Tag Archives: Social Media Content Marketing Advice

Write YouTube Video Descriptions That Make Your Content Rank

Believe it or not, YouTube is the second largest search engine in the world; only Google outshines it. And the user base for YouTube has long surpassed the one billion mark. So if you’re looking for ways to generate visibility for your brand, you could do a lot worse than to embark on a YouTube SEO campaign.

There’s a lot that goes into making your YouTube videos rank. We’re not a video company, so we won’t get into all the nuts and bolts, but we can offer a few comments that fall closer to our wheelhouse: Writing video descriptions that improve your video SEO.

Why are YouTube video descriptions important? Simply put, they tell YouTube what your video is all about. If YouTube doesn’t know how to categorize your video, they’re certainly not going to rank it very high. Knowing how to write robust and effective descriptions is imperative, then. Here are a few tips to help you get started.

Write Long Video Descriptions

This is definitely a field of content writing where additional length is helpful. In fact, some YouTube SEO experts say that each video description should really be a “miniature blog post.”

We’re not sure that we’d go quite that far, but we do recommend writing 150-200 words for each post. And make sure it’s good, useful information that helps YouTube categorize your video. That brings us to the next point.

Offer Substance, But Don’t Give Everything Away

If your video description is pure fluff, it’s not going to help you communicate your intentions to YouTube’s algorithms. Yet, if you divulge all the main points of your video, then there may not be any reason for people to actually watch it.

We recommend a middle ground. Provide a basic outline of what your video is about, including its main themes and general points, but withhold the real, value-adding points. Make it clear what people can expect from your video, but don’t take away their incentive to sit back and give it a view.

Use the Right Number of Keywords

Here’s a point that may surprise you. When you use too many keywords in your video description, it can actually be counterproductive. Imagine if you chose 23 keyword tags for a single video. What you’re saying to YouTube is that the video addresses 23 different topics. It’s understandable that YouTube’s algorithms might have a hard time knowing how to categorize that content. Twenty-three topics is an awful lot!

So, for both your tags and the keywords you employ in the video description itself, we recommend sticking to some basics:

  • Always have one focus keyword—the main phrase you’re trying to rank for.
  • Include two or three alternate versions of that keyword; for example, if your main keyword is content writing, alternates might be content writing tips, content writing strategies, etc.
  • Finally, include a couple of broad category keywords to offer context. For this example, your broad keywords might be marketing or

Include a Call to Action

Finally, and as with most any content you write, include a strong call to action. Some users may view your video and want to learn more about your company—so ensure that your video description gives them an easy way to call you and/or access your website. Links to relevant blogs or social media profiles can also be useful.

Write Video Descriptions That Get Results

When it comes to YouTube SEO, success isn’t just about the video itself. Your written description can go a long way—so make sure yours is a solid one. Get help from the Grammar Chic content writing team by calling 803-831-7444, or by visiting our website, www.grammarchic.net.

 

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Content Marketing for Boomers: Tips and Strategies

It seems like there’s a new article written every minute about content marketing to millennials—but what if you’re trying to reach a slightly more mature audience?

A couple of important truths: One, while members of the Boomer generation may not be “digital natives,” that hardly means they don’t use the Web or turn to Google searches to research purchasing decisions. And two, if your company sells products to Boomers, it’s smart to reach out to them through content marketing—yet the methods you use won’t always mirror the ones you’d apply to target millennials and Gen X-ers.

Format Properly

One major factor to consider is formatting. With all due apologies for the generalization, there are many Boomers who might have trouble reading smaller fonts or cluttered layouts. It’s vital to use larger fonts and allow plenty of white space in your content, and to make sure that your articles and blog posts are easy to read across all device types.

Speak Their Language

Language is always relevant to the community of speakers; so, what may be a really well-known slang term or Internet abbreviation among millennials may mean something totally different to Boomers. If you’re writing to an older crowd, make sure your language doesn’t skew teenage. Spend some time listening to your customers to get a sense of how they communicate.

Use the Appropriate Tone

Boomers may not have the same built-in affinity for Internet technology that younger people do, but they’re not dumb, either. You don’t have to be condescending in your content writing, nor pause to explain Web basics that everyone already knows. Be judicious about when you offer explanation, and when you keep things straightforward.

Write Headlines That Convey Value

This is arguably a good tactic for any marketing efforts, but it’s especially true of Boomers: Clickbait methods don’t work nearly as well as you might think they do, so instead of bait-and-switching your readers with a provocative headline, focus on something that offers plain value. Does your article offer tips for preventing frozen pipes? Good titles might be How to Keep Your Pipes from Freezing or even, well, Tips for Preventing Frozen Pipes.

Promote Wisely

Once you create your content, you need to promote it—but which platform should you use for doing so? Research confirms that Facebook’s demographics tend to skew a bit older, while newer channels—such as Snapchat—may not have caught on with more mature adults just yet. Make sure you do your promotion on platforms where you know your audience can be found.

Marketing to the Right Audience

No matter who makes up your target audience, it’s important to tailor your content marketing to meet them where they live. That’s something that requires plenty of data and a proven strategy—something Grammar Chic, Inc. can offer.

Contact us today to set up a content marketing consultation. Reach the Grammar Chic content marketing team at www.grammarchic.net, or 803-831-7444.

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Is Style the Missing Ingredient in Your Online Copywriting?

Online content creation is often spoken of in a purely functional capacity: You need to generate some words that will, in turn, give the search engines something to chew on, all while conveying your branding message in a clear and effective way.

But your writing can be technically precise, grammatically correct, and loaded with all the right SEO keywords, and still fail to make much of an impact—especially if it doesn’t start an emotional connection with your audience.

That’s something that happens only when you write with the right style—including all those old writerly concepts like diction, tone, and voice. Style is the oft-neglected aspect of content marketing—a field too often made dry, colorless, and technical—that often spells the difference between failure and success.

Style Defined

Style can be understood in many different ways; a recent Marketing Land article says it’s “a way of communicating,” which sounds right to us. After all, the style of clothing you wear says something about you, your tastes, your personality; and in the same way, your style of writing can convey communicate something even beyond the literal meaning of your words.

Of course, style can’t be relegated to just one aspect of your writing; it encompasses a few different things, among them:

  • Your diction, or the actual vocabulary choices you make.
  • The reading level you write on—simplistic? Elevated? Technical? Layman-friendly?
  • The author’s “voice”—the personality you inject into your writing.
  • The level of formality you employ.
  • The way your text looks on the page—for instance, short vs. long sentences, etc.

Why Style Matters

In the end, though, does style really matter? It does, and for a simple reason: Effective marketing copy must appeal to more than just the rational mind. Emotions are just as impactful to purchasing decisions. (Have you ever made an “impulse buy” that you couldn’t really explain, just because it felt right to do so?)

That’s not to say that writing has to be a direct appeal to emotions; in some contexts, something a little more formal and impersonal might actually be more appropriate. Yet style can have an effect on the subconscious, and make a reader either more or less agreeable to trusting your brand. For example, a style that’s technical and erudite will lead to a deeper innate trust of your highly-technical product, while something warmer and more casual would work better when trying to appeal to the readers of a parenting blog.

For marketers, style can be relied on for three basic purposes:

  • It can help establish and earn trust, as in our example of high-level style for a highly technical product.
  • It can help establish a connection with your reader, really lodging information in the brain.
  • It can have aesthetic appeal unto itself—causing readers to take notice.

Bring Style to Your Marketing

Are you ready to inject some style into your marketing copy—helping it become powerful and resonate? Our writers can help. We’re well-versed in creating marketing copy to fit any asked-for style or voice. Learn more about our style-savvy ghostwriting services by contacting Grammar Chic today—www.grammarchic.net or 803-831-7444.

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How Voice Search Changes Content Marketing

The way people search for information is changing—and it’s changing fast. You may be used to actually typing out your search queries, but more and more users now favor voice search—a trend that has much to do with the advent of mobile services, plus voice assistants like Siri and Alexa. Just how big of a deal is voice search? According to many industry predictions, more than half of all search queries will be voice-based by 2020.

Of course, this changes the way we think about content marketing. You can’t just write for those who do text-based search. You also have to write content that can be easily discovered and digested by those who are searching with their voice—and having the results read back to them.

But how can content marketers adapt?

How Does Voice Search Change Your Content Strategy?

There are three big ways in which voice search changes content strategy.

  1. Think in terms of questions and answers. When you’re typing out a search query, you generally try to make it as brief as possible; something like best coffee maker or best plumber near me typically suffices. When you’re using voice search, though, you’re more likely to ask an actual question: What’s a good, affordable coffee maker? Who is the best local plumber? As a content marketer, it’s important to incorporate this question and answer format; use titles and H1, H2, and H3 tags to ask questions, then provide immediate answers within the following paragraph. This makes it clear to the Google algorithms which questions you’re addressing, in a way that voice search users will find straightforward and helpful.
  2. Consider long-tail keywords. Again, voice search users are more likely to elaborate their queries; best local plumber may become something like what’s the best local plumber who does drain cleaning or what’s a local plumber with good reviews, or who is the most affordable plumber in the area? This gives you an opportunity to implement longer, more specific keyword phrases that better match the conversational style of voice search users—and in doing so, you can get more specific with your own value proposition.
  3. Incorporate your location. A majority of voice search queries are location-based—which makes sense, given the big overlap between voice search and mobile search. To ensure your content is visible to the relevant audience, it’s important to incorporate as much local data as you can—including localized keywords, user reviews and testimonials, and your company contact information.

Where Can You Get Help with Voice Search?

To get help acclimating your content strategy to the brave new world of voice search, reach out to Grammar Chic, Inc. Our content marketing strategists would love to consult with you. Find us at www.grammarchic.net, or 803-831-7444.

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Can Outsourced Content Writing Maintain a High Level of Quality?

Whether because they lack the time, the ability, or some combination of the two, more and more businesses are outsourcing their content writing; when it comes time for a new company blog post or press release, they farm it out to an agency or a freelancer, where the work is done relatively hassle-free.

This method obviously has its advantages, but there can also be compromises—especially when it comes to quality.

It doesn’t have to be that way. You can get high-quality work through outsourced content writing, but to do so, you’ve got to hire the right people—and manage the process wisely.

Why Content Quality Matters

First, a quick word about quality. It can be tempting to approve of any half-decent writing that’s sent your way, but business owners can and should be pickier about what they accept. There are a couple of reasons for this, and the first is branding. The writing on your website or blog reflects your brand, and as such you want it to be authoritative, clean, and helpful; you want to provide value to your customers, without errors or typos. Sloppy writing makes you look like a sloppy company.

In addition, you need quality because Google demands it—and if you want your blog or website to rank well within Google searches, keeping the algorithms happy is a necessity. Google wants its search engine users to have relevant answers to all their quandaries, so to ensure high visibility, you have to be helpful and solutions-oriented.

Hiring Quality Writers

That’s a high threshold for your writer to meet—so how can you ensure that they rise to the challenge?

  • First, make sure you hire the right people. A writing company, as opposed to an individual freelancer, can offer a real business track record, including reviews and testimonials. Always ask for work samples, too. Of course, checking out the company’s own blog helps you see what they are capable of.
  • Always make sure you’re getting your writing done by native American English speakers.
  • Do your part to provide clear directions. Be ready to offer topics, a sense of your voice/desired tone, and any SEO keywords you’d like the writers to employ.
  • Also be prepared to educate the writer about who your audience is, and what you wish to accomplish with your writing. Clear goals are vitally important.
  • Provide constructive feedback whenever you can, which will help your writers better understand your voice.
  • Finally, make sure you know quality work when you see it. This goes beyond just checking for typos and grammatical errors. Also make sure the writing that’s submitted to you is tailored to your audience and advances the goals or agenda you’ve set forward.

At the end of the day, good writing is something you can offer to customers and potential customers—and optimally, it will offer both value and professionalism. Or, to put it more succinctly, it will offer quality­—and yes: That is something you can get through outsourcing, so long as you approach the process shrewdly.

To learn more, reach out to the writers at Grammar Chic, Inc. Be sure to ask us about our own standards of quality. Contact us at www.grammarchic.net or 803-831-7444.

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Infographics: Your Content Marketing Secret Weapon?

A strong visual content strategy can take your online presence to the next level, and help you cut through a lot of the social media noise. And one type of visual content that’s especially useful is the infographic.

People like infographics because they provide data in a way that’s quick, engaging, and easy to understand; a good infographic can be educational and paradigm-shifting without being too demanding of the reader’s mental capacity. On social media, this last point is critically important!

To get the most out of your infographics, it’s important to develop and promote them properly. Here are a few guidelines for doing just that.

Best Practices for Creating and Sharing Infographics

Pick a Topic People Care About

This is foundational. Your infographic should provide information that will actually be useful, or at the very least interesting, to your audience. Don’t just pick any old topic; pick something that’s relevant to your brand, has practical implications for your audience, and speaks to either the pain points you address or the solutions you provide. Bonus points if it’s something that challenges preconceived ideas—i.e. data with a surprising conclusion.

Write a Compelling Headline

As always, headlines are everything. There are a lot of things you can do to get eyeballs for your infographic: reference the surprising conclusions; note the expert source of your data; promise something unexpected, or simply point to the practical value that your information provides.

Write a Strong Introduction

Both for the purposes of SEO and simply for providing some context, a brief introduction is recommended. Three or four sentences is usually fine; include an SEO keyword or two if applicable, as well as related links and a call to action.

Provide Trustworthy Data

Your infographic needs credibility, so if you’re drawing from a third-party data source, make sure to include a proper citation. If it’s your own internal research, just say as much in your introduction. Proper proofreading and fact-checking are essential, too!

Get Social

Always promote your infographics on social media—using hashtags as appropriate. If you can, enable social sharing buttons on your infographic, too. Remember that this is a content type that lends itself to sharing, but it’s always smart to make it easy and convenient for your readers to pass it along.

Optimize the File Name

Google’s algorithms will crawl the file name of your infographic, so by all means make it something that conveys your specific topic. A generic file name, like untitled.jpg or infogaraphic.png, is a wasted opportunity. Optimize your alt-text, too, using a relevant keyword or two when you can.

Write an Accompanying Blog Post

To boost your SEO and back-linking potential, write a keyword-rich blog post to contextualize and explain your infographic. Make sure to share and promote the blog post, too!

Need Help Writing or Promoting Your Infographic?

Whether you’re looking for someone to script your infographic or to work it into a robust social media marketing campaign, Grammar Chic, Inc. can help. Reach out to us today at www.grammarchic.net or 803-831-7444.

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‘Tis the Season for PPC Advertising

Increasingly, marketers and brands must merge their organic content effort with paid advertising offers. Whether you’re looking to get Facebook views or dominate the search engine results page, combining a natural content effort with PPC ads is imperative; picking one over the other simply won’t get you optimal results.

PPC ads can be especially important during the holiday shopping season. With more consumers doing their shopping online than ever before, your brand has a lot of big opportunities to be discovered by those who are making their Christmas lists or seeking the perfect gift for a loved one. Paid ads allow your brand to be visible to these shoppers at every stage of their consumer journey.

To capitalize on these opportunities, we recommend these seasonal strategies.

Start with Last Year’s Data

If you didn’t do any holiday ads last year, you can skip this section. But if you did, know that your previous data can be a helpful road map for where you might go this year. Were there certain types of ads, certain keywords, or certain calls to action that gave you big results? That doesn’t guarantee they’ll work again this year, but it’s certainly a reasonable indicator.

Use Seasonal Keywords

Research confirms that seasonal keyword phrases can make a big difference in the success of your ads. Specifically, words that help your ads get seen by shoppers—terms like “perfect gift,” “gift for children,” “stocking stuffer,” etc.—can work well when they are inserted into your copy. You might experiment with some really finely-honed phrases, like “affordable kids gifts” or “creative gift for boys.”

Rewrite Your Ad Copy

It can be a pain to rewrite all your existing ad copy, but it might also prove really effective—especially if you can generate new copy that speaks directly to holiday shoppers. Try using your copy to urge end-of-the-year decisions, or to simply encourage consumers to join you in your festive spirit!

Create Holiday-Specific Landing Pages

An effective PPC ad always links to a landing page—not just your generic home page—and that’s especially important if you’re advertising special holiday deals or discounts. Ensure that the ad copy takes the reader directly to a page that specifically addresses that deal. Make it easy for shoppers to find what they’re looking for.

The holiday season offers many marketing opportunities, and PPC shouldn’t be overlooked. To learn more, reach out to Grammar Chic, Inc. at www.grammarchic.net or 803-831-7444.

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