You’ve seen them in Google searches for a while now. You might not know exactly what they are, or you might be eyeing them hungrily, wanting to get your online presence inside. Google’s knowledge box and graph provide a means of answering questions you might never think to ask. They’re designed to be snippets of helpful, informative information. The idea is to assist users in discovery. And the results have been pretty amazing.
Inside Search with Google demonstrates how a simple search can result in a knowledge graph that paves the way to discovery. We chose to perform our own demonstration. If you type “President Obama” into the search box, on the right side of the results page, you’ll see a knowledge box:
As you can see, the box offers a handful of facts about the President. Google presents us with a single sentence summary and Wikipedia link to learn more. There are facts about his birth date, full name, spouse, office, and family.
Google next presents a graph with links to Obama’s social media profiles. Discovery begins with a display of what other people who searched for “President Obama” also searched for.
But what does this mean for website owners? If you’re business smart, you’re probably wondering how to get your business—your website—into that box, right?
Google’s Knowledge Box and Graph: Organizing Web Content Information
According to Search Engine Land, Google is on a mission “to organize the world’s information” in a concentrated effort “to make it universally accessible and useful.” That’s a mission of enormous proportions when you think of the sheer volume of information the world has uploaded, contributed, and published to the cyber highway. Only the biggest of search engines could hope to accomplish it, and Google is on it.
The knowledge box and graph were built to assist with the mission. You might liken them to one of the gadgets from Q Branch that saves James Bond’s life on his most recent mission. But instead of packing a wallop of explosives or bullets, it’s armed with information.
Just as James Bond was rather particular about his Walther PPK, Google is picky about their information. It’s not randomly thrown together every time a search is entered. Don’t believe us?
Type “SMX” into the Google search box. SMX is the Search Marketing Expo. It’s only the world’s leading search engine marketing conference, backed by Search Engine Land and the Digital Marketing Depot. It’s a big deal. But here’s what the search results page displays for a knowledge box and graph:
Google chooses to display a more “relevant” knowledge box based on my location versus a box and graph about the SMX I want to know more about. This demonstrates the shift Search Engine Land talks about, the shift away from keyword-based search to entity-based search. This shift should be of concern to you, me, and every other website owner on the World Wide Web.
Entity-Based Search
The shift in search has made a staunch point. Internal data quality is becoming crucial. Instead of cataloging keywords, Google is sniffing out the entities populating your webpages. It extracts entity information in two ways:
Explicitly: An explicit entity is found when structured data markup is consumed using semantic web technology.
Implicitly: Implicit entities are obtained when entity information is inferred from the text (or content) on a webpage.
You cannot have one without the other. It would be like having keywords without a webpage or a webpage without keywords—useless. Website owners need to have both implicit and explicit entities to send smoke signals about the topic up to search engines. It strengthens positive vibes, if you will, telling Google and others that you’re a strong topic source.
Once your smoke signals are rising, there’s a chance you’ll place in a knowledge box. Think of these spots as super elite. The number one spot on a search engine results page is elite, but the box…that’s super elite. It’s like the God of all information pointing at you and saying, “The expert resource is [insert your name].”
It sounds epic, but it’s still in testing. Knowledge boxes and graphs aren’t popping with every search, and they aren’t always valuable. Sometimes they’re downright useless. And that’s why Google is continuously testing.
Rigorous Ongoing Test Involving Us
Columnist Eric Enge recently discussed how Google is using dynamic testing to better answer user queries and build out the knowledge graph. The new “search tool” is in a constant state of flux as Google continues their mission to organize the world’s data.
In essence, Google is testing various direct answers to possible search queries. If the result is unfavorable, Google tries a different answer source until the user data says, “Hey! This works.”
Consider our previous “SMX” search. In coming months, Google just might decide that users (like me) weren’t looking for a local result. I’d be on my mobile device for a local search. When I’m at my desktop, I’m in search of the bigger picture—the world’s largest conference, not the staff management company next door.
In some cases, Google doesn’t even display a knowledge box. The search engine algorithms cannot determine perfect answers every time. Instead, the best possible match is calculated and tested in the real world. As Enge puts it, “you and me [are] the QA team for how good the results are.”
Google is willing to do what it takes to provide valuable answers. Are you doing what it takes to provide those answers for Google?
The Future of Search
One thing is certain; the future of search is evolving. If there’s one prediction that can be safely made, it’s that content is going to grow increasingly important.
Facts and citations are likely to be the well-researched “icing” that puts your quality content in favor of being one of Google’s answer sources. It’s probable you’ll have a chance to earn a knowledge box seat in the future. Could the box replace the coveted top spot on SERPs? Time will tell. In the meantime, keep investing in high quality content.
It’s that time of year again. Thanksgiving and Christmas turkeys are being prepped. New Year’s celebrations are being planned. SEO content predictions are being made. We published a 2014 Social Media Guide at the start of the year that talked about new trends, solutions, and predictions. We covered social media and marketing trends to live by in 2014.
Let’s take a moment to see just what panned out before we jump into a sneak peak of what we think 2015 SEO content will look like.
The Good, the Bad & the Ugly of 2014
Predictions can be like the weather, sometimes good, sometimes bad, and every so often, downright ugly! We are happy to report that our 2014 SEO content predictions didn’t mirror the weatherman, whose reports end up wrong or slightly off. In a nutshell, here’s what we predicted for SEO content in 2014:
Audience engagement and an in-depth understanding of your audience would be vital.
Social media would grow in leaps and bounds becoming even more crucial to your SEO.
Mobile optimization would be a must.
Predictive tools would begin to replace analytical tools.
Facebook video ads, Twitter ads, and possible G+ ads would start to be incorporated in marketing strategies.
Video and mobile marketing would skyrocket.
Offline material would be just as important as online and would need to lead people to your virtual doorstep.
Easy to understand SEO best practices would be adopted.
A social media strategy would be vital to lead generation and audience engagement.
Engagement and inspiration would become the cornerstone on successful online presences.
2014 predictions the Internet over hung on the idea that social media would explode. Consumer engagement would radically determine success. And there would be a migration from best desktop display practices to mobile readership. Check out the growth social media saw in 2014:
There’s no denying that our predictions were spot on. 2014 has been the Year of the User. From algorithm updates to content creation, everything we’ve done has been based on what our target audience wants and needs. Those of us who created and stuck to a strong content plan, coupled with social media, audience engagement, mobile optimization, and SEO best practices have reaped the rewards. Facebook advertising and the takeover of predictive tools phased out, but everything else came true.
Based on what has worked and what has changed, what is in store for 2015? What should we be planning, and what trends should we watch?
What to Expect in 2015
2015 is shaping up to be a great year for SEO content. And there’s awesome news in the air. SEO best practices got a lot simpler in 2014, and they’re looking to get even simpler in 2015. In fact, we dare to say SEO is on its way to becoming as simple as the production of high quality, amazing content. End of story.
Okay, it’s not really the end. It’s never the end. But 2015 is gearing up to be the year of local search, organic ranking, natural writing, great storytelling, and some data and analytics thrown in for good measure. Let’s break down what to expect in the New Year.
Content Will Reign Supreme
Content has rapidly become an all-encompassing term. At its core is expertly crafted copy that speaks to the reader. It incorporates great storytelling, research, backed statements and facts, calls to action, and humanization. It’s neither simple nor impossible to create. And it will reign supreme in 2015.
We predict that content will become the new face of SEO. It will be at the core of everything we do, and it will organically build rankings. It will be the best SEO practice, a timeless optimization tool that will never go out of style.
What’s more, it comes in a variety of forms. There’s no such thing as black and white content. It comes in every form possible. And as we step into the New Year, here are some content ideas to contemplate:
Create and manage a blog, if you aren’t already.
Repurpose your content into new mediums like infographics and videos.
Expand into content types that are friendly for on-the-go audience members, like podcasts and videos.
Blast newsworthy press about your company to the media via a press release.
Mobile Traffic Will Invade
Epicnewmedia.co.uk predicts that mobile will be king in 2015, and we have to agree. We saw an epic boom in mobile traffic and search in 2014. The predicted migration happened, and you’re the proof. Just stop and think about how many times you use for mobile device—whether phone or tablet—to conduct an Internet search or check out a recommended website.
We use our mobile devices to stream and track content of interest. We’re practically chomping at the bit to check in on our social media. Mobile traffic will invade in 2015, staking a permanent claim to SEO.
In other words, mobile searches are about to overrun desktop. If you’re one of the thousands of businesses still ignoring mobile content, it’s time to change. If you don’t, you’re in for a sobering experience.
Currently, 48 percent of users who land on a business website that doesn’t perform on mobile take it as an indication that the business just doesn’t care. We predict this percentage to grow in 2015. Ignore mobile traffic needs, and you’re setting your business up failure.
Be Social or Die
Here’s the thing; Google uses social media to rank your website. In fact, social media affects your SEO in numerous ways:
Social sharing equates to link building. Link building has always been crucial to SEO. The more social sharing you receive, the more potential there is for an inbound link.
Social sharing equates to activity and authority. The more your content is shared over social media, the more activity Google sees. As more people share, comment on, and discuss your content, Google takes note. Before you know it, you’re seen as an authority. Google gauges the activity as something worthwhile, and your SEO grows.
Faster Indexing: Did you know that an extensively tweeted piece of content cuts indexation by up to 50 percent? The speed at which your content is indexed is affected by numerous factors, but social media activity is the key to cutting that time down.
In 2015, SEO and the success of our content will depend heavily on social media. Ready for the best part? We will have almost complete control over this factor of success simply by focusing on high quality, compelling, and relevant content creation. If you can supply excellent customer service and back it with compelling content, social media will skyrocket your SEO even further than it did in 2014.
Email Will Be Marketing Gold
Visual.ly predicts that email will continue to be extremely important. As people are mercilessly bombarded by data on the Internet, it will be marketing emails that make a lasting impression. In fact, they will be what make an impact.
In 2015, focus on your email. Do you have a subscriber list? Is it extensive? It’s time to build those lists and start leveraging targeted email campaigns. The more personalized and precise the email, the greater the results will be. It just may be your biggest conversion generator.
Fast and Friendly Wins
Google doesn’t like slow. Heck, you and I don’t like slow! Do you think our audience does? No!
We live in the age of one-click solutions and instant answers. If your website isn’t fast—on both the desktop and the mobile device—it’s a death sentence. The average user waits less than three-seconds for a page to load before saying, “Forget it.”
On a scale of one to ten, ten being epic, how user-friendly in your website? Keep in mind that friendliness isn’t just a homepage thing. It’s throughout every page on the site. It incorporates the manner in which you display your content, and what you choose to highlight and make stand out.
The average user doesn’t read. They scan. Your presentation and overall user friendliness will determine whether your content is worth a closer look. If it indicates to the user that it’s too complex or hard, they’ll click away. You’ll never get shares. You’ll never send up social signals. You’ll never succeed in SEO.
Local SEO
According to Greg Gifford, Director of Autorevo’s Search and Social and contributor to Search Engine Land, local SEO will be both necessary and easy. SEO is coming down to a very simple staple: What you do, both on and off your site, must work together to make your user experience awesome. Your SEO and local SEO will flourish if you work toward this goal.
Gifford says that mastering local SEO in 2015 will be as simple as being awesome and earning awesome links. So, how do you be awesome?
Home Page Content Matters: If your home page is a slider or banner and a few sentences, you’re in trouble. Potential customers and search engines need to know all about you. So put some meat on that page!
Limited Content Means Limited Results: We copywriters cringe at the customer who says, “Less is more.” We get that you don’t want to overwhelm visitors with a research paper, but give your audience more credit. They’re smart, smarter than you think. They don’t want a paragraph of, “We sell X and can do X for you. Call us now!” If you’re stuck in that mentally, get out. Now! As Gifford says, “Today’s shoppers want immediate information.” Pack it in on each page with useful content. Skimp on them, and your “less is more” concept will paint you a fly-by-night scam.
Keywords Died: They died a long time ago! Yes, we still use them. Yes, we still research them. But we do not, under any circumstances, at any time, stuff or spam our content and website with them! You got that? Stuff your celebratory turkeys this year, not your website. There are still a slew of websites relying on this outdated, dead tactic. It will murder your SEO and rankings in 2015. Google will see to it, personally.
Title Tags Matter: I once had a client come to me and say, “I want nine keywords in my title tag, so I rank well.” I nearly had a heart attack. Gifford puts it perfectly, “You’ve got about 500 pixels of width for your title tags…if [you stuff] 100 keywords…into your title tag, you just look desperate.” Do you know what Google does with desperate? It eats it for breakfast and drops it to the dark, dismal, lower reaches of that search with a million hits. Do you want to be number 908,456? No! So use those title tags to summarize the page, concisely and accurately. Drop your primary keyword at the beginning. Place your business name at the end. And you are officially an awesome title tag maker. Google (and your copywriter) will thank you.
Outsourcing: It Really Is Okay
In the past year, we’ve seen a trend indicating a lean toward outsourcing. Although we cannot speak for every industry, we can speak for what we know. And the outsourcing of content creation is a growing trend across all businesses that want strong online presences.
At the heart of 2015 SEO is content. Content is rapidly becoming the new face of SEO. Like never before it is crucial to find a content creation team. Longer content is equating to better rankings, better ROI, and all around better everything. Your task in 2015 is to become the content leader in your niche. Recognize that your best chance at doing this is through team effort because you cannot hope to do everything yourself and run your business.
2015 SEO Content: Join the Party
What are you looking forward to in 2015 SEO content? Do you have some predictions of your own? Share them in the comments. Let’s get a discussion rolling!
About 15 years ago, it was virtually unheard of for businesses to have their own blog. At the time, blogs were mostly diaries in disguise (Livejournal, anyone?), and very few companies had even heard of the concept of blogging for business. Content marketing was anything but a topic of conversation, and some small businesses lagged behind on having any type of web presence at all. As the concept of having a company website became more and more prevalent, keeping the website updated and maintained became another battle. It became clear that having a company website was anything but a fad, and businesses soon had to incorporate ideas of standing out from their competition online. The web was a blank canvass for upcoming business blogs, and the competition was about to explode throughout the new millennium.
Fast forward: it’s now almost 2015. While not every single company possesses a blog these days, many of them do. It’s interesting to see companies that have a smart blogging strategy in place, and those who aren’t too dedicated to managing their own blog. If companies aren’t currently blogging, the typical reasons include:
Not enough time
Fresh out of ideas
Don’t know where to start
20 Techniques To Blow Up Your Business Blogging
If you manage a company blog and you’re experiencing one or all three of these set backs, today is your lucky day. I’ve been around the blogging block a time or two, and I can tell you what kind of techniques work for creating, managing, and writing your very own blog. The following tips will enhance your online presence while having a blog that’s easy and entertaining to read for your customers. After all, isn’t that overall goal?
1. How’s That Headline? Did you know that 80% of customers will read your headline, but only 20% will actually read anything beyond? Think of all that hard work you put into your blog, only to have your customers click the back button. Writing powerful headlines is an absolute must for generating any kind of engagement. Think about it from your own point of view: if this blog post was entitled “20 Ways to Write a Nice Blog Post”, would you ever click on it? If I were a betting woman, I would definitely bet no. No one likes a boring read. Put some thought into that headline.
2. Verbs, Not Adjectives. While adjectives have their place, using verbs in your blog has the potential to create some very compelling copy. Some of my personal favorite verbs include:
Dazzle
Compel
Astonish
Bewilder
Captivating
Conquer
Delight
Discover
Putting verbs in your headline or copy inspires people to take action. Taking action leads to conversion. What does this mean? Verbs are power words for your blogging strategy. Not to mention, they are pretty fun to write with. Give it a try.
3. Spark Some Emotion. Notice that all of my favorite verbs are related to some form of emotion. If you want to write a strong blog, you’re going to have to write something that sparks some form of emotion: preferably a positive one, since most people aren’t going to respond too well to negative emotion.
Connecting to people on an emotional level gives them something that they can find as relatable. If you can get your customers relating to your company or product, that’s a big part of the battle. That’s when they become emotionally invested, and that is exactly what you want.
4. Become an Inspiration. Isn’t it great to feel motivated and inspired? Help your customers feel the same. While inspiration can come in many forms, use your sources to better your community or the life of a person in need. If you have an interesting background of how you came from poverty and built your business from the ground up, people will want to hear your story. Depending on your industry, you can take this in many directions. You can inspire people to get healthy, get an education, or even seek treatment for an addiction.
5. Write Longer Posts. Sorry folks, but two paragraphs are not going to cut it. In fact, three or four paragraphs probably won’t take you very far, either. Studies have shown that long content (think 1500 words minimum) performs and converts better than content that’s considered short. Your audience is looking for engagement, and long (well-written) content is a surefire way to get your audience thinking.
You’ll be spending some extra time at the keyboard, but it’ll pay off in the long run.
6. The Presentation Factor. Have you ever received an e-mail that was literally one giant block of text? That e-mail could have contained the secrets of the universe, but the presentation ruined everything. And it was such a great topic!
When you’re writing your blog, it’s important to establish exactly how you’re going to present the information. If you are currently using the one-huge-text-block strategy, it’s time to start thinking in punctuation and paragraphs. Be careful on how you present.
7. Playing with Paragraphs. Paragraphs are mandatory when it comes to almost any kind of content writing. As a general rule, most paragraphs are about six sentences long. I like to play with paragraph lengths and keep them around 100 words if at all possible. When I hit around the 100-word mark, I then divide the paragraphs up using sub headers.
8. Standout Sub Headers. Yes, your headline has to be top notch. However, that’s no reason to skimp on your sub headers. Use the same techniques for writing strong headlines, and incorporate those into writing your sub headers. Your sub headers are typically in larger or bold font compared to the rest of your text, so think of them as additional opportunities to grab attention. Sub headers need some love, too!
9. Always Use Images. Try to include an image with every blog post, even if it’s just one. Images break up the monotony of text-headline-text-headline. Keep in mind that some people are visual learners, and graphics can help relay your information in different ways than text alone. You don’t have to hire a photographer, but it’s nice to have some unique images to go along with your blog post.
10. But Refrain From Super Generic Stock Images. Let me be clear and say there’s nothing wrong with using stock images at all. However, remember that there are batches of stock images out there that almost every other company is using. If you have to resort to bad stock images, use them sparingly. Just remember that you might come across another company using the exact same photography as you. Try to stay unique in every aspect of your blog that you can.
11. Remember Who You’re Talking To. As you craft your blog post, it’s easy to forget that you’re not talking to your word processor: you’re talking to people. Write as if you are having a conversation with another person on the other side of the screen. Expect people to comment and reply back. Once your blog is published for the real world to see, people will likely have something to say.
12. Use Your Competitor’s Blog as Inspiration. Whatever your competitor is blogging about, you can do it better. Don’t outright steal their ideas, but use their blog posts as an edge. If you read their blog post for the week and it feels like there are gaps in their information, take advantage of this opportunity and fill the holes with your own unique blog posts. Chances are, this is information that your customers are already looking for. Many companies will hold back on giving away too much information because they think that their customers will take the valuable info and run. This isn’t always the case; giving away valuable information for free makes you an authority. Customers will buy from authoritative companies.
13. Don’t Overcomplicate Your Message. Blogging is not meant to be a mysterious and super complex marketing strategy. Blogging is about giving your brand a voice and reaching out to customers who are looking for relevant information. You can easily break down your thoughts by using bullet points, short paragraphs, and images. If your blog is easy to digest, you won’t have to worry about readers grasping your message.
14. Plan Ahead. Planning ahead for your upcoming blog can help save a ridiculous amount of time. If you’re normally hard-pressed for ideas, take an hour or two per week to dedicate solely on discovering great content ideas for your blog. It’s so much easier to sit down at your computer in the morning knowing exactly what topic you’re writing about that day. Staring at a blank screen waiting for an idea is a one-way ticket to writer’s block.
15. When You’re Tired, Take a Break. It’s a common sense technique, but don’t push to write more when you’re burnt out for the day. Personally, my quality of writing takes a drastic nosedive when I’m running out of steam. Some people may thrive on this, but it’s important to realize when you’re at your max. Step away from the computer for a while and even take a catnap or go outside for a walk. Your creative juices will come flowing back when you’re feeling refreshed.
16. Answer Questions. Customers are coming to your website because they’re looking for information: most times, that information is coming in the form of a question. Try to make sure that every blog post answers a question in one way or another. Answering questions for customers adds educational value, which in turn helps you build your brand.
17. Tread Where Competitors Won’t. This technique is one of my favorites. I personally love tackling topics that competitors will not (or have not) addressed. For example, if you work in an industry where price is typically not revealed until late in the buying process, write a blog post addressing this issue. Better yet, write a blog post that gives price ranges for your products. You’ll be surprised at how much traffic you can generate by blogging about taboo topics in your niches.
18. Be Consistent. Consistent blogging is best practice for establishing a regular publishing flow with your customers. If you write your blog on Monday morning and publish it after lunch on a regular basis, your audience will come to expect your regular publishing schedule. This is beneficial for customers who might be scoping out your blog for deals, promotions, or new products. Try to pick a day that works for you and stick with it.
19. Leave Them Hanging. OK, so only a little bit. Building anticipation through your blog is a great technique for getting your audience to come back for more. This is especially true if you’re offering a free product, making a big announcement, or you’re about the spill the beans on something juicy. You know the feeling you get when your favorite TV show leaves you feeling like you’re at the edge of a cliff? It can be frustrating, but you know you’ll be back for more next week.
20. Don’t Try to Be Everything to Everyone. Catering your blog to everyone under the sun isn’t beneficial to anyone. Blogging isn’t about throwing everything you’ve got at the wall and hoping that it sticks. You want to write to a specific audience so you can maximize your traffic and conversion rates. Even if you’re a company that sells paper plates, don’t try to boil an ocean with a one-size-fits-all blogging strategy.
These techniques have personally helped me throughout my blogging career, and it’s helpful to refer back to them whenever I’m in a pinch.
If there’s anything that you take away from these tips, always strive to remain relevant and helpful to your customers.
Remember: if you build your blog around addressing your customers’ needs, you’ll always come out as a winner in the end.
As copywriters, our goal is to make an impression. The businesses enlisting our unique services depend on our skill and talent. And they depend on more than sheer technical knowledge; they cling to our gifted talent, that spark of passion that allows us to be great storytellers. You might say they expect us to make a big bang. So what better show to turn to for great copywriting in action than the successful television comedy called, The Big Bang Theory?
Chances are you’ve at least channel surfed past the show. You may have even watched an episode or two. Or you could be an addict because it’s just a fun show. Did you know it dominates the awards? The series debuted on CBS on September 24, 2007. As of September 22, 2014, the show premiered its eighth season, and it’s scheduled to run for at least two more. It’s been nominated and won its fair share of Emmy, TCA, American Film, and People’s Choice awards. In fact, you can see a hefty list of nominations and wins on Wikipedia. But outside of just plain dominating when it comes to awards, what can The Big Bang Theory teach copywriters?
If at First You Don’t Succeed…
Here’s a little known fact about the show: The original pilot was unaired. It was made for the 2006 to 2007 season, and the network didn’t pick it up. Johnny Galecki (Leonard) and Jim Parsons (Sheldon) were the only two actors from the pilot that made it to the highly successful and network grabbed 2008 premier.
You see, the initial pilot was a flop. Behind-the-scenes reels with today’s cast and crew identify several factors for the flop from the original actress cast as Penny to the script itself. There’s a blaring set of lessons for us copywriters in this example:
Mistakes Happen: You can’t get it right all the time. Sometimes a great piece of copy just doesn’t work for a client. It doesn’t mean you suck, and it doesn’t mean you’re facing an impossible situation. It simply means mistakes happen. Sometimes we don’t knock it out of the park the first time. Sometimes it’s the feedback from the ‘oops’ that makes all the difference and turns a mistake into a masterpiece.
Don’t Give Up: You know the old adage; if at first you don’t succeed, try, try again. It’s good advice, but hard to follow. Sometimes that mistake kills our self-esteem. It can even make us question our professional abilities. Don’t let that happen. It’s the quickest path to giving up. If the minds behind The Big Bang Theory had called it quits after the original pilot flop, they wouldn’t be the recipients of seven Primetime Emmy Awards and numerous Golden Globe nominations.
A Couple to Learn From
One of the most unpredictable plot twists in the series came when the awkward, socially inept, and brilliant genius Sheldon Cooper ended up with a girlfriend. It was even more unpredictable to see how Amy Farrah Fowler fit his idiosyncrasies perfectly. In all their nerdy eccentricity, they’ve become one of television’s beloved coupled. It just so happens that a few of the elements contributing to their “perfect couple” status, according to the HuffingtonPost.com, are applicable to us.
#1: Accept the Unsolvable
Image Credit: HuffingtonPost.com
Some problems just don’t have solutions. You cannot realistically expect to solve every client or audience problem, but you can do your best to solve the ones within your power. You are a copywriter, which means you a copy expert. You know how to speak to an audience, and you’re skilled at calling them to action. Put those skills to use, but know that it is beyond your power to solve every problem. There’s a certain amount of responsibility that lies with both your client and the audience.
#2: Always Speak From the Heart
One of the quickest ways to alienate an audience is to be fake. People can spot fake a million miles away, and they know when they aren’t being treated fairly.
In the world of copywriting, it’s easy to get so caught up in the technical side that we forget about the essentials. Storytelling is one of our most powerful tools at our disposal. Speaking from the heart should never be underestimated.
Humanizing content is something no program can do, and it separates us from low quality copywriters. We have the unique talent for turning the dullest copy into a viral phenomenon. And our most powerful ally in this fight is our humanity.
Always strive to understand your client and their audience well enough to speak from the heart. It will set you apart from other writers, and it will make you an invaluable business asset.
#3: An Ironclad Relationship Agreement Rocks
We’ve talked about the importance of research in our 7 Ways to Create Content Marketing for Buying Intent. We’re no strangers to the fundamental groundwork that goes into every project we undertake. But we rarely talk about the other groundwork that goes into working with a client. You know the kind I’m talking about—our terms and conditions.
In today’s professional world, it’s crucial to have fair and clearly stated terms and conditions. It’s also important to have a working relationship agreement. It ensures that both parties know what’s expected, and it can be the savior when something unexpected transpires.
If a potential client bucks your terms and conditions, don’t let it rattle you. As long as you’re offering fair and reasonable terms, a client who bucks them isn’t worth your professional time.
Great Copywriting Is Everywhere
Dare we say that there isn’t a book, script, play, film, or television show on the planet that is void of great copywriting advice? Unlike other professionals, we copywriters can learn how to improve our craft in limitless ways. The Big Bang Theory is a great example of how the staples that support our ability to be excellent copywriters are well within our control. How will you wield them?
Social media engagement is not only vital to your content marketing, but it can also be extremely fun. When you get people commenting on your posts, re-tweeting your content, and sharing your Facebook posts, you might go ahead & do a little jig. Social media engagement is what can propel you from just another business to a viral sensation, as we’ve all watched over the last few years. But how do you get great social media engagement that not only brings people to your website, but also helps you on the road to viral content? Let’s take a quick look at a few quick copywriting hacks that can help you out!
1. Follow The Four C’s. Isn’t it nice when someone not only gives you some great tips, but also gives you an easy way to remember the tips? Well, Buffer does just that with a great blog post about driving more social media engagement. What are the four C’s? They are:
Clear
Concise
Compelling
Credible
Let’s unpack this for a bit. What does it mean to post clear, concise, compelling, and credible content on social media? It means that you need to make sure your audience knows what you are talking about, but you need to keep it short. Longer posts on social media might get your post skipped over, and Twitter doesn’t allow for lengthy posts! You also need to have content that is compelling so that you get shares, likes, and comments – engagement. Credible content is vital no matter what content it is; this will help keep you as a trusted source, instead of one that people question.
2. Name A Problem And Solve It. Another great way to drive engagement is to name a problem that is common for your readership, and answer or solve it. When you state the problem, make sure to agitate it a bit before solving it. This can get more people to read your post. You don’t want to give too much away, but this is a great opportunity to get your social media content shared, which can bring in more clients.
3. Follow The Four U’s. In the same Buffer article I mentioned in point one, another great formula is the four U’s. Again, this is a great way to remember an important and helpful formula and is great when you go about crafting a Twitter post. Just what are these U’s? Let’s take a look!
Useful: If you don’t tweet something useful to your followers, you are likely to be skipped and not receive much engagement.
Urgent: Urgency on social media can really help get the clicks and shares from your clients.
Unique: You want to make sure you stand out from your competitors, so offer something unique that people will enjoy seeing.
Ultra-specific: Being specific can really help with writing Twitter posts. Specific posts can help you stay within or below the 140-character limit.
4. Curate Some Incredible Content. Social Media Today says that when it comes to driving engagement on social media, you need to make sure you are curating some great content for your various channels. You want to keep things fresh and interesting for your viewers, which is why content curation is key to having a successful campaign. Consider having a bookmark folder of great content ideas for your social media campaign. This helps you keep it all together in one, organized location.
5. Use Those Memes. When it comes to social media, you have to make sure you are staying up on the latest trends. This means, don’t hesitate to use memes. If you take a quick glance at your Facebook or Twitter feed, you will see that many people seem to enjoy memes quite a lot. You can create your own by finding meme generators or using stock images for your own quotes or jokes. People like to share images, and you will find that you get more engagement on images than on posts without any pictures.
6. Make Customer Involvement Easy As 1-2-3. When you have something such as a giveaway, make sure it is easy for your customers to get involved. You don’t want to have them jump through numerous hoops to get to the place they want to be simply because they are likely to leave. If you encourage people to follow you on social media for an entry into the giveaway, you might see that you get an increase in social engagement and more people following and sharing your items.
7. Give Shout Outs To Customers. One thing that sets social media apart from any other form of marketing is how you can make it personal, according to Social Media Examiner. You don’t have to get chummy with people, but simply by doing something such as giving a shout out to a customer can really boost your engagement. A shout out is simply just mentioning your client by name or Twitter handle, and thanking them. You will find more people are willing to use your company if they see that you are willing to talk to or give a shout out for others. When you give a shout out, make sure you do something that isn’t too generic. Give it a personal, friendly feel!
8. Hold Live-Streamed Google Hangouts. Another way you might be able to increase engagement is to live-stream your various Google Hangouts you have with clients or coworkers. You can give a talk on a particular subject, linking to a live video of your discussion. When you do this, make sure that people know that they can send in their questions if you want to encourage discussion. This can be a great way for customers to ask important questions and get a live, personal answer from you!
9. Use Quality Images And Videos. Quality is not just for written content but is also for image and video content, as well. According to Jeff Bullas, high-quality images can help you stand out from your competition. A great way to make sure you have high-quality images and videos is to hire someone who has skills in those areas. Sometimes, you may need to hire a third party, but there are times where you can hire individuals to work in your office or for your company. People are more likely to engage and share your photos and videos if they are of a higher quality than many of the things they see shared around the web.
10. Interact With Your Clients. When you are trying to promote engagement, you should also make sure that you are interacting with your clients and followers. You could have several people commenting, liking and sharing, but that will eventually dwindle if you do not respond to people. You can simply like various posts, but it is a great idea to comment to the individual, letting them know you have read and appreciated their comment.
Another great way to interact with your clients is to go to their favorite websites to find things that interest them. You can do this by sending out a survey or through reading different research blogs about various demographics. Once you have found these resources, you can start crafting some excellent social content that will produce some incredible engagement with your clients.
11. Have A Sense Of Humor. Don’t be afraid to use that funny bone! Of course, you need to be careful with your humor, but it can be a great mechanism to get people to engage with you. The world is filled with enough sadness, making many people appreciate humorous posts. You should always make sure your humorous posts are in good taste, and consider your social media posts and what they say after large, tragic events. A few key things to remember with humor are:
Research and know your audience before you make a humorous post.
Make sure the joke is obvious to your followers.
Never, ever offend people.
Hire someone who is incredibly hilarious to write your humorous social posts.
Utilize pop culture to create jokes and humorous social posts that will be shared by followers.
12. Reward Your Clients For Social Engagement. In his article mentioned in point nine, Jeff Bullas says that a great way to produce engagement is to reward your fans. As I discussed earlier, you can do shout outs, comment on your posts in response to clients, and do basic interaction with them. However, you can always go above and beyond, which will help maintain your clients, keeping them happy. For example, take a look at Adagio Teas. Clients get “frequent cup” points to put towards free tea from the company if they mentioned the company on Twitter, share a tea review on Facebook, and other forms of promotional marketing for the company. It’s free for both Adagio and clients, and the clients get a great reward. Who wouldn’t want free tea?
13. Keep Things Interesting And Diverse. You don’t want to keep posting the same posts every day; you will want to shake things up. In the post by Social Media Today mentioned in point four, the writer suggests that you keep your social posts interesting and diverse by adding humor, memes, links to your site, and anything else that works for your company. This will help maintain interest in your social posts, and promote more engagement for you.
Social Media Engagement Success: In Closing
By using these great copywriting hacks, you will find that you have a more successful social media campaign. Not only will these drive engagement, but they will also boost your website’s traffic and help bring in some great revenue! Try these out and see just how much they help you on the road to success.
