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Is Content Still King?

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    The catch-cry of content marketers for years was that ‘content is king’ – the premise that once you achieve SEO rankings, your awesome content will turn a visit into sales and conversions. Well this is still true, but people are forgetting who they are writing content for. With so much competition in almost every industry and service, you really do need to think a bit more laterally to win new customers, and urge existing ones to check out your business.

    There is nothing new in my industry!

    Forget the word ‘rehash’ – try to differentiate the content you may have written before by finding a new angle or audience for it. Content going viral these days often includes an infographic, so consider turning an old article into an infographic or mind-map style post. This can introduce your topic to a whole new audience, as many people find visual cues more compelling than the dense written word.

    Hot topics.

    How can you write about the latest and greatest if you don’t do your homework? Customers might research your product more than you do. Read up on industry news to have ready answers to curly questions, as well as being on top of your game with competition and new developments in your industry. Write about hot topics as they develop, you can even do this before you know much about it with a promise to keep your customers and readers updated.

    Show the people a solution.

    Generally, the product or service you sell should be solving a problem for your customers or readers. Think about your core services, and think about the problems that your product solves. Thinking in this way can open your mind up to a new way of writing content, and maybe even have people look at your brand in a new way.

    Be relevant.

    Don’t write a sales pitch every time you publish a new web page or blog post. If you are writing something purely informative, then it’s ok to go ‘off-topic’, as long as the topic can at least abstractly be associated with your brand, products and audience. For example if you sell camping equipment, then it’s not out of the question for you to write about adventure retreats, movies that feature or contain camping scenes, good places to camp in the area, what food to pack, survival tips. A good way to find abstract topics is to do a brainstorming exercise, and write down as many words as you can about your industry, and then do some word association with your result.

    Learn how to write.

    Were you a spelling and grammar whiz in school? You don’t have to be perfect, but you do need to write so that it can be understood. Silly spelling mistakes and grammar issues can stop some readers in their tracks, and discourage them from reading more. Always have someone else (Or a few people) read over what you have written for comprehension and structure.

    Think about these tips whenever you approach a writing project for your website or blog. Even though they might seem obvious, sometimes the stress of coming up with an idea or writers block can make the best writers stumble. The golden rule is to always write for your audience and not with a viral campaign in mind, otherwise you may stray from the point of your piece.

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