Tag Archives: Content Writing Tips

January 21, 2021 · 1:08 pm

6 Signs You Need to Rewrite Your Web Content

A good website is more than the sum of its parts. Certainly, you need logical navigation, clean graphic design, strong calls to action, and a robust internal linking strategy, among other considerations. And don’t forget about your written content! The written copy on your website is crucially important for educating and persuading customers, for gaining SEO traction, and for conveying the vision and values of your company.

Web content isn’t meant to last forever. On the contrary, it’s a good idea to revise your copywriting every two or three years. This gives you a chance to offer fresh content to the Google algorithms, and also to refine or update your company’s messaging.

Beyond that, there are a few telltale signs that your Web copy could stand an update… whether you rewrite it yourself, or enlist the expertise of Grammar Chic, Inc.

Signs You Need Fresh Web Copywriting

1) Your Google traction is slipping

One of the most important aspects of copywriting is that it signals to Google what your company is all about, and how your website should be categorized. If you’re not getting the kind of Google traffic you’d like, it’s possible that bad copy is to blame… and that a content refresh could put you back on Google’s radar.

2) You’re not getting calls or inquiries.

Ideally, your website is a 24/7 sales machine, directing interested consumers to call, text, or email you about your products and services. Make sure you track where your leads come from, and if you find that it’s seldom from your website, that should be a red flag: Your Web copy isn’t doing its job.

3) Your branding has changed.

It’s natural for companies to grow and evolve… and your website should grow and evolve with it. For example, say you started your company 10 years ago, with the intention of being an all-purpose plumbing service. But in the years since, your business has shifted to focus almost entirely on drain cleaning. This is something that should be reflected in your business messaging, and that starts with your website content.

4) Your customers are uneducated.

When customers call for a consultation, come in for an appointment, or show up to browse your retail store, they should have at least some idea of what you do. If you find that your customers are often confused about your products or services, or if you find yourself getting the same questions over and over again, it means your site isn’t educating consumers the way it should. It might be time for an update!

5) You’re having your website redesigned.

If you’re giving your website a facelift (and especially if you’re changing the layout or navigation), you’ll probably need to make some adjustments to the copy. Here we’ll note that Grammar Chic’s writers are uniquely experienced in partnering with Web design companies, ensuring you get a seamless final product.

6) You have a high bounce rate.

This is something you can check in your Google Analytics dashboard. Basically, a high bounce rate means people are coming to your site, but then immediately leaving. It suggests that, for whatever reason, the content on your website isn’t meeting their expectations. This could be a matter of poor layout or confusing navigation… but it could also be that your content isn’t as relevant or as helpful as it needs to be.

No matter your reason for wanting crisp new Web content, Grammar Chic is happy to deliver it. We’d love to book you for a no-obligation Web copywriting consultation. Reach out today: 803-831-7444 or www.grammarchic.net.

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January 3, 2020 · 12:55 pm

How Can You Optimize Content for Voice Search Queries?

The way people search for online information is fundamentally changing… and that has some seismic implications for content marketing professionals. Arguably the most significant shift of all has been the rise in voice search. These days, it’s as likely as not that a Google or Bing search query will come through a voice assistant (think Siri or Alexa) as opposed to physical typing. Indeed, some studies have speculated that, by the end of this year, more than 50 percent of all search queries will be voice searches.

So how can you ensure that your content shows up in these Siri and Alexa searches? How can you fully optimize to address new search engine user behaviors? Here are a few quick tips from the Grammar Chic team.

How Has Voice Changed the Way People Search?

The first thing to consider is how voice search queries differ from text ones.

Here’s an example. Say you wanted to see some movie showtimes for your favorite Charlotte movie theaters. If you were typing your query into a Google search bar, you’d probably keep it short and sweet: Charlotte movie times, or something similar.

But if you were using a voice search assistant, you’d probably phrase it more like a question, e.g., What are today’s Charlotte movie show times, or what movies are playing in Charlotte?

When developing content, it’s critical to accommodate these long-tail keywords, which can be as simple as writing conversationally; avoiding the “keyword stuffing” practices of the past; avoiding stiff, unnatural-sounding keywords; and, when possible, framing your content in question-and-answer form.

Something else to consider is the reality that many voice search queries are finely-honed and specific in nature. Simply put, most search users don’t ramble on to their voice assistant. They know what kind of information they’re seeking, and phrase their query accordingly. Some examples: Where is the nearest tire store? Or, find a Mexican restaurant near me.

Again, savvy content will address these more specific queries. An FAQ page is invaluable here. We’d also recommend blog posts that are designed to provide authoritative answers to these very particular questions.

Finally, be aware that most voice search queries are localized in nature. If you’re using a voice assistant, it’s likely because you want to find the closest coffee shop, the nearest oil change service, etc., specifically in relation to your current location.

Good content should be localized as much as possible. Include your business name, address, and phone number on each page of your website. Make note of the specific shopping center you’re in or a major intersection that’s nearby. (“Find us at the corner of…,” “we’re conveniently located behind the mall,” etc.) Also include information like your hours of operation, holiday closings, and so on.

Content That’s Made with Voice Search in Mind

The way people search is changing. It’s important for your content creation to adapt accordingly. That’s something the Grammar Chic, Inc. team can help with. Reach out today and set up a content marketing consultation with us. Connect at www.grammarchic.net or by calling 803-831-7444.

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September 20, 2019 · 3:00 pm

Workflow and Content Automation Defined: How to Get Started

Managing content for your website and social media accounts takes a lot of time and expertise. Like everything else these days, companies are looking for ways to get technology involved to help reduce time and costs when it comes to their content generation. Workflow and Content Automation (WCA) has been a rapidly growing industry for the past few years. Experts estimate that this industry will grow to be a $6B market by the year 2023. But what is it exactly and how can you utilize it?

When we say, “content automation,” we don’t necessarily mean hiring a robot or computer to write your company’s blog and social media posts. While such technology exists, what we mean is applying tools to help you create the most impactful content possible. Continue reading to find out the ways WCA can help you and how to integrate it into your daily routines.

Basics

You have a few options when it comes to automating your content marketing, which can be done at several different points in the content marketing pipeline:

  • Curation

Content curation tools are not there to create content for you, but rather they rely on algorithms to mine content from across the Web, and to then recommend content that would be most relevant to your audience.

An example of an automated content curation tool is DrumUp, which makes quick work of sorting through the billions of pieces of content that are online. Other tools like Google trends are great if you have access to those accounts. Tools like these take the guesswork out of content ideation and allow creators to rely on data to make better decisions.

  • Distribution

Content distribution tools help to ensure that the most relevant pieces of content appear in front of the right people. Email marketing software, which sends out messages to customers based on their past behavior or purchases, is one example of automated content distribution.

What we’re really talking about here are ads. Getting your tweets, Facebook posts, Instagram stories and more, out in front of targeted audiences is key to social media marketing. Using paid advertising tools takes advantage of these platforms’ user data, to make sure the content you’re trying to promote is ending up in front of the right people.

Best Practices

  • Define your problem

The first step in implementing an automated content generation process is to think of your goals or an area of content marketing where you’re struggling. Maybe your content sinks like a stone once you publish it, or maybe you need to find ways to get it in front of the right audience. You might have an internal resource issue where you just don’t have enough people who can produce the right content. Whatever the problem is, make sure it is properly identified.

You also want to define your audience, so that you know what tools will best reach them. Email marketing might not work so well if your customers largely hang out on social media, for example. Make sure you know who you want to talk to and where they are spending their time online.

  • Find a product

Once you’ve determined what your internal struggles with content are, determine the best tools available to fix those issues for you. There are plenty of options out there that specialize on the generation, scheduling, and distribution of your content. We’ve mentioned some here in this article, but make sure to do plenty of research.

Talk to the salespeople at any company you are considering. Make sure they understand your unique situation. No two organizations are the same so ensure they aren’t treating you like everyone else. Does their program offer specific solutions to the problems you’ve identified? If not, continue the search until you’ve found something that does.

  • Iterate the process

Once you’ve chosen a tool or tool set to use for your content automation, the job isn’t over. It’s imperative to continue to monitor and adjust the process until you are seeing positive results.

Also, do not forget to benchmark current content performance. How much traffic do your blog posts typically receive? What is the average number of engagement events on your social platforms by channel? Without this data, it will be impossible to tell if you’re making progress.

Compare your success metrics with the automated content generation in place to your benchmark data. Continue when things are improving and adjust when metrics dip.

Workflow and Content Automation is an industry on the rise and can be a huge help for a growing organization looking to streamline their blog and social channels. Be sure to figure out where you need help and find the tools to correct course. It’s not as scary as it looks, so get out there and create!

Author Bio: Amanda Peterson is a software engineer and regular contributor at Enlightened Digital. Based in New York City, she enjoys Netflix bingeing with her Puggle, Hendrix, and shopping in record stores.

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August 15, 2019 · 1:58 pm

5 Types of Content That Can Wreck Your Rankings

By now it’s hardly controversial, nor even surprising, to note the close ties between content marketing and SEO. As we noted in one recent blog, Google has come right out and said that the best way to achieve impressive SERP rankings is to provide the end user with valuable, relevant content.

But if the right content can make your SEO, it can also break it… and there are a few types of content that are especially toxic to your ranking efforts.

Here are just a few examples of content you’ll want to avoid.

5 Types of Content That Can Ruin Your SEO

  1. Content that’s unoriginal. This is largely a problem with ecommerce stores, or with websites that have a lot of individual product pages. It’s tempting to employ standard, boilerplate copy on each product page, rather than writing new product descriptions from scratch… except, Google really doesn’t like that. The more duplicate content you produce, the more it dilutes your SEO efforts. Work with a professional content writing team to come up with sharp, wholly original text for each of your products and services.
  2. Thin content. There’s no magic word count for achieving Google success, and sometimes it’s wise to opt for short and sweet. Remember, though, that the end goal should always be to say something valuable and substantive… and for most topics, 50 words probably isn’t going to cut it. If your content is short, rote, and lacking in real substance, Google may not give it much credit.
  3. Content that misleads. This goes back to our recent post on relevance, where we warned that the bait-and-switch technique never works. Simply put, your content needs to make good on the promises of its title. If your post is titled 5 Ways to Save Money on Your Next Used Car, that’s exactly what it should offer the reader.
  4. Fluff. You probably know what we mean by this. We said before that you didn’t want thin content, but if you’re just repeating the same thing over and over again because you think your blog needs to have 700 words in it, well, that hardly offers value to the reader, and it hardly aligns with Google’s algorithmic interests.
  5. Content that’s hard to read. Finally, remember a little thing called user experience, or UX. Your content needs to be valuable, but also easy to digest, and that means using section subheadings, lists, bullet points, and small paragraphs. Leave plenty of white space and make it easy on the eye.

Content That Does the Job

You need content that works on every level… appealing to readers and also winning over the algorithms. And we can help you develop it. Talk with a professional content writer today. Reach out to Grammar Chic, Inc. at 803-831-7444 or www.grammarchic.net.

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July 30, 2019 · 4:22 pm

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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May 20, 2019 · 4:47 pm

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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May 14, 2019 · 5:00 pm

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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May 8, 2019 · 2:09 pm

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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May 1, 2019 · 3:20 pm

What is Episodic Content Marketing?

You’re probably familiar with the old show business adage: Leave the audience wanting more.

That simple piece of advice has recently become popular in content marketing circles, as well. One of this year’s big trends is episodic content marketing, which is all about providing your audience with just enough value to be satisfied, but also to make them want to come back for seconds.

At its most basic, episodic content marketing is simply about taking a big piece of content and doling it out as individual installments. For instance, maybe instead of writing a 10-point, 3,000-word blog, you create a series of ten 300-word blogs—each one devoted to a single point, all of them adding up into a more comprehensive argument or narrative.

The Benefits of Episodic Content Marketing

As you can tell, this isn’t a complete retooling of the content ecosystem so much as a simple paradigm shift: Maybe instead of long and meaty content, it’s more logical to have bite-sized morsels. And there are some clear benefits. For example:

  • Episodic content marketing gives your audience a reason to come back for more, just like when a TV show (or an Avengers movie!) ends on a big cliffhanger.
  • It also provides an incentive for people to subscribe to your email list or to follow you on social media—after all, they don’t want to miss the next episode!
  • Finally, episodic content allows you to develop a grand narrative or arc, which can lend to your brand’s thought leadership and authority.

What Does Episodic Content Marketing Require?

Another upshot of episodic content marketing is that, if you already have a strong content development structure in place, it’s a pretty easy shift into the episodic realm. Some guidelines to consider:

  • Make sure you have a good sense of the big picture. A 10-part blog series needs a unifying theme or idea, and that’s something you have to figure out in advance.
  • It’s also important that each piece of content creates anticipation for the next. At the end of a blog post, tease the upcoming topic. Again, this requires advance planning.
  • Encourage interaction when you can. Share each episode on social media and in your company emails and ask for feedback. Pose some specific questions to get people to engage with you.

If you’ve been in a content rut and are looking for a way to reinvigorate audience interest, this is an approach that could pay off. And we’d love to help however we can! Connect with Grammar Chic, Inc. to discuss content strategy or creation. You can find us at www.grammarchic.net or 803-831-7444.

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April 23, 2019 · 4:56 pm

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 marketing—still 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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