In regard to getting peak web optimization, good search terms in poor-quality copy are no better than quality copy that lacks good search terms.
No matter what type of business, time is money. There is only have a certain amount of time to seek new opportunities to cultivate relationships, take care of loyal stakeholders, and engage new customers. All these things determine the bottom line.
Wasting time is wasting money, and both are easy to do by employing the wrong or insufficient tactics.
If a web strategist’s content-writing strategy is underdeveloped, the result not only is a waste of time but a detriment to corporate reputation in the social media ethos.
So, how can you know if your content-writing strategy is ineffective?
1. You approach SEO content writing as a temporary project.
If you’re taking the time to publish SEO-oriented content – or paying someone to write it for you-you're obviously trying to rocket your rankings. But if you think that good SEO amounts to writing a few articles, posting a couple blog posts, or producing a video or two and calling it a day – then you’ve underestimated the need for quality, consistent content.
Though we don’t know much about their secret algorithms, we do know that the search engines favor websites that offer fresh content. All factors being equal, the website that adds new articles at least once a month or publishes at least a weekly blog post likely will outrank the website that hasn’t updated in several months.
Finding a temporary content writer to handle just a handful of assignments, or trying to write them yourself, is a waste of time. Until a consistent, long-term content-writing strategy is established, you’ll never generate as much search engine traffic as you’d like.
2. It’s tough to measure that content is working for you.
No one likes those promises of “passive income” and “autopilot strategies,” but when you publish the right kind of SEO-purposed content, it will work for you.
Hypothetically, if you publish a guest post, you’ll grab readers’ attention. They’ll notice immediately that you really know what you’re talking about. Consequently, they’ll want to read the entire post. When they finish it, they’ll be interested in seeing what else you have to offer – so they’ll browse your website, sign up for your e-newsletter, or even contact you.
If the content is really good, they may even Tweet it, Like it, or link to it, and then their friends and coworkers will wind up reading it, too. The most unique and engaging writing often is the writing that goes viral.
All you did was publish a guest post. Once you hit “Publish” your work was done. Everything that resulted was a result of quality, captivating content working for you.
The moral of the story is, if you are unsure if the content is accomplishing anything, it most likely is not having an impact. When it does, you’ll be able to tell.
3. You don’t think that good content writing is very important.
This is one of the biggest mistakes many businesses make when they foray into web marketing. Nothing is more important than coming up with the right content-writing strategy. The internet already is cluttered with nonsense and useless information, and it takes quality to get singled out in the cacophony.
Certainly, great products and services are essential for business to thrive, but with a poor or nonexistent public image, no one will notice yours in the market.
When it comes to digital marketing, the content you publish online is the medium you have to communicate with prospective customers. Unlike brick-and-mortar businesses, you don’t get to have interactions vis à vis. Online, you only have a few seconds to grab someone’s attention and convince them it’s worth their time to keep reading. If you can’t grab someone’s attention, it will always be hard to establish a voice as an expert in your industry and set you apart from the competition.