That means investing in content marketing isn’t a gamble. Not if you do it the right way.
Need proof? Look at the state of the industry: Its projected worth will reach nearly half a trillion dollarsby 2021, according to forecasts from Technavio.
Why is investment reaching this all-time high?
Because the evidence that content works is right there for anyone to see.
Ready to see for yourself? Check out this mega list of content marketing statistics for 2019. These are the most powerful stats we could find that will prove content marketing to anyone.
Using SEO to rank in Google for keywords your audience is searching is, therefore, an incredible strategy. If you don’t want to grab some of that traffic for your site or your brand, well, why are you here?
2. Search drives more traffic than social media – 34.8% compared to 25.6%. (Shareaholic)
Search is even more powerful than social media for driving traffic. Search Engine Land reported that search beats social networks by nearly 10 percentage points in this arena.
Shareaholic conducted the study and found that the algorithm changes to the News Feed on Facebook had a big impact on the numbers. Along with that, more and more, search engines like Google are indexing and displaying results from social media channels.
For instance, search for any entity on Google (person, company, organization), and you’ll see results displayed from their Twitter feed:
Generally, posting on social media shouldn’t be your marketing end-all, be-all. Instead, social media marketing should complement your SEO and digital marketing efforts for best results.
3. The average conversion rate for organic traffic-to-leads across industries is 16%. (Marketing Sherpa)
Since a conversion generally refers to the instance when a buyer converts to a new role in your marketing lifecycle, conversion rates are a big deal. After all, most marketing aims to encourage buyers to convert in some shape or form.
When we talk about a traffic-to-leads conversion, we’re talking about the point when the traffic coming into your site from a Google search becomes intrigued, interested, and invested in your content. As a result, they’ll demonstrate that interest through action.
In their study, Marketing Sherpa asked marketers how they define a conversion. The results reveal how multiple actions show a buyer’s mindset and willingness to commit to a brand:
Submitting a form with multiple fields (like a survey)
Submitting a form with one field (like signing up for a newsletter with an email address)
Making an online purchase
Reading the content through to the end
The 16% conversion rate the study found is therefore super-important. This is for organic (non-paid) traffic clicking your content in search, liking what they see, and converting on it in one of the above ways.
4. Google’s #1 organic position brings in 33% of the search traffic for any given SERP. (Search Engine Watch)
When you’re #1 in Google, you’re pretty much Queen (or King) of the Mountain.
On average, 33% of search traffic will go to you, while only 17.6% will go to whoever graces position #2. (That’s a 15.4% drop.)
Even if you rank at #5 (which many brands would kill for!), you’re only getting 6.1% of all search traffic from that page.
Bottom line: The higher you rank organically, in SERPs, the more traffic you can expect to see! (And, as you know, more traffic = more lead potential.)
By the way, one of the keys to ranking higher is knowing which tools to use for SEO and keyword research. I put together a guide on Content Hacker on this exact topic to help.
5. The click-through rate (CTR) for organic position #1 is 30.97%. (Advanced Web Ranking)
Let’s keep going with the bonuses of ranking in organic position #1. If you sit in that top spot, you’ll also enjoy an average CTR of 30.97%, according to data from Advanced Web Ranking.
Why is that number such a big deal?
Well, as far as CTRs go, it’s incredible. To see what I mean, move on to the #6 statistic for marketing.
6. Meanwhile, for Google Ads on the search network, the average CTR is 3.17% across industries. (Wordstream)
Comparing Wordstream data about average CTRs on Google Ads across industries to the CTR for position #1 is a good way to see the whole picture.
The average CTR on search network ads is 3.17%. Meanwhile, organic position #1 enjoys a CTR over 10 times higher than that.
Plus, you won’t have to pay for that visibility. Content creation isn’t free, but it’s definitely cheaper than paying for search ads.
[bctt tweet=”Why SEO matters in 2019? Google is still #1, search > social media, the avg. conversion rate for organic traffic-to-leads is 16%, and ranking first in Google gets 33% traffic + 30.97% CTR, 10x higher than search ads CTR.” username=”ExpWriters”]
Content Strategy Stats: Compelling Reasons to Start Planning
Content strategy is necessary to pull together all the pieces of your content marketing plan. Without this map in your pocket, you’ll be lost. Here’s why:
7. 65% of the top-performing content marketers in 2018-2019 have a documented content strategy. (Content Marketing Institute)
Only 14% of the least successful content marketers have a documented strategy, in comparison. Those are some pretty persuasive facts from the Content Marketing Institute’s 2019 B2B research report. We can’t ignore the correlation between winners (65% with a documented strategy) and losers (the 86% without one).
8. 41% of all marketing budgets are spent on content. (Zazzle Media)
Content is exploding, and so is content marketing and strategy. There has to be a way to guide and hone your actions so the content you create DOES something every time you publish:
Build trust with readers
Demonstrate expertise and authority
Convince visitors to connect with your brand further (thus becoming leads)
Establish loyalty and a continuous relationship
More and more marketers are realizing this, thus content marketing budgets are continuing to increase – because the ROI is real, so the investment makes sense.
9. 89% of marketers now say their content marketing goals are linked to broader business goals. One year ago, only 45% said this was true. (Zazzle Media)
Again, the trend of content marketing’s upward climb is consistent, as we see from this 2018 content marketing statistic from Zazzle Media’s State of Content Report. Particularly, 45% to 89% is a huge uptick in people who are not only implementing but also understanding the basic strategy to make content work.
Linking your content goals to broader business goals is how you ensure your entire operations are on the same track. It’s super-smart, so this stat shows how marketers are getting savvier about content.
[bctt tweet=”Why start a content strategy? 65% of the best content marketers have a documented content strategy, and 89% of marketers now link content marketing goals to broader business goals. Read more about the latest content marketing stats.” username=”ExpWriters”]
Content Creation Statistics: Why Invest in Content?
At the bottom of a fantastic content strategy, you’ll find a meticulously planned and executed content creation workflow. Here are some marketing stats from 2019 that demonstrate why it works.
10. The content marketing area with the biggest spending increase from 2018 to 2019 was content creation (56%). (Content Marketing Institute)
Over and over, we are seeing content marketers get wise to what’s needed for successful content marketing through powerful content and blogging statistics like this one.
Marketers increased their budgets the most in the area of content creation in 2018 – 2019. To put it bluntly, amazing content gets readers AND rankings. Investment in its creation is being recognized (finally!) as important to achieving both of those things.
11. 77% of content marketers say they use educational content to nurture their audience. (Content Marketing Institute)
77% of marketers use educational content because it works. When you aim to teach or inform your readers, you’re offering them value – fresh knowledge, new insights, and guidance.
The majority of marketers know this and understand the worth of content that teaches.
12. 75% of content marketers report better overall ROI when they use visuals in their content. (Contently & Libris)
Consistently, GOOD content creation wins, as this marketing stat from Contently & Libris shows.
Using visuals in your content is a best-practice for a reason. Readers read differently on the internet, and adding visuals to written words helps keep them on the page and increases comprehension and memory.
13. Before doing any further shopping, 50% of internet users searched for videos on products or services that captured their interest. (Google)
And according to HubSpot’s State of Inbound report, more marketers are going to be hopping on the video content bandwagon in response. 48% of marketers plan to add a YouTube channel to their content marketing strategy next year.
That said, if you look at the above graph, you’ll see that video, in general, is on marketer’s minds. Facebook video and Instagram are the next top channels people will add to their marketing plans.
Another good insight: From the CMI report, 64% said they increased their use of audio/visual content over the past year.
Visual content marketing statistics from 2018 onward show that video is still a major content format with readers. The importance of visual content can’t be overstated – brands that invest in quality video will win with audiences.
14. 76% of B2B buyers said infographics are the most valuable content type for the early stages of the buying process. (Demand Gen)
Mark this as another win for visual content. According to a Demand Gen Content Preferences Survey, early-stage B2B buyers appreciate a good infographic that’s visually pleasing, scannable, and snackable. When they’re in the initial process of researching a brand, they have a lot of information to get through, and infographics make it easier.
Once again, infographic statistics for 2018 prove the importance of a visual content marketing strategy for any brand with an online presence. (And in 2019, that’s most brands.)
15. 71% of B2B buyers consumed blog content during their buying journeys. 3-5 content pieces are the norm. (Demand Gen)
A whopping 71% of B2B buyers read some type of content during the buying process. They didn’t just read one piece, either. Multiple content pieces played a role – 3-5 on average.
Content helps buyers make buying decisions for both online and offline purchases. When you provide the helpful content they need to feel confident in their choices, that’s a slam-dunk.
[bctt tweet=”Why invest in content? 56% more spend on content this 2019, 77% of content marketers use content to educate audience, and 75% of content marketers report better ROI in using visuals. See the rest of the stats in this post!” username=”ExpWriters”]
Stats on B2B Content Marketing Effectiveness
Finally, these content marketing stats from 2018 and 2019 show how content marketers rate the effectiveness of their campaigns, and what can happen when you prioritize content.
15. 79% of marketers say content marketing has been at least somewhat effective for their brand. (Zazzle Media)
For most brands, content marketing is effective to some degree. In fact, the Zazzle Media study found absolutely no one said content marketing is “not at all effective.”
It always works, but your level of success depends on how you plan, implement, and maintain your content marketing strategy. (I’d bet the 19% who said their content marketing is “extremely effective” have their strategy down pat.)
16. If you prioritize blogging, you’ll see 13x more positive ROI from your efforts. (HubSpot)
Another gem from HubSpot’s State of Inbound report: Those who put blogging at the top of their list will see 13x the ROI of those who don’t.
Remember: Content marketing ROI is generally measured in the following ways:
Traffic increases to your site
Improved SEO rankings
An influx of new subscribers
More sales
Better brand visibility
Higher-quality leads coming in
Better conversion rates
Not to sound like a broken record, but, in 2019, prioritizing blogging to get those kinds of results means investing in your content strategy. THAT is what determines your blogging consistency and quality.
[bctt tweet=”How effective content marketing is? 79% of marketers agree on its effectiveness! Also, according to Hubspot, prioritizing blogging brings 13x more positive ROI. Check out other awesome stats about #contentmarketing by @JuliaEMcCoy” username=”ExpWriters”]
Let B2B Content Marketing Statistics from 2019 Inform Your Future
These B2B content marketing statistics look like just a bunch of numbers from a bird’s eye view, but when you zoom in and examine them, they’re a big deal.
These are the exact reasons why content marketing works so well in a world that’s burned-out on traditional advertising.
So – you’ve decided to take the plunge and invest in your brand’s content (or your client’s). You want to hire outside help to do it.
*cue Ghostbusters theme music* Who you gonna call? Content writers!
A-hem. That is, a professional content writer (or a high-quality content writing service) will be your best bet.
You can’t just hire anybody and/or leave the rest up to chance, though. ?
You have to understand WHY pro content writing will make a difference in your content marketing, and you need to know the steps to take to make sure you achieve success.
The thing is…
Brands everywhere are realizing the value of great content and want to add it to their web presence.
According to HubSpot’s 2018 State of Inbound report, 55% of marketers are setting blog content creation as their priority.
Meanwhile, an additional 61% say generating traffic and leads is their top marketing challenge.
Is that your problem? Zero traffic and not enough leads?
…Well, the solution could be staring you in the face.
Carefully crafted, purposeful content is ace at just that: generating REAL traffic and leads.
It’s no wonder people are climbing aboard the content train. ?
Now that you’re buckled in, the next step is understanding what a professional content writer adds to your marketing strategy.
Then, we’ll discuss how to find your ultimate content writer for hire, plus tips for getting the best content possible when someone else is doing the actual writing.
Onward!
How to Find and Work with a Professional Content Writer: Table of Contents
What Is a Content Writer, and Why Do You Need One? Content Writers Wanted: How to Find the Right Professional Content Writer
Search Trusted Freelance Marketplaces
Read Their Samples (Or Ask for a Trial Content Piece)
Know What to Avoid in Your Professional Content Writer Search
4 Tips for Collaborating with a Professional Content Writer Seamlessly
Don’t Leave Them Hanging
Give Concrete Guidelines
Provide Feedback
Respect the Job
[bctt tweet=”Looking for a professional content writer who you can trust to craft the content you’ve been dreaming of publishing? ? @JuliaEMcCoy lists down the best ways to find the perfect one for you, and how to best collaborate with them. ?” username=”ExpWriters”]
What Is a Content Writer, and Why Do You Need One?
So, why are you planning to hire a freelance web content writer? Is it because your hands are full with other marketing tasks? Or do you lack the time or skills to pull off rankings-worthy content by yourself?
Whatever your reason(s), you’re probably aware of the value of great content.
BUT – are you also aware of why content writers for websites can do it better?
First, let’s define “content writer” – what this role demands, and what it doesn’t.
A good web content writer job description might fall along these lines: A content writer is a creative who specializes in writing blogs, articles, web pages, ebooks, and other types of online content. They understand how to drive traffic with SEO and generate leads with user-centered writing techniques.
Here is an example of content writing that serves both of those purposes (driving traffic, generating leads for the brand) from Farmers Insurance:
The blog provides insights into the finances involved in owning and maintaining a boat. There are no sales pitches urging readers to get boat insurance or talk to an agent inside the blog – instead, the information is meant to stand on its own and build trust with readers while building the company’s authority about financial matters.
On top of that, this blog is SEO-ready so people who are interested in this topic will find it via Google search. It’s ranking #1 for “maintaining a recreational boat.”
Lastly (but never least), the quality of this blog is enough to make you want to read more. As you browse additional articles on the Farmers site, you’ll see all of them are of equal caliber – compelling stories, useful information, and great reads.
You might become a follower, then a fan of this brand. Eventually, when you need insurance down the road, what’s the first name you’ll think of?
You guessed it: Farmers.
It’s a long-term game for lead generation, but the ROI is incredible once you start earning that trust and brand loyalty.
THAT is the essence of content marketing – and a professional content writer’s work is the lynchpin in all of it.
Writing search engine optimized, user-centered, engaging, readable content requires skill. When you hire a professional content writer for your online writing jobs, that’s the investment.
[bctt tweet=”A content writer is a creative who specializes in writing online content like blogs. They understand how to drive traffic with SEO and generate leads with user-centered writing techniques. – @JuliaEMcCoy” username=”ExpWriters”]
Content Writers Wanted: How to Find the Right Professional Content Writer for Your Website or Copy
You’re ready to hire content writers. Where do you start? Right here.
1. Search Trusted Freelance Marketplaces
Good professional content writers are out there, looking for exactly the type of opportunity you’re offering.
To find them, it’s a matter of knowing where to look.
To contract professional content writing services, check out one of these great job platforms:
Cloud Peeps – This is a freelance marketplace where you can search for pro content writers, post a job, accept proposals from experts, and find the right fit for your needs.
Fiverr – On Fiverr, content writers post “gigs” where they essentially market their skills. Comb through the “writing and translation” category to find blog and article writers, copywriters, technical writers, scriptwriters, and more posting web content job descriptions that match up with your requirements.
nDash – On this platform, writers will pitch you content ideas (as well as their services) based on your needs.
Psssst… our content writing agency at EW can help you out, too. We have dozens of hand-picked expert writers on our roster with a multitude of industry specialties. To see what we can do, check out how we operate.
2. Read Their Samples (Or Ask for a Trial Content Piece)
Hiring a professional content writer without looking at any of their samples is a recipe for disaster. You won’t know what they can do until they show you – even if their resume includes some impressive experience and education.
When becoming a solid content writer, education helps, but experience (actually putting pen to paper, or fingers to keyboard) matters more – and that will show up in their work.
If your potential hire doesn’t have a lot of samples they can show you (many sign NDAs with their clients), request a trial content piece from them. This is a short, mock assignment they complete in your requested voice and tone, topics and keywords, and brand style.
Pay attention to how well they fulfill your brief, but also look for things like how well they communicated with you, whether they stuck to your agreed-upon deadline, and any other qualities that speak to their professionalism.
3. Know What to Avoid in Your Professional Content Writer Search
While you search for a professional content writer, there are some red flags you need to watch for. If/when you see one waving, run the other way – you will not get your money’s worth from that writer.
Awkward-Sounding Sentences Sprinkled in the Content
Maybe you’ve been in this scenario: You’re reading a writer’s content sample. It sounds pretty good, but something is off. You can’t put your finger on it, but the sentences sound a little weird, even if they look okay at first glance.
Here’s an example. It looks decent at first glance, but the more you read it, the more you see the awkwardness peeking through.
Congrats – you just found a writer whose first language isn’t English. (The above example is from a company that hires blog writers in India.)
Unless they’re incredible English speakers with writing talent to spare, these content creators (like the above content writers in Kolkata, India) will never be able to capture the flow and nuance of our native language. (If they had, you wouldn’t “hear” that subtle awkwardness when you read their work.)
Move on.
The Cheapest Rates You’ve Ever Seen
You’re browsing professional content writer gigs and profiles. You stumble across a writer who’s offering rates so low, they’re too good to be true.
Sorry to be a downer, but they are. Cut-throat rates = a writer who only cares about volume to make a buck. Move on.
Overblown Content Creation Promises
Besides the lowest rates you’ve ever seen, be wary of a “professional” content writer who offers you the moon and the stars – in other words, ridiculously fast turnaround times (emphasis on ridiculous).
For example, what if a content writer is promising you a well-researched, well-written article of 1,000+ words overnight?
That’s not good.
Why? Because truly amazing content, the kind that ranks in Google and makes readers feel understood, takes time. Don’t believe the claims of a hack writer saying they can get it to you lightning-fast without sacrificing quality.
[bctt tweet=”How do you find the right professional content writer? ? Search in trusted freelance marketplaces, ? check writing samples, and ?♀️ know what to avoid: awkward sentences, cheap rates, and ridiculously fast turnaround times!” username=”ExpWriters”]
4 Tips for Collaborating with a Professional Content Writer Seamlessly
You know what a professional content writer is worth, you know how to find one, and maybe you even hired one by now (good for you!).
Now it’s time to collaborate effectively to get the best content possible.
1. Don’t Leave Them Hanging
Whatever you do, when you hire content writers, remember to communicate with them.
Don’t just send over a brief and then go AWOL. Stay available to answer questions, clarify your outline, or provide additional directions.
Your content writers will also need a contact point in case the deadline needs to shift or they have any problems. The more you communicate, the better the outcome for your content.
2. Give Concrete Guidelines
Speaking of briefs, did you know you’ll get better content out of your writers if you provide topics, outlines, keywords, or a general idea of what you want?
Unless you’re paying your professional content writer for an additional topic and keyword research, for instance, you need to provide these details if you want properly optimized blogs. Otherwise, your writer will be forced to make it up as they go. (Yes, really.)
Additionally, if you have a brand style guide, audience personas, etc., share these with your writers – these resources are a HUGE help for developing and writing content in the optimal tone and style for your audience.
These brand style guide examples are worth studying so you can create similar references for your team (like the one below from Medium):
3. Provide Feedback
A writer working in a vacuum, with no idea how their writing is working (or whether it’s making an impact on the audience) is an unhappy writer.
Writers are communicators, first and foremost. They write to be read. If your content writers have no clue how their writing is performing, they will more than likely lose motivation to produce their best for you.
So, please do give your professional content writers feedback. Tell them when they hit the nail on the head with a piece. Inform them when that blog spurs great things for the brand or their article was well-received.
On the other hand, constructive feedback will help your writers, too. Tell them what they can tweak to produce better content for you next time – a good writer will do their darnedest to implement it.
4. Respect the Job
Finally, for best results and a great working relationship with your professional content writer (or writers), respect their job.
Writing isn’t easy. (Have you tried writing your content yourself? Then you know what I mean.) Even if you’re a professional writer, crafting a successful piece of content is a lot of work. It needs time, effort, skill, and focus.
When you find a great match with a content writer, don’t take it for granted. It’s harder to keep good writers around than it is to find them.
[bctt tweet=”How do you effectively collaborate with a professional content writer to get the best content possible? ⏳ Don’t leave them hanging — communicate, ?️ give concrete guidelines, ?️ provide constructive feedback, and ? respect their job.” username=”ExpWriters”]
Ready for a Professional Content Writer Match Made in Heaven?
Finding the best professional content writer for you or your client’s needs isn’t necessarily easy – but it can be easier than what you’re currently doing.
Think of it this way: Well-paying, steady content writer jobs online are hard to find. If you offer the right kind of partnership and work environment, skilled freelancers will be knocking down your door instead of the other way around.
Even better: Your content will take off and fly. ?
Now, doesn’t that sound nice?
It’s been a while since I’ve come on my YouTube channel, so I wanted to start by giving you a quick update in my life.
This June, I finished writing my next book — it’s in editing stages as we speak!
Then, in July, my hubby and I took our 5-year-old to San Diego’s Zoo and Safari Park in California, which was amazing. (See a few video clips from our San Diego trip in today’s video!)
Next, I’m buckling down to work on my stage presentation for one of the industry’s BIGGEST conferences: Content Marketing World in Cleveland, Ohio.
Join me in today’s video for a fun “life” update!
Sneak Peek at My Upcoming On-Stage Talk at #CMWorld 2019 (Video)
[bctt tweet=”See @JuliaEMcCoy this September in one of the biggest content marketing conferences: Content Marketing World in Cleveland, Ohio! Here’s a sneak peek — and a bonus offer — on her upcoming on-stage talk. ” username=”ExpWriters”]
This September, I’m taking the stage at one of the biggest conferences in my industry of content marketing — Content Marketing World in Cleveland, Ohio!
Founded by Joe Pulizzi, who is one of the most authentic and real influencers in (as well as the “godfather” of) content marketing, CMWorld is my all-time favorite conference.
Thousands of marketers getting together around content marketing — what could be better? This will be my third year in a row attending CMWorld, and my first year speaking!
The last time I attended CMWorld, in 2018, I lost count of how many people suggested I should speak this year.
One of those persons? Joe Pulizzi himself. When the godfather of content marketing himself recommends a next step for you, well… you should do what he says.
My session is very unique. I’m co-presenting with a funny, awesome, genuine content marketer Jason Schemmel, who’s been my friend in the space for a while. I’m super excited to take the stage with a good friend.
Over the past weeks, I’ve been structuring and creating all the content for this session.
It’s going to be one-of-a-kind and unique because I’ve formulated it like an intensive, yet easy-to-follow, masterclass!
I will be teaching you how to create and publish authority-building content — and inspiring you along the way to get it done! You’ll learn what growth-focused content looks like, you’ll hear from top content marketers that we’ve interviewed for exclusive insights on what it takes to put together a high-converting content marketing campaign. You’ll see the difference between “sexy” vs. “high-ROI” content in real-life. You’ll learn what drives real content growth, the right KPIs to track, what content tools I use every day and what metrics to look for, and how to get executive buy-in for your content campaign.
I’ve spent weeks working on this session. It’s going to be one of my best educational masterclasses on authority-building content, ever!
Come join me at CMWorld. Learn more at ContentMarketingWorld.com, and use code MCCOY to save $100 if you decide to join me. We could meet at the opening party at the Rock ‘ N Roll Hall of Fame in Cleveland, Ohio!
Don’t forget to subscribe and catch new videos that hit my YouTube channel.
Till fall, I’ll publish less frequently while I focus on my new book and this massive speaking gig; but I plan to get back on consistent video creation after September. And don’t forget to stay up to date with my new projects! Follow me on Twitter @JuliaEMcCoy.
So, we don’t care that we’re missing four of our senses when we buy online.
But, your buyer does have to read and depend on the information you give them to decide if they’re ready to buy.
It’s a delicate balance many online shops get wrong.
For instance, here are a few common e-commerce product description errors:
Provide too little information, and the buyer won’t know if the product is right for their particular problem.
Describe the product too blandly, and the casual browser won’t become a buyer.
Exclude the essential facts from your e-commerce product description, and the buyer will look to other sellers who answer their product questions fully.
On the other hand, when you get it right, you’ll earn more buyers, more sales, and more happy customers. (A desirable trifecta, to say the least )
Ready to learn how to hone your product description writing services and get it “write” every time? Let’s get to it.
Your Product Description Writing Guide: Table of Contents
The Anatomy of a Product Description: 4 Essential Elements
Focus on Product Benefits
Address Look, Feel, Smell, Touch, and/or Taste in Your Product Description Copywriting
Remember to Answer Buyer Questions
Add Special Product Notes, As Needed
3 Rules on How In-Depth to Go with Product Description Writing
Analyze the Product, Including What Your Buyer Already Knows About It
Analyze What the Buyer Needs from Your Product Description Writing
Go Brief or In-Depth Depending on Your Conclusions
6 Rules to Make Your Ecommerce Descriptions Irresistible (with Examples)
Stay Buyer-Focused
Describe the Problems the Product Solves (Benefits, Benefits, Benefits)
Use Compelling Words and Phrases
Optimize Correctly
Keep Your Product Description Writing Easy to Read
Stay Honest
Product Description Writing is a Learned Skill You Can Master
[bctt tweet=”Your customers may not feel, hear, smell, or taste your product online, but the right words can tickle their senses. Get your customers to click that ‘add to cart’ button with this #copywriting guide.” username=”ExpWriters”]
The Anatomy of a Product Description: 4 Essential Elements of Product Description Writing You Must Include
A product description (PD) is the copy that appears on a product page describing that product to the buyer. Ultimately, the product description helps the buyer decide whether or not to pull the trigger and purchase.
So, how do you describe a product to a new customer?
The best product description copy includes a basic foundation of elements that make it effective:
Product benefits
Descriptive words that appeal to the senses
Answers to buyer questions about the product
Anything unusual about the product that will affect the buyer’s experience: longer-than-usual production times, special shipping needs, etc.
Let’s discuss them in detail:
1. Focus on Product Benefits
The most important aspect of product description writing is including how the product benefits the buyer. Above all, the buyer wants to know how their lives will improve if they purchase.
Beware: Many people confuse features with benefits. They aren’t the same thing at all.
Features tell what the product can do.
Benefits sell by relating how the product features help the buyer.
Here’s a great example of the difference from Help Scout:
So, the question is not “What are the cool features of this product we can describe?” but rather “How will the product features benefit the buyer?”
Focus on answering this question in your product description writing, and you’ll have the beginnings of a great product page.
[bctt tweet=”Features tell what the product can do. Benefits sell by relating how the product features help the buyer. More on #productdescription #copywriting ” username=”ExpWriters”]
2. Address Look, Feel, Smell, Touch, and/or Taste in Your Product Description Copywriting
You may think your beautiful product photos will do all the work of showing off the look and feel of that particular item.
The truth is, it’s often not enough. The buyer still can’t experience that product.
They can’t truly tell what it’s like to use it: what it feels like, how it smells, and in some cases, what it tastes like.
That’s why any good, creative product description writing takes the buyer and puts them right inside the experience of using the product. Your descriptive words should evoke at least one or two of the five senses.
[bctt tweet=”Good product description writing takes the buyer and puts them right inside the experience of using the product with descriptive words that evoke at least one or two of the five senses. #productdescriptionwriting” username=”ExpWriters”]
For example, if you sell hot sauce, describe the fiery zing it adds to even the blandest of foods. If you sell vacuums, describe how lightweight the model is and how smoothly it helps you go from cleaning carpet to hardwood floors.
This PD from Truff Hot Sauce is a good description of the experience the buyer will get when they taste it (“heat experience,” “ripe chili peppers,” “black truffle,” “savory spices” “unprecedented flavor profile”):
“Our sauce is a curated blend of ripe chili peppers, organic agave nectar, black truffle, and savory spices. This combination of ingredients delivers a flavor profile unprecedented to hot sauce.”
3. Remember to Answer Buyer Questions
Before any customer commits to a purchase, they have questions that need answering. For example, when I want to buy a t-shirt, I need a few important details ironed out:
Does this t-shirt come in my size?
Does it come in a color I like to wear?
Is this on sale?
Will this look good on me?
How long will it take to ship?
What is this made of? Will it shrink in the wash?
And these are just the questions for a simple t-shirt. Imagine the questions a buyer has if they’re shopping for something more complicated, like a computer or a lawnmower.
The good news: A lot of these questions can be answered through the options on your product page, as shown for this Madewell t-shirt product description example:
Size? Check. Color? Check. Sale? Check.
However, note the questions NOT answered. A product content writer can address those in the product description writing (in Madewell’s case, the look and feel, as well as the experience of wearing the shirt, are covered):
“Our best-selling V-neck pocket tee is the kind of forever favorite you’ll want in every color. Fashioned of light and airy slub cotton, this T-shirt is live-in-it soft and perfectly draped – one to tell your friends about, in other words.”
Keep in mind: the questions you need to answer in your product copy are entirely dependent on your ideal buyer. You MUST know them inside-out and understand what they need before you can write product descriptions for them.
That’s why product descriptions exist: they’re not for you, they’re not for showing off your product – they’re for your buyer!
[bctt tweet=”Product descriptions exist not for you, the seller, to show off your product. They exist for your buyers. A great product copy should answer your buyers’ questions and tells how the product can benefit them. #writingtips” username=”ExpWriters”]
4. Add Special Product Notes, As Needed
If anything will affect the buying experience of a certain product, such as longer production times, a delay in shipping, or special shipping needs, this is something you definitely should note in your product description writing.
For instance, this Etsy product includes real plants:
Because of that factor, the seller has added special notes to the product description:
The product is handmade and doesn’t ship right away.
The product includes real plants so the seller ships priority.
The plants are susceptible to cold, but the seller offers an optional solution.
These are essential for the buyer to know so they receive live, healthy plants, but these notes also tell us that this seller has pride in the product and cares about the customer.
Similarly, don’t forget to include little details like this if your product has special shipping or production needs.
Where to Start with Product Description Writing: How In-Depth Should You Go?
Now that you know the basic elements that make up any good product description, you need to figure out how long your product description should be. Knowing this will make your descriptions (and your writing services) far more effective.
Start here:
1. Analyze the Product, Including What Your Buyer Already Knows About It
To know how far to go with product description writing for any product, first take a good, hard look at it.
Is the product pretty simple and self-explanatory (like a t-shirt), or is it complicated, detailed, or hard to understand at first glance (like an electronic gadget or new invention)?
You can probably guess which product needs more explanation and descriptive text. That said, don’t forget to take into account what your ideal audience inherently knows and understands about the product.
If your targets are computer geeks, you probably need to do less explaining of a tech toy than you would for an audience of seniors ages 65 and over.
Similarly, if your targets are writer nerds with a nostalgic love for typewriters, you most likely need very little copy to do the selling when they land on your product page:
The product itself definitely determines the length of your copy, but so does your target buyer’s inherent knowledge (if any) of the product.
2. Analyze What the Buyer Needs from Your Product Description
After you determine what your buyer already knows, it’s time to figure out what they don’t.
What does the buyer need to know to make a smart purchase decision in addition to what they already know? What questions will they have before they can confidently click “add to cart”?
For product description writing, think about things like:
The look and feel of the product
The experience of using the product
Size, dimensions, and weight
What the product is made of: materials or ingredients
Where the product was made/manufactured
Suggestions for how to use the product
How long the product will last
How it will wear over time
3. Go Brief or In-Depth Depending on Your Conclusions
This next part is relative because every product is different.
If you figured out your target buyer doesn’t know a whole lot about your product, make the description longer.
If the product is complicated and your buyer doesn’t know anything about it, go looooong.
If your target buyer is extremely familiar with the product type, go shorter.
If your buyer is unfamiliar but the product is simple, strike a balance between providing information and describing the product. You can always test longer vs. shorter product description writing to see which works better.
6 Rules for Product Description Writing: How to Make Your Ecommerce Descriptions Irresistible (with Examples)
Product description writing is slightly different from content writing. To make the description effective, you need to stay buyer and benefits-focused, use compelling language, SEO the right way, and more.
First up: that elusive buyer we’ve been talking about.
1. Stay Buyer-Focused
I’ve been saying this from the beginning of this post, and I’ll keep repeating it to my grave:
Product description writing is about the buyer, NOT about your brand or your awesome product features.
[bctt tweet=”Rule of thumb: Product description writing is about the buyer, NOT about your brand or your awesome product features. #writingtips” username=”ExpWriters”]
Ultimately, PDs are an online buyer’s shopping tool. Yes, they can help you make more sales, but only if you speak to your buyer’s problems and needs effectively. PDs can persuade more people to hit “add to cart,” but only if you overcome their objections and answer their questions.
This isn’t about you – it’s about helping the buyer make the best purchase decision (which, coincidentally, will be in your favor)!
Note particularly how this product description for bags from Everlane stays buyer-focused (multiple uses of the words “you” and “your” are a dead-giveaway):
“Your do-it-all bag. Longer and taller than the Day Square Tote, the Day Market Tote can carry you through even your most packed schedule – laptop included. This structured bag is made of premium Italian leather that always looks polished, from your morning commute to an evening nightcap.”
2. Describe the Problems the Product Solves (Benefits, Benefits, Benefits)
The next rule for writing product descriptions is to always describe how the product solves the buyer’s specific problem.
That means benefits, benefits, benefits.
How will the product help them? How will it improve their lives?
Look at this product description writing example from The North Face. This raincoat means business:
And the product description writing tells you exactly what problems it solves for buyers: it keeps them rain- and wind-protected while they’re hiking.
“Seek out uncharted territory in any weather with this waterproof, windproof women’s rain jacket that features a breathable mesh lining and a fully adjustable hood that stows inside the low-profile collar.”
For a product like this, it’s that simple. The buyer wants a jacket that will protect them from rain and storms while hiking. This product solves that problem, and the description tells you so.
[bctt tweet=”Great product description writing requires identifying buyer problems and how your product can solve these. Ask yourself: How will the product help them? How will it improve their lives? #productwritingtips” username=”ExpWriters”]
3. Use Compelling Words and Phrases
Sometimes, you don’t need much copy to sell a product. Sometimes, all you need are some compelling words in your product description writing.
Look at this example from the peddlers of literary goods at Obvious State. Here you’ll find a PD stuffed to the brim with compelling words and phrases (“mindless repetitions,” “humble brag,” “hopped up coffee junkie”):
“Was T.S. Eliot commenting on the mindless repetitions that prevent us from making meaningful connections in an increasingly alienating world? Or is this just the humble brag of hopped up coffee junkie? Asking for a friend.”
The person who wants this mug is a word nerd AND a coffee junkie, and the description plays to that perfectly with compelling, powerful words and phrases.
To broaden your vocabulary with some serious adjectives and descriptive terms, I highly suggest reading Smart Blogger’s posts on sensory words and power words to add to your product description writing.
[bctt tweet=”Use compelling words and phrases in your product description writing. Do this by broadening your vocabulary with some serious adjectives and use sensory and power words in your copy. ⚡ #copywritingtips” username=”ExpWriters”]
4. Optimize Correctly
Do not, I repeat, do not forget to use SEO when writing product descriptions. Optimize those PDs so buyers searching the web for your exact product can find you!
Use long-tail product keywords – Generally, the longer the keyword, the higher the buyer’s intent to purchase. This is a great reason to target long-tail keywords on your product pages and SEO product descriptions: they have a higher conversion value, according to Yoast.
Place keywords strategically – Placing keywords in strategic spots on your page and description signals to Google how important those words are. Follow these rules of thumb for targeting keywords:
Use 1x in the page’s URL slug
Use 1x in the product title
Use 1-2 times in the body copy
Use 1x in the product image alt tag
Don’t duplicate product description writing – Even if you have extremely similar products on your website, don’t duplicate any of the copy or content. Each product needs a unique description and title to stay high on Google’s good side. (Duplicate content is a major no-no.)
[bctt tweet=”Do not forget SEO in your product descriptions! Make sure to use long-tail product keywords and place them strategically in your product copy. Do this so buyers can easily find your product online. ” username=”ExpWriters”]
5. Keep Your Product Description Writing Easy to Read
Don’t make buyers work to investigate your product. Make the description easy-as-pie to read so they can get to the purchase part quicker.
Based on your persona and audience for your product description, it’s wise to write at a “reading level” of grade 8, 10, or 12. (Grade 8 is a 14 or 15-year-old.)
Use bullets and lists to describe product benefits
Use white space to keep different categories of information separate
Use bold headings for product titles and smaller font for descriptions
This KitchenAid Artisan Mini Stand Mixer PD is a good example of organizing the page for readability:
[bctt tweet=”Based on your persona and audience for your product description, it’s wise to write at a reading level of grade 8, 10, or 12. Learn more #copywriting techniques for e-commerce. ” username=”ExpWriters”]
6. Stay Honest
Last but not least, it’s important to strike a balance of highlighting your products’ awesomeness while refraining from overstating or stretching the truth.
[bctt tweet=”Strike a balance of highlighting your products’ awesomeness while refraining from overstating or stretching the truth. #productdescription #copywriting ” username=”ExpWriters”]
If you’re not totally honest, the buyer will find out – and they’ll be mad about it. They’ll probably leave you a scathing review. That’s not the worst of it, though: You could get sued.
Remember Sketchers Shape-ups? The company claimed in ads and product description writing that the shoe toned your legs while you walked. (It’s not like walking alone does that or anything… )
The Federal Trade Commission sued the company for making unfounded scientific claims. They settled for $40 million.
Don’t inflate your product’s benefits – tell buyers what it actually does.
Product Description Writing Guide: Takeaways
Product Description Writing is a Learned Skill You Can Master
Product description writing jobs are not for the novice content writer.
Writing great product description copy is a skill that takes time and effort, but is nevertheless learnable.
Don’t fall back on a product description generator, or take the lazy way out and copy-and-paste your descriptions. Work on making each one unique and irresistible for better results overall – more sales, and more happy customers.
From June 3 – 8, Google rolled out a broad core algorithm update that is now called the 2019 Google Core June Update.
This update shook the SEO world because a few big-time sites took big-time hits (The Daily Mail, anyone? ?).
One site that looked pretty darn reputable even had to shut its doors because the loss in search visibility cut their revenue by as much as 90%. (That’s not a typo. More on that later.)
So, what the heck happened? What did this Google Core June Update do, and who did it affect?
More importantly, how can you rebound from this Google update if your site tanked in the SERPs?
We’re exploring all of that today.
Google Core June Update: Table of Contents
What Did the Google Core June Update Do?
The Google Core June Update is Broad and Not Specific to One Area
It May Have Affected Site Relevance to User Searches
What Sites Did the Google Core June Update Impact?
Cryptocurrency News Sites
Health, Travel, and General News Media Sites
Retail and Image Sites
How Can Site Owners Recover from the Google June Core Update?
Double-Down on Quality…
…But Understand What Quality Actually Means to Google
Think of Your Users First, and Strive to BE Useful
Takeaways from the Google Core June Update: What Can We Learn from This?
[bctt tweet=”Big-time sites dropping their search visibility big-time this 2019?! Oh no! ? @JuliaEMcCoy explains more about what happened in the 2019 Google Core June Update and how site owners can recover. ” username=”ExpWriters”]
What Did the Google Core June Update Do?
We can only speculate as to what aspects of ranking the Google Core June Update actually affected. That said, there have been rumors and guesses aplenty circulating the web.
1. The Google Core June Update is Broad and Not Specific to One Area
The Google June 2019 Core Update was largely broad and not specific to one area of SEO or search, according to statements from John Mueller, Webmaster Trends Analyst for Google, and Danny Sullivan, Google’s Search Liaison.
That means rushing to add more biographical information to your content or cutting out intrusive ads to improve your site’s E-A-T isn’t the answer for regaining rankings.
2. It May Have Affected Site Relevance to User Searches
More specifically, Mueller said there was “nothing to fix” for site owners or SEOs – instead, the Google Core update had more to do with a broad range of factors outside of what webmasters can control, including their content’s relevancy to user searches.
As Mueller said in a Google Webmaster Hangout summarized by Search Engine Journal, user expectations for searches change all the time. Google is trying to make sure they meet those expectations:
“Sometimes what users expect evolves and similarly, sometimes our algorithms are, the way that we try to determine relevance, they evolve as well.”
Danny Sullivan also plainly stated on Twitter that the Core June Update was broad, and that people should think more broadly about how their site could improve:
We tell lots of things to do. Improve site speed. Consider secure. Etc. But that’s not what this update was about. It’s broad. And respectfully, I think telling people there’s no particular thing to “fix” is indeed helpful. It means, hopefully, they think more broadly…
What does a “broad” update mean in this context? SEOs like Roger Montii have posited it means your site and content aren’t to blame for any rankings you lost. Instead, perhaps user search intent has changed for the specific queries you’re targeting, and your content is no longer relevant or useful for the questions people are asking. “…it’s not a problem with your site, but rather a change in user habits that may be reflected in the kinds of pages that Google shows in the search results.”
[bctt tweet=”What did the Google Core June Update do? Rumors say that 1) the update is broad and not specific to one area of SEO and 2) it may have affected site relevance to user searches. ? It’s not your content or website, it’s just Google.” username=”ExpWriters”]
What Sites Did the Google Core June Update Impact?
This update affected several BIG sites in a major way. What happened, and which sites were hit hardest? Here’s what we know and what SEOs are speculating.
1. Cryptocurrency News Sites
According to CCN, major sites that saw the brunt of hits from the Google June Core Update were news media sites centered on cryptocurrency. In fact, CCN itself has been forced to close its doors because of the steep, dramatic decline in search visibility they saw after the update rolled through. Their mobile traffic from Google searches dropped by over 71% within 12 hours.
Other cryptocurrency news sites affected include Cointelegraph, U.today, and CryptoPotato, according to CCN and Forbes.
[bctt tweet=”The 2019 Google Core June Update affected cryptocurrency sites such as CCN, which dropped its mobile traffic for over 71%! ? Check out @JuliaEMcCoy’s post about Google’s latest shocking update. #SEO” username=”ExpWriters”]
Here’s a chart showing other domains with major drops in search visibility from the data Sistrix gathered:
2. Health, Travel, and General News Media Sites
Other websites that saw a major impact from the Google Core June Update include those publishing news media for industries like health, travel, and general topics.
As you can see in the chart above, the second website in the column of names is The Daily Mail, which saw up to 50% decline in search visibility.
Other major publishers affected include NFL.com, Conde Nast Traveller, Mercola, Dr. Axe, Mind Body Green, and Prevention.
According to Sistrix, NFL.com’s search visibility dropped by 24%.
Travel news media sites like CNTraveller.com dropped by 18%.
Health news sites like Prevention and Mind Body Green dropped by 29% and 30%, respectively.
[bctt tweet=”Popular sites like The Daily Mail, Conde Nast Traveller, and Mind Body Green dropped their search visibility too after the 2019 Google Core June Update! ? Read what @JuliaEMcCoy thinks about this update and how to recover from it.” username=”ExpWriters”]
3. Retail and Image Sites
Retail and image sites were also among the domains with reported drops in search visibility. Just a few examples include Vimeo, Humble Bundle, Find Me a Gift, and Mountain Warehouse.
[bctt tweet=”Retail and image sites were also affected by Google’s latest 2019 update. Know what happened and learn what you can do to recover from the Google Core June Update with @JuliaEMcCoy’s easy tips.” username=”ExpWriters”]
How Can Site Owners Recover from the Google June Core Update?
The Google June Core Update rocked lots of sites and created a major rankings shake-up for many. How can you recover? Here are some tips:
1. Double-Down on Quality….
I can’t say it enough: quality, quality, quality. If your site is high-quality, from the UX to the design to the content and links, you’ll never get penalized when Google rolls out a huge broad core update.
However, you can’t just fall back on what quality means to you. Instead, you must understand and implement what quality means to Google.
2. …But Understand What Quality Actually Means to Google
What does “quality” mean to Google when defining a high-quality site?
During the Google June Core Update, we got lots of hints from Google’s minions.
For one, John Mueller advised site owners to look at an old Google Webmaster Central blog by Amit Singhal called “More guidance on building high-quality sites.”
In particular, this line stands out from the blog:
“Our advice for publishers continues to be to focus on delivering the best possible user experience on your websites and not to focus too much on what they think are Google’s current ranking algorithms or signals.”
This point is so important, it’s mentioned twice in the same paragraph:
“Search is a complicated and evolving art and science, so rather than focusing on specific algorithmic tweaks, we encourage you to focus on delivering the best possible experience for users.”
In other words, don’t focus on what you think Google is doing with the algorithm – focus on providing a stellar user experience for your audience. THAT is the kind of quality Google is prioritizing. For more on how Google thinks with “quality” of content, see my blog on Google’s E-A-T and Y-M-Y-L standards.
3. Think of Your Users First, and Strive to BE Useful
What makes up stellar user experience (UX)? Well, you have to think of your users first when building your site and creating content.
It’s not “will this page rank if I do x, y, and z?” – it’s “how can I make this page as amazing as possible for the user coming to it with questions?” It’s “how can I answer their questions entirely, satisfactorily, and clearly?”
Further down in the Google Webmaster Central blog, Google tells us what else makes up great user experience, including questions you can ask yourself to see if you’re on the right track. A few key questions from this list:
“Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?” – Content should be original, unique, and targeted for user search intent.
“Would you be comfortable giving your credit card information to this site?” – In other words, would you trust this site with your most confidential information?
“Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines?” – Are the content topics user-driven or rankings-driven?
“Does the page provide substantial value when compared to other pages in search results?” – If you want to be the best page there is on a particular topic, you need to outdo your competitors and make your page better and more relevant to the user search query.
Bottom line: Thinking of your content in terms of UX is a very, very smart idea.
To learn more about the intersection of UX and content (and why it matters a LOT), check out these great posts:
Finally, this infographic by G.1140 is another good reference for why the user experience is essential to content:
[bctt tweet=”How can site owners recover from the 2019 Google Core Update? Three things: 1) Double-down on quality BUT 2) Understand what ‘quality’ is for Google, which is *drumroll* better UX! and 3) think of your users first ?” username=”ExpWriters”]
Takeaways from the Google Core June Update: What Can We Learn from This?
The Google June Core Update resulted in massive changes in search visibility to a number of high-profile sites. From this big rankings shuffle, we saw sites with content that looked pretty darn good lose traction in the SERPs.
This begged the question from many SEOs and site owners: What went wrong? (Or, more accurately, huh?)
Google, of course, wasn’t exactly forthcoming with explanations (surprise, surprise), but from what they gave us, we can safely assume:
The update was a broad update, so attempting to change or improve aspects of your site or content won’t do anything. You can’t fix what isn’t broken.
You need to reframe your thinking about ranking and algorithm-obsessing. Your goal shouldn’t be to rank; it should be to provide users with the information and UX they need to fulfill their Google searches with the least amount of effort. Period.
That may require a BIG shift in thinking for lots of people, but as we’ve seen with our own content at Express Writers, when you focus on the user, magical things can and do start happening. ✨
Were you affected by the Google Core June Update? Got any insights? Let us know in the comments. ?
