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Content marketing is still a key element of brand promotion online. However, you need to know which materials are effective and effective. A properly prepared text allows you to attract the recipient, and under favorable conditions, it is able to generate sales. Content must be positively received by the community. To achieve this effect, you need the right person to prepare the content. Alternatively, try your hand at content marketing yourself.
What content to prepare for the website of the online store, blog and other websites?
Creating texts for a website can be different – it all depends on the purpose for which we prepare the content. The product offer should be approached in a slightly different way than, for example, a guide article. On the website, we usually find:
- Category descriptions;
- Product descriptions;
- Blog articles.
Regardless of what kind of business you run, creating texts for your website can be beneficial for you. Thanks to them, you can show that your offer is better than the competition, for example by means of a case study article. In e-commerce, category and product descriptions play an important role. It is from them that recipients learn detailed information about the assortment. Lack of content on the product page can significantly reduce sales by discouraging the community from making a purchase. Finally ask yourself: who will buy the proverbial “pig in a poke”?
Creating texts for a page – 10 basic rules
The copywriter is responsible for creating product descriptions , articles and other content. This is a person who is able to efficiently search for information about a specific topic in order to present it in the most attractive way. Copywriting services are also provided by professional agencies with a group of qualified employees on board in the field of creating substantive content. However, if you do not want to use the help of a copywriter, read a few rules that I have prepared especially for you. Very often, people who do not deal with content on a daily basis make the same mistakes. You can avoid them.
Writing is not speed-dyngus
Remember that creating texts for your website is a big responsibility. So please respect the user who wants to spend their time reading your content. Therefore, when writing a text, focus on the specifics. Do not deviate from the topic, especially if, for example, you are writing an article on a fairly specialized topic. Do you know the phrase “pour water”? It is writing (or speaking) off-topic, distancing yourself from the essence and continually prolonging it. Content marketing is not speed-dyngus. So hide your bucket full of water and focus on what is most important – you will quickly find out that it is really worth it.
Think about the needs of your audience
Both the creation of product descriptions and content for the website requires a little preparation. It’s good to know who exactly you are writing for. Therefore, think about who the recipients are, what are their beliefs and expectations. Perhaps this way you will prepare your content a little better, because it will be tailored to the characteristics of a specific community.
Prepare a text diagram
Some people have a hard time writing longer content, constantly deviating from the topic. You can prevent this in a fairly simple way. Start creating texts for the website with the preparation of a working scheme. If there are headlines in your body, try to include them in advance of your work. Thanks to this, you will stop deviating from the topic, because you will touch on each topic in the paragraph assigned to it. Of course, you can edit your schematic while creating it, so that’s no limitation.
Don’t touch the backspace key!
You start to write and suddenly it seems that your efforts are in vain? The text is too weak? Wait! If you have serious doubts about a particular piece of content, don’t delete it too quickly. It’s definitely better to highlight this part of the content and then continue writing. You will come back to this part of the text at the end as you analyze your work. Sometimes seemingly weak passages are really good! This is an ideal proposition for people who press the “backspace” key too often.
Put on the shoes of the text recipient
When you finish writing, rest for a while and then read your work. However, this time, put yourself in the role of the recipient, not the author. This way you will spot any imperfections in your work.
Prove it is true
If you create articles for your website in the form of articles, prove that your words are pure truth. It is worth referring to research, analyzes or citing the sources that were used to prepare the content. In the case of descriptions of products (or services), it is worth presenting a case study. This is not always necessary, but in some industries it can have a tremendously positive impact on potential customers.
Take care of the title
Titles are an extremely important element in articles. In this way, you will encourage the recipient to read the prepared material. So let’s take a moment to comprehensively refine the title.
The first sentence is like the first impression
The first sentence plays an important role in every text. Wisława Szymborska, when receiving the Nobel Prize in 1996, began her lecture with the words: “Apparently, the first sentence in a speech is always the most difficult. So I have them already behind me ” . How will you start your work?
Avoid cynical headlines and slogans
Clickbait is not a very good solution for content marketing. Slogans, slogans, and titles can be catchy, but at the same time make sure they are truthful. Otherwise, you will lose the trust of the community.
Juggle specific information
You already know about writing specific and to the point. At the same time, remember to avoid phrases like “Many people speak” or “Commonly believed.” This is especially important when you are creating a serious article. In the case of product descriptions or categories, such sentence supplements should not adversely affect the reception of the text.
How to adjust the content to a specific recipient?
Creating product descriptions and articles requires preparation. You need to know who exactly you are writing for. The phrase “this text is for everyone” is not very accurate. That is why it is worth trying to prepare the persona and the target group. Then you will adjust the content to the needs of the community. Also remember to address the recipients in the same way in the texts. You can use the official forms “State / States” or direct phrases “Yours / Yours”. What will be better? It depends on what specific text you are creating and to whom it will be directed.
How can content include UX and SEO?
Creating product descriptions and other types of content for websites can be supported by UX (user experience) and SEO (positioning). You need to know that the lack of any content will not make a very good impression on the community. If you sell products or propose various types of services, an appropriate description of your offer may encourage you to take advantage of it. Remember also that the content has a positive impact on the use of the website, as long as it is of course attractive and properly implemented in the structure of the website – and this is of great importance in the context of UX. When the content additionally has properly implemented key phrases, it will effectively support SEO activities. As a result, the page may appear higher in the Google search engine, which will result in more organic traffic.
Appropriate website structure, errors on the page, correct URL addresses – such issues significantly affect the effectiveness of positioning, therefore the skillful creation of redirects on the website should be one of the important elements of the positioning strategy. However, you should remember about moderation – the lack of redirects is a serious problem, but their excess can also weaken the website. Correctness and optimization of implementation are important in developing User Experience. The smoother, more convenient and easier a given user browses a website, the more time he or she will spend on it and the more likely to return to it. Redirects affect not only website traffic, but conversion as well. Consider online stores – each time a potential customer encounters a 404 error, the chances of it being that he will decide to continue browsing the assortment and the final transaction. It is worth regularly monitoring the operation of the website and checking if all redirects are functioning flawlessly, then we increase our chances of quickly detecting any errors and fixing them before it has a negative impact on the operation and effectiveness of the website.
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