You likely know what Search Engine Optimisation (SEO) is and how it can benefit your business. But your company must be one of the first your customer sees when they’re searching online, and that starts with relevant, interesting and valuable content carefully created with Search Engine Optimised (SEO) copywriting in mind. ⠀⠀⠀⠀
The content cycle consists of:⠀
1. Research – The stage where you dig deep and find out everything you need to know about your target audience and ideal customer. What interests them? How can you help them solve a problem? How do they think?
2. Create – Time to decide on a plan of action, the stage where you’ll decide if you’ll create content yourself or outsource.
3. Optimise – The content you create needs to be tailored toward your specific audience. What kind of content do they want to see? Make sure you are using proper grammar, spelling, and formatting to establish authority for your business.This also means looking at the keywords your target audience search and making your content SEO optimised.
4. Publish – After creating and optimising your content, it’s time to publish! This is where you’ll decide on the platform that’s best for your business.
5. Measure – Metrics, analytics, and statistics are almost more important than promoting. Each time you publish content, you need to analyse how it did. Over time, you’ll understand your audience better and creating quality content will become a second language to you.
Lastly, REPEAT THIS CYCLE ⠀⠀⠀
Still not sure? Or need a little more?
Here are my 12 copywriting tips to help you in your writing journey.
1. Short words, phrases, sentences and paragraphs are more impactful than long ones
2. Talk in the current tense – ‘We do XXX’ rather than ‘We will do XXX’; it’s more compelling
3. Reduce the number of words – ‘Because’ instead of ‘Due to the fact that’
4. Always focus on you rather than we & push benefits rather than features, which puts the onus on the customer/ reader.
– ‘Because we do this, you get that’ rather than the unimaginative ‘We do this’
5. Don’t be too formal in less formal situations. Ditch archaic or legalistic words and phrases
– Say ’You’ll’ instead of ’You will’
– Don’t be afraid to start sentences with ’And’, ‘But’, ‘Or’, ‘Because’ etc.
6. Ditch clichés and management speak – plain talking wins respect and customers
– Say ’Now’ instead of ’At this moment in time’
– ‘Creative ideas’ instead of ’Blue sky thinking’
7. Keep your copy as short and to-the-point as possible
– Split it into bite-size chunks, by including short benefit-packed sub-headings and bullet points
– Make it easy for people to scan your message and get the general drift
8. Don’t hype it up! – it will look hyped up!
– If you wouldn’t speak like that in public, then don’t write like that
9. Avoid too many bolds, underscores, capitals, exclamation marks, etc – too much emphasis emphasises nothing
10. Only say as much as you need to and not a word more, or less
11. Once you’ve written your first draft, leave it – then come back to it the next day and read it again
– Ask yourself ‘Does the reader care?’ at the end of each sentence
– If the answer is no, then re-write it until the answer is a resounding ‘yes’
12. Test your draft on a customer or colleague – someone you can depend on to be brutally honest
– Ask them: ‘Would this make you buy the product?’
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