Tag Archives: content marketing

How Data Visualization Can Enhance Your Content Marketing

There’s never any shortage of online data. For marketers, this can be both a blessing and a curse.

On the one hand, if you want to quantify the reach of your content or identify trends in your social media engagement, there are metrics available to give you the illumination you need. But at the same time, the process of setting benchmarks, establishing core measures, mapping the data, then interpreting it properly can be incredibly time intensive. When you’re already struggling to keep up with your routine content creation efforts, handling data and analytics may feel all but impossible.

But the answer isn’t to forgo the data-driven approach. Rather, it’s to implement the processes you need to make data-mining as simple and intuitive as can be.

Thankfully, there are some options available for small business owners, including both the incredible technological resources of Google Data Studio as well as the consultative services of agencies like Analytics Clarity.

It’s worth taking just a moment to examine how each of these vendors could help automate your data and analytics efforts, and ultimately make your content marketing more streamlined and focused.

The Benefits of Data Automation and Visualization

Google Data Studio is a unique platform that allows you to take different kinds of analytic data, both from Google as well as from compatible social networks, and turn that data into fluid, dynamic reports.

This may sound a little mundane, but actually, it’s a revolutionary service. Just some of the benefits include:

  • Through Google Data Studio, you can have key data automatically turned into a report. And that report will change in real-time, ensuring you always have ready access to the metrics you need.
  • You can choose to display the data in whatever visual format you like, making it easy for you and your team to understand the big picture.
  • You can share the visual report with key partners, vendors, and stakeholders; it’s as easy as sharing a Google Doc or a Google Sheet.

Meanwhile, when you work with a firm like Analytics Clarity, you can ensure that you’re always rightly interpreting the data, capturing even the subtlest trends, and making informed decisions about how to tweak or adjust your content marketing campaign.

Indeed, the kind of data solutions available today have really been game-changers for content marketers, who can now work with a much clearer understanding of how their content performs with target readers as well as Google Search algorithms. This has implications for everything from topic selection to CTA development.

Take a Data-Driven Approach to Content Marketing

It’s vital that you use data to guide your content marketing efforts; Analytics Clarity, a proud partner of Grammar Chic, Inc., can provide all the expertise you need to make smart use of Google Data Studio.

And, as you use that data to guide your content efforts, you can always reach out to Grammar Chic, Inc. Speak to one of our content professionals by calling 803-831-7444, or by visiting www.grammarchic.net.

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Filed under Business Writing, Client Spotlight, Content Marketing, Social Media, Web Content

Here’s How to Write Content That Ranks Well

The Google Search algorithms are notoriously complex. There are dozens upon dozens of factors that Google considers when assessing a site’s ranking; those factors are weighted differently, and the exact algorithmic make-up changes on a regular basis.

Thankfully, Google has made it surprisingly simple for content writers to do their job and to create content that achieves search engine visibility. Google’s own search engineers have conceded that, for all the algorithmic complexity and churn, there’s essentially one huge factor that overshadows all the rest. Content writers who can capitalize on that one huge factor are positioned well for SEO success.

So what’s the secret?

In a word, relevance.

That’s not just a buzzword. It’s something that the Google algorithms actually measure and quantify. And according to Google’s internal experts, it’s the one thing that content writers should focus on as they pursue SEO-effective copy.

What is Relevance?

But how can Google possibly categorize something that sounds so nebulous?

The definition of relevance isn’t as fuzzy as you might think. Essentially, it boils down to user-centered content that serves a purpose.

That is to say, is the content useful?

Does it provide helpful, clarifying, and/or actionable insight to the user?

And is it related to the intentions of the search user? Does it meaningfully address their search query?

If you can honestly say yes to all of these questions, then there’s a good chance your content is indeed relevant in the eyes of Google.

Simple Steps for Writing Relevant Content

If you’re still uncertain about the relevance of your content, you’re in luck: Google’s Webmaster Guidelines actually offer some best practices for content writers. We’re going to summarize and paraphrase them here, because not only do they represent a good recipe for relevant content, but they also reflect good online content writing principles more generally.

Google’s advice is as follows:

  1. Write content primarily for the search engine users, not for the algorithms. If you’re thinking about how to appease the search bots, you’re going about it all wrong. Instead, step back and ask yourself how you can connect with the end user, answer their questions, and fortify them with good information. Using buyer personas may be valuable here.
  2. Don’t be deceptive. If your headline promises 5 Simple Steps to Improve Your Credit Score, the article should provide five simple steps for readers to improve their credit scores… plain and simple. Bait-and-switch routines will kill your relevance ratings.
  3. Avoid anything that’s designed to trick the search engines. Before attempting some sort of SEO gimmick, ask yourself: Would I do this if Google didn’t exist? If your answer is no, then it’s probably not worth doing.
  4. Consider the things that make your business or your website unique. What are some of the unique benefits and value points that you can offer? Make sure your content captures those things.

The bottom line: Relevance is the most important characteristic of digital copy, and it’s not as nebulous or as unattainable as you might think.

We can help you write content that’s truly relevant to your audience. Are you ready to talk? Reach out to the Grammar Chic, Inc. team today. Connect with us at 803-831-7444 or www.grammarchic.net.

 

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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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6 Ways You Can Clean Up Your Content Marketing

Is it too late for spring cleaning?

Not where your content marketing is concerned.

In fact, there’s no time like the present to sort through your social media profiles, your website, and your blog, refreshing your content and removing clutter.

The goal? A content marketing enterprise that’s streamlined and effective, providing a more satisfying experience for your audience.

We recommend doing a quick content clean up at least once a year, and in this post, we’ll provide a few steps you can follow to make that clean up effective.

6 Ways to Clean Up Your Content Marketing

  1. Rewrite your social media profiles. When’s the last time your Facebook “About” section was revised or your Twitter bio got an overhaul? Do they still reflect the core value proposition of your business and the kind of language you like to use to describe your products and services? It’s a good habit to review and revise this content annually.
  2. Prune your email list. The goal for any email marketing effort is to have an active and engaged subscriber list. Do you have people who haven’t opened or engaged with your messages in two or three years? If so, you’re probably safe removing them from the database. You might also check for any email addresses that bounce messages back to you; sometimes it’s a simple typo that’s causing your messages to go unread, so verify that you’ve entered the email address correctly.
  3. Audit your links. Nothing frustrates your website users like links that lead to nowhere. It’s worth taking a few minutes to scour your Web content for any links that may be broken, either repairing or removing them as necessary.
  4. Organize your blogging efforts. Has your company blog fallen into an irregular, inconsistent schedule? Develop a new editorial calendar, clarifying when new posts will be written and published. Also note who’s responsible for what—i.e. which team members will do the writing, the image sourcing, the posting, and the social media promotion.
  5. Check your online reputation. Do you have customer reviews you’ve never responded to or online listings that are less than flattering? If you haven’t Googled your company name in a while, do so now, and get a better sense of what’s out there. You might also set up a Google Alert to stay in the know.
  6. Clean up your Google My Business page. Does your GMB account have up-to-date hours and contact information, as well as fresh images? Is it time to rewrite the content to better reflect your current business and SEO objectives? Review your GMB page and make whatever adjustments are necessary.

Content marketing clean up isn’t the flashiest topic, but it can be an important way to keep your efforts aligned with your goals. Reach out to us if you’d like to discuss further ways to enhance your content marketing efforts. Connect with Grammar Chic, Inc. at www.grammarchic.net or 803-831-7444.

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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

How to Spot Online Propaganda

You can’t believe everything you read—especially online.

As content marketing professionals, this is something we’re uniquely sensitive to. We believe strongly that there’s value in companies providing good, substantive, valuable information as a way to build their brand and establish thought leadership.

And yes, the content marketing model does blur the line between information and advertisement—but it’s only effective if it’s ultimately truthful.

By contrast, a lot of the content out there is outright propaganda—designed to misinform, to mislead, and to obscure the truth.

To be a responsible online citizen, it’s important to know the difference. That’s what we’re going to look at today.

Where You’ll Spot Propaganda

The first thing to be aware of is that propaganda can come from almost any source. Some common examples:

  • Brand/company pages on Facebook. Note that Facebook doesn’t regulate these pages and doesn’t have any standard of transparency or veracity in place. Maybe one day that will change—but for now, public pages are all potential breeding grounds for propaganda.
  • Twitter accounts. We’re mostly thinking of bots here—fake accounts that usually have a highly political slant. Be careful; not every social media user is a real person!
  • A lot of the memes that come across as good-natured and funny are actually made by marketing companies and have an insidious agenda—which isn’t necessarily a bad thing, but it is something to be aware of!
  • News items. A lot of the links that look like real news could in fact be—we hate to say it—fake news. You can usually tell by looking at the URL; anything lacking a good, clean URL (like nytimes.com, washingtonpost.com, bbc.com, reuters.com, economist.com etc.) could potentially be a propaganda site.
  • Photo editing tools have become truly advanced and sophisticated—and sadly, you just can’t take every online photo you see seriously.

Steer Clear of Propaganda

That’s just a cross-section of some of the places you’ll find propaganda—and our point really is that you can find it anywhere. So the question is, how can you protect yourself?

Some tips:

  • Be a skeptic. Simply having a discerning mindset, and realizing that what you’re reading could be propaganda, is a good first step.
  • Google around. If you find a news story that seems hard to believe, use Google to look for other sources. If you can’t find them, it may very well be phony. One of the first things taught in journalism school is that all facts in any story should be confirmed by two reliable sources. In today’s day and age, finding two or more sources that share a story’s detail is not overly taxing. Real news stories are picked up by multiple outlets—even if a single platform breaks the story.
  • Avoid interacting with unvetted sources. Liking and commenting on a public page can suck you into the web of propaganda—unless you know the brand in question and trust them.
  • Take reviews with a grain of salt. Online reviews are sometimes fake—and you can usually tell which ones lack credibility. Fake ones won’t be very long or specific.
  • Read widely. Don’t rely on a single platform or website for your news. Try to be a curious and voracious reader.
  • Learn what fake ads look like. It’s helpful to know how you can identify paid content—and there are usually some giveaways. On social networks, as well as on Google, these ads will be labeled as “sponsored.” On Instagram specifically, sponsored posts must carry the hashtag #ad.

The bottom line: it takes some effort and some deliberation to tell which online content you can trust—but it’s worth it to not get snookered by the propaganda machine.

We’d love to tell you more about honest and authentic content creation. Reach out to Grammar Chic, Inc. to learn more! Call 803-831-7444 or visit www.grammarchic.net.

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