’d like to chat to me about content marketing, send me an email via the button below.

    Your business is important

    Let's find the right words for your brand.
    Schedule a call with Sharon
    textshop

    Sharon is a content writer and award-winning editor. After acquiring two masters degrees (one in education and one in editing and comms) she worked in the publishing industry for more than 12 years. A number of major publishing accomplishments came her way, including the eighth edition of Cookery the Australian Way (more than a million copies sold across its eight editions), before she moved into corporate publishing.

    Sharon worked in senior roles in medical colleges and educational organisations until 2017. Then she left her role as editorial services manager for the corporate arm of a university and founded Textshop Content – a content writing and copyediting agency that provides services to Australia’s leading universities and companies.

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  • How to write a smashing blog post

    January 3, 2021
    Woman working in florist shop on her laptop writing an awesome blog post.

    How to write a smashing blog post

    By Sharon Lapkin

    Wouldn’t you love a community of readers.

    Thousands of people who bookmark your blog and come back regularly to read your posts.

    Who click straight through to your website from every email you send because they can’t wait to read your latest blog post.

    They swoon over your products and services and, yes, they buy them too.

    To help you reach that goal, here are five well-researched ways to write a smashing blog post and build your online community.

    1. Write like a person not a business

    The most important thing you can do to build a community of readers is to be a person first and a business second. 

    Write from your heart. Be joyful and enthusiastic. Open up about your life to the extent that you’re comfortable. 

    You may never meet the majority of people who follow your business online, but you can still have an authentic and meaningful relationship with them. 

    If you base your business on transactions, that’s all you’ll give and all you’ll get.

    Write as if you’re having a conversation with your readers, and don’t make it all about you. Listen to what they say and make their needs your focus.

    Relax your tone of voice, loosen up and write as if you’re sitting on the sofa chatting.

    Study the column on the right below and you’ll be writing a smashing blog post in no time.

    Formal

    Formal writing is serious, business-like and it doesn’t address the reader directly.

    Generally written in a passive voice, formal writing is at arm’s length, using pronouns like he/she and they.

    Long form writing is common in formal writing. It avoids contractions and uses ‘I will’, ‘we will’, ‘do not’ and so on.

    Don’t get me wrong. There’s a place in the world for formal writing. But it’s not your blog, or mine.

    Informal

    Informal writing is more relaxed, conversational and addresses the reader directly.

    More laid-back and even tugging at your readers’ emotions, it speaks directly to people with pronouns like you and we.

    We use lots of contractions in informal writing. They’re carefree and breezy words that spell RELAX loud and clear.

    Bypass slang and don’t be too cheeky in your writing. Always be respectful, transparent and genuine.

    2. Address your readers' needs, not your own

    Who is your reader and what do they need from your writing?

    Do you know your typical reader, or are you assuming they’re just like you?

    It’s comfortable writing about what you know, and to assume your readers have the same questions, needs and goals as you.

    But this is where you can make mistakes. It’s like tailoring a suit without taking measurements, or like buying a house without inspecting it. 

    If you want your readers to become your clients, then you’ve got to know what they need from your blog posts.

    Are you digging deep enough and pushing sideways as well? Do you provide unique perspectives on the content your readers care about? Have you done enough market research to write a smashing blog post?

    During March 2019, over 4.4 million blogs were published every day. Two important ways to make your blog stand out are by your unique contribution to the subject matter and how well you’ve optimised that subject matter expertise for Google. 

    Another way to write a smashing blog post is to identify your readers’ needs through ‘the buyer’s journey’, which is the process buyers go through to reach a final decision to purchase a service or product.

    Woman thinking about the buyer's journey and how to write a smashing blog post.

    The buyer's journey

    The buyer’s journey is composed of three steps.

    One – the ‘Awareness stage’, where the buyer realises they have a problem.

    Two – the ‘Consideration stage’ where the buyer understands there’s a problem and researches ways to resolve it.

    Three – the ‘Decision stage’ where the buyer selects a solution.

    To understand your buyers and identify what part of the buyers’ journey they’re on, you need to communicate with them.

    When writing your blog post, make sure you align your content with the current stage of your reader’s buyer’s journey.

    Some marketing experts suggest addressing all stages of the buyer’s journey in every blog post you write.

    Download this free buyer’s journey template from Hubspot and learn to map the buyers’ journey of your readers.

    3. SEO – the keys to the Google kingdom

    If you’re not optimising your blog posts for search engines you should re-examine your online strategy.

    Search engine optimisation (SEO) has undergone a significant evolution, and we now need only one long-tail keyword (‘keyword phrase’) in our content to properly optimise it. 

    Avoid the keyword phrases at the top of the Search Engine Results Pages (SERPS). There’s no way most of us will be able to compete against the big companies for these spots.

    Instead, be clever and use a keyword phrase that is niche, narrow and even a little quirky. Research has shown that narrowly focused keyword phrases result in higher rates of conversion.

    The truth is, people who narrow their online searches are near the end of their buyer’s journey and are looking for specific products and services.

    Don’t forget that SEO includes optimising your title, headings and alt text (image tag) with your keyword phrase or synonyms. Google rates these too.

    There’s a strong correlation between writing to address our readers’ needs and another important skill, which is identifying ‘searcher intent’.

    Julia McCoy at Content Hacker addresses both keyword research and searcher intent in this great blog post.

    Learning how to research winning keyword phrases is worth the time and effort it takes. Seriously, jump in and embrace the challenges, and aim to get near the top of those SERPS. 

    4. Ditch the cliches and be original

    Don’t do it!

    Whenever you reach for a cliche, stop and find your own words. 

    Cliches indicate a lack of imagination and a disregard for independent thinking. They’re plain lazy and your readers know it.

    Something else happens when you serve up a cliche. Your readers skip over it because they’ve likely read those words thousands of  times. They’re desensitised to them. Internally, a voice is telling them that you’re a boring writer.

    Enough said?

    Here’s a list of cliches to avoid in your writing. Use them and you’ll lose readers. Guaranteed.

    Read between the lines

    Better late than never

    Kiss and make up

    Only time will tell

    Lasted an eternity

    A bee in your bonnet

    Cat got your tongue?

    A blast from the past

    All that glitters is not gold

    A bed of roses

    5. Choose clarity over cleverness

    Do your blog posts align with the reading level of your website visitors, or are you writing above their heads?

    Sounds bewildering doesn’t it, but achieving harmony between your writing level and your reader’s reading level really is a deal-breaker.

    In 2015, a Deakin University study found that Australian health websites were too difficult for the average person to read.

    This was doubly concerning because it meant that websites weren’t delivering important health information that people needed. Information on dementia was the most difficult to read, while the topic ‘obesity’ proved the trickiest to read on government websites.

    An average person comfortably reads information online at grade 8 level, which is 13–14 years of age.

    But before you decide that writing at grade 8 level is not your thing, let me introduce you to the Flesch reading ease test.

    Man staring at screen trying to work out how to write a smashing blog post.

    The Flesch reading ease test will help you write a smashing blog post

    This tool evaluates your sentences on factors such as sentence length and the average number of syllables per word.

    Writing at grade 8 level isn’t about dumbing down your writing, but about composing sentences that have outstanding clarity.

    Your subject matter expertise stays intact.

    Yoast has an excellent free plugin that uses the Flesch reading ease test to measure the level of your blog writing.

    It provides you with a score and feedback that enables you to adjust your writing so that you meet the criteria for grade 8 level.

    Brown gingham strip of fabric

    Want to write a smashing blog post?

    Remember this. You can’t write a smashing blog post without optimising your content correctly.  

    But SEO isn’t enough. You also need to write an authoritative well-written post that people want to read. 

    We don’t just write blog posts for our clients at Textshop Content Writing Services. It’s how we built our own business!

    Our own blog posts rank highly on Google and we’ve achieved featured snippets for several of our popular posts.

    If you’d like us to write blog posts for you, press the shiny red button to send us an email. We’d love to hear from you!

    Contact Sharon