Audiences like to read information presented in creative ways. Hence, it is important for digital marketing professionals to create unique content, which will be both enjoyable and useful to the target audience. Some types of content that most viewers find engaging are infographics, slideshows, photos, cartoons, videos and visualisations. Content for the web is written differently from print content. As web users quickly scan digital marketing content for the specific information they are looking for, it is vital that page content be structured properly.
Below are some tips for writing content for digital marketing purposes:
• Include meaningful headlines that would attract readers.
• Use bullet points and lists to organise your information, and make it easy for readers to scan.
• Upload photographs, graphics, illustrations and videos to keep your audience coming back for more.
• Separate the digital marketing content on the page into manageable sections, to make it more readable and navigable.
• Ensure your article is of a manageable size, as most Internet users prefer not to read lengthy pieces of content.
Before the content is created, one should perform keyword research to learn what the targeted audience is looking for. Some users may be searching for broad terms like ‘running shoes’, while others may be looking for product specific terms like ‘black Nike Lunarglide men’s running shoes’. If a large number of users are searching for product-specific terms, it would help to have a separate page with digital marketing content related to that term. Whatever you do, you should always map your content to the chosen keywords. This way, whenever a person searching for a particular digital marketing keyword lands on your page, they will always find relevant content.
Next, place your digital marketing keywords in appropriate places, such as the title, sub-headings, image tags and video tags. Do not stuff keywords in the text; instead include them in natural-sounding sentences.
While conducting keyword research, check how competitive your selected keywords are, in addition to looking at popularity and search volume. If a keyword is highly competitive, it may be difficult to gain high-rankings and visibility. Instead look for less competitive alternatives, with lower search volumes. Sometimes, it is better to get a good rank for a less popular term, than be invisible for a high ranking one. Some useful digital marketing tools for keyword research are Google AdWords Keyword Tool, Wordtracker, SpyFu and iSpionage.
Qudos Digital is a leading digital marketing consultancy, and can be contacted on 0845 388 5583 or info@qudosdigital.co.uk.
