If you’re looking for a way to make your business and webpage stand out from the crowd, you’re going to need to get specific. Now, nearly every company, and even individual store, has its own webpage that pumps out new and engaging content on a weekly, if not daily, basis. Here are six steps you can take to improve your copy and avoid getting lost in the crowd.
1. Become A Prepper
We’ve all seen those television shows that feature families stocking up for the end of the world. They have pantries full of food, excess supplies at all times, and an emergency plan in place for when things get tough. While you don’t need to rent out a warehouse and practice your target shooting, what you should be learning from these people is that it’s always necessary to have a backlog of content ready to go. The reality of business is that you simply will not have time to create new and quality content every day. So, dedicate a weekend a month, or hire someone else to create a backlog, of content that you can post every day. Create a calendar, plan what to post when, and always think about what you’re going to want to post next.
2. Crowdsource Topics
So, where do you get the ideas to create the backlog of content? It’s easy — ask your employees. Just like each person will have a unique perspective on how to streamline efficiency in the office, based on their job titles and the types of clients they interact with, they’ll all have different ideas for content. And don’t stop at your office! Tune into local and national opinion, hot topics, and news items and find a way to make trending topics fit into your content. Your SEO rankings — and your hits — will go through the rough.
3. Think Like A Client
Think about the kinds of questions you’d ask if you didn’t have any knowledge of your business. (Even think about what questions people have asked you about your work in the past!) Focus on creating content that provides answers, reviews specific products, offers tips — words that are genuinely helpful. Good content that is not solely advertorial establishes you as an expert and an authority — someone your readers can trust, and will want to business with.
4. Don’t Be A One-Note
Never underestimate the intelligence of your readers — they can tell a mile away if you’re just typing in keywords and gunning for SEO. Even if it means you post fewer pieces, readers will return, and share your content, if you are giving useful, relevant, and above all, new, information. Don’t just say the same thing in a different way. If you’re stuck, try themed content for a week or month, start an “advice” column for your site, or post lots of photos. There are a million ways to market content — so why limit yourself to just one?
5. Twitter and Instagram
Social media will not only help your visibility and raise your SEO standing every time someone shares your content, it will also connect you with a different type of client. All ages and demographics use social media, so you’ll be sharing your work with people who aren’t just typing things into search engines. Post in popular hashtags, research peak posting hours and days of the week (there are even classes you can take on that subject) and engage with other users by liking and retweeting their posts. Best of all? It’s free advertising.
6. Hire Different Writers
To ensure your content doesn’t sound the same, it’s advisable to hire a variety of writers (two at the minimum) to write for your page. Different styles of voice, areas of interest, and methods of creating and sharing content will make a huge impact. Variety is the spice of life — and the best way to ensure your content is reaching its maximum potential.