Tag Archives: Content Writing

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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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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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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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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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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3 Things Lil Nas X Can Teach Us About Content Marketing

What do Taylor Swift, Billie Eilish, Post Malone, Ed Sheeran, and Justin Bieber all have in common?

Over the last several weeks, all of them have been blocked from the #1 spot on the Billboard Top 100, their ascendency stopped by a little song called “Old Town Road.”

Whether you herald it as the cutting edge of rap/country hybridization or you hear it as a musical meme gone horribly wrong, there’s no question that it’s the most talked-about, most argued-about, and most historically significant song of the year.

You probably know the backstory: A rapper named Lil Nas X assembled the song from trap beats and country instrumentation, initially uploading it to YouTube where it became a viral sensation. It rose to the top of the country charts; country radio disavowed it, essentially saying it wasn’t “authentic” enough. The incident sparked an online debate about the fluid nature of genre and country music’s vexing history of racism, among other things.

Also, somewhere along the way, Billy Ray Cyrus got involved.

Of course, the song eventually made it back to the charts, and stands as one of the defining pop culture moments of the year. And, it got us thinking about the nature of content marketing—

something Lil Nas X obviously has a pretty good handle on.

Viral Still Matters

One takeaway: Creating something that connects with people, even on a small scale, still matters… and those little connections can quickly build into huge movements.

Nobody had ever heard of Lil Nas X before “Old Town Road,” and he released the song without much in the way of industry support. It was just a goof that he uploaded to the Web—but people liked it. The song is strange, funky, extremely catchy, and a joy to listen to. It caught on. It went viral, even without much in the way of supportive infrastructure. And in much the same way, a really well-honed piece of content, with the right audience and the right moment, can catch serious fire… with or without the help of big publishers or influencers.

Categories are Innately Limiting

Even if you don’t care much for the song, you have to admit that it’s spawned some compelling meta-narratives and critical conversations… including dialogue about what it actually is. Country? Trap? A novelty? A new frontier?

Maybe that’s a big part of why it’s connected with people: It exists outside of our pre-set boxes and categories. Similarly, there’s room for content marketing that doesn’t fit in with expectation.

You don’t have to blog about the same topics as everyone else in your industry. You don’t have to create Instagram videos that follow a formula. You can allow your own personality to sparkle and shine through, and trust that your unclassifiable authenticity will resonate.

When in Doubt, Remix

We made a joke about Billy Ray Cyrus, but in all seriousness: His remix of “Old Town Road” is an important part of why the song has stayed in the public consciousness for so long.

Remixing your content marketing can have a similar impact; if you have a blog that’s performed well, why not break it down into some tweets? Reshape it into a press release? Or if nothing else, use it as a jumping off point for some ancillary blog posts?

Recognize when you have a good thing… and look for ways to spin it in a fresh direction.

These are just a few of the takeaways we’ve gathered from “Old Town Road” and Lil Nas X… and if you want to know how these lessons can impact your content marketing efforts, we invite you to reach out.

Let’s chat: Contact Grammar Chic, Inc. 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