Your Guide to Content Marketing

If you have a good level of English and like to write, you might consider undertaking the content for your site or blog yourself. However, there is much more to content marketing than having a love of writing. This is why it might be wise to hand over your content to professional copywriters.
Why employ a copywriter?
Professional copywriters know how to engage your audience while at the same time ensure your content is optimised for the search engines.

It is no good having products or services that stand out if people don’t know about them. You could write about what you offer and people might understand but do the search engines? When writing with search engines in mind you need to include your keywords but make sure that the content also makes good sense for those reading.

Your keywords are how the search engines know what you are offering. For instance, if you sell dog treats your keywords would be “treats for dogs” and “dog treats”. These keywords would be inserted into the content but must be natural.

You also need to take care not to over stuff your content with keywords as this goes against you. A professional copywriter knows how to write for both readers and search engines giving you the best possible chance of gaining higher ranking in search engines.

A good UK copywriter will be able to research and write on any topic and be able to offer a range of services such as blog posts, long articles, reviews, press releases and more. Once you have found a good copywriter make sure you keep them, they are worth their weight in gold. Their services typically include:

  • Researching topics;
  • Writing;
  • Understanding Search Engine Optimisation;
  • Proofreading;
  • Managing projects;
  • Uploading content to WordPress blogs;
  • Sourcing images;
  • Social media updates.

As you can see from the above, the job of a copywriter is so much more than writing.
What is content marketing?
Content marketing is taking over from traditional marketing. In short, it is an approach that is focused on the creation and distribution of content that is consistent valuable and relevant to your business. 

By having consistent content uploaded onto your blog or site, you drive visitors and turn them into customers.

The content you upload should always be valuable to readers, for instance, answering questions and queries they have.
Who uses content marketing?
Almost all marketers make use of content marketing, including some of the most well-known names and companies out there. It works well for both large and small businesses along with one person businesses.

To find out how John Deere makes content marketing work for them check out the video below.

Good content helps to keep visitors on your site, turn visitors into customers and so boost sales.
Obtain higher search engine rankings
Great content helps your business to get higher search engine rankings. The mission of Google is to offer the most reliable and relevant information out there. Therefore, any content you put on your website has to be reliable and relevant.

Not only does it have to be relevant and reliable, it also has to be fed to Google and other search engines on a consistent basis. Yes, consistent content is a key factor to gaining higher search engine rankings.
Keywords and long-form content
We have briefly mentioned the importance of using keywords and phrases in your content and here we talk a little more about just that.

While it is important to have content that is relevant and reliable, with keywords, the length of the content is also important. This is called long-form content and we are talking about a few thousand words, around 3,000 of them.

By having long-form content on your blog or website you can rank well for multiple keywords.

You also get a much better chance of getting a “featured snippet” on Google search engine. This position is one of the most coveted that copywriters and web masters aim to reach as it can do wonders for bringing in readers and customers.

Considering keywords and phrases, you should also focus on long-tail keywords. A typical keyword could be “dog treats”. A long-tail keyword could be “cheap dog treats in the UK” or “buy dog treats online in the UK”.

It can be difficult to rank high if you are selling something that has high competition but you stand a better chance to rank high for long-tail keywords. These are keywords that people type in on search engines when looking to make a purchase.

You could enhance this if you have a brick and mortar store by including the region you service. For instance, “buy dog treats online in London” or “buy dog treats online in Ealing”.
Repurpose existing content to make it rank
You might already have some written content on your site or blog but it is not ranking highly on Google. Don’t let this content go to waste; instead, you can repurpose it to make it work for you.

A good copywriter will be able to take that existing content and re-write it, adding in more content if necessary to meet the above guidelines of a long-form article and/or adding in keywords and long-tail keywords.

Some factors why your content might not be ranking well include:

  • The content is far too short;
  • It might not have enough keywords or phrases in it for search engines to have picked up on;
  • There might be too much competition for a certain keyword/key phrase;
  • Different keywords could help your content to rank higher.

Internal and backlinks
Backlinks are important for ranking a website in search engines but did you know that internal links also play an important factor? 

You should include internal links to targeted pages of your website. Google chooses whether your site will appear in SERPs based on internal links. Internal links can help search engines to index your website better.

Write good content and there is a better chance of other highly ranked sites linking back to you and this is called back links. The more bank links you have the better your site is seen in the eyes of Google and other search engines.
Images used in content marketing
While words and the length of your content is important, just as important is making your articles and posts easy to read and relevant to readers. With this in mind you should include high quality images.

Images are also good for search engines too, if you implement them correctly. Practices to remember include:

  • Putting a description in the alt text, preferably using your main keyword;
  • Use a dash in the file names of images to separate keywords;
  • Include a caption in the image including relevant details.

In summary
To summarise you should now have a better idea of why there are professional copywriters out there such as us. 

We can help you to engage your audience and boost your website in the search engine rankings by considering all of the above and more in your content.

Head over to the website and use our contact form to let us know what you require, from a 500 word blog post to a 3,000 plus word long-form article with keywords.