We no longer count the number of articles published each day on blogs or on Linkedin. 2 challenges to this: produce enough to be well referenced, write quality content to position yourself as an expert.
1. Define the needs of potential customers
A web editor must first take a step back, and know how to put himself in the place of his audience. You have to know how to ask yourself the right questions, and think about how you are going to answer them in a clear and concise way.
It is also necessary to take into account the media and the times at which the audience consumes the content shared on social networks. Because as we say “if you want to reach everyone, you don't reach anyone”.
Do you want to implement a content marketing strategy?
2. Web writing: who can do the least, can do the best
Writing for the web, whether it's a website or a landing page, is not easy. Write a lot at the risk of paraphrasing? Or write less but get to the point?
We have the answer. Be concise! The concentration time of an Internet user is increasingly reduced on a screen. You don't have a lot of time to capture attention and make people want to.
3. Opt for simplicity
When we talk about content strategy, it's hard not to talk about Google and its algorithm. This now takes into account the readability of your content. I explain.
When you create content Google analyzes it and assigns a readability score which will then be used when indexing your page. The easier an article is to read and understand, the better it will be indexed on the famous search engine. For this, we recommend short sentences between 15 and 20 words on your web page.
But be careful, you have to adapt to your audience. Want to be seen as an expert in your field? So speak like an expert while remaining as clear as possible. Still.
4. Structure your content
We advise you to structure your article well to properly guide your reader. Use headings, subheadings, underlined words, or bold. Highlight the important elements of your content.
As said before, the reader does not have time. It's up to you to direct him to the important element.
5. Set up internal networking (internal links)
Links are of paramount importance in writing your content. On the one hand, they promote the indexing of pages for Google. On the other hand, they direct your readers once again to information present on other pages. However, be careful not to overload your content.
Also remember to include some external links to certify your words, especially when you mention studies or figures from reliable sources.
6. Remember to reconnect
Getting together seems logical. But many don't. However, proofreading allows you to correct spelling and syntax errors. Also remember to simplify sentences that seem difficult to understand.
If necessary, have someone in the office, or someone close to you, proofread it. This will allow you to have an outside opinion on your writing.
7. Write according to a keyword
This advice is certainly the most important. Finally for me. When you start writing blog posts, start by defining the main keyword, as well as the secondary keywords. From there, you will already get an interesting lexical field. This is called the semantic cocoon.
For me the purpose of a blog article is to give real advice and concrete information, with high added value. Not skimming over the subject.
Traditional advertising no longer works. You do not believe me ? Here are some numbers:
In Europe, 86% of viewers skip TV ads (source: Marketing Evolution Report ).
In Europe, 20% of emails are never opened (source: Marketing Evolution Report).
48% of Europeans are on the red list (source: report on the evolution of marketing).
36% of French people use an adblocker (Source: Ipsos Institute).
More than 90% of Internet users do research on the Internet before buying a product (Source: HubSpot).
Content marketing actions cost 62% less than traditional advertising and marketing and generate nearly 3 times more leads (Source: Demand Metric ).
70% of consumers prefer to discover a brand through original and creative content (Source: Axonn Media ).
Companies that blog are 13 times more likely to have a positive ROI (Source: HubSpot).
78% of CMOs believe personalized content is the future of marketing (Source: Compedium).
27 million pieces of content are shared every day around the world (Source: HubSpot).
Content marketing attracts your audience to your website and turns them into customers. You then increase your visibility, your presence on search engines as well as on social networks.
Of course, well-written content will be shared much more easily. Today considered too intrusive, traditional advertising is far behind content marketing in terms of ROI.