Connect with us

SEO

Tips For Writing Social Media Interaction Posts That Get Noticed

Published

on

Hate it or love it, social media is an unavoidable part of online marketing.

With an effective social media strategy, brands can bring in new customers, nurture trust with their audience, and maintain and grow the following they’ve spent time building.

But how many followers are actually active on social media?

Facebook alone has 2.93 billion monthly active users, making it the most popular social media platform.

Instagram is next with 1 billion monthly users, Pinterest has 433 million monthly users, and Twitter has 229 million daily active users.

Now, let’s break social media down to daily use.

How long does someone spend on social media each day?

People around the world spend about two and a half hours on social media platforms every day.

And remember: that’s just the average.

Some will spend far more time.

That means there’s ample opportunity to catch someone’s eye with a multiplatform social media strategy.

But, with everchanging algorithms across social media platforms, creating a content plan can be a challenging task to get right.

And whether you’re a local or international brand, you can benefit from learning how to better reach your audience on social media.

Here, you’ll learn the best tips to create effective post strategies across social media to reach your followers and cultivate new ones.

10 Tips To Create Engaging Social Media Posts

1. Do Your Research

Figure out the different types of content that will resonate best with your target audience.

Then, try posting questions to get your audience talking.

This can help increase engagement while enabling you to gather essential information about what kind of products your audience likes best, questions they may have about your brand, and insight into what they would like to learn about when it comes to your brand.

You can also try expanding on some trending topics by creating quotes or lifestyle posts that best connect with your target market.

If your brand has a consistent blog on the website, you can utilize the topics you’ve discussed in the blog and share that across social media.

This will help you build authority on the topics you discuss, educate your followers, and bring more people back to your website.

Another thing to consider is that people like getting free stuff.

So, try creating different contests or giveaways that require your followers to like and share the post and have them tag a couple of friends.

Brands should also think about giving their followers a behind-the-scenes look at what goes on with the brand, whether it’s sharing what your brand is most passionate about or product development.

Once you begin researching and exploring what your target market likes to see on social media, you’ll surely increase your engagement and be able to create more compelling content.

2. Look At Your Competition

Another simple yet effective strategy is to see what your competitors are doing.

What are they posting about? What topics are they talking about? Which hashtags are they using?

What tactics are they using to connect with the target market? For example, is there content performing better on Instagram or Facebook?

You can learn from your competitor’s social media strategy on each platform to gain insight.

Additionally, you can see a competitor’s trial and error so you can learn from them and avoid mistakes they might have made.

3. Stick To Brand Voice

If the company you are creating content for doesn’t have a brand or tone guide, it’s time to create one.

Is the brand playful and fun? Or direct and serious?

Addressing the tone and personality for posts in a brand guide can help with the consistency of content across the website and social media.

Another aspect you can add to a brand guide is the color palette and font suggestions that a social media manager should stick to when posting.

Developing a brand guide can help alleviate potential problems since it specifies the criteria someone should use when posting.

However, it’s important to note that to ensure the brand guide is effective, the brand voice should be obvious.

Meaning that when your followers see a post, they should know exactly what business they are looking at, which will help them better remember the brand over time.

4. Nurture Relationship

Whatever brand guide you decide is best for the business, it’s still important to remain positive and engaging throughout your posts.

Think of each social media platform as a way to tell a story.

Make sure each post is intentional and takes the followers on a journey to either learn more about your brand or get them excited about your products or services.

Each post is a touchpoint that comes across their feed and should be a positive reminder that keeps them interested in the brand.

5. Keep It Short And Simple

While storytelling is critical, social media isn’t a place to write your next novel.

Sometimes, posters use social media as their diary or simply overexplain a topic.

But for most brands, this isn’t the appropriate route.

Long time-consuming posts can leave your followers disinterested and may lead them to unfollow your brand. Yikes.

It’s essential to hold their attention throughout posts by keeping posts short, simple and clear.

And after they read it, they should know their next step, their call to action.

6. Add A Compelling CTA

Like a post, a CTA (call to action) should be short, clear, and engaging.

While getting one call to action is essential, you can strategically place more than one in a post.

Let’s say you’re making a product post, but what if the customer isn’t ready to visit your website and buy?

Then you can direct them to a blog about how to use that product or to an Instagram reel with an influencer using the product.

A compelling call to action is crucial to any form of content, especially on social media, so users don’t scroll onto other posts without knowing why they just read yours.

CTAs help direct users to their next step on the customer’s journey.

7. Use Images And Videos

Appealing images, infographics, product pictures, and videos can help increase engagement and interest in your social media content.

The good thing is you don’t need a large budget to get started posting.

The advancements in today’s phones make it easy to take quality product pictures and upload them to social media.

Getting the right lighting and angle can help you create stellar images on a dime. It’s also easy to invest in quality, inexpensive backdrops for your pictures.

In addition, numerous resources on YouTube and throughout the web can provide helpful tips for taking great photos.

While creating original content is incredibly important, it can be challenging to maintain for even large brands.

To help create numerous social media posts a week, you can easily purchase online stock images or create graphics on platforms like Canva.

We’ll talk more about helpful social media content platforms in a bit.

While we’re on the topic, it’s valuable to mention that videos are another great way to connect with your audience.

Brands can use videos to further describe a topic or product, answer important questions, or show a sneak peek of upcoming events.

One important thing to note for social media managers is that when uploading images and videos to social media, it’s essential to check the size of each.

Facebook, Instagram, Pinterest, Twitter, and LinkedIn all have their own specifications.

Each platform has recommended sizes to ensure the image is clear when customers view it on their phones, tablets, and laptops.

If an image is the wrong size, the quality will look off and unprofessional and may hurt your social media engagement.

Tip: If you use Meta Business Suites (for Facebook and Instagram content management), they provide the recommended size for images and videos when you upload a post.

8. Post At The Right Time

On top of content size specifications, each post’s timing is also important.

Broken down between industries, there are even best times and days of the week to post for each industry.

This may take some trial and error to get right.

If you’re newer to social media management, it’ll be essential to do your research and test different post frequencies to determine when your audience is online and the best days to get the most views and interactions.

If you use Meta Business Suites or other social media content management platforms, they will likely suggest the best days and times to post on social media, which can give you a place to start.

9. Tailor Posts To The Platform

People go to different platforms for different reasons, so it’s important to keep that in mind and ensure you are creating posts that fit the platform.

When it comes to Facebook and Instagram, selecting the correct hashtags and the right number of hashtags is crucial to make sure you’re reaching your current audience and finding new ones.

Additionally, knowing the right type of media to use for each platform and potential topics to discuss can help you grow your audience and engage with followers on each platform.

10. Create Your Social Media Strategy

Social media managers use content planners to schedule posts for the week, month, or quarter.

This way, they have everything set up, and if adjustments need to be made, they can easily edit a post while keeping everything organized across platforms.

While it’s crucial to plan out posts to stay connected with followers, the plan should be backed by a sound social media strategy.

A social media strategy should be based on business goals and the availability of the people who will be managing the platforms.

To make it easier for anyone managing social media platforms, it’s helpful to create a standard operating procedure for the posting procedures and guidelines for responding to comments and direct messages.

Like most business practices, social media practices will evolve over time, and it’s essential to utilize social media insights to see what’s working and what’s not to inform future strategies.

Once you combine these tips to create an effective social media strategy, you’ll also help improve your overall SEO efforts.

Helpful Social Media Content Creation Platforms

A social media content creation platform such as Canva can help content marketers, and social media managers better use their time.

Working smarter, not harder.

These platforms often have creative templates and ideas that you can customize to your liking for posts.

They are especially helpful when it comes to simple posts such as a quote or question posts.

They even have easy templates for holiday posts, and with a couple of tweaks, you can celebrate the holidays with your followers.

If you want to check out a couple more social media content platforms before committing to one, you can take a look at these five best Canva alternatives:

Final Thoughts

Social media management is crucial for brands to grow their audience and reach new customers.

It’s one of the most effective ways to communicate online and keep people informed.

With that in mind, it’s crucial for brands to do their research, establish a tone guide, and create a social media strategy that equips their employees or freelancers with the tools they need to cultivate an audience from the target market.

If you stick to these social media posting tips and become as adaptable as the everchanging algorithms of social media, you will be able to see results backed by social media insights and metrics.

More resources:


Featured Image: Master1305/Shutterstock



Source link

SEO

Top YouTube Videos, Shorts, And Ads of 2022

Published

on

Top YouTube Videos, Shorts, And Ads of 2022

Examining YouTube’s list of the top trending videos and top Shorts of 2022, as well as the YouTube Ads Leaderboard: 2022 year-end-wrap-up can teach content marketers, content creators, and digital advertisers some important lessons that they can apply in 2023.

But, it helps if you have a secret decoder ring to decipher why there are three lists – and why each one uses a different methodology to come up with the rankings.

YouTube unveiled its first list of the 10 most-watched YouTube videos back in December 2010. Unfortunately, that list taught many marketers that “view count” was the only metric that mattered.

But, I got my secret decoder ring back in October 2012, when YouTube started adjusting the ranking of videos in YouTube search results to reward engaging videos that kept viewers watching.

In other words, YouTube replaced “view count” with “watch time.”

This was a significant shift, because “watch time” gives you a sense of what content viewers actually watch, as opposed to videos that they click on and then abandon.

In December 2012, YouTube shifted from unveiling its 10 “most-watched” videos of the year to unveiling its “top trending videos,” based on time spent watching, sharing, commenting, liking, and other factors.

In other words, “watch time” and “engagements” were now the metrics that mattered.

Today, YouTube’s algorithm rewards “viewer satisfaction.”

In other words, YouTube doesn’t pay attention to videos; it pays attention to viewers.

So, rather than trying to make videos that’ll make an algorithm happy, focus on making videos that make your viewers happy.

This brings us to YouTube’s lists of “trending videos” and “top Shorts” for 2022.

To learn important lessons that can be applied in 2023, we need to realize that YouTube’s discovery system uses both absolute and relative watch time as signals when deciding audience engagement.

Ultimately, YouTube wants both short and long videos to succeed, so relative watch time is more important for short videos, and absolute watch time is more important for longer videos.

Top 7 Trending Videos Of 2022

1. “So Long Nerds“ By Technoblade (6:32 long, 88.3 million Views, 10.2 million engagements)

In this moving tribute, the father of beloved Minecraft creator Technoblade reads a farewell letter from his son.

The gamer lost his battle with cancer in June, but his legacy remains on YouTube.

2. “Watch The Uncensored Moment Will Smith Smacks Chris Rock On Stage At The Oscars, Drops F-bomb” By Guardian News (1:24 long, 104 million Views, and 1.8 million engagements)

It was the smack heard ‘round the world: Academy Award winner Will Smith went off-script and slapped Chris Rock, live on-stage, at the film industry’s most prestigious event.

3. “Hi, I’m Dream” By Dream (5:42 long, 48.5 million Views, and 4.7 million engagements)

Dream’s ingenuity within Minecraft has led him to become a top creator with a devoted fanbase.

But no one knew what he looked like IRL, until now.

4. “ Dre, Snoop Dogg, Eminem, Mary J. Blige, Kendrick Lamar & 50 Cent Full Pepsi Sb Lvi Halftime Show” By NFL (14:41 long, 146 million Views, and 3.5 million engagements)

Lose yourself in this epic Super Bowl halftime show packed with some of the biggest artists in hip-hop history: Dr. Dre, Snoop, Eminem, Mary J. Blige, Kendrick Lama, and 50 Cent.

5. “I Built Willy Wonka’s Chocolate Factory!” By Mrbeast (17:01 long, 132 million Views, and 5.1 million engagements)

In a “Willy Wonka” inspired warehouse, MrBeast challenges contestants to traverse a chocolate river, climb a candy wall, compete in confection-themed games, and indulge in their sweetest fantasies.

6. “Pranks Destroy Scam Callers- Glitterbomb Payback” By Mark Rober (26:41 long, 55.9 million Views, and 2.2 million engagements).

Engineer Mark Rober exacts dazzling revenge on a scam call center in the latest version of his glitterbomb series.

7. “Being Not Straight” By Jaiden Animations (15:22 long, 17.8 million Views, and 1.7 million engagements)

In this coming-out video, Jaiden Animations depicts a personal journey from adolescence to adulthood, sharing how they discovered their sexual identity along the way.

Top 7 Shorts Of 2022

1. “Diver Cracks Egg At 45 Ft Deep #Shorts” By Shangerdanger (0:56 long, 251 million Views, and 12.3 million engagements)

The ocean floor is a mysterious place. It’s full of unknown sea creatures, strange plants, and…chicken eggs?!

Join Shangerdanger as he cracks up the internet and dives egg-first into the blue depths.

2. “Sarah Trust Challenges” By Hingaflips (0:31 long, 142 million Views, and 6.5 million engagements)

Better than parkour? This is Trampwall: an epic sport where acrobats defy gravity and leap off a wall, onto a trampoline, to pull off mind-blowing aerial stunts.

3. “Come With Me To Shave My Fluffy Dog! #Doggrooming #Grooming #Goldendoodle” By Brodie That Dood (0:52 long, 108 million Views, and 6.8 million engagements)

For years, his long fluffy fur has made Brodie one of the most iconic dogs on YouTube. So, the heartbreak was real when it was decided that he needed a close trim.

4. “Dave and Busters Bet Me 1000 Tickets I Couldn’t Do This…” By Chris Ivan (0:59 long, 83.6 million Views, and 6.3 million engagements).

No one does trick shots like creator Chris Ivan. In this Short, he attempts to land a plunger on a Dave & Buster’s sign.

The prize? 1,000 tickets … if he can pull it off.

5. “That Gap Between Your Car Seat and Center Console” By Jay & Sharon (0:58 long, 182 million Views, and 6.4 million engagements)

We’ve all lost something in the dreaded gap between the car seat and the center console.

In this comedic sketch, creators Jay & Sharon show us what’s really going on down there.

6. “Welcome To The Stomach #Shorts” By Adrian Bliss (0:34 long, 118 million Views, and 7.0 million engagements)

In this bite-sized skit, witty creator Adrian Bliss brings to life all the characters trying to gain entrance – and party in – his space-limited stomach.

7. “This Magic Trick Explained (America’s Got Talent)” By Zack D. Films (0:34 long, 97.4 million Views, and 5.6 million engagements).

How did he do it? The judges of “America’s Got Talent” were confounded by this magic trick.

But not internet-sleuth Zack D., who unveils its clever secret.

Top 7 YouTube Ads Of 2022

Meanwhile, YouTube uses an entirely different methodology to determine the top YouTube ad for its 2022 year-end wrap-up Leaderboard. This makes sense.

The top ads are generally the ones with the biggest budgets, which drive up view counts, but not always engagements.

1. “Amazon’s Big Game Commercial: Mind Reader” By Amazon (1:31 long, 69.7 million Views, and 25,700 engagements)

The creative agency for this ad was Lucky Generals and the media agency was IPG – Rufus.

The ad’s description asks, “Is Alexa reading minds a good idea? No. No, it is not.”

2. “Welcome To Clan Capital! Clash Of Clans New Update!” By Clash Of Clans (1:20 long, 52.9 million Views, and 212,000 engagements)

The creative agency was Psyop, and the media agency was in-house.

The ad’s description says,

“Welcome to the ultimate clan destination! A place where you and your clan can BUILD and BATTLE together! A place called CLAN CAPITAL!”

3. “Goal Of The Century X BTS | Yet To Come (Hyundai Ver.) Official Music Video” By Hyundaiworldwide (4:08 long, 40.5 million Views, and 886,000 engagements)

The ad’s description says,

“Our ‘Goal of the Century’ can’t be achieved by one individual alone, but we can achieve it if we all join forces and unite.

Just like football players come together as a team to score goals, we aim to use the power of football to go forward together in pursuit of the greatest goal – ‘A united world for sustainability.’”

4. “Harry Potter 20th Anniversary: Return To Hogwarts | Official Trailer | HBO Max” By HBO Max (1:58 long, 27.3 million Views, and 739,000 engagements)

The creative agency was in-house, and the media agency was Hearts & Science.

The ad’s description says,

“Harry Potter 20th Anniversary: Return to Hogwarts invites fans on a magical first-person journey through one of the most beloved film franchises of all time as it reunites Daniel Radcliffe, Rupert Grint, Emma Watson, and other esteemed cast members and filmmakers across all eight Harry Potter films for the first time to celebrate the anniversary of the franchise’s first film, Harry Potter and the Sorcerer’s Stone.”

5. “Introducing iPhone 14 Pro | Apple” by Apple (4:20 long, 23.8 million views, and 571,000 engagements)

The ad’s description asks, “What lies beyond a traditional smartphone? Let’s find out. This is iPhone 14 Pro.”

6. All of Us Are Dead | Official Trailer | Netflix” by Netflix (2:35 long, 22.6 million views, and 518,000 engagements)

The creative agency was The Refinery, and the media agency was in-house. The ad’s description says,

“All of us will die. There is no hope.” The school turned into a bloody battleground and our friends into worst enemies. Who will make it out alive?”

7. Sally’s Seashells (Extended) | Big Game Commercial 2022“ by Squarespace (1:07 long, 21.6 million views, and 67,600 engagements)

The media agency was in-house. The ad’s description says,

“See everything that Sally sells in this extended cut of our 2022 Big Game commercial. Starring Zendaya as Sally and narrated by andré 3000.”

Most Important Lesson That Marketers Can Apply In 2023

Looking back at YouTube’s lists of top trending videos, top Shorts, and top ads for 2022, there is a meta-lesson that marketers can learn: one size does not fit all.

Different metrics matter when measuring different types of video, and different types of ads are better for different marketing objectives.

Or, as the British say, “There are horses for courses.”

Now, that’s a lesson that all of us can apply in 2023, and beyond.

More resources:


Featured Image: /Shutterstock



Source link

Continue Reading

SEO

8 Content Writing Tips From Experts In 2023

Published

on

8 Content Writing Tips From Experts In 2023

The digital market is volatile and ever-changing.

Everyone is competing for popular keywords, and artificial intelligence is changing content creation.

It can be a bit daunting, especially if you’re new to content writing.

So, how can you cut through the noise and write more effective content in 2023?

We’ve asked 17 industry professionals to share the wisdom they’ve learned over the years, their advice to those trying to find their way into content marketing, and their favorite tools for writing and optimization.

Julia McCoy, VP of Marketing at Content at Scale, would have told her younger self to realize the opportunity.

“It was hard to see it back then since I was at ground zero,” recalls McCoy.

“But the industry of content marketing itself had ballooned by billions of dollars since when I started. This would have given me more hope and excitement that what I did truly mattered to building not just income, but a legacy.”

Without further ado, here are their top tips:

1. Focus On Your Audience

Jamie Press, Digital Marketing Specialist At Eurisko

The best tip I can give a copywriter is to think “audience first.” This advice is straight from Brian Clark, founder of Copyblogger.

Sometimes, we go straight for the keyword tools when we’re brainstorming a piece of content; however, if we don’t know who we’re writing for, our copy won’t resonate with the reader.

Dialing into our target audience and their pain points (specific problems our audience needs solving) is the first step.


Carlijn Postma, Brand Strategist, Speaker, and Author of “Binge Marketing”

Carlijn Postma, Brand Strategist, Speaker, and Author of

One: Start bingeing.

Really? Yes. The first educational go-to database is your streaming service.

The best writers and content creators are the creators of films and series. They know how to attract and retain an audience by creating a compelling story.

And bring your notebook.

Two: Know the difference between a target group and an audience.

In content marketing, your goal is to communicate through text, video, or audio. Therefore, you need readers, viewers, and listeners. That is an audience.

There is a huge difference between a target group and an audience.

A target group is pointed out by you as the sender of the content (whether this target group likes it or not).

An audience decides for itself if it wants to be your audience. I prefer to reach and engage an audience over a target group.

Focusing on an audience will make you a better writer.

infographic about target group vs. audienceImage credit: Carlijn Postma, January 2023

Three: Always create content in series.

Now, if your goal is to attract and retain a loyal audience, you have to start creating content in series.

With only one episode, one piece of content, you just won’t be able to build an audience.

And if you are creating a series, learn from the masters: use cliffhangers at the end, and recaps at the start of an episode.

Ask yourself: “What does my audience need to know about what I wrote in previous episodes to understand this one?” This signals your audience to consume the other episodes, too.


Linda Pophal, Founder At Strategic Communications, LLC

Linda Pophal, Founder At Strategic Communications, LLC

Focus on your audience and their needs and interests – that’s all that really matters.

If you write for your audience and work to address the questions they might have, you will automatically create SEO-friendly content, because that’s what SEO is all about.

Even when my clients have specific SEO requirements, I first write the copy as I had always written it, long before SEO existed – to meet my audiences’ needs.

Then I’ll go back and “retrofit” the keywords that clients have requested; often, they’re already there and may just need to be tweaked or added to a bit.


2. Choose Quality Over Optimization

Steph Andrusjak, SEO Consultant

Steph Andrusjak, SEO Consultant

Always write with the user in mind, even when optimizing for search engines.

You can optimize an article by using keyword tools, like KeywordTool.io or AlsoAsked, to find what queries people are searching to help you mold your article – but don’t let the quest for optimization undo the quality of your writing.

If you’re writing content to sell something, then embrace copywriting formulas to create compelling statements.

If you’re writing articles of interest, then write in a way that the end user can relate to and explain the subject as fully as possible.

Most of all, write for your audience.

If your end users are teenagers, write in a style that will appeal to them without sacrificing the image you want to present.

If the website’s main customers are business owners, then opt for a more professional, formal tone.

Making sure your content is search engine optimized doesn’t necessarily mean you have to write thousands of words.

The key is that it needs to be as long as required for you to explain your point clearly and comprehensively. This means that content can be just as effective by writing concisely.


3. Build Out Your Content With Search Intent In Mind

Rudy Mawer, CEO At Mawer Capital

Rudy Mawer, CEO At Mawer Capital

When you are just beginning your career in SEO writing, don’t forget that you write for both Google and the people who use it.

Keep these two equally important audiences in mind to maximize visibility and reach.

Quality content is essential, and Google knows this. It is pushing your content out to the world through its platform.

The better content that Google provides its users, the more likely people will use Google when they have a question.

It is essential to understand the keywords you are writing for and be able to talk about them dynamically.

You want your writing to be engaging, informative, and relevant for the reader.


Adam Berry, SEO Consultant At Adam Berry SEO Adam Berry, SEO Consultant At Adam Berry SEO

I would definitely urge my former self to write for humans, not robots!

I’ve learned that it’s important to take the time to craft meaningful sentences that are interesting and engaging to readers.

This means writing with more details and facts to provide context, as well as aiming for greater semantic richness.

For example, instead of simply stating a fact or opinion, try elaborating on why it’s true, or how others may feel about it, to draw readers in.

By taking this approach, I found that readers were more likely to connect with my content and leave feeling enriched by the experience.


Joe Karasin, CMO At CircleIt And Head Of Growth Marketing At DigitalWill.com

Joe Karasin, CMO At CircleIt And Head Of Growth Marketing At DigitalWill.com

One: Don’t let the new focus on AI-driven content deter you.

AI content may get technical points and be produced more quickly, but creating compelling content is something that is still a human endeavor.

At the end of the day, the search intent of most users will favor the content that holds interest, which as of right now, AI hasn’t shown it can do.

Two: Balance is key.

You might be able to craft a beautiful story with your content, but if it isn’t written with SEO in mind, it won’t rank.

However, if you write a bunch of SEO-friendly content that is boring, no one will want to read it, and it won’t rank.

Being focused on the balance is the way you will gain readers and traction in your career.

Three: Write about what people want to read.

If you are writing content for a company, you want to look at the real-life applications of the company’s products and services.

By putting the customer or reader in the central piece of your narrative, you will get others to read it and identify with the “hero” of your story.

For example, if you have created a new technology, don’t just write a post about the features. Talk about the users and how the features you want to write about are improving their lives.


Sherry Bonelli, Owner Of Early Bird Digital Marketing

8 Content Writing Tips From Experts In 2023

If you are just starting in the writing industry, I first recommend following Ann Handley and getting a copy of her “Everybody Writes” book.

Ann is an amazing writer that gives you writing tips that you can use whether you’re tasked with writing blog posts, website content, email newsletters, social media posts, ads – or anything in between. Plus, she has a great sense of humor – so she’ll make you laugh as you learn to be a better writer!

Now, when I began my writing career, I was very lucky to have a solid SEO foundation under my belt.

But looking back, I focused too much on writing for individual keywords when I should’ve spent more time writing about the topics people were searching for.

As a writer, create content about the topics people are searching for and then do more extensive keyword research about the questions people ask about the topic (and subtopics) you’re writing about.

Make sure you answer those questions thoroughly in your content. That’s the way to make your readers – and Google – happy!


4. Consider Using AI Writing Tools, But Use Them Wisely

Julia McCoy, VP Of Marketing At Content At Scale

Julia McCoy, VP Of Marketing At Content At Scale

We live in a completely new era versus the one I started in.

Today, the baseline of human content production can be assisted, if not nearly replaced, by AI tools built on top of OpenAI’s game-changing GPT language releases to write and create content.

With GPT4 on the horizon and about to launch, human content production will shift forever into an AI-assisted one.

That said, if you’re considering a writing career, don’t think there’s no need for the human. There’s a huge need for your writing skills.

It will just look different than when I started – when it was solely human-based.

My tips for you: Learn how to incorporate AI writing tools into your process. Learn how to edit, cut the fluff, and make the content that AI produces better. Learn strategy.

These skills will put you in a place where you cannot be replaced by AI.


Cai Ellis, SEO Manager At ToolTester

Cai Ellis, SEO Manager At ToolTester 

Now is not the time to completely move over to AI writing tools.

Although Google hasn’t come out and said that AI content is bad, we know that it prefers content that’s written by people for people.

With that said, it wouldn’t hurt to learn how to optimize AI content so that it’s a skill you can call on as and when needed.

We will likely see this as something that’s specifically needed from marketers in no time.

You could have a trial run of ChatGPT at home, focusing on the creation of content that’s helpful and user-first using the tool’s text as a starting point.

Other than that, the number one lesson for any new writer would have to be not to put themselves under too much pressure.

It takes time to learn how to craft the types of content that will engage and persuade.

It’s advisable to keep writing as a side hustle until you’re confident of meeting and exceeding client expectations.


Shubham Bajaj, Founder And SEO Scientist At Netsurge Technologies

Shubham Bajaj, Founder And SEO Scientist At Netsurge Technologies

With the onset of various AI writing tools and ChatGPT, it’s important for content writers who are just getting started to be able to write in a way that differentiates them from machines.

Adding your personality and character to your write-up and telling engaging stories that can keep the reader hooked are important aspects.

It is also important to note that, while it’s good to be quirky and conversational, make sure you have an NLP-friendly section that defines or provides an exact answer for the query in a format that Google or other search engines can directly use to display as a snippet.

5. Practice Writing Regularly

Jason Hennessey, Founder And CEO At Hennessey Digital

8 Content Writing Tips From Experts In 2023

Read widely and often to develop your writing skills and understand the various styles and forms of writing.

Then write every day, even if it’s just for a few minutes, to improve your writing discipline and practice your craft.

Lastly, seek feedback on your writing from others, and be open to constructive criticism.


Alex Valencia, President At We Do Web Content

Alex Valencia

If I could give my past self a piece of advice, it’d be to brush up on grammar and style rules.

For style, there’s nothing better than reading works by your favorite authors. How do they describe everyday things and situations? How do they craft sentences? What about their storytelling that hooks you in?

Then, practice, practice, practice.


Sam Hollingsworth, SEO Director At Moving Traffic Media

8 Content Writing Tips From Experts In 2023

Write more often and be less scared.

Like so many other things, we get better at writing the more that we do it (and reading).

It allows us to learn new things, experiment with new processes, and expand our skills for everything from creativity to accuracy and even speed and efficiency.


Dvir Ben-Aroya, Co-Founder And CEO At Spike

8 Content Writing Tips From Experts In 2023

For those just getting started in their writing careers, reading widely can help you develop a strong writing style.

By reading various authors and genres, you can learn about different writing techniques and styles and find inspiration for your own writing.

Practicing regularly is also important, as it allows you to improve your skills and become more proficient in your craft.

Networking with other writers can also be beneficial, as it can help you learn about the industry, find potential collaborators or mentors, and stay informed about new opportunities.

And it’s also important to be open to constructive criticism because it helps improve your writing.


Rudy Mawer, CEO At Mawer Capital

Rudy Mawer, CEO At Mawer Capital

If I could go back to the beginning of my writing career, I would tell myself that I need to spend more time reading and practicing different types of writing.

Even if you only write one specific style of writing, practicing different styles and formats of writing will strengthen your primary style by association.

It is a great mental exercise to sharpen and use the other “tools” in your writing toolbox.

For example, if you only write B2B long-form keyword-rich blog content, practicing creative writing every so often might be useful.

By doing so, you can combat writer’s block, gain additional perspectives, and have more engaging and dynamic content.


6. Find Your Rhythm And Style That Sparks Joy

Alex Valencia, President At We Do Web Content

Alex Valencia

When starting a career as a writer, it’s critical to uncover the type of writing that brings you joy.

The topics you cover should excite you, and crafting pieces should feel like a privilege.

It shows in your work when you have passion for the things you’re writing about. The energy is relaxed and confident.


Jason Hennessey, Founder And CEO At Hennessey Digital

Jason Hennessey

Focus on developing your own unique voice and style.

Writing is a highly personal and subjective endeavor, and it’s important to find your own way of expressing yourself and telling stories.

This will set your work apart and make it more likely to resonate with readers.


Sam Hollingsworth, SEO Director At Moving Traffic Media

Sam Hollingsworth

Never forget that writing is (seemingly) one of the most basic ways for humans to communicate.

Of course, like most everything in life, there are good and bad examples of it.

Be mindful of the foundational guidelines we’ve been told most of our lives but also do not lose out on creativity to do so.

I often think back to something one of my favorite journalism professors taught me (and of which he claimed one of his favorite professors taught him as a budding journalist): “Write like jazz.”

It should have rhythm, but also irregularities and improvisation that allow it to stand out. It should be enjoyable and digested with ease.


7. Learn To Overcome Setbacks And Imposter Syndrome

Kaitie Frank, Digital Marketing Copywriter At Page One Power

Kaitie Frank

Imposter syndrome is real. Kick it out the door and have confidence in your writing!

Read examples of great work, then put your spin on it.

Also, triple edit:

  • Edit on-screen.
  • Print it out and edit.
  • Have another set of eyes look at it.

Don’t let people bully you into submission. I spent too much time at a job where I was told I wasn’t good enough, and that made me lose confidence in my writing.

Instead, find a place where mentors help you grow and develop your skills, not knock you down because you don’t write exactly like them.


Dvir Ben-Aroya, Co-Founder And CEO At Spike

Dvir Ben-Aroya

If I could go back to the beginning of my writing career, I would advise myself to be more persistent.

Writing is a challenging and competitive field, and it can take a lot of time and effort to succeed.

It’s important not to give up too easily and to keep working towards your goals, even when faced with rejection or setbacks.


8. Grow Your Network And Portfolio

Monika Nozinic, Copywriter at Async Labs

8 Content Writing Tips From Experts In 2023

My advice to those who are just getting started in their writing careers would be:

  • Read and study as much as you can. Look at the work of famous copywriters and see what you can learn from them.
  • Write every day to develop your skills and build a writing routine. The more you write, the better you’ll get at it.
  • Get feedback. Show your work to other people and see what they think.
  • Learn SEO. Understanding SEO will help you to write copy that ranks well in search engines.
  • Network with other writers and industry professionals.
  • Know your audience. Understand who you’re writing for and what they need.
  • Be adaptable. Copywriting constantly evolves, so be prepared to learn new things and adapt to new trends.
  • Practice makes perfect. Keep practicing and experimenting until you find your voice and style.
  • Learn about the industry you’re writing for. This way, you’ll be able to understand their language and speak to their pain points and goals.
  • Be passionate. Copywriting is a creative field, so bring your passion for working, and it will shine through in your writing.

The advice I would now give myself at the start of my career would be to connect with other copywriters and content creators. Ask them to be my mentor for a week or two.

Also, I would tell myself to develop thicker skin and persistence, as rejection and criticism are a normal part of the writing process, which I learned, sometimes the hard way, along the way.


Adam Berry, SEO Consultant At Adam Berry SEO

Adam Berry, SEO Consultant At Adam Berry SEO

Take time to build your portfolio.

You’ll want to start collecting samples of your work as soon as possible; these will be invaluable when applying for jobs or searching for opportunities.

Make sure each piece is polished and showcases your best writing ability.


Experts’ Favorite Tools For Content Writing And Optimization

Grammarly And Hemmingway

Alex Valencia’s top writing tool is Grammarly, and he says that “every professional should use it (#notanad).”

“It’s taught me a lot about my writing style and how to improve it. For keyword research, I use Semrush,” Valencia shares.

Shubham Bajaj suggests Grammarly and Hemingway “for avoiding grammatical errors and ensuring that your content is structured properly, especially when starting and you have a low to zero budget to spend on tools.”

“Once you have some budget to spend, consider subscribing to advanced tools like ProWritingAid,” Bajaj recommends.

Surfer SEO

“When it comes to writing tools, there are oodles of SEO tools out there that have content tools built in. (Some are definitely better than others.) One of my favorite tools for optimizing content is Surfer SEO,” says Sherry Bonelli.

“Surfer SEO takes the keyword you’re trying to optimize your content for and analyzes your content against the top-ranking webpages.

Then it shows All words and Natural Language Process (NLP) words so you can see if you’re overusing some words – or not using words that you perhaps should use. (Like maybe you didn’t even think about including a word or topic in what you were writing!)

Surfer SEO can really take your writing optimization to the next level. I’d highly recommend you play around with it.”

8 Content Writing Tips From Experts In 2023Screenshot from Surfer SEO, modified by author, January 2023

“Don’t be afraid to use tools to your advantage,” advises Rudy Mawer.

“You are writing search engine-centric content; the internet has many resources and tools to help make your job easier and your writing more effective.”

Mawer loves using Surfer SEO as well. “Its content editor gives you a real-time score of your content’s strength for the keyword you are trying to rank for, NLP keyword suggestions, and a competitor analysis.”

Yoast SEO

Dvir Ben-Aroya’s favorite tools for content writing and optimization include Grammarly, Hemingway, Yoast SEO, and Google Analytics.

“Grammarly and Hemingway are writing tools that can help you improve your grammar, style, and readability.

Yoast SEO is a plugin that can help you optimize your content for search engines, and Google Analytics is a tool that allows you to track the performance of your content, including pageviews, bounce rate, and conversion rate.

These tools are very helpful in making your content more effective and engaging for your target audience,” explains Ben-Aroya.

Content At Scale

Julia McCoy saves up to seven hours per piece by using Content at Scale, “a long-form AI content writer that does everything for you – even SEO research and optimization.”

“It’s utterly insane to realize we’re here in an era where AI can replace hours and hours of grunt work at a fraction of the cost,” McCoy notes.

She also loves KWFinder for easy, simple, enjoyable keyword research and enjoys having ChatGPT for writing email outlines, topic ideas, and lists.

Otter.ai

Linda Pophal does a lot of interviews with subject matter experts and sources, and Otter.ai helps her accomplish the task.

“Otter.ai is great for recording and transcribing these interviews automatically so I can focus on what the sources are saying without worrying about missing anything,” says Pophal.

“I also like Grammarly, Hemingway App, and AP Styleguide online, and have begun experimenting a bit with ChatGPT, not to actually write my content but to help with outlining and getting a head start in fleshing out ideas,” she adds.

Reddit

Cai Ellis finds Answerthepublic and Reddit great for content inspiration.

“If you’re writing on a niche topic, diving into that Subreddit is the best way to get authentic and unique insight quickly,” Ellis recommends.

Joe Karasin also uses Reddit and Quora for topic research and to learn what people are talking about surrounding your topics.

“There are probably questions your audience has that you haven’t even considered. Write about those topics, and you’ll experience success,” Karasin advises.

Google Search And Suite

Jamie Press goes for a simple Google Doc for writing and collaborating with colleagues and clients.

Kaitie Frank uses good ol’ Google for research and optimization.

She believes that the “SERPs (search engine results pages) will tell you all you need to know about which headers to use and which information to include.”

Sam Hollingsworth shares a similar outlook.

“Like many old-school journalists, I don’t rely too heavily on many tools to help me optimize content or even come up with ideas to write about, but it’s nice to have them when needed.

It’s amazing how much direction and ideas we can get from free resources like Google Keyword Planner, as well as traditional Google Search.”

“For help optimizing content, MarketMuse and Frase are great tools to have available in your efforts,” Hollingsworth adds.

Editor’s note: All interviews have been lightly edited for clarity, brevity, and adherence to our Editorial Guidelines. The views expressed by the interviewees in this column are theirs alone and do not necessarily represent the view of Search Engine Journal.

More Resources:


Featured Image: Roman Samborskyi/Shutterstock



Source link

Continue Reading

SEO

Sustaining A SaaS Brand & Organic Channel During A Recession

Published

on

Sustaining A SaaS Brand & Organic Channel During A Recession

During an economic recession, marketing budgets and ROAS typically comes under much more scrutiny.

You should read this article for reasons you should not cut your SEO spending during a recession.

The next question will be about ROI and what you can do to mitigate the oncoming issues.

During an economic downturn, the objectives of reducing churn are amplified. Your sales pipelines may see less activity, and the C-suite may focus more on MRR (monthly recurring revenue) and ARR (annual recurring revenue).

In this article, I will look at subscription-model-based businesses and some methods and strategies that can pivot their SEO efforts toward maintaining performance and SEO ROI (return on investment).

Understanding Why Accounts Cancel

Customers cancel their subscriptions for myriad reasons, but during an economic downturn, reasons tend to gravitate toward costs and perceived value.

Other reasons include not receiving enough value from the subscription, difficulty canceling their subscription, or feeling that customer support is unresponsive or unhelpful.

You can identify these issues before customers provide feedback on an exit survey. Create opportunities for conversations and feedback loops with the sales and customer service teams. This lets customers address concerns before they cancel.

Targeting Disengagement & Value Shortfalls

To show this value, we can pivot our content and messaging to demonstrate opportunity costs and how the upfront cost prevents a more significant shortfall in the long run.

Encountering usage friction with the software is an identifiable problem.

Within the organization, teams should be able to provide you access to DAU (daily active user) and MAU (monthly active user) data.

Companies often boast about having high numbers of each, but the data can also be used to identify accounts with below-average or spare login frequency, and these can then be collated and reached out to.

  • Put accounts on low and mid-tier subscriptions into an email gauntlet and reach out. Offer a consultation with an accounts person. You could also ask them to fill out a feedback form to identify pain points to help build a content strategy.
  • Reach out to accounts on high-tier subscriptions with existing account managers.

Addressing customer issues could be as simple as rewording elements of commercial product pages, adding additional sections, or reinforcing the value proposition with case studies.

You can also address these issues with traditional blog content. Add more support articles to your support center and build out existing ones with media such as video to address common friction points.

Developing Content Against Competitor Value Pitfalls

Price is likely the most challenging reason for leaving to predict and manage. Price is informed and dictated by other business needs and costs. While it might make sense to offer deals to high-value accounts, reducing the price on a wide scale likely isn’t an option.

Price and cost are subjective to the value your solution provides. So Demonstrating your benefits can help customers justify the expenditure.

Any solution’s cost must, at minimum, balance out the problem or provide additional value.

This is known as a cost-benefit analysis. A vital part of a cost-benefit analysis is comparing the costs of the solution versus the benefits and determining a net present value.

During this assessment, your messaging can leverage and demonstrate additional benefits, or benefit enhancements, against your competitors.

In SaaS, you could break this down as comparisons between both product elements and overall “package” elements:

  • Direct product features and performance of those features.
  • Indirect product features and “add ons” that supplement the core product.
  • The bandwidth of the solution on a monthly or annual basis.
  • The number of user seats/sub-accounts per main account.
  • Speed of customer support response (and level of customer support).

A typical approach to highlighting competitor pitfalls is with comparison tables and our-brand-v-competitor-brand URLs and blogs.

These pages will then compete with your competitors’ versions and independent websites, affiliates, and other reviews for clicks and to sway consumer opinion.

You must also explain these benefits and competitive advantages on the product pages themselves.

Bullet listing the product features is commonplace. But make sure the benefits are explained directly against your competitors. This can help these competitive advantages better resonate with your target audience.

Reinforcing Brand Solution Compounds

A brand compound search term is a term made up of two or more words and refers to a specific brand.

For example, the brand compound search term “Decathlon waterproofs” would highlight users wanting to find waterproofs specifically from the brand Decathlon.

Users performing searches like this also reaffirms the connection between topics and brands, helping Google further understand relationships and relevancy.

To optimize brand compound search terms, you need to understand the concept of semantic marketing. This means knowing how different words, phrases, and ideas relate in terms of meaning.

You should research how your target audience searches for information related to your product or service and use those search terms in your content.

Another strategy you can use is to add modifiers to your search terms.

These can be words like “best,” “how,” or any other qualifier that will make the search more specific. This will help you get more targeted traffic that will likely convert better than generic search terms.

Summary

While these are uncertain times and competition for users and recurring revenue becoming more fierce, pivoting your SEO and content strategy to focus on value propositions and addressing consumer friction points can help better qualify leads and provide objection questions that consumers will take to competitors.

In this strategy, the keyword search volumes and other values might not be high. When you’re addressing user friction points and concerns, the value is qualitative, not quantitative.

More resources:


Featured Image: VectorMine/Shutterstock



Source link

Continue Reading

Trending

en_USEnglish