I’m a product marketing manager by day, which means I spend a considerable portion of my time reading, writing, reviewing, editing, and giving feedback on content (judgment-free!). As such, I have regular opportunities to witness great – and not so great – ways of presenting written content to consumers. Sometimes of my own creation.
Here are twelve items that might help you with your content strategy, whether you’re marketing your book or a widget you sell. I originally assembled this list four years ago, and these tips are as true today as they were then.
1. Is your content bragging about your abilities and services?
- Consumers want to trust you. But people are turned off by content that’s mostly sales pitch or just talks about how great your book is.
- Quality content shows that you understand your audience’s needs, not just your own abilities.
2. Did you focus more on SEO keywords than quality content?
- As a writer and someone in the online marketing biz, this content stands out to me like Waldo in a penguin colony. It’s repetitive and reads like the writer just bought a thesaurus: Do you like to travel to exotic places? How would you like a vacation to an unexplored world? Here at Journeyman Travel, we can jet you off to distant lands! You’ll voyage to foreign countries in one of our exclusive Exotic Vacation Destination packages! That is a content turkey stuffed with artificially-flavored keywords.
- To avoid unnatural-sounding sentences, write for humans, not computers. Quality content that engages people will build authority and trust, something that search engines reward. Learn more about Semantic Search.