Cue the ghostwriter. These professional writers lurk behind the scenes and are invisible to audiences, but there’s nothing supernatural about them. Learn how ghostwriters deliver meaningful content on your behalf, putting an expert face on your company. We’ll fill you in on their role in content marketing and how you can leverage a ghostwriting service to raise your brand profile and build trust with audiences.

What Is Ghostwriting?

Ghostwriting is the practice of creating content that’s credited to someone other than the original writer. This process is common in book publishing, where public figures often hire professional writers to craft memoirs or autobiographies on their behalf.

With digital content playing an increasingly important role in brand marketing, many companies are hiring ghostwriters to produce online content. Thought leadership pieces, blog posts, articles, e-books and white papers are extremely valuable for raising brand awareness and establishing a company’s authority in a field.

These types of pieces can be attributed to senior leaders and executives or published as general website content. Think of ghostwriters as playing a similar role to speech writers shaping a keynote delivered by a CEO or publicists putting together quotes that appear in press releases. People want insights from those at the top and ghostwriters help get important ideas across in an expressive and compelling way.

Why Use a Ghostwriter?

Companies use content marketing to reach audiences and demonstrate authority in a niche. A smart thought leadership piece from your CEO, published in a respected industry journal, gives your company valuable exposure. It also helps develop the personal brand of senior executives and makes it easier for audiences to relate to your company.

However, while your leadership has plenty of wisdom to convey, they likely have more urgent work priorities. Ghostwriting gets your company’s expertise out to audiences when potential authors are too busy to devote hours to writing. It also makes sense to use professional writers to create copy, as the quality reflects directly on your company. It takes superior writing skills to produce highly polished, engaging content that also fits into your brand image.

When to Hire a Ghostwriter

If you have an in-house writing team, you can get started on your content marketing strategy right away. But some companies may not have staff writers or their team may be stretched thin on other projects.

In this case, you have a couple of options for ghostwriting.

• You can hire your own freelance writers to call on when needed, reviewing applications and vetting them to ensure their skills match your needs. You might have to try a few writers to find one that can hit the tone or style you’re looking for or that charge rates within your budget. Freelance writers tend to have a stable of clients, so you also need to make sure they’re available when you need content delivered in a timely fashion.
• You can use a ghostwriting service and tap into a group of writers with different backgrounds and areas of expertise. You can outsource an array of content, including blog posts, articles, opinion pieces, columns and e-books. And, with a large pool of freelancers, you’re usually assured of finding one who can turn content around quickly and meet deadlines. 

How to Work With Ghostwriters

If you’re investing resources in creating content, make sure your efforts pay off. Here are a few guidelines to ensure you receive impactful copy, whether using a ghostwriting service or your own freelancers.

Determine Goals

Set out the purpose of the piece so your team is working toward the same objective. Some examples of content goals are:

• Increasing brand awareness by publishing guest posts on other websites
• Boosting site traffic through blog posts you promote on social media
• Encouraging readers to download an e-book or white paper by teasing key highlights in a LinkedIn article
• Improving your search engine ranking by building an inventory of quality SEO content on your site

Once you know what your content should accomplish, set out a plan to achieve it.

Create a Content Brief

Provide the ghostwriter with as much detail as possible to guide their work. The more clarity you give, the more likely the final piece meets your expectations. Writers need details such as:

• Content objective. What should readers take away from the piece? What impression do you want to make?
• Context. Where will the piece be published?
• Topic. Outline key points to cover, including key information or data.
• Word count. Provide a range to give the writer some flexibility.
• Keywords. List primary and secondary keywords with placement guidelines.
• Links. Provide a list of the types of internal and external links to use.
• Tone. A good ghostwriter can capture different tones and styles. Provide direction to ensure the piece fits seamlessly into your brand voice.
• Formatting. Provide a link to your brand’s style guide or specify any preferences.

Collaborate If Needed

In most cases, ghostwriters with expertise in the subject can deliver accurate, well-researched content to meet your needs, whether in the area of finance, law, real estate, health or technology. 

For personal pieces, you may need to provide the writer with quotes and stories. For example, if you want to publish an article by the company founder about the early years of the business, you’ll need to conduct an interview and gather necessary anecdotes. Let the ghostwriter know the type of personality or language to infuse into the piece if you want it to reflect the personal brand of a CEO or executive.

Implement a Review Process

Content marketers talk a lot about demonstrating authority, which is important for establishing credibility and respect. Authority helps persuade customers to do business with you and gives search engines confidence in placing your site higher in search engine rankings. 

To establish authority and achieve brand goals, your content must be impeccable in quality. It’s good practice to ensure the content is reviewed for accuracy, either by your in-house team or ghostwriting service.

• Editors ensure logic, flow and style
• Proofreaders look for grammar and spelling errors
• Subject matter experts review for content and accuracy
• Editorial directors or content strategists ensure the piece meets corporate goals

The person receiving the byline should also review the piece for voice and to ensure they agree with the contents.

Benefits of Hiring a Ghostwriting Service

Ghostwriting services can be a cost-effective solution when you don’t have in-house resources to devote to content creation. Here are some benefits of outsourcing to an agency such as Crowd Content.

High-Quality Professional Copy

Content marketing is highly competitive. According to Semrush’s 2023 State of Content Marketing survey, 53% of content marketers are focusing on improving content quality and 55% are creating more content and posting more often.

As standards increase and competition ramps up, your content needs to stand out to make an impression. Professional ghostwriters can transform your content strategy into well-structured, compelling copy that reflects positively on your brand, captures attention and motivates readers toward your goals.

Maximize Productivity

Content creation can be time-consuming, but a ghostwriting service offers a pool of writers ready to produce articles, blog posts and other content to meet your needs. You can leverage this talent and use ghostwriters to execute your full content strategy. By planning an editorial calendar with deadlines and scheduling regular delivery of content to publish, you can grow your online presence quickly and effortlessly. 

Better Online Visibility

The more quality content you create, the better your chances of reaching your target audience. Each web page is a fresh opportunity to rank in search engines and drive audiences to your page through social media, marketing emails and internal linking.

You can also build important backlinks to your web pages from other sites, which Google sees as an endorsement of the value of your content. These backlinks improve your site’s authority and search engine ranking.

Save Time and Money

Crowd Content’s flexible pricing makes outsourcing cost-effective. Freelancers are prescreened according to experience so you can build a team that suits your budget. You can access thousands of writers with different specialties without the hassle of vetting each one and negotiating individual rates. 

Our ghostwriters fit into your workflow as needed. If you have a specific vision, provide an in-depth outline and writers will follow your instructions. If you prefer to be hands-off, offer general direction about the topic and trust our skilled writers to develop and produce a compelling article on your behalf at the same standardized per word rate.

Need to add more than a writer to your team? Tap into editors, subject matter experts, keyword researchers and content managers, taking more tasks off your to-do list.Whether you want a high-profile article under your CEO’s byline or snappy content to perk up your website or blog, our ghostwriting services make content production simple and efficient. Find out how to get started today and put your content strategy into action.

The post How Ghostwriters Help You Conjure Up the Right Words appeared first on Crowd Content - Blog.

Created Helpful, Relevant Content

You know the old saying: content is king.

We’d like to propose a slight alteration — quality content is king.

The content-marketing sphere is crowded, and competition is steep. If you want to rank on the first page of the search results, you’ll need to meet higher standards.

In 2022, the most successful content writing agencies rose to the occasion by producing helpful, relevant content. They focused on fulfilling search intent and ensuring that each piece was the best possible resource on the topic.

The focus on quality will intensify in 2023 as Google rolls out an update to its Search Quality Rater Guidelines. The traditional E-A-T framework is now E-E-A-T: experience, expertise, authoritativeness and trust. That’s good news for both brands and content writers; it means that for many topics, Google will consider personal experience when assessing the quality and trustworthiness of a page.

To improve quality and relevance, content writers are:

• Producing original content. It’s no longer enough to regurgitate the ideas in the highest-ranking pages; your content must add substantial value.
• Choosing helpful formats. Select the format that’s most useful for your audience, whether that’s written content, video, audio or a combination.
• Write for people. Create comprehensive content that’s geared toward people rather than the Google algorithm.

As programs such as ChatGPT flood the internet with AI-generated content, originality is more important than ever. Search engines are developing algorithms to detect and penalize AI content, so publishers can thrive in the long run by bringing human-centered value to the online space.

Doubled Down on Written Content

Short-form video has been the star of the content world over the past few years, but 2022 saw a shift toward a more balanced approach. As brands recognized the longevity and power of written content — and the value of owning a platform rather than relying on the whims of a third-party service — content writing services began producing more long-form pieces.

In this latest iteration of lengthy web articles, the “more is more” ideology is a thing of the past. The best content writers aren’t aiming for the longest possible word count; they’re covering a topic in-depth and creating comprehensive, evergreen resources that maximize time on page, minimize bounce rate and send positive signals to Google.

Written content will expand in 2023 as companies look for ways to increase content and audience ownership. Expect to see an increase in ebooks, white papers and other lead magnets that provide value and build engaged mailing lists.

Found New Ways To Personalize Content

Personalization was one of the biggest website content trends in 2022. Writers took steps to connect with readers on a personal level. Driven by extensive keyword and audience research, they created:

• Content that resonates deeply with the ideal customer’s emotions and state of mind
• Topics that correspond to each part of the sales funnel or customer journey
• Calls to action that speak directly to the reader’s immediate needs and pain points

Content intelligence programs are poised to revolutionize the personalization process in 2023 and beyond. Brands and content writing agencies are already using these data-intensive programs to predict the type, topic and format of content that will work best for specific audience segments. AI-driven systems also deploy custom calls to action in real time and trigger specific communication sequences in response to customer signals.

As intelligence platforms become more accessible, SEO content writing services will help brands take full advantage of the technology. This year, expect to see more writers using AI-generated insights and optimization suggestions to create precisely targeted content for specific buyer personas.

Embraced a Broader Content Strategy

The focus on personalization gave way to another content-writing success of 2022: diversification. The best writing services realized that when building lasting connections with a broad range of readers, it’s not enough to rely on a single type of content. They encouraged clients to branch out to a variety of formats, including:

• Informative articles
• How-to guides
• Marketing emails
• Infographics
• Ebooks
• Product reviews
• Case studies
• Videos
• Podcasts
• Social media posts

The most successful content strategies in 2023 will use a mix of formats and topics, particularly for brands marketing to a diverse demographic. The goal is to provide value for audience members at every stage of the journey, whether they need a quick infographic overview or a detailed troubleshooting guide.

Encouraged Niche Topic Selection

Every SEO content writer is familiar with the idea of “niched down” content — media that addresses the needs of a specific audience segment. This type of highly focused content was key in 2022 as brands sought ways to differentiate themselves from competitors.

Niche content is here to stay, especially as more players enter the content-marketing game. Customers are overwhelmed with choices, both for the content they consume and the brands they patronize. Writing services that provide precise keyword selection and target specific queries can help you attract engaged, loyal customers.

Looking back at 2022, it’s clear that content is evolving. Gone are the days of general, broad-focus writing; in 2023, top website content writing services will embrace topics that are tailored to specific profiles and scenarios to help clients succeed.

The post What Content Writing Services Did Right in 2022 appeared first on Crowd Content - Blog.

What Is Content Intelligence?

Content intelligence is the practice of using software — typically, programs powered by AI and machine learning — to predict impactful content types and topics, generate optimized content and measure the performance of published pieces. Intelligence insights make it easier to develop a refined, highly targeted content marketing strategy that resonates deeply with your ideal customer. The process also helps you allocate resources effectively, boosting ROI for SEO content writing services, video, social media, influencer marketing and other tactics.

How Can Marketing Firms Use Content Intelligence?

Content plays a vital role in many companies’ marketing strategies. That’s no surprise, given that globally, content marketing brought in $63 billion in revenue in 2022. By 2026, experts believe this figure will reach $107.5 billion.

As more people enter the content space, marketers must step up their games — which is where content intelligence comes in. A data-driven strategy provides critical benefits that give your business a competitive advantage.

Develop More Effective Content Plans

Traditionally, marketers implement content strategies, analyze the results and make adjustments accordingly. Content intelligence tools streamline this process by providing insights up front and eliminating costly, time-consuming trial and error.

The magic lies in the data. Intelligence platforms draw from a vast digital pool of competitor information, behavioral data and market research to help you:

• Identify topics that your audience will respond to
• Predict the most effective channel and type of content
• Choose the best-performing format for any given channel or objective
• Set a competitive publishing schedule
• Create appropriate content for every stage of the customer journey
• Determine when to outsource content to a white paper writer or another freelancer

Create Compelling Content

Content is expensive, and marketing budgets are limited. Content intelligence platforms help creators and content writers get it right on the first try, which minimizes revision requirements and compresses the publishing schedule. As a result, you can produce high-performing content quickly and at scale while keeping labor costs in check.

Many tools go well beyond keyword research; they suggest relevant topics and subheaders, recommend style adjustments and generate click-worthy headlines. If you’re creating videos or podcasts, intelligence software can tell you where to place calls to action to boost conversions. Some programs can even use AI to monitor user behavior and display a call to action when audiences are most receptive.

Analyze Content Performance

Content intelligence tools begin analyzing your content from the moment you hit the publish button. The steady stream of real-time data enables you to change course quickly to maximize performance and improve ROI. When a specific ad performs poorly, you can adjust the wording and see the results immediately.

As your chosen platform learns more about your audience and content performance, it can deliver customized recommendations for each of your marketing objectives.

Consistent analytical data enables more efficient spending, both in the short and long term. If you notice that customers engage with long-form content but ignore social media, for example, you might invest in a professional white paper writer but ease up on Facebook and Instagram.

Personalize Digital Experiences

Personalization is a growing trend among content marketers, and for good reason — McKinsey research shows that 71% of customers expect it. Successful companies tailor the entire customer experience to the user’s needs. This might include:

• Recommending relevant products or content
• Customizing messaging to match the buyer profile
• Offering personalized promotions based on shopping or browsing history
• Sending follow-up communication

The right content intelligence system helps you identify and capitalize on these key opportunities. Many programs use automation to get relevant content in front of customers when they need it most; the system monitors behavioral triggers and initiates a predetermined action on the fly, all with no input from you.

Understand Your Customers

A steady stream of intelligence data gives you a better understanding of the people who are consuming your content. This critical information is essential in developing detailed customer profiles — in fact, some tools can segment the audience for you based on demographics, purchase history or behavioral metrics. To refine each profile, you can run split-tests and content experiments that clarify user preferences and search intent.

A deep understanding of your audience informs every aspect of the marketing process, enabling the team to develop content that fulfills searcher intent. It also provides valuable insights for other aspects of the business, including development and sales.

How to Choose a Content Intelligence Platform

Content intelligence platforms can come with a high price tag and a considerable learning curve; it’s worth your time to research different options to find a solution that works for your business and your budget.

1. Identify your goals. Consider your short-term and long-term business objectives. Use them to identify what you need most in a content intelligence tool, both now and in the future. A comprehensive platform might have higher up-front costs, but it will prepare your company to tackle aggressive growth goals.
2. Verify data options. A powerful content intelligence program should offer customer, market and competitor data, both historically and in real time. Examine the company’s data-collection practices to ensure that your team has the capacity to manage the process. While you’re at it, look through the available reporting options.
3. Check features. Make sure each contender has robust features that can help your company improve and scale content production. Top options include AI-powered content creation tools, automations, experiments and AI-driven insights and optimizations.
4. Consider compatibility. Go through the different integrations the platform offers and ensure they’re compatible with your existing tech stack and any planned expansions. You can also check the provider’s other solutions to see how they might suit your growth objectives; programs from the same company are often easier to implement than third-party solutions.
5. Test platforms thoroughly. Before you commit, test your chosen platform, paying attention to ease of navigation, the setup process for each feature and day-to-day operation. Try all support channels and ask questions about the initial integration.

If you’re planning to invest heavily in content marketing in the coming years, a content intelligence platform could be a valuable investment. The right program can offer data-driven insights for revenue-boosting content that supports your company’s growth goals.

The post What Is Content Intelligence & How Does It Work? appeared first on Crowd Content - Blog.

A technical writer helps make complex topics understandable, so you can effectively deliver information to employees, colleagues and customers. For many companies, particularly those in the technology, scientific or medical space, this can mean the difference between success and failure.

So, can technical writing benefit you? To answer that question, let’s take a deeper dive into what technical writing is and why it’s so important in certain industries and departments.

What Is Technical Writing?

Technical writing aims to make the complex simple. It’s a form of written or digital communication that documents specific processes or imparts information about complex or specialized subjects with a high level of accuracy and in the most efficient way possible. For example, technical writing may deliver research findings, forecast or analyze industry trends or provide instructions for difficult tasks. If you’ve ever had to create a user guide or assembly instructions, you’ve used technical writing skills.

Technical writing often targets a narrow audience consisting of industry professionals, such as engineers, doctors or scientists. However, content may also be aimed at a general audience, which often includes users of a product or service. In the latter case, technical writing must present complex topics in a way that even a layman can understand. 

Who Needs Technical Writing?

STEM-related industries, including scientific or medical organizations and computer-related companies, often hire technical writers to create product documentation, operator manuals and other instructional materials to help employees and customers understand complex topics and to teach them how to execute technical tasks. Additionally, technical writing is important in the management space, particularly in industries that must deliver complex quarterly or annual financial reports.

However, any business that needs to share accurate or complex information with their employees, customers or other industry professionals, can benefit from technical writing services. For example, a restaurant may require training materials to help new staff learn to use kitchen equipment, or a furniture manufacturer may need to provide assembly instructions with their products.

How Does Technical Writing Work?

There’s no universal formula for technical writing. The process can vary widely depending on the type of content, the targeted audience and the industry. However, regardless of type, most technical writing involves several stages:

1. Defining the content: Typically, the person who orders the content lets the writer know what tone, writing style and difficulty level they should aim for. Writers should also know the target audience and its needs. In some cases, technical writers may have a say in choosing the best medium for the message or audience.
2. Gathering resources: A technical writer should have access to all relevant resources, which may include item specifications, research data and product samples.
3. Consulting with relevant experts: Often, technical writers work directly with technical staff, product liability specialists and customer service managers to ensure the content they create is as clear and accurate as possible, complies with safety regulations and meets any other organizational requirements.
4. Creating the content: Technical writers may write text from scratch or update existing content to meet new or changing needs, or to address revised product specifications or corrected information. Content creation may also involve incorporating visual elements, such as photos, illustrations, graphs or animation to enhance clarity and comprehensibility.

What Are the Characteristics of Technical Writing?

Although technical writing spans a continuum of written and digital content, high-quality examples typically share several common characteristics:

• Accuracy: The main goal of technical writing is to convey information, so it must be accurate. Incorrect, vague or outdated information can result in costly mistakes, lost customers and, in extreme cases, legal action.
• Thoroughness: To be effective, technical writing must be thorough and comprehensive. It should address all relevant aspects of the topic and may include visual accompaniments to complement written text.
• Logic: Technical writing must make sense, so actionable steps are easy to follow. It should never include contradictory information or gaps in logic that could diminish authority or credibility.
• Sequence: Technical writing embodies the philosophy of one step at a time. Particularly in operator guides and other “how-to” instructional materials, writers should make sure all steps are listed in the order they must be performed.
• Organization: Readers don’t want to skip around to find important information. Technical writers should present the material in a well-organized, intuitive fashion.
• Economy: Because technical writing is meant to inform or instruct, every word matters, and text should include no wasted words. If you can convey information sufficiently in 50 words, don’t use 75.
• Audience appropriateness: Technical writing may target different audiences. The complexity and style of writing should be appropriate for the intended audience. For example, technical writing aimed at a general user should be substantially different in tone, vocabulary and style from writing aimed at engineers or other technical professionals.

What Are the Different Types of Technical Writing Services?

Depending on the industry and a company’s unique needs, technical writing can take many forms. Although the applications are numerous, common types of technical writing services include:

• Case studies: These in-depth studies may focus on individuals, groups or events.
• Assembly manuals: Step-by-step assembly guides show consumers how to safely and correctly put together a product.
• User guides/user manuals: These guides provide comprehensive information about operating a product or using a service.
• Product specifications: Spec sheets highlight features and functions of an item. They may include dimensions, materials and safety specifications.
• FAQs: Often used on websites, FAQs answer frequently asked questions about products and services.
• White papers: These informational documents typically highlight information about a product, service or solution
• Quarterly or annual reports: These public-facing reports summarize a company’s financial statements. They typically include a profit-and-loss statement.
• API documentation: API documents typically include tutorials, references, tutorials and other materials that help developers understand and use your application programming interface.
• Statements of work: These legally binding documents define the scope of a project. They may include a project’s goals, deliverables and schedule.
• Literature reviews: These documents summarize previous research and scholarly sources on a given topic.
• Technical video scripts: Scripts may be written for television, radio, Internet or podcast.

How Technical Writing Skills Differ From Copywriting Skills

Both technical writers and copywriters must be able to write clear, readable content, but they differ in many areas. Copywriters need to create engaging, marketing-focused content that drives sales, while technical writers deliver objective instructional or informative content designed for employees, customers and industry professionals.

Besides knowing how to write well, technical writers often have a specialized skill set, which includes experience in or knowledge of the topic they’re writing about. In many cases, technical writers must be able to distill complex information into language that the general population can understand. They must also be able to share, discuss and understand the information received from technical professionals about a given subject. Because of this, technical writers often start out in technical or scientific jobs. In some industries, technical writers may need to hold a bachelor’s degree in a relevant field of study.

A Comparison of Copywriting, Business Writing and Technical Writing

It’s worth noting that many projects, such as video scripts or trade magazine articles, may combine elements of two or more types of writing. 

How Technical Writing Services Can Benefit You

Whether you lack the resources to hire a full-time technical writer or you just want to leave the writing to someone else, outsourcing technical writing services can help your company gain the competitive edge. No matter how big or small your business is, you can acquire the top-notch instructional materials you need through Crowd Content. 

Through Crowd Content’s world-class content writing services, you can order spec sheets, technical manuals and any other written documentation your business needs. Many of our dedicated, professional freelancers are subject matter experts and have the experience and expertise to create engaging, copy in technical areas, such as computer science and engineering. 

When you work with Crowd Content, you’ll receive publish-ready, SEO-rich content that drives organic traffic to your website while meeting your company’s high standards. We can also accommodate any requirements you have regarding style and format, including citations, to cement your industry reputation. So, if your latest white paper or e-book is still nothing more than notes, leave the writing to Crowd Content and rest easy.

The post Simplifying the Complex: Why Technical Writing Matters appeared first on Crowd Content - Blog.

But if creating a memorable brand experience on your website is paramount, the good news is that it’s more about strategies than chance. And one of the most effective tools for grabbing an audience’s attention is high-quality website content writing.

The words crafted by website content writers are capable of defining a brand’s unique identity and projecting a powerful voice to the audience. Below, you’ll see how quality content on your site can establish a captivating online presence for your brand and prevent it from being swiped into the abyss.

What Is Web Copy?

In short, all content written on a website falls under the umbrella of web copy. This includes the content on a landing page for products or services, blog posts, articles and any other content that’s written to inform, educate or persuade visitors. 

Here are a few examples of the places you’ll find web copy:

• Homepages. Homepages serve as the hub for all other brand pages.
• Landing pages. These are pages specific to a campaign or product promotion.
• About us pages. Talking about a brand’s history, mission and team is a great storytelling opportunity.
• Contact us. If visitors click on your contact page, they’ve taken an action that requires compelling copy to usher them along.
• Blog posts. A brand’s blog is often the most significant outlet for establishing a brand voice and identity.

Simply put, web copy is any sentence or word that shows up on your website. As a highly effective means of communicating with your target audience, the copy you use can serve or sabotage your brand’s goals.

Who’s Writing Web Content and Why? 

Any discussion of web copy necessarily involves engagement. It involves informing, attracting and persuading visitors by means of creative, magnetic copy that pulls readers in and refuses to let go. When it does, the ensnared readers remember the interaction.

A website for a store specializing in linen dresses for upper-class consumers needs engagement that translates into sales. Great web content can help achieve this. But this same content also translates into brand recognition across the fashion industry and within the store’s target audience. 

This brand recognition and organic boost to business is the context in which copywriters work. They’re responsible for writing memorable and compelling copy that aligns the message with the brand’s voice. And the work takes time: Copywriters often spend hours researching, writing and editing a single page to ensure accuracy, relevance and audience buy-in.

Copywriters work in diverse segments and produce strategic content for companies of all sizes. Others who specialize in specific industries, either through many years of writing about them or from hands-on experience working in them, are known as subject matter experts.

By mastering the nuances of a particular industry or topic, these writers are capable of blending insightful, in-depth analysis and thought leadership with captivating, persuasive copy. They can also make complex topics accessible to a wider audience. This is the kind of content that stands as a cornerstone for a brand’s voice.

A good web content strategy also involves other experts:

• Content strategists. These are the pros responsible for planning and managing the strategic elements of the content.
• Marketers. This is the team responsible for aligning content strategy to marketing efforts and business goals.
• SEO specialists. These people ensure your content and website are optimized to maximize search ranking.

Mistakes to Avoid When Writing Content for Your Website

When writing for a website, you need to be aware of mistakes that affect engagement and brand credibility. In many cases, these mistakes begin when the copywriter doesn’t understand the target audience, leading to the creation of unrelatable content. But there are other crucial mistakes to avoid when crafting web copy. 

Failing to Establishing Targets

Before you start writing, it’s essential to define the content’s goal. If you aren’t clear on this, try asking yourself these questions:

• Is the objective to increase your brand’s sales?
• Are you writing to increase brand recognition or improve your brand’s reputation?
• Are you introducing a new product or service? 

Every goal necessitates a different writing strategy. Applying the wrong strategy can transform an otherwise great piece into writing that feels disingenuous to readers, leaving a smudge on your brand.

Failure to Launch

Setting the tone and style from the beginning is essential to any written content. The first impression is what lasts, so your text should grab audiences and create a connection from the first few lines. In journalism, they call this the lead. 

The content must also resonate with the target audience by speaking to their needs, desires and interests. Generic, lifeless copy can come off as stale, or worse, unrelated to the products and services your brand provides. 

Too Much Jargon

Regardless of industry, everyone that visits your site should understand your copy. Using technical language, writing flowery prose or stuffing jargon into your copy can make visitors close their browser tab sooner than you’d like.

While it’s tempting to use jargon and technical terms to show in-depth knowledge, it can limit the reach of your content. Your target audience won’t always possess a mastery of the subject, and your copy might come off as confusing.

Poorly Structured Content

Just as an editor carefully considers each photo, title and text that composes the front page of a newspaper, your website requires strategically formatted content. Poorly structured content diminishes visitors’ interest and can drive your audience away. 

This entails an understanding of hierarchy and the correct use of headings and subheadings, bullet points, pull quotes and how and where to place photos and videos.

Forgetting to Proofread

Forgetting to review written content can damage a brand’s reputation. Typos and grammatical errors undermine your professional image. Before publishing any content, take the time to read and review it. If you can, leave it for a day and review it with fresh eyes. 

Ignoring SEO

SEO, or search engine optimization, is the practice of optimizing websites and content to help them rank higher in search engines. This is what helps brands target specific audiences, and when it’s neglected, it drains a website’s potential.

Content should be engaging and valuable first and foremost, but you shouldn’t ignore relevant keywords or phrases that fit naturally into your copy. This often requires a nuanced approach in which writers blend search engine requirements into content without diminishing the writing quality. For this reason, a great SEO content writing service can help.

Failing to Finish Strong

A call to action, or CTA, is quintessential in marketing and advertising, and it’s just as important for website content writers. In the same way that you need compelling copy to catch your visitors’ attention, you need to convert that attention into action.

A catchy phrase or a persuasive link can set readers on the path to completing the action you want them to take, especially if it’s personalized. This might be filling out a form, subscribing to a newsletter or purchasing a product. The bottom line is that creating website content without a strong finish is a costly mistake.

The Benefits of Great Content Writing

Writing great website copy requires a strategic vision and adequate planning. There are many nuances and variables involved, but when the copy is well-written and on target, the benefits are plentiful:

• Great copy builds trust with your target audience and establishes a reputation.
• Content is one of the most significant factors for ranking on search engines.
• A site with good copy is likely to have more traffic and better engagement.
• The best copywriting can convert new visitors into leads, capturing valuable customer information.
• Well-crafted copy is how brands differentiate themselves from the competition.
• Copy strengthens the connection between brands and their target audience.

Start Generating Brand Impact With Crowd Content

If you want your brand voice to get more recognition, your copy needs to resonate in readers’ minds. If this sounds like a challenging endeavor, it’s because it is. If you aren’t getting the results you were hoping for, Crowd Content can help define your brand’s identity and generate an impact. Crowd Content’s open marketplace gives you the opportunity to work with hundreds of freelance writers who can enrapture your audience and keep them thinking of your brand long after they’ve left your site. Crowd Content’s seasoned writers number in the thousands, so there’s no doubt you’ll find the perfect fit for your brand’s voice.

The post Rank Higher in Search and Convert More With Website Content Writing appeared first on Crowd Content - Blog.

At first glance, it does seem like consumers are growing more cynical. But examine the results of the Havas study more closely and it’s clear that there’s more to the story than disappearing brands and brooding consumers. The study also found that consumers are starving for brands that truly make a difference — ones they can trust.

Trust is a difficult thing to earn, and it’s easy to lose — for finance brands especially. But this makes it that much more important to stand out from the competition with content that provides real value and builds a foundation of undeniable credibility. 

And it all starts with a copywriter. A finance copywriter, to be exact.

Financial Copywriting, Defined

A financial copywriter is one that specializes in writing engaging content, advertising and other forms of text media for finance products, services, institutions and brands. The intent is to communicate complex financial subjects through clear, engaging content that audiences easily understand. This content educates, engages and persuades audiences by providing them with valuable information and insights on topics of finance. 

There are different types of financial copywriting with varying goals. For example, in writing copy for a brochure or white paper covering a specific financial product, a copywriter focuses on selling and persuasion by providing clear, in-depth information about the product while highlighting its benefits.

Meanwhile, on the web, finance copywriters often write content for brand publications. The goal is to build trust with an audience through educational and informational content that provides value to readers. 

The Difference Between Financial Copywriting and Other Types of Copywriting

Financial copywriting and other copywriting services share some similarities in that both are forms of persuasive writing aimed at communicating a specific message to a target audience. Which is to say, both are aimed at achieving a specific goal, whether that goal is brand awareness or a specific action.

Copywriting in general requires clarity of thought and an engaging style that keeps people reading. It relies on voice and tone to capture attention and storytelling to hold this focus.

Why Financial Copywriting Requires Experience

Financial content is difficult to write well. It’s hard to write warmly when you’re talking about risk profiles or macroeconomics. It takes a good amount of skill and practice to translate statistics and complexity into human language that lands with an audience. 

Half of the equation comes from writing talent. Great copywriters can reduce an intimidating topic into its constituent parts without diluting the details. And they can infuse these parts with crackling energy that ignites engagement. This ability is the essence of great writing, and in domains like tech and finance, it’s a must.

The other half is the requisite knowledge and expertise to write about complex financial concepts. This usually comes from some combination of hands-on industry experience and a degree in finance or economics. 

Put simply, a great financial copywriter is comfortable writing about:

• Banks and credit unions: Internal processes, operations and the regulations associated with these institutions 
• Brokerages: How they work, the services they provide and investment opportunities along with the associated risks and benefits
• Financial services: Economics, investments, risk profiles, money management and legislation

Finance is a vast industry, and many writers specialize. A traditional finance copywriter might not be well acquainted with fintech concepts such as blockchain tech and cryptocurrencies. 

The bottom line is that success doesn’t only come from good writing — it’s good writing with a deep well of knowledge beneath it that provides valuable insights, builds trust and fosters lasting relationships with an audience. 

The Risk of Inaccuracies in Finance Copywriting

Factually inaccurate copywriting is costly on several fronts. First off, if you’re giving your audience advice that leads to poor personal financial results, it tarnishes your brand’s reputation. And a brand is nothing if not its reputation. On top of this, there are regulatory concerns. 

If you work in finance, you’re probably familiar with organizations like FINRA. What you might not know is that content produced for your brand’s blog has the same strict requirements as a letter sent to a customer. In other words, unless you like incurring big fines for your business, you need a good finance copywriter.

Google’s E-A-T

Beyond existential marketing and expensive regulatory concerns, bad finance copywriting can cripple your brand’s web presence. When Google and other search engines discover low-quality content on a site, they penalize these sites, burying them in search rankings. 

Thankfully, Google is perfectly clear on what it deems low quality. Its standard for evaluating content is referred to as E-A-T. As part of the search giant’s ranking algorithm, E-A-T measures a site’s:

• Expertise. Industry-specific content should be authored by industry experts with the appropriate skills and knowledge. 
• Authority. Websites should be reliable information sources, with a reputation for informational accuracy.
• Trustworthiness. Websites should be honest and transparent, dedicated to avoiding any kind of misleading information. 

It’s in Google’s best interest to provide quality content to those searching the web. Websites that adhere to E-A-T principles are rewarded with higher and higher rankings. Those that don’t are penalized.

Meanwhile, brands in finance are held to an even higher standard. Google uses a classification called Your Money or Your Life, which categorizes sites with the potential to impact a reader’s health or finances. Because the search giant considers these far more impactful than other sites, it penalizes them more severely for low-quality content. 

The Bottom Line: You Need Subject Matter Experts

All things considered, it’s clear that there’s only one real option for any brand that wants to rise above this era of mistrust: subject matter expert.

Subject matter experts are those with specific industry expertise, which allows them to ensure complex industry topics are written with authority and deep insight. 

Copywriters with financial expertise can craft informative and transparent content that best represents your brand while avoiding regulatory concerns and search penalties — and this translates into more value for your company and your audience.

Find the Best Finance SMEs at Crowd Content

If your brand needs financial content that delivers results, it needs copywriters with finance expertise. If you want to gain and retain your audience’s trust, consider Crowd Content’s team of expert freelance writers for your business’s content and copywriting. Our core team of subject matter experts across finance and tech has helped create millions of words worth of compelling prose for brands who want to build lasting authority. If you’re ready to ease the existentialist dread of audience apathy, get in touch with us today.

The post Expert Finance Copywriting: The Salve for Audience Apathy appeared first on Crowd Content - Blog.

Still, length is an important consideration, and determining how much to write takes more than guesswork. If your posts are too short, it might leave readers wanting more, impact crucial SEO signals such as time on page, and diminish your authority. A post that’s too long can cause readers to lose interest — unless it’s packed with eye-catching visuals and captivating storytelling.  

Want to know how to work out how long a blog post should be? This article breaks down the factors that contribute to the ideal length of an article.

What’s the Ideal Length for a Blog Post?

Blog posts aren’t one-size-fits-all, and typically range from about 500 to upward of 3,000 words. Ideal article length varies based on your industry, chosen topic, and the angle you take. Let’s take a closer look at the contributing factors to blog post length.

How many words does it take to achieve the article’s purpose?

It sounds obvious, but the most important thing to consider when deciding how long to make a blog post is what you aim to achieve. Here’s what to consider:

• Complexity: If the topic is intricate, explores multiple perspectives, or involves detailed instructions, you’ll need more words to provide necessary explanation and context. For instance, a post titled, A Complete Guide to SEO in Content Marketing will be longer than one called, Should I Use the Oxford Comma? Simple news updates, quick tips, and straightforward questions don’t require lengthy explanations. In these instances, it’s best to focus on clarity and expertise within a shorter word count.
• Audience: If your target audience primarily seeks quick information, break your topics down into multiple shorter posts. On the other hand, invested readers crave thorough content that offers new insights and information. If your audience prefers in-depth exploration, longer posts with examples, images, and expert insights are more valuable.
• Search intent: You have to decipher the intent behind common search queries in your niche to customize content length. For example, searches such as “what does target market mean” seek brief answers, while “how to tailor content to my target audience” indicates a need for a comprehensive guide.

A crucial point to remember is to prioritize value over bumping up word count. Adding unnecessary content or repeating information just to reach a target length inevitably weakens your blog post’s potential. Every sentence should be useful, compelling, and easy to understand so the overall piece enhances readers’ understanding of the topic.

Considerations for search optimization

Don’t listen to advice that tells you writing long articles automatically means you’ll rank high on search engine results pages (SERPs). Crafting long posts for the sake of word count alone won’t boost your visibility online. For instance, a poorly written 3,000-word post won’t outperform a well-crafted 500-word article that directly answers a user’s query. Prioritizing substance over a specific word count should be written into your content strategy in stone.

Longer posts tend to perform better not because of their word count but due to the factors that typically accompany them. Here’s what matters most when it comes to blog post length and SEO:

• Dwell time: Well-crafted, lengthy blog posts encourage visitors to spend more time on your page. Increased dwell time signals to search engines that your content is engaging and valuable, positively influencing rankings.
• Comprehensive coverage: Longer posts give you the luxury to explore topics in greater depth. This allows you to naturally incorporate your primary keyword and a bunch of relevant, long-tail semantic keywords. 
• Backlink potential: In-depth articles are more likely to be shared and linked to by other websites. These serve as signals to search engines that your content is authoritative and trustworthy, boosting your rankings.
• E-E-A-T: Google prioritizes content that demonstrates experience, expertise, authoritativeness, and trustworthiness. Longer blog posts showcase these qualities by covering a topic in its entirety with insights, data, multimedia, and examples.
• User experience: While not a direct ranking factor, longer posts have the potential to improve user experience, indirectly bolstering SEO. Well-structured articles with headings, visuals, and clear formatting make it easier for readers to navigate the content and find the information they need.

Researching average word counts of top-ranking posts for your keywords gives you a concrete benchmark to aim for. Perform data analytics on your own posts and your competitors’ to determine the perfect length. 

Analyze your existing content 

When deciding on blog post length, it’s best to use data rather than assumptions. Your website has concrete data on what long and short mean for your readers. 

Pay attention to metrics such as:

• Average time on page: This shows how long readers spend engaging with your content. If they spend a long time reading, it indicates that lengthier posts work well. On the other hand, if you notice drop-off points before they reach the end of the article, your posts are too long.
• Bounce rate: High bounce rates on longer articles may signal they’re intimidating or don’t provide the quick answers readers seek. This might indicate a need for shorter, snappier content on certain topics.
• Scroll depth: See how far down visitors usually read. If most people barely make it past the intro with longer posts, it signals you may need to tighten your content or focus on more compelling openings.

Analytics may show that your detailed guides generally see better engagement and lower bounce rates if they have higher word counts. For straightforward information or roundup posts, your audience might prefer a focused, quick-read format. 

Use analytics to customize blog post length strategically based on what works within your content marketing and SEO strategies. This data-driven approach will ensure you don’t write overly long or disappointingly short articles, and instead focus on delivering content that resonates with your audience.

What are your competitors doing?

Conduct SERP analysis to see what others in your industry are writing. Pay close attention to articles that cover similar topics — especially those already ranking high on search engines.

Das Writing Services shows you one way of doing it, but there are several approaches you can take. A good starting point is analyzing top-ranking results for your target keywords to see what format and length performs well for similar searches. 

Pay attention to:

• Dominant lengths: Notice if there’s a clear trend in post lengths of top-ranking content. This gives you a starting point for what’s common in your industry and informs how much detail you need to add to be competitive.
• Content quality: Don’t just focus on length — analyze the quality of the top posts. If shorter content ranks highly, it probably excels in other areas such as information density or exceptional writing. Taking a well-rounded approach helps you determine the length necessary to outrank competitors while maintaining quality.

Look for opportunities to stand out, such as:

• Writing shorter posts in a sea of fluff: If the top results are lengthy and detailed, a well-written, concise post that captures the essence of the topic while adding something new could be a refreshing alternative for readers seeking a quicker answer.
• Offering depth instead of superficial answers: Say your competitors’ content is superficial and lacks detail. In this case, aim to create a comprehensive, data-driven article. This can position you as an authority in your field and may outperform shorter pieces.

Conducting SERP analysis helps you find the optimal length that allows you to compete effectively while offering a valuable and differentiated perspective to your audience.

Who’s your target audience?

Your audience ultimately determines how much time they’re willing to invest in your content. Here’s how to adjust to different search demographics:

• Busy professionals: If you cater to casual readers who juggle packed schedules, such as businesspeople or working parents, concise, informative posts and scannable content are more likely to keep them engaged.
• Hobbyists and enthusiasts: An audience deeply interested in your topic wants to see in-depth analysis, detailed instructions, or multi-perspective long-form articles. They tend to appreciate more comprehensive discussions.
• Casual scrollers: Readers who browse casually on mobile devices prefer shorter, visually engaging posts optimized for smaller screens.
• Desktop researchers: If your audience is into in-depth research sessions, such as students or industry professionals, longer articles that dig deep into a topic could be ideal.

The bottom line? The key to determining blog post length is knowing your audience so well that you deliver content they find valuable, engaging, and informative.

The Benefits of Long-Form Blog Posts

Longer blog posts typically perform better in search results because they:

• Deliver more value. Long-form blog posts provide readers with more value than short-form posts. They answer all the questions a searcher seeks, providing them with all the information they need in one place.
• Demonstrate authority. These deeper dives can also help businesses cement their authority in a space, often giving potential customers the confidence to purchase products or services from the company.
• Avoid keyword stuffing. Shorter posts often risk keyword stuffing to improve SEO. In longer posts, writers have the room to weave keywords in effectively, enhancing SEO without sacrificing readability.
• Increase dwell time. Dwell time measures the time between when a visitor clicks through a search result to your page and when they leave and return to the search results. If visitors read most or all of a longer blog post, you’ll have a better dwell time, which could potentially result in a higher Google search ranking.
• Get shared on socials. Readers may be more likely to share longer-form content on social media, which improves visibility and may attract more visitors to your site.

Although long-form blog posts have substantial benefits, you have to prioritize quality over quantity to rank high in search results. That means avoiding fluff and filler to make sure your content remains engaging and informative. If you can adequately say something in 500 words rather than 2,000, do it. 

Want to lengthen a blog post without sacrificing quality? Take a deeper dive into your chosen subject,add multimedia elements, incorporate expert quotes, and include updated statistics. Adding examples and insights delivers value for readers while encouraging them to stay on the page longer.

Are Blog-Writing Services Worthwhile?

Outsourcing blog content is a strategic move that yields significant rewards — when you work with the right people. Not all blog-writing services are equal. To maximize the return on your investment, select a content partner who understands your unique brand voice, target audience, and SEO goals. 

Ready to get serious about using content marketing to grow your business? Explore Crowd Content’s blog writing service. We become an extension of your brand, freeing up your valuable time and resources and delivering targeted content that drives results.

The post Is There an Ideal Blog Post Length for SEO? appeared first on Crowd Content - Blog.

When it comes to written content, however, Google tells brands exactly how to rank well: adhere to its search quality guidelines. They emphasize expertise, authoritativeness and trustworthiness in content. Referred to as E-A-T for short, these suggestions represent critical aspects of Google’s ranking algorithm, and content that adheres to them receives favor in the form of higher placement on search results. But how Google evaluates sites has evolved yet again. In December 2022, the company updated its E-A-T guidelines with an additional word, emphasizing experience. Content creators must now consider an element of expertise when producing or writing certain

What Is E-E-A-T?

If you’re in the content or marketing industry, you’re probably already familiar with E-A-T. Google created E-A-T to provide guidance to those who author and produce content. For the last few years, these recommendations have remained fairly stable. But with the addition of experience, Google has made a significant change.

For Google, the addition of experience is all about giving more weight to content created by authors with hands-on experience. The reasoning is that, when people are searching the web for information or advice, they likely want to hear from someone that’s “been there, done that.” 

As Elizabeth Tucker says on the Google Search Blog, “There are some situations where really what you value most is content produced by someone who has first-hand, life experience on the topic at hand.” 

How Is E-E-A-T Different From the Old E-A-T?

Before the addition of the experience factor, sites were evaluated and ranked according to the authority and expertise of the authors that produced the site’s content. In turn, these factors were measured on the basis of quality, depth, accuracy and reliability. Google also considered the trustworthiness of the site the content is published on. 

This all still carries the same weight it did before. A website’s trustworthiness and the authority and expertise of the author still matter. But now Google will give bonus points to content that’s written by those with hands-on experience. 

A travel blog written by a traveler was the example given earlier. Other examples could be a nurse who writes about nursing or a product reviewer who has actually used the product they’re reviewing. In these examples, you can see why Google wants to give first-hand experiences more weight and higher rankings in its search engine. 

Is E-E-A-T a New Ranking Factor?

There are a lot of unknowns about how Google generates search results, so this isn’t an easy question. The search giant’s algorithm is an infamous black box, and the ranking factors it uses are a mystery to all but a privileged few — which means it’s impossible to know what the exact ranking factors are and when they were added. While there isn’t an E-E-A-T score in Google’s algorithm — at least as far as anyone knows — the guidelines are representative of how the company’s algorithm ranks websites. 

You can think of E-E-A-T as a set of instructions that’s been translated from an algorithm into English. Even though some details are lost in translation, the overall message is plain and simple: High rankings in search require great content that’s written by experts with first-hand experience and published on trustworthy websites. 

How Google’s Algorithm Evaluates E-E-A-T

Google’s algorithm evaluates sites by weighing a combination of signals from the site itself as well as the content. While Google doesn’t share specifics on its ranking algorithm, it’s very clear about the quality it expects to rank highly.

In terms of experience, Google evaluates an author according to their reputation, credentials and ability to provide unique insights and perspectives on the topic they’re writing about.

Meanwhile, the rest of the E-A-T guidelines remain the same:

• Expertise. Google evaluates the author’s expertise in the field they’re writing about, including their qualifications, experience and skills. This can be determined by analyzing the author’s bio, credentials and other relevant information.
• Authority. The authoritativeness of a website or page is determined by its reputation, popularity and the quality of its content. Google considers factors such as the number of links pointing to the website, the quality of those links and the relevance of the content to the search query.
• Trustworthiness. The trustworthiness of a website is evaluated by considering factors such as its history, privacy policy and contact information. Google also looks at the website’s engagement metrics, such as the number of comments and shares, to gauge its level of trust.

It’s important to note that Google’s E-E-A-T guidelines are made specifically for content, not any other factors, such as design or user experience.

Adjusting Content Strategies to Accommodate E-E-A-T

For content creators, marketers and SEO professionals, keeping up with evolving search requirements can seem like a lot of work. But Google makes the changes it does for very good reasons. It’s in the company’s best interest to provide relevant, high-quality content to the people searching the web. Here are three ways you can start doing this:

• Focus on quality. Focusing on creating the best content possible helps rankings considerably. Writing for a search query is useful on occasion, but if it’s at the expense of providing value to the user, it’s not helping your strategy. 
• Engage your audience. Engagement from users keeps them returning and signals to Google that people value a site. Content should be authoritative and informational, but it should leave room for a conversation. 
• Share credentials. Sharing an author’s credentials with content written by them tells Google that the content is informed by those with expertise and hands-on experience. Adding links to the author’s personal site and LinkedIn account reinforces this statement.

Meanwhile, brands that operate in specialized industries such as finance, technology, law and health will benefit immensely from subject matter experts with first-hand experience.

Add the Edge of Experience to Your Content Strategy

If you’re looking for a competitive edge that pushes your site to new highs in search rankings, you’ve found it. Crowd Content helps leading brands engage with their audience and expand their reach through high-quality content authored by the best freelance writers in the industry. The Crowd Content Marketplace offers easy access to talented copywriters and subject matter experts from every industry that can help you craft content of every kind. For more robust solutions, Crowd Content’s Managed Services help brands that need content at scale without sacrificing a word’s worth of quality. Whether you need a single white paper or thousands of pages worth of website copy, Crowd Content is ready to deliver.

The post Google’s Updated Guidelines: E-A-T and a Serving of Experience appeared first on Crowd Content - Blog.

Get some tips for writing strong copy in this niche below. 

What Is Real Estate Copywriting?

Real estate copywriting refers to the process of creating compelling copy that promotes a house, property or real estate business. The process involves writing headlines, property descriptions, marketing and sales copy and other types of content that support the goals of a real estate business or are related to the industry.

Some examples of real estate content include:

• Home listings
• Blog posts from real estate agents
• SEO pages for real estate companies
• White papers about the housing market
• Email marketing to support townhome rentals 

Best Practices For Real Estate Copywriting to Sell Properties

The right type of content can help properties get found online by potential homebuyers. Property descriptions and other real estate copywriting can help sell homes, but the competition can be fierce. According to the National Association of Realtors, more than 5.6 million existing homes were sold in 2020 alone, and another 822,000 newly constructed homes were sold the same year. 

With so many homes on the market, your listings and other content must stand out. Here’s how to make that happen.

1. Write Client-Facing Content

When you put the target audience first, you’re able to imagine the kinds of things they want to learn about a property. Think about who might be most interested in a property and write the property description and any other copy related to it with that audience in mind.

For example, a small cottage that might be right for a young professional would have a completely different sounding description than a four-bedroom house in a great school district that might catch the eye of a growing family. Obviously, you never know who might buy a house, but when you understand the most likely target market, you can write more successful real estate copy.

2. Draw Readers in With Attention-Grabbing Headlines

Today’s consumers are conditioned by the immediate-gratification, fast-paced environment of the internet—which is, incidentally, where most people may come across real estate copy and property descriptions. Someone searching for a home to buy is likely to click away within seconds if the listing doesn’t grab their attention.

Obviously, pictures are worth a thousand words, so your listings must include compelling, helpful images of the property. But your headline should also capture viewer interest. Use descriptive language that immediately tells the person why they might be interested in the property.

3. Tell a Story to Support Engagement

According to cognitive psychologist Dr. Jerome Bruner, stories are 22 times more memorable than basic facts are on their own. Don’t simply fill a property listing with the facts and figures related to the property. Use story-telling tactics to make the property stick in the minds of potential buyers. 

Some ways you can use story to create a more engaging and memorable experience include:

• Including the history of a property if it’s emotionally compelling or especially unique
• Converting property improvements into a narrative format—such as telling how the previous owner used his own artistic experience to inform a structure or how one family made the decision to add a new room
• Hinting at the stories that might play out for those who buy the home, such as children growing up in the neighborhood or the family enjoying the pool in the backyard

4. Paint a Vivid Picture With Descriptive Language and Use Cases

The worst thing you can be when creating real estate copy is inaccurate. Saying a home has five bedrooms when it has three or getting the utility types wrong can cause a potential buyer to balk later. Plus, it’s just not professional and breeds distrust in the target audience.

The second worst thing you can be in real estate copywriting is boring. Use active, description language that paints a picture of the property rather than simply listing things. Include use cases to keep the user engaged and help them see themselves in the property. For example:

• Boring: Modernized farm-style kitchen with stove, refrigerator, dishwasher, island. Butcher block countertops, plenty of cabinets and a full pantry.
  
• Better: This up-to-date farm-style kitchen features all the amenities required for modern cooking with plenty of space for larger projects like bread baking and canning. The butcher block countertops are easy to clean, and they’re also included on the large central island, so the entire family can get involved in meal prep without stepping on each other’s toes. An extra-large refrigerator offers plenty of cold food storage and a full pantry provides space for ample dry goods. The gas stove and dishwasher enhance convenience in this kitchen. 

5. Get Inspiration From Other Listings

While you never want to steal words directly from other listings, there’s nothing wrong with giving the competition a peek. Search for other listings that are similar to yours and see what type of language is used. You can also see what specific features are highlighted, which can help you know what might be of interest on the property you’re describing. 

6. Don’t Forget the Power of Feature/Benefit Marketing Copy

Whenever possible, couple features with benefits in your real estate copywriting. This helps potential home-buyers see why they might want a certain amenity. For example, instead of saying a house has a gas-logs fireplace, you might say “Gas-logs fireplace provides a cozy ambiance on cold mornings, helps you manage electric heating costs, and ensures a backup heat source during power outages.”

The post The Most Effective Real Estate Copywriting Techniques to Generate Leads appeared first on Crowd Content - Blog.

Expert SEO content writers can help you build a steady output of articles, blog posts and other content to boost your online visibility. In this guide, we’ll look at how optimized content helps achieve your business goals and the role SEO content writing services can play.

What Is SEO Content Writing?

SEO content writing is the creation of high-quality content that gives your site prominence in search engines. The content should use search engine optimization best practices for optimum ranking and be insightful and compelling for readers.

What Does SEO Content Look Like?

To land one of the top spots in the SERPs, your content needs to clearly satisfy a search query, cover a topic comprehensively and demonstrate that you’re a trusted, expert source. You can read more in our previous post about optimizing content for SEO, but here are some best practices to follow.

Incorporate Relevant Keywords

Each piece of content should focus on a different primary keyword. Most SEOs recommend placing the primary keyword in the title, the introduction, one H2, the meta title and the meta description. Primary and secondary keywords should also be used at least once naturally in the body.

Understand User Intent

Make sure your content answers a user’s query. For example, determine if someone who searches for “nutritious baby food”  is interested in ideas of what to feed a baby or actual products they can purchase. You can research user intent by entering the keyword into Google to see what kind of content is currently ranking. 

Write for the Reader

While you should optimize your site for search engines, don’t get caught up in the algorithms. Your SEO content marketing strategy is most effective when you write naturally for the reader and aim to deliver comprehensive, useful information. Readers should find value in your content and leave your site feeling their questions have been answered.

Make Content Easy to Consume

Readers should effortlessly understand your content, so be sure to edit for logic, flow and grammar. Write clearly, use multiple headings to organize content and make use of bullet points or lists. 

Guide Readers With Internal Links

Improve user engagement and experience by adding internal links to other sections of your site, such as service pages or blog posts. These links help direct readers to additional information they might be interested in to keep them on your site longer.

Build Backlinks

Inbound links from other sources demonstrate your site is trusted and contains useful content. You can earn backlinks through guest posts or reach out to other sites and ask for links from resource pages or business mentions.

Why SEO Content is Important

Every piece of content on your site is an opportunity for your business to rank in search results and be discovered by audiences. In this way, SEO content writing is an investment. As long as content is evergreen and optimized, it can remain on your site and continue working for you long after it’s published. Here are a few ways SEO content can help you achieve your goals.

Improving Search Visibility

When users plug a query into the search box, they may not know your business exists. If you can create content that readers find valuable and that Google determines is trustworthy, you can reach a whole new audience and increase brand awareness. 

Driving Organic Traffic

It’s worth it to aim high in search rankings. According to Backlinko, the top three search results generate half of the clicks on the page. On average, moving up a position improves click-through rates by almost 3%.

To help turn your high ranking into leads, use compelling meta titles and descriptions or add schema markup to your pages to create rich, visually appealing results. 

Establishing Topical Authority

To rank well, your site must be authoritative. One way to signal your credibility to Google is to demonstrate expertise, or topical authority, in your field. The more thoroughly you cover a topic, the more authority you have.

Expand your digital footprint for a topic by using SEO content services to publish regularly and create clusters of expert articles.

Improving Customer Engagement

Once customers arrive on your site, engage them with stellar content. Publish blog posts on interesting topics and create eye-catching infographics, free downloadable templates and other helpful content.

This is also an opportunity to gently lead visitors through your marketing funnel. You might link from a service page to a case study, for example, to demonstrate how impactful your business is. Or you can end a blog post with a compelling CTA and a sign-up form for a free consultation.

Building an Effective SEO Content Strategy

A good SEO content strategy begins with keyword research. You need to know what your customers are interested in and searching for so that you can tailor content to answer their queries. Once you have a list of keywords, begin planning the content and create an editorial calendar to roll out new posts. An SEO content service can help manage output. Here are some types of content you can outsource.

Blog Posts

Blog posts are an opportunity to incorporate keywords into your website and create compelling content. When you regularly publish blog posts, you give readers a reason to return to your site and build trust and engagement.  

Service Pages

Create a separate service page for each of your offerings. This gives you an opportunity to rank for different queries. A photographer, for example, could create individual pages for wedding, newborn and portrait photography. You can delve deeper into what each service provides, improving user experience and, of course, ranking for more keywords.

Local SEO Content

When your business relies on local customers, it’s essential to appear in searches that specify “in” or “near” your community. Local SEO starts with your Google Business Profile, which can be optimized to highlight products and services and provide mini-updates. But you should also create website content with a local angle. A fitness studio might publish a blog post on local running trails, and a landscaping company can provide tips on plants that grow well in the climate. 

Ebooks and White Papers

Long-form SEO content marketing, such as white papers and ebooks, helps you showcase your expertise in your field and drives interested customers to your site. Typically used by B2B companies, these assets provide readers with in-depth information about a problem or challenge. Ebooks and white papers should be based on solid research, provide actionable advice and focus on educating rather than selling.

According to a 2022 survey by the Content Marketing Institute, 67% of the most successful B2B content marketers incorporated ebooks and white papers into their marketing mix, compared to 56% of all respondents.

Product Descriptions

Customers looking for a specific product may not always know where they want to purchase from, so ecommerce companies need compelling product descriptions for every item in their stores. Product descriptions should incorporate a keyword and be as descriptive as possible to stand out in search results.

Category Pages

Include SEO content on category pages to help rank for other keywords. You can add a few paragraphs with an overview of products or tips on choosing the right one. A store selling rugs, for example, could create content for their outdoor rug category with information about different materials and how to care for the rugs. 

Leverage Experts and Influencers

Another way to drive traffic to your site is by focusing content on experts or influencers in your niche. You could interview them for a profile or mention their work in an article. This provides an opportunity for them to create a backlink to your page or share it on social media. Your page might also appear in Google searches for the person or company.

Guest Posts

A guest post is content that you create but is published on another site. Guest posts help raise brand awareness and expose your business to new audiences. These are often used as part of a link-building strategy, as sites usually permit you to add a link back to your site. 

Accomplish More With SEO Content Writing Services

It can be time-consuming to produce well-written, high-quality content. Streamline your efforts with Crowd Content’s SEO content writing services. Our qualified writers can create keyword-rich blog posts, landing pages and product descriptions to help engage your audiences and grow your traffic.

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