Category Archives: Blog Writing

4 Ways to Delight First-Time Visitors to Your Website

You’re probably familiar with the old saying about first impressions.

Well, it certainly holds true in the world of online marketing. So many of our marketing efforts, from emails to PPC ads to social media posts, are designed to generate website traffic. But that’s just half the battle. Once you get people to your website, you’ve got to win them over with a strong, positive first impression. You’ve got to dazzle and delight them. And if you don’t, they probably won’t stick around, nor return to the website. Why would they?

Dazzle and delight aren’t necessarily easy to come by, but there are a few steps that can point you in the right direction.

Create Relevant Landing Pages

A common misconception is that anybody who comes to your website is going to come in through the front door, accessing the home page. This isn’t necessarily the case… nor should it be.

Say someone clicks on an ad you’ve placed on Facebook, Twitter, or the Google Display network. They’re going to want to see information on the product or service that snagged their interest. As such, you’ll always want to send people to a landing page with relevant, targeted, obvious information. Precision-honed landing pages are a great way to capture and maintain interest right out of the gate.

Offer Readable Content

Our writers obviously care a great deal about content that is well-conceived and properly worded. But something else we care about is content that’s well-formatted.

You tell us: What happens if you visit a website and see a huuuuuuuuge block of unbroken text, without any spaces or bullet points or room to breathe?

If you’re like us, you navigate away pretty quickly. Let that be a lesson to you. Format your website content so that it’s easy for your visitors to skim it and locate the information they’re after, without feeling overwhelmed.

Calls to Action and Content Information

We are on record saying that every page of your website should include a clear call to action. Today, we’ll add something else to that list: Every page should include contact information, too.

No matter how people access your site, and no matter when they decide to reach out to you for more information, you want to make it easy for them. It’s never a good thing when a website visitor asks, how do I get in contact with them?

Be Reassuring

Have you ever had the experience of clicking on a link, and then realizing it wasn’t quite what you wanted or had in mind?

Most of us have. You want to help your visitors avoid that fate, and one way to keep them on the page is to offer reassurance right out of the gate. Make sure each page of your website provides a clear heading, making it evident what the page is about. Always convey the relevance to your end user.

Develop Web Content that Dazzles and Delights

These are just a few approaches you can take to developing website content that creates a powerful first impression.

Interested in learning more? We’d love to chat. Reach out to Grammar Chic, Inc. at 803-831-7444 or www.grammarchic.net.

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Filed under Blog Writing, Brand Management, Business Writing, Web Content

4 Powerful Ways to Reuse Your Blog Content

A good blog post represents a significant investment of your time and resources; and, a major depository of your subject matter expertise. So, what happens when you polish off a post, publish it to your website, and spread the word on social media? Hopefully, you’ll see a big spike in hits, likes, comments, and shares… but eventually, all that activity tends to taper off. That can be a deflating feeling.

But what if there was a way to extend the usefulness of your blog post? To really mine it for all its worth? As it turns out, there are a few ways to get the highest possible ROI from your content investment.

Here are our favorite strategies for truly maximizing the usefulness of each blog post.

Turn it into a “Pillar” Article

A pillar article tends to be a longer, evergreen piece of content that takes a comprehensive look at a particular topic. Once you write a pillar article, the next step is to break it down into individual sub-sections, ensuring that you include plenty of hyperlinks from the pillar to the sub-sections and vice versa. This strategy can enhance the user experience and lead to robust SEO results.

So take a look at some of your most popular blog posts. Could any of them qualify as pillar posts? For instance, maybe you have a lengthy Top 10 list posted to your blog. Consider breaking down each individual point into a smaller post of its own, using the pillar page as a jumping off point for more narrowly focused, supportive posts.

Make a Video

If you have a popular blog post that eventually loses some steam, one way to reinvigorate it is to use the blog as fodder for a video. In other words, once you’ve made a splash on Google, turn your attention to YouTube!

This doesn’t have to be an elaborate video, either. Simply use the blog post as an outline, talking through some key points, perhaps putting together some bulleted slides. It’s a great way to extend the life of a blog post and take your subject matter expertise to a new venue.

Make it into a Guest Post

You’ve shared your insights on your own blog, but there are still plenty of people who remain unreached. But if you know the topic has some juice, you can always write a second edition, ensuring to keep the same points intact but change all the wording, then submit it as a guest post to an industry blog or publication.

Not only does this help you get a little extra mileage from your original post, but it also gives you a way to generate some backlinks to your website, a major SEO win.

Update the Original

Finally, note that many topics will warrant regular updates. If you have popular posts from a year or two back, there may be some merit to reading back through them and seeing if anything’s changed. Are there new developments, trends, or technologies worth mentioning? Some supplemental materials you could include as links? Has your own thinking or perspective evolved in some way? Updating an older post with some new text can sometimes breathe new life into it, and possibly even trigger some new SEO benefits.

Take a Second Look at Your Best Blogs

There are plenty of ways to stretch out the usefulness of a good blog post. And whether you need help brainstorming some content refreshers or drafting a post in the first place, Grammar Chic, Inc. is here to help. Reach out to us when you want to chat: 803-831-7444 or www.grammarchic.net.

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Filed under Blog Writing, Content Marketing, Social Media, Web Content

6 Content Marketing Metrics to Keep an Eye On

Are your content marketing efforts really working? It’s not a rhetorical question. Content marketing requires a real investment, both of time, money, and brand capital. It’s only appropriate to assess the return on that investment using real, hard metrics.

There are a variety of statistics and numbers you can look at to get a sense of how your content marketing efforts are trending, including metrics available in your email marketing platform, your Google Analytics, and the social media dashboard of your choosing.

Amidst all the possible data and reporting options, here are six metrics we think are especially noteworthy, often quite revealing as to the true merits of your content initiatives.

Email Clickthrough Rates

Start with your email marketing. When you send out your weekly, monthly, or quarterly newsletter, how many of your recipients not only read the content but also click through to your business website? One of the main purposes of email marketing is to encourage more website traffic, and if your emails are actually accomplishing that goal, it’s a pretty clear indicator that your content is doing its job.

Email Subscription Rate

You can also look at the rate at which your website visitors are subscribing to your newsletter. If the subscriber base is steadily growing, it shows that somehow or another you’re enticing them… and that can’t help but involve some strong, persuasive copy.

Dwell Time

Dwell time references the amount of time visitors spend on your website before they head elsewhere. If most people reach your site, stick around for two seconds, then leave, that’s obviously not a great sign. But if your website users can spend a good long while on the site, that means your content game is solid.

New Leads

Content marketing can serve many purposes, but one thing that’s always nice is when your content actually yields new leads. There are a number of ways you can measure this: Email subscriptions, sign-ups for a white paper or other downloadable offer, basically anything that provides you with the name and contact information of an interested customer or client.

Social Shares

This one’s obvious: If your content is getting shared on social media, it means that the content is valuable, and it also means you’re growing your audience size. Note that likes and comments are great, but shares/retweets are especially helpful. Email forwards are also beneficial!

Anecdotal Evidence

For all this talk of hard numbers, we’ll close with something that’s not as easy to measure, but is still worth noting: If you have new clients/customers who actually reference your content (“I saw your latest blog post and it made me interested…”), that may be the best indicator of all that your content marketing is connecting with people

Content That Works

Ready for a content marketing effort that really works, and helps you see those metrics surge? We’d love to chat. Reach out to Grammar Chic, Inc. at 803-831-7444 or www.grammarchic.net.

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Filed under Blog Writing, Business Writing, Content Marketing, Web Content

Has AI Made Content Writers Obsolete?

Do you remember the old joke about monkeys? How if you put enough of them in front of typewriters and allowed them to bang away, one of them might eventually bash out the Great American Novel?

Well, we’re currently seeing a similar premise play out in real time. It’s not with chimps, but with robots. AI is rapidly overtaking the content marketing industry, helping to automate some of those simple, repetitive functions that take so much time. The idea is that, when AI is able to handle things like scheduling and reporting, it frees marketers to focus more of their efforts on real, creative work.

But what happens when the robots take over the creative work, as well?

Maybe it sounds farfetched to think that AI could actually produce written content… but the truth is, it’s happening already. There are programs out there that can automatically generate simple, factual stories (think stock reports or sports updates) with little or no input from human writers.

Great news for anyone who needs basic Web copy quickly, and without a lot of hassle. Bad news for, well, writers, the latest professionals to see their livelihoods encroached on by faceless tech.

What AI Can’t Do

Actually, though, the situation is not that dire. While AI can and should be used in certain content marketing functions, it will never be able to put writers out of work.

Why? Because AI is great for many things: Learning, mastering basic patterns, even mimicking human speech. Indeed, it’s no great surprise that simple reporting can now be automated; for AI to take sports scores and plug them into a formula doesn’t require much in the way of out-of-the-box thinking.

And that’s the one thing AI doesn’t possess: The ability to engage in lateral thinking or creative brainstorming. Robotic “writers” may be able to mimic some narrative archetypes, but they can’t build worlds or capture emotion like a human writer can.

To put it one way, AI can absolutely report the basic stats of a soccer game… but it could never invent Quidditch, or develop the story beats for a Rocky movie.

The functionality of AI rests on what’s repeatable… on tasks that can be boiled down to a formula or algorithm. But there’s no algorithm for human creativity; no way you can automate out-of-the-box thinking, storytelling, human interest, or reader engagement.

And what that means is that, while AI can be a helpful tool for generating boilerplate copy, it can’t produce the kind of original, emotionally-charged, and value-adding content that’s required for effective content marketing.

Still a Role for Writers

Writers can rest easy. And companies that have invested in automated programs to assist with their content marketing can pat themselves on the back: They’ve taken meaningful steps toward streamlining their processes and maximizing efficiency.

But they still need human beings who are skilled in using words to facilitate connection. That’s where we come in. To speak with a Grammar Chic writer about any of the things your AI can’t do, reach out today: 803-831-7444 or www.grammarchic.net.

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Filed under Blog Writing, Business Writing, Content Marketing, Content Writing, Social Media, Web Content, Writing

How to Make Your Boring Industry Really Interesting

At Grammar Chic, Inc., we truly believe that content marketing can deliver meaningful results for any company, in any industry.

But some may have to work a little bit harder for it than others.

Simply put, some industries more naturally lend themselves to fresh, exciting, compelling content. But what happens if you sell annuities?  What happens if you prepare tax returns? What happens if you’re an estate planning lawyer? We’re not saying these things are unimportant! We’re just saying they may not seem as flashy or as exciting to the average reader.

It may cause you to wonder what can be done to turn your “boring” line of work into really rich, persuasive content—content that people will actually want to read.

Here’s our advice.

Always Be Helpful

A good rule of thumb: If your content is helpful, someone out there’s going to find it interesting.

Take our example of an estate planning attorney. You may write a blog post about how to draft a will; when a living trust is necessary; or how to choose guardians for your children.

Those topics may not jump off the page, and sure, some may say they’re unglamorous. But people want to know those things. They need to know those things. And if you can provide that information in a clear and actionable way, there will be readers who find great value in it—

period.

Maybe the best advice here is to change your way of thinking: If you can’t make your content exciting, just make sure that it helps someone.

Write Without Jargon

One thing that can stand between you and an engaged readership is reliance on industry jargon.

We see this a lot when working with insurance companies, who trot out a bunch of words and phrases that may be foreign to the layperson. Of course, that’s the quickest way to get eyes to glaze over!

Don’t think (or write) in terms of industry buzzwords. Instead, come at it from the customer’s point of view. What are their pain points? What answers do they seek? And how can your company benefit from them? Focus on those things, with as much clarity as you can.

Inject Some Personality

Your business may be boring—or at least, that may be how people perceive it.

But you’re not boring!

Feel free to inject some personality, even humor, into your content. Sometimes, that’s all it takes to make your content come alive.

This might mean throwing in some personal anecdotes, some gentle self-deprecation, or even some specific examples from past clients (ensuring you keep things anonymous, of course).

Another strategy is to draw connections to shows, movies, or other pop culture reference points that might mean something to you. Remember our posts invoking Mad Men and The Walking Dead?

Get Help from the Pros

It’s frustrating to feel like your industry is just a dead space for compelling content—but we honestly believe that any field can be made enticing, or at the very least valuable, to the reader.

We’d love to show you how. Reach out to Grammar Chic, Inc. to schedule a content consultation today. You can reach us at www.grammarchic.net or 803-831-7444.

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Filed under Blog Writing, Brand Management, Business Writing, Content Marketing, Content Writing, Email Writing, Social Media, Web Content

How to Prepare for Your Content Call

Nobody knows your business better than you do—but that doesn’t mean you should be the person to write all your company blogs, press releases, and social media posts.

Actually, your intimate knowledge of the business can be as much a liability as a boon. Simply put, you may be too close to it to be able to sort through what’s really important, and what’s discursive.

A professional content writer, meanwhile, can provide a helpful level of remove—helping you see the business from an outsider’s point of view and more precisely hone your marketing message.

Of course, there’s still a lot riding on your ability to explain what your business does, who your business serves, and what makes your business unique. Here at Grammar Chic, Inc., our content writers will want to jump on the phone with you for a content call, where we get to hear your story, in your words, allowing us to capture your voice.

Getting Ready for Your Content Call

As you prepare to speak with a Grammar Chic writer, here are a few questions you can start to ponder.

  1. Who are your clients? To write effective content, step one is knowing the audience. We’ll want to know who your clients are, basically. Do you serve just women? Mostly seniors? Professionals within a certain field? How would you describe your typical client?
  2. What’s your reach? Where are you located—and from how far away do your customers come? Help your content writer get a sense of your geographic spread.
  3. What’s your elevator pitch? What makes your business unique? Why would a customer pick you over the competition? How would you articulate your value proposition if you only had 30 seconds to do it?
  4. What’s in it for the end user? To come at it differently, what are the benefits customers and clients can anticipate? What pain points do you address? How are people better off having worked with your business?
  5. Who’s your competition? Can you point your writer to a few competitors, just to get a sense of how similar companies present themselves?
  6. What are your keywords? If you had to summarize your products or services in just a few quick SEO keywords, what would some of those keywords be?
  7. Do you have any existing content? Do you have some company blog posts already published? What about some social media posts? Do you like the current content on your website, or does it need some work?
  8. What are your goals? What are you hoping to achieve through content writing? How will you define success?

Getting ready for a content call may feel a little daunting: What should you say? Where do you begin? However, if you can take some time to answer these questions, you’ll really be prepared for a constructive meeting, and a terrific launch to your content writing partnership!

We’d love to set up a call with you today to discuss your content writing needs. Reach out to Grammar Chic, Inc. at 803-831-7444 or via www.grammarchic.net.

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Filed under Blog Writing, Content Marketing, Content Writing, Social Media, Web Content

4 Ways the Right Content Can Fuel Business Growth

To achieve consistent growth at your company, everything needs to be firing on all cylinders—your sales team, your marketing department, your business development crew, you name it. Everyone needs to be doing their part, leveraging resources and expertise to move the ball forward.

Content marketing is very much a part of that equation. When wielded strategically, content can actually be fuel for your business growth—helping turn leads into conversions and one-time customers into repeat clients.

A few types of content can be especially helpful in this regard. Here are our recommendations.

4 Types of Content That Can Help Your Business Grow

  1. Product and service descriptions.

Whether you have an e-commerce clothing boutique or an all-purpose plumbing company, it’s important to devote some website real estate to describing what it is you do—and how your customers stand to benefit. Remember, online shoppers can’t pick up, examine, or try on your products and services, so you need Web copy that makes them feel like they have. Be descriptive enough to help customers feel confident that they know what they’re getting into, and focus on the benefit to the end user—what’s in it for them when they buy.

  1. Landing pages.

Imagine this scenario. A potential customer sees a PPC ad for your law firm’s estate planning services. They click it, and it takes them to your firm’s home page—where there’s no explicit mention of estate planning. That may be frustrating, and your lead may decide it’s not worth their trouble to poke around your site to find what they’re looking for. The long and short of it is, it’s valuable to have dedicated landing pages for each service/product you have, ensuring that you can always send leads to somewhere that specifically addresses what they’re looking for.

  1. Emails.

Don’t ignore the power of email marketingstill the most effective way to directly connect with your customers past and present. Whether you put together a monthly newsletter or a weekly e-blast, take the time to think through your content (including subject lines) to make sure you’re offering value. When leveraged correctly, email marketing can build brand awareness and loyalty, and turn some of those one-time customers into follow-up buyers.

  1. Google My Business listing.

Has your company signed up for a free Google My Business listing? It’s worth doing, as it can help you achieve greater visibility among local search engine users. And that positive SEO impact is compounded when you take the time to write compelling, keyword-optimized descriptions of your business. All of this is just to say that GMB is an invaluable but oft-overlooked content deployment opportunity, and it can play a big role in helping you connect with local customers.

Do You Have the Content You Need?

Chances abound for you to use content in a way that leads to business growth—and the Grammar Chic, Inc. team is standing ready to help you make the most of them. Reach out today and let’s talk together about a sound content strategy for your company! Connect with us at www.grammarchic.net or 803-831-7444.

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Filed under Blog Writing, Business Writing, Content Marketing, Content Writing, Email Writing, Social Media, Web Content