Unless you've been living under a rock, everyone knows how important good content is for a solid approach to Inbound Marketing. It's easy to talk about good content but writing good content is a whole different story. You don't need to be the best writer to have successful content but you do need to be creative, original and provide value. <- Regurgitating an article without your unique opinion does not provide value to your readers and it doesn't do any favors for you as an authority on the topic.
On top of original content, laying a good foundation is key and sets up your content for success. Here are 10 quick tips (in no particular order) for writing your own content; these tips are easy and can make a big difference.
1. Make sure the content is pleasing to the eye. People love to scan content so excessive bolding, italics, CAPS, etc… can be deterring. Also, avoid long sentences, long paragraphs, etc… people are lazy with reading on the web and get overwhelmed by large chunks of content.
2. Write for a human, not Google. You'll get more reward from Google and potential leads if you write conversationally.
3. This ties in with number 2, but don't keyword stuff. Use relevant keywords naturally as you would if you were talking to someone. If the number of times a particular keyword is repeated seems robotic if you read aloud, then it's probably overused. Google does a great job of “grasping” the topic of the article so overusing keywords wont get you any “bonus points” with Google or your readers.
4. Remember the goal of the page…do you want your readers to look at a listing? Tell them and point them to that page! Have additional resources on short sales, foreclosures, etc…that you want them to read? Direct them there. Literally spoon feed it to your readers.
6. Use anchor text sparingly. (Remember: anchor text is linking words in your content to another page on your site or an external site.) This also ties in with number 4. If you're using a lot of anchor text, you're not funneling people where you want them to go; they may get lost and bounce to somewhere you don't want them to be. Linking to external sites is okay if it adds value to the content…but remember, you're sending people away from your site. Extra tip: check your anchor text to make sure the links works; clicking on a link to a broken page is a missed opportunity.
7. Keep thoughts relevant to the article…if your thoughts skip around too much, readers may get confused and then leave. If you have a wide range of smaller topics that are relevant to a parent topic, consider writing a series on topic “xyz” and link to the other relevant pages from the bottom of your article. e.g. “Want to read more about “xyz?”
8. Never ever use an identical article on another blog, ActiveRain, etc… or copy from other sources unless you credit them. Having duplicate articles across different various websites devalues the original content that you created. Also, changing the first sentence, [city, state], etc… does not make it okay to use.
9. Make sure the title of your article is creative and super relevant to the content on the page. Remember, the title of your article is also the bolded/blue title that shows on the search engine results page. This is an opportunity to grab the attention of a searcher.
10. Adding relevant pictures, videos, maps, etc… adds a ton of value to an article and ties in with number one since it often breaks up large chunks of content.
Looking for more Inbound Marketing advice? Check back weekly and even contact us if there's a topic you'd love to hear more about!