Valuable Lessons From Within Our Web Marketing Company
In January of 1996, Bill Gates wrote, in an article appropriately titled Content is King: “Content is where I expect much of the real money will be made on the Internet.” We’ve certainly entered an era where this seems to be true, as most products and brands have blogs, and organizations everywhere are increasing their content marketing efforts. But working at a web marketing company, I sometimes suspect that content marketing is still an abstract concept for some; heck, I’m certainly still learning about this world! So in the spirit of sharing, I thought that I would write about some of the things that I’ve learned in my time working as a content writer at a digital marketing agency.
Being a Content Writer is About More than Just Writing
It can sometimes be difficult to explain to friends and family exactly what it is that I do. Yes, I write; I write blogs, website content, social media posts, product descriptions, video scripts–and sometimes all of the above in the same day–but writing content at a web marketing company is about so much more.
For an organization or business, content is about branding–it’s about finding a voice for your company that speaks directly to your target audience and keeps them engaged. Well written content will educate the consumer not only about a product or service, but about how that product or service can make their life easier or better; content should answer a consumer’s questions before they have a chance to ask them.
Perhaps most significantly, content should drive conversions and sales. As a content writer at a digital marketing agency, I’m consistently trying to write in a way that inspires consumer action: writing strong calls to action and value propositions, building customer confidence, avoiding excess links or text that distract from the primary goal, and even properly naming buttons (yes, a lot of thought goes into our buttons over here).
Not Just Anyone Can Write Content
I didn’t slip this one in here just to brag, but if good content is to achieve all of the digital marketing goals mentioned above, then it bears mentioning that it shouldn’t be left to just anyone to produce. We’ve established that consumers, and even clients, may not totally grasp all that content is and does, but they know bad content when they see it. Have you ever visited a website where the information is hard to find, or leaves you with more questions than answers? That’s what you want to avoid at all costs, and what our web marketing company spends a lot of time fixing (which reminds me, I’ve also learned that I can’t live without coffee).
Content is Sometimes Misunderstood
Why can’t we reuse the website content that was written 4 years ago? Why does the title of this page really matter? Why do we have to spend hours editing content that was written by the client? These are questions–albeit fair questions–that people have about content every day. For some, it’s understandably harder to quantify the value that content adds to digital marketing–it’s just words, after all! With web design, for example, it’s easier to understand exactly what part the design will play in the website, and to pinpoint exactly how users will experience different aspects. When it comes to content, it’s not so cut and dry; it’s part of our job as content writers to demonstrate the value that content brings to the table, and how important it is to prioritize.
Making Friends with the SEO Team is Important
SEO strategies and content strategies go hand-in-hand; like peanut butter and jelly, if you will. Either of them would have a very hard time succeeding without the other. I could write the greatest content the world has ever seen, but without solid SEO, it will never get found (and what a shame that would be). At our digital marketing company, the Content and SEO teams are constantly working together. It’s important for me, as a content writer, to understand what my target audience is searching for. Once I know, I can produce the quality content needed, and the SEO team can take it from there, ensuring that what I’ve written appears when it’s searched for. So–it sure doesn’t hurt to keep on the SEO Team’s good side.
There’s Nowhere to go But up (Hopefully)
I sometimes cringe reading things that I wrote just a year ago, and sometimes I read over a blog post that was written just a few weeks or months back and think that I would probably write it differently today, but that’s OK. The world of digital marketing is constantly evolving, and content is consistently being held to a higher standard than it was a year or even a month ago. Along with each of these changes comes a learning experience, and a chance to recognize past weaknesses and improve upon them.
Last but not least, I’ve learned that I love creating content that speaks to consumers and helps shape organizations. If your business could use some help developing a content marketing strategy, contact our web marketing company today.