After working in marketing for a little while, you start to think differently. The other night I was scrolling through my Facebook feed and saw an interesting article. Pause. Interesting article. What made it interesting? I had to stop and think about it, because I am my own audience, and if I know what interests my own brain, I can understand what interests my audience.
Inbound Marketing Blog
Now that you fully understand the importance of building quality inbound links (from my blog last week), we will move on to the next point from the "10 Ways to Increase Your Website's Performance:" Product Information.
There are few things worse than have a potential customer find your product online, and then losing them because they can't find the information on your product. Your potential customer has to find that information on another site. This exact travesty happens more than you may think.
Bluffing Hipster Blues
Some of you may remember the joke that Jimmy Kimmel played on Coachella attendees a couple of years ago. He had a camera crew ask these people about a bunch of bands that didn't exist. The interviewees pretended to know all about these groups and how awesome they were.
It's a really funny bit. In a way, though, it's also a little painful. Some of you may have tried bluffing your way through a conversion on some topic you didn't know anything about. I've done it myself, so it makes me wince to see those folks get caught doing it.
Justify Your Thug
A friend who works at a record store told me this story.
A customer came in one Sunday afternoon. This was one of those "special" customers (i.e. the kind that make clerks hide in the back office until he leaves). He strutted in decked out in full hip-hop gangsta attire--baggy jeans, baggy shirt, white basketball sneakers, chains around his neck. He headed straight to the Hip-Hop section and started barking out questions to my friend--"HEY YO, YOU GOT ANY [insert random underground rapper name]?"
"Search engines love content." We have made that comment over and over throughout the years. Search engines like Google, Yahoo and Bing use your content to connect it to people who are searching for you or your service. The more quality content you have on your website, the greater the chance your site will be indexed by the three major search engines.
Having quality content on your site is only the first step. Your content must always be evolving.
People evolve. Their habits evolve. Their needs evolve.
It has always been Google’s goal to provide the best results when using their search engine. The Google algorithm has been finely tuned to look for the most up-to-date, high quality, and relevant sources on the web to fit the needs of enthusiastic searchers.
However, Google’s efforts to provide high-quality results were often thwarted by sites that used 'canned content', or content that has been published before. Content farms can produce search-engine-optimized websites at a fraction of the cost due to the reuse of general content. With cost-efficiency and built-in rankings, the popularity of these sites, at the time, was extremely popular. But, all that has changed with the power of content marketing.
Sometimes, people may think that good writing simply involves proper spelling, grammar, punctuation and so on. Certainly, that's a big part of it; you might have written the Great American Novel, but it probably won't seem that way if your book reads like an I Can Has Cheezburger meme.
However, truly effective writing--indeed, effective communication in general--goes a step further: It takes the person who will read the content (the blog, the webpage, the article, etc.) into consideration. Simply put, a good writer knows his or her audience.
There is a long, long, long list of do’s and don’ts of professional blogging. Writing in a blog is not very complex, but there are a few guidelines which should be respected as much as possible.
Create events to bring interactivity to your blog. You could for instance organize contests asking your readers to write posts and submit them to you so that you would give them an ability to be published on your blog. You could also ask your readers to vote for some of your articles. Contests like this would generate visits an increase reader loyalty.
Whether you're writing for print or the web, Strunk and White's The Elements of Style has plenty of good rules and principles you should follow. Point 17, "Omit needless words," is one of the best--you might not have a word limit on your blog or webpage, but no one will want to read 1,000 words when 300 words could get the message across as well or better. Point 2--which advocates the use of the "serial comma" or "Oxford comma"--is more flexible, but you'll appease the grammar Nazis if you follow it. (If you don't know what a serial comma is, consult your local grammar Nazi--they'll probably be more than happy to tell you.)