NOTES - Contenteam - Multilingual Copywriting Service

Complete SEO Copywriting Guide for Guaranteed Top Google SERP Results

Ana Resnick — Thu, 04 Aug 2022 07:09:19 +0000

Every year Google makes more than 4,500 changes to its algorithm. Of course, the basics of SEO, for example, on-page text optimization and backlink building, haven’t changed that much in the last few years.

There are a few significant SEO changes to be aware of. These elements can have a negative influence on your site’s Google ranking. Let’s talk about 5 changes in SEO that will help keep your pages at the top of Google search results.

You know that search engine optimization (SEO) is a vital digital marketing tool. Today we will tell you about the reasons for the popularity of SEO, share some best working SEO copywriting tips, and talk about professional keyword research and how to work with optimization in 2022.

Why SEO Optimization Is Important

SEO makes your website more visible, which means more traffic and more opportunities to convert potential customers into buyers.

It’s also a valuable tool for increasing brand awareness, building relationships with potential customers and positioning yourself as a credible and trustworthy expert in your field. Statistics show that SEO generates 1,000%+ more traffic than content on social media.

Search Engine Optimization for Google

Organic search plays a huge role in most companies’ websites and has long been a crucial component of the sales funnel. As we are sure you know, Google owns a significant portion of the search market. Google Search, Google Images, and Google Maps account for 92.96% of global traffic.

That doesn’t mean that other search engines don’t contribute to brand visibility – of course, they do. It’s just that Google is the undisputed leader, which means it brings in the most traffic. Therefore, its recommendations are important to follow.

SEO Content Tips for Google High Ranking in 2022

Every year Google makes more than 4,500 changes to its algorithm. Of course, the basics of SEO, such as on-page text optimization and backlink building, haven’t changed that much in the last few years.

There are a few significant updates in SEO that are worth paying attention to. There are several factors that can affect your site’s Google ranking. Ignoring these points may lead to a poor position in Google.

Let’s talk about 5 changes in SEO that will help keep your pages at the top of Google with a featured snippet.

1. Expertise, Authority, and Credibility

This is Google’s way of determining how trustworthy a particular piece of content (or the entire site) is. Expertise, Authoritativeness, and Trustworthiness, or EAT, should be the cornerstone for all of your content.

Particular attention is given to the topic of health.

For example, if you’re anti-vaccination, a fan of pseudoscientific treatments, and reviews about you on other sites are not flattering, Google may exclude your site with category pages from searches.

Google’s quality evaluators often look at other sites to get information about a resource’s reputation. Supposedly, Google can do the same thing algorithmically. Thus, reputation research should be part of the SEO audit process: what other sites say about you, whether there are positive reviews or negative reviews.

You don’t have to be an expert or opinion leader on the topic you’re writing about. However, you should target such people if you want to create content with a high EAT score.

While interviews with an expert are your best bet, there are other ways to “borrow” their authority. For example, link to the interview and quote them in your content.

2. Core Web Vitals

Google has been using page load speed as part of its algorithm for years. But in 2021, Google expanded its capabilities by introducing Core Web Vitals. This is a set of three factors that Google considers important for UX: load speed, interaction, and content stability. It doesn’t look at the quality of your text or the number of backlinks. Instead, Core Web Vitals looks at how users behave on your site.

3. The Importance of Search Intent

Google can easily measure how users interact with your site (assuming they get to the page from a Google search). For example, a user clicks on the top Google result. However, they don’t find what they’re searching for. As a result, after two seconds, they click “Back.” Again, this is something Google can measure. And if enough users react similarly to the first result, Google can downgrade that site. This is why your page must be optimized for a specific keyword and search intent.

Search intent is what a person wants to get as a result of a search. Sometimes he or she may want information on a topic. Other times, the user may want to buy something. And the more your content matches the keyword search intent, the better you will rank.

4. The Use of a Favicon

More than 50% of search results are mobile, where the favicon is not optimized. This is a big disadvantage because a good favicon can attract attention. It can get you to zero position in a very busy SERP and do it because of just one small image.

A good favicon can increase conversion to clicks by one or two percent, which is great. How does this work? Among hundreds of search results, a user is likely to notice a line with a favicon. A good, bright, contrasting favicon is guaranteed to attract attention. Even if your site is just a regular corporate blog, create a favicon for it. Your expert and useful copywriting SEO texts will attract even more attention.

5. Optimization for CTR

Whether the click-through rate is an organic ranking signal is still debated. Some SEO specialists believe that Google uses it to understand whether a user is interested in clicking on a result. Others consider CTR an unnecessary signal that does not affect ranking.

It’s true that optimization in 2022 by CTR makes sense. The higher CTR = the more traffic, Even if your rankings don’t improve.

Fortunately, you don’t have to guess what drives people to click on a certain result. Pages with high CTR most often use the following attributes:

numbers in the title tags;
unique description;
emphasis on the novelty of the content;
use of attention-grabbing terms (but no clickbait).

How To Optimize SEO Texts for a Website in 2022

So, what should you do to ensure that your content not only benefits the reader but also generates additional traffic to your pages? First, let’s figure out how to win SEO copywriting in 2022.

1. Pay Attention to Long-Tail Keywords

Long tail keywords usually have less search volume than short keys, but they can be useful. After all, they show not only what users are searching for but also why. An example of a long tail keyword would be “how to rank on Google.” A short keyword with the same value would be “ranking on Google.” Long tail keywords tend to have less search volume and, as a result, less competition. Therefore, they are easier to rank.

How Do You Effectively Integrate Long-Tail Keywords Into Your SEO Writing?

Don’t just fill your existing content with lots of long-tail keywords in the hope that it will work. Instead, act like this:

Set clear goals for your content marketing.
Create customer personas to understand their intent.
Make wise keyword research and select appropriate long-tail keywords.
Write relevant content showing professional SEO copywriting.
The goal is to naturally and effectively match keyword intent with your blog post.

2. Use Alt Meta Tags for Images

We’ve already discussed the importance of tagging images in this article, but we’ll say it again. Alt text is a brief description of an image. Alt-text has three main purposes:

Accessibility: Alt text is read aloud with screen readers to visually impaired users.
Context: When an image cannot be loaded, alternative text appears to give users context.
Search Engine Optimization: Search engines use alt text to properly index the image.

As the Internet becomes more accessible, Google’s algorithm changes as well. This means that accessible sites are given preference over their inaccessible counterparts. After all, the more accessible a site is, the greater the potential for traffic.

3. Use Keywords in Headlines, Title Tag, and Meta Description

By placing keywords in headlines, you signal search engines and users of their particular importance. Just as the table of contents gives an impression of the material’s content, keywords placed in headlines, title tags, and meta descriptions inform search engine bots.

That doesn’t mean you should put keywords where they’re not appropriate. Instead, consider the user experience first and only add keywords where they look organic. And to avoid the clutter of the same words, use keyword variations.

4. Add Internal Links

As we said before, Google considers the time spent on the page when ranking your site. A similar metric is time spent on the site.

Internal links to your other resources can help retain users. The longer users stay on the site, the further down the sales funnel they are likely to move. It also signals to search engines that your content is high quality and relevant.

Two key steps to increasing your time on the site:

Write engaging, in-depth content.
Link to relevant internal blog posts.

By linking to internal content, you force users to dive deeper into the site’s web pages. This increases the likelihood that they will interact with it even more actively (e.g., leave a comment on a blog post or share it on social media), which is good for ranking in SERPs.

5. Focus on the Most Popular Targeted Keywords

The three main phases of the sales funnel are awareness, consideration, and decision making. Therefore, focus on the top of the funnel and, more specifically, the keyword phrases that grab the attention of potential customers.

Search terms are designed to build awareness of a topic, service, or product. They engage the reader without requiring them to take immediate action. Here are examples of such specific keywords:

By focusing your keyword research on these search terms, you do two things: reach a broad audience because more general keywords have a higher search volume and attract users earlier with the search intent.

SEO Analysis Services That Won’t Ruin Expert Text in English

Let’s closely examine the SEO services that every SEO copywriter should consider using in their work.

Headline Analyzer

This is a good tool for SEO analysis of online texts. It is suitable for checking the clickability and readability of headlines. In addition, headline Analyzer tells you how to tailor your headline style to different target audiences (more emotional, intellectual, or neutral).

This free tool will analyze your headline for emotional marketing value (EMV).

Why do you need it? It’s simple. A deep emotional impact on your customers is the key to successful copywriting. It plays a special role when composing headlines because these are the phrases used to attract the attention of potential customers in the search.

The algorithm will compare the number of EMV-words to the total number of words in the headline and will predict what percentage of materials in English will be opened.

Copywritely

Copywritely can check SEO parameters, analyze content, and find and correct errors. But we are interested in two functions: checking relevance and morphology.

Relevance is determined after entering a keyword and shows the relevance to search queries. In general, the function works well and can serve a good service, but there is a nuance. The service considers the text relevant to the request only if it is present in the exact or diluted form of the key.

Morphology points out problems such as excessive use of certain parts of speech, long words, introductory sentences, and abstract adjectives. The feature will be useful for improving the text.

Airstory

This text checker app makes it easy to write content with lots of sources, data, and quotations. Just what you need for expert material! The service allows you to save all the necessary sources under subject tags and insert links in one click.

By dividing the text into separate fragments and paragraphs, which can be easily moved around, Airstory helps logically structure the content and intelligently distribute the information, greatly saving time on writing expert material.

Grammarly

This service for checking English texts helps to improve their quality in every way. All you have to do is upload your text to the system, and it will automatically check it for grammatical, syntactical, and other errors.

On top of that, you’ll get hints that will help improve the readability of the text.

Grammarly also gives good edits on missed punctuation and typos. But otherwise, trust it dangerously – stylistically, Grammarly often fails.

Let’s take Grammarly as an example to see how it works. First, take a promotional text and see what the service offers to fix. Here is the original text:

And here are the corrections that are offered by Grammarly:

There are few suggestions since the original text is already of good enough quality. But the tips the service gives can make it even better.

eTXT Antiplagiarism (Desktop Version)

This is the most effective text uniqueness checking service available today. It produces clear, up-to-date results that can be used to improve uniqueness without rewriting the entire material from beginning to end.

With Antiplagiarism, you can find and mark non-unique text fragments, create detailed reports, and set various plagiarism search parameters (search engines, passages to check, certain words, etc.).

What SEO-Checking Services Should Be Avoided

Any free tools that promise:

Reduce Stop Words

The importance of a word can change depending on the context. It can also change depending on the goal you’re trying to achieve. There is no universal list of stop words because a word can be meaningless (or full of meaning) depending on the topic or problem you’re analyzing.

That’s why all the services that suggest deleting stop words are useless. You can’t delete phrases without thinking about their impact on the context and meaning of your text specifically.

Increase Readability

Of course, there are universal rules for writing an “easy” text. You need to avoid long sentences, try not to make large paragraphs, and not abuse terminology. But in most cases, blog post readability is a subjective concept; and any service that promises to increase the readability of your text – simplifies it and may lead to losses of meaning.

Detect “Nausea”

Nausea (or spamminess) of web content indicates how many repeated words or phrases are in an article. The principle here is the same as in readability – the indicator is too subjective. Some users will find three keys in a paragraph nauseating, while others will read a text full of keywords without noticing anything.

In addition, in expert texts, where there are a lot of terms, definitions, and clarifications, it’s impossible to write them without repetitions. And if you try to pick up synonyms to please the services, it is easy to turn an already complex text into a completely incomprehensible one.

By forcing the blog post author to check the text in programs for such SEO analysis, you kill the material’s presentation style, making it unreadable for real people. And you also hurt the feelings of the native-speaking editor, who will check the text after the author.

Don’t believe me? Watch this video by our U.S. editor-in-chief and unsubscribe from such services forever!

Content Proofreading: Checklist for Proofreading the Written Text by a Native Editor

So the next blog post is ready. It follows TOV and keyword intent. Now comes the check of the SEO parameters. At Contenteam, the completed text is first read by a niche expert: they check the facts, verify the data and audit the technical part of the material. Then the article is sent to a linguistic editor in the target country, where the blog enters the market with its keyword-optimized content.

What Does a Native-Speaking Editor Always Check?

The main goal is to check the presentation of the text in terms of user intent and perception by the target audience. Native editor checks that the text does not contain unnecessary jargon, expressions with controversies that are offensive to native speakers, notes the appropriateness of the use of phraseology, and much more. It should always be done by a native speaker, not an editor with knowledge of the language.

The stylistics of the material in accordance with the guides and approved editorial policy; integration of target keyword; how appropriate the SEO content writer used title tags and phrases, both in terms of style of the material and from the standpoint of the person on whose behalf the material is written are also checked by the native editor.

SEO services are a great tool for SEO analysis of text, but they will not replace a native-speaking editor.

After all, except for the native-speaking editor, no one feels so finely and accurately all the linguistic nuances of the target country and tells you which parameters are appropriate and which are not. If you want to promote yourself worldwide but do not know where to find a native editor for your texts, you can always contact us – we will be happy to help!

SEO-Optimization of Websites in English

SEO in English comes in handy if you work in digital e-commerce or services and want to expand your clientele worldwide.

SEO in English is complicated by many nuances related to the specifics of the English-speaking marketing world, terminology, and mentality of each particular country. Any English-speaking country, be it the U.S., the UK, Canada, Australia, or South Africa, has its own peculiarities. Content team editorial will tell you how to do competent SEO promotion in English and what to pay attention to.

Who Needs Search Engine Optimization in English and Why?

Search engine optimization of your website is the best and easiest way to increase traffic. Think of optimization as google ads for a business with a long-term effect, only cheaper (if not free!).

SEO in English comes in handy if you work in retail or services and want to expand your customer base worldwide.

In general, SEO in English is useful to everyone, except for small local businesses.

The total share of sites in English is 55.7%. Can you imagine how much you can raise the coverage by duplicating the site in English and setting up English-language promotion?

SEO Features for Projects in English

The mechanism of SEO optimization for any language will be the same – first the audit, then compiling a semantic core, content creation, and, finally, link building. But search engine optimization in English still has its own characteristics – both significant and insignificant. So let’s briefly review the three key points.

1. You Will Have To Work With People, Not Marketplaces

Working through a marketplace will not work with English-language SEO – Google has long ago banned all Western marketplaces for writers, and the quality of content is strictly monitored by both experts and the audience. Therefore, the only way to set up good external SEO in English is to cooperate with bloggers, journalists, and SEO experts or to create expert content yourself.

2. You Will Have To Spend More Money

Experts say a fair and good price for English SEO content ranks $2,000-2,500 monthly. This includes the whole technical side to make the site rank higher: audits, recommendations, copywriting skills, work related to increasing the link-building of the site, and the commission of systems.

3. Content Has To Be Adapted to the Local Mentality

The mentality is perhaps the most important thing to consider when working with an English-speaking market. From the contact information you put on your site to the tone of voice you’ll use in your articles; it’s all something you’ll have to keep an eye on.

Now that we have figured out who is suitable for promotion in English and what its features are, let’s move on to work on SEO copywriting success.

Stages of SEO in English

Website promotion should always be part of your SEO strategy – it’s a logical extension of all your hard to make the site accessible to more users. But in reality, many aspects of website promotion take place off-site – from analyzing your competitors to building links. Let’s look at each stage of search engine optimization in English.

1. Niche Audit and Analysis

An SEO audit analyzes how well your online presence is developed, the first step to creating a promotion plan. The audit aims to identify as many underlying issues as possible that affect organic search performance. During an SEO audit, attention is drawn to problems such as:

errors in the structure of the site;
potential problems outside of the site;
user experience deficiencies;
gaps and opportunities in our own content.

A competitive market analysis should also be conducted. Finally, an audit is a standard procedure, essentially checking the health of your site.

A good audit is always comprehensive. It should cover both structural and content components that affect your SEO visibility, giving an overall picture of what is currently happening on the site.

Along with the SEO audit, it is advisable to analyze the niche you want to enter. Understanding what users are searching for, how search demand has evolved, and most importantly, how it will change in your segment will give you a competitive edge.

2. Gathering Semantics

Search engines need context to properly understand a query and get relevant results for it. Contexts are built using words, phrases, and other meanings and references.

Using semantics in SEO is a marketing technique that increases web page traffic by providing meaningful metadata and relevant content that can unambiguously respond to specific “people search intent”. Simply put, if you sell fresh flowers, you want a user who wants to buy fresh flowers, not listen to the band “Flowers” or buy curtains with a flower pattern.

In a good way, the compilation of the semantic core should be done by professionals. But there are several ways to help you decide on the direction. For example, by studying your competitors’ sites, you can begin to collect their target keywords and phrases, which will be a useful addition to your semantic core. Look at what headlines are posted on their sites. Then, do some Google searches and see if their organic ranking is in the top list. You can also look at Google’s recommended competitive keywords.

3. Writing High-Quality Content

Filling your site with good, useful, and relevant content is almost the most important part of the SEO perspective. Content on a site gives visitors a reason to come back, a reason to share information with friends or colleagues increases traffic, and improves search engine rankings.

The type of content you add to your site is up to you. You can blog, run promotions, upload videos, mix it with social media marketing, and more. Most importantly, don’t forget to put keywords in your articles so search engines can index you (especially in headlines, meta tags, and first paragraphs). But don’t get carried away and do it organically. Otherwise, the effect will be the opposite – the English-speaking target audience does not forgive blunt keyword stuffing.

4. Link Building SEO Techniques

Search engines look at the number of links that lead to your site, and the authority of sites that link to you. This is what link building is for.

Like compiling a semantic core, this item should also be given to professionals. But here, too, there are things you can do yourself – for example, negotiate a mutually beneficial link exchange. Find other sites and social media platforms with similar themes and send a letter to the webmaster asking if they want to exchange links. Although search engines are more sympathetic to non-reciprocal links, an exchange is a great place to start!

English-Language SEO Trends of 2022

Search engine optimization techniques continue to evolve from year to year. And any business that doesn’t want to be on the wrong side of a new algorithm or major search engine change should keep an eye on the latest trends and transformations to understand their potential impact. So, we’ve gathered for you 5 actual English-speaking SEO trends in 2022.

Mobile SEO

The most important trend is mobile search. More and more people are spending time on tablets and smartphones. If you’re doing SEO for desktops and do not mind mobile UX, of course, the ranking of the landing pages may be higher, but the ranking of mobile SERP is negligible. Therefore, focusing on mobile experience is very important and will only get stronger in terms of SEO fundamentals.

Local SEO Web Page

Don’t underestimate local search intent. Local target keyword is critical due to the ever-increasing number of zero-position search queries, for which the answers are given directly in the SERPs. In addition, many of those queries are local, so it’s important to create a robust backlink profile and get a Google My Business account.

Customer-Focused Content

Make sure to write copy that is customer-focused, not just offering up unknowable content to unknowable people. Address the specific problems your customer wants to be solved or eliminated. Don’t try to outsmart the search term – focus on the user; your site will perform better and rank better.

Video Content

As YouTube’s influence continues to grow, it’s worth remembering that your SEO strategy should include video content – with keywords and optimized for search.

Show More and Tell Less

Today, SEO is influenced by context, not just long tail keywords, commercial intent, and category pages. We live in a world where it is very difficult to stand out from the crowd. Blog posts should not only attract attention, but also convert that attention, turning a person who is just interested into a customer, and then into a regular customer.

Surfer SEO To Write Content for More Organic Traffic

Surfer SEO is a great tool for modern marketers and businesses. It allows you to research your competition, find the right particular keyword for every part of the writing process, and track your progress. The software also provides valuable search results insights into your exact industry. Surfer is a modern, fast, and intuitive tool. It’s very easy to use and it provides a lot of valuable data. We’ve been using it for a while and we’re very happy with the results.

Why Contenteam Uses Surfer SEO

The reason why we use Surfer SEO is that it allows us to do things like keyword intent research, understand competition, and track our progress. The software also provides valuable insights into what people search in every industry we work with that we wouldn’t be able to get otherwise.

Get in Touch and Be Rewarded With Content That Ranks!

Our team of professional copywriters and editors would be happy to help you with your project. We have a wide range of experience and can offer you the best possible service.

If you're interested in using our services and finding your perfect SEO copywriter, please don't hesitate to contact us.

Ask your question here

FAQs

1. What is SEO copywriting?

SEO copywriting is the art and science of writing content (for ex. blog posts) that is both keyword-rich and optimized for search engines. It is an important part of any digital marketing strategy and can help you improve your organic traffic and visibility in search engine results pages (SERPs).

2. Why is copywriting important?

Copywriting is important because it can help you improve your organic traffic and visibility in search engine results pages. By writing content that is both keyword-rich and optimized for search engines, you can attract more visitors to your website and improve your chances of ranking higher in SERPs.

3. What are the benefits of SEO copywriting?

There are many benefits of SEO copywriting, including:- improved organic traffic and visibility in SERPs

– increased brand awareness and reach

– improved customer engagement and conversions

– higher chances of ranking for your target keywords

4. How can I improve my SEO copywriting skills?

There are a few things you can do to learn SEO copywriting:

– studying the best practices for writing SEO-friendly content

– reading helpful guides and tutorials on copywriting and SEO

– taking courses or attending workshops on copywriting and SEO

– working with a professional copywriter or editor who can help you improve your skills

5. What are some common mistakes to avoid when doing SEO copywriting?

Some common mistakes to avoid when doing SEO copywriting include:

– using too many keywords or keyword stuffing

– writing for search engines instead of humans

– failing to properly optimize your title tags and meta tags

– neglecting to add alt text to images

– not including social media sharing buttons

– not promoting your content after it is published

6. What are the best SEO copywriting tips?

One of the best SEO copywriting tips is to write for your audience first and foremost. It’s important to remember that you’re writing for people, not for keyword intent only. Your blog post should be engaging, informative, and relevant to your target audience.
Use keyword intent in meta-description and title tag.

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Addressing the B2B Digital Challenges: Work Ethics and Rules Established in Contenteam

Nazira Konysbayeva — Fri, 03 Jun 2022 06:28:36 +0000

What B2B companies think of themselves and how audiences view them has never been larger. Companies may think that they know what the customer needs but fail to transform their effort from something abstract to something actionable. For example, 88% of businesses believe it’s important to have a 360-degree view of customers across channels and platforms, but only 15% have a unified system to gain insights from customer data.

At this point, positioning yourself as a customer-centric business is seen as yet another sales tactic. That is unless you prove to adapt based on evolving customer behaviors, expectations, and preferences.

We’d like to share our approach to improving customers’ digital experiences – and how integrating technology, processes, and people help us achieve that.

Defining Customer-Centric Businesses in 2022

Customer-centered transformation is becoming more profound. 88% of customers say the experience a company provides is as important as its products or services. Let that sink in. The experience you deliver is as important as what the customer buys.

Like in any relationship, customers navigate business relationships based on whether their interactions with a company are easy and enjoyable. And even B2B collaborations demand a thoughtful, personal touch.

Of course, it’s somewhat ironic to talk about customer-centric businesses in abstract terms since we’ve just mentioned this as a reason for criticism. So, let’s define specific actions that make businesses customer-centric. Harvard Business Review writes:

Operationalize customer empathy

Hire for customer orientation

Democratize customer insights

Facilitate direct interaction with customers

Link employee culture to customer outcomes

Trust is also a key component. By its nature, customer trust is a customer-centric process, so it makes sense to focus on one for the sake of the other. Edelman suggests that businesses follow these core tenets:

Demonstrate tangible progress. Show how your systems work and how you deliver on your promises, all the time and with competence.

Focus on long-term thinking. Solutions can’t default to short-term gain.

Provide credible information. Operate based on thorough, well-reasoned arguments and strong evidence.

Roadblocks to B2B Digital Experiences and Our Solutions

Moving on to our experiences with customers’ digital experiences, we want to talk about solutions that worked. At Contenteam, we decided to break away from a product-focused or sales-driven culture by adapting our operational capabilities to what the customer needs.

1. Collaborating Across Time Zones

B2B professionals are busy, they have projects to manage and problems to solve. Besides, as consumers, we are all used to intelligence at our fingertips and receiving answers in a matter of seconds. For example, nearly 80% of American consumers say that speed is the most important element of a positive customer experience.

You might be able to guess that the pressure to deliver timely responses and resolutions becomes more alarming when you work with clients all over the world. What if you waste their time or fail to offer a solution? According to the same PwC report, 30% of clients leave after one bad experience. Not exactly the portion of clients you can generously afford to lose.

Solutions

As soon as we onboard a new client, we have the “time zone talk”. This allows us to assign the right project manager before we start missing deadlines, meeting times, or time-sensitive correspondence. During the talk, we also establish which time zone we’ll set as the standard. In most cases, the client’s local time – unless they, too, exist in different timezones.

In the early stages, it’s also important to communicate the project manager’s working hours. This helps us find the balance between ensuring our team’s workload is manageable and keeping the communication window as open as possible.

Over the years, we’ve found ways to use different time zones to our advantage. For example, the writer can hand off the article for overnight attention, and the manager will pick it up by the time the client gets to their desk.

2. Communicating Over Different Medium

Many companies implement digital transformation by simply transporting legacy processes, touchpoints, and experiences into an electronic format. Becoming a customer-centric company starts with understanding how companies use technology. And more importantly, it means using digital tools to offer value to different clients through different means.

Businesses that don’t put customers first often force them into channels they wouldn’t have chosen otherwise. That’s one part of the issue. But when managers try to solve the communication problem in isolation – by looking for new modes of communication – they forget that greater access to information is not itself the only solution.

It’s the approach that matters. To be more specific, it’s also important to show customers that the company prioritizes their convenience. There is a difference between adding communication channels “on request” and establishing the most suitable channels for a particular client.

Solutions

Our clients have a myriad of options for communicating with us – email, any major messenger, Slack, Google Meet, Zoom, Skype, etc.

In terms of tech adoption and preferences, we see generational differences. Millennials are more technologically adept and more open to change. Gen Z prefers shorter, crisper ways to communicate – chat, text, social media, and in-app comments. We see differences depending on the type of company, their scale, location, etc. And in each case, we find a mutually beneficial way to communicate.

Channel surfing can also be a good thing. Projects involve diverse tasks, so the ways we connect with clients and team members are equally diverse. Our clients know that they can switch to any alternative means of communication, whether it’s for productivity or convenience, and we’ll meet them there.

3. Ensuring Brand Cohesion and Quality Control

Contracting outside the company isn’t something out of the ordinary. Adding to the company’s intellectual capital and sharing risks is simply good business. But why do outsourced services often fail to meet the standards established within the company? Why does it feel generic, lacking in substance?

This is because neither party – the client and the contractor – commits enough time and dedication to make processes business-specific. In other words, they delegate to forget.

When considering a purchase, B2B buyers spend only 17% of the time meeting with potential contractors. More time is spent researching online and offline. When the partnership is already in full force, they spend even less time talking to the contractor. It’s no wonder that the final product seems generic.

Solutions

We solve it by establishing a direct line of contact with a potential client, which continues long after the start of the collaboration. For example, one of the first things we do is jump on a long video call to establish the project’s framework and objectives, basic rules, key team members, and more. The more information you give us – at the beginning and throughout the entire timeline – the more tailored the content produced for you will become.

A project manager with industry-specific experience is also an incredibly useful asset. They don’t need long introductions to the topic – they’ll get right to the chase. They’ll assign the right people to deliver content with the level of insight an in-house team would have. Only with all the perks of a remote agency.

What’s more, the content produced can bring double, triple, quadruple the value through localization. And this is where brand cohesion becomes more challenging than before. Delivering brand-specific content while also targeting a region-specific audience is a task for the best of the best.

4. Delivering to Multiple Decision-Makers

The buying cycle in B2B is long and complex. “The number of people involved in B2B solutions purchases has climbed from an average of 5.4 two years ago to 6.8 today,” – reports HRB.

There are many people with specific roles and responsibilities. Managers will be the ones researching the solutions, financial representatives will approve the spending, the legal departments will look over the contract, and more.

Solutions

To open-ended learning loops, we create single points of information. Depending on what decision-makers want to know, they will open a file with everything on the topic. For example, it can be a presentation with previous projects to showcase our experience, a commercial offer with all price estimates laid out, or a spreadsheet to schedule content creation.

All that complexity is put into an accessible format that everyone can keep up with. And, of course, each stakeholder our agency interacts with has the information they need to do their jobs. If not, you’ll always have a dedicated manager to arrange that.

Working With the Modern B2B Buyer

The conventional wisdom seems to always have been about going above and beyond to please the customer. This manifested in free products and free services, all for the purpose of exceeding customer expectations. But HBR research shows that companies that “try too hard” to win over customers only marginally improve their loyalty, in contrast, to simply meeting their needs.

And once again, there is an enormous gap between what companies think they do and what customers believe. The same report states that 89% of customer service heads said their strategy is to exceed expectations. Meanwhile, 84% of respondents said their expectations hadn’t been exceeded during their most recent business interaction.

All this leads to the conclusion that a customer-centric approach is about helping customers solve their problems quickly and easily. Businesses don’t always need to go the extra mile to delight and surprise. But every part of the team should understand the fundamental focus – make it easy for the customer.

Do you want to experience treatment like that? Let’s work together and make it happen!

Сообщение Addressing the B2B Digital Challenges: Work Ethics and Rules Established in Contenteam появились сначала на Contenteam - Multilingual Copywriting Service.

Everything You Should Know About a Copywriting Agency

Nazira Konysbayeva — Fri, 21 Jan 2022 13:25:31 +0000

Think about all of the different things that require a copy in the business world: blog posts, ads, landing pages, other web pages, mailouts, etc. Generic copies rarely make it to the top search results, not to mention the lack of substantial website traffic. But what about fully structured teams of skilled writers and editors ready to take on the job? That’s the joy of working with a copywriting agency.

In today’s article, we’ll talk about the ins and outs of SEO copywriting – various positions within the team, how they work together, advantages of cooperating with professionals, stumbling blocks, and everything in between. There is a lot to talk about, so no time to spare!

Importance of Copywriting in Digital Marketing

Let’s start with the reasons to jump on the copywriting bandwagon.

Boosts Your SEO

Top-ranking websites have original, in-depth, and long-form content. This is what an SEO copywriting company will help you produce. Copywriters work closely with SEO requirements, helping them write texts that don’t need further optimization to perform well on search engines.

Makes Your Brand Recognizable

Half-empty websites look not only lacking but also close to scammy. That’s because professional-looking website design is only part of the equation.

Website content helps you establish your tone of voice – fun, serious, credible, either of or all of the above. Readers will learn to recognize your style and become more loyal (familiar brand = trustworthy brand). And for those visitors who are purely looking for information, the content will be a gateway to learning what your company does.

Makes You Money and Saves Your Money

Having established your brand and found your clients, a big part of the marketing job is done. Of course, it’s a never-ending cycle. And this is when your ever-green content comes into play – traffic of potential customers will continue coming in long after the article is posted.

If a visitor is compelled to stay on the page thanks to good content, they’re more likely to act. This wide net you cast with quality content has exceptionally good ROI.

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”

Leo Burnett

pioneer American advertising executive

The perfect balance of all four qualities – simplicity, memorability, noticeability, and entertainment – is hard to achieve. This is exactly why you can’t ask your average employee to write your copies. Yes, they are well-versed in the topic and understand your company’s business processes, but that doesn’t always translate well to text.

The Anatomy of a B2B Copywriting Agency

Despite the seemingly straightforward work process, a copywriting agency actually comprises multiple job titles. The idea is that having every workflow organized and interwoven with each other minimizes the time and overhead for a final product.

We’ve found that almost every project requires a team with the following structure.

Managers (Editors-in-Chief)

They are the primary contact between a client and an agency. Their job involves discussing the forthcoming project with the client and then communicating this information with the rest of the team. Chief editors give out assignments, oversee processes and deadlines, and overall, bridge the gap between the client writers+editors while keeping the spirits up of all parties.

If there are questions/edits/notes on either side, a manager is the one to convey it to the other side. Mind you, good studios might not even need it.

Writers

Are you worried that your company blog makes your readers snooze? Then here is how you avoid indifferent and dispassionate articles – professional niche copywriters. They specialize in just several topics or formats, allowing them to dive deeper and be more creative. These writers create sit-up-and-listen content and, most importantly, make it valuable for readers.

Editors

They work closely with writers to make sure they follow all specifications of the technical task, including the recommended structure, keywords, formatting, intent, overall message, etc. Editors act as a link between the writer and the editor-in-chief, sending edits to the first and final text to the latter.

Experts

Let’s say we have a technical copywriter who’s writing marketing materials like case studies, brochures, website copy, and product guides for technical/financial/other industries. While the text may be good enough, it can always be better. In our experience, the best result is ensured by a specialist with relevant, hands-on experience.

We have experts from different fields who help authors write strong copies that go beyond basic research. They can be an intermediary link at different stages – from initial project discussions to reviewing edit iterations.

Proofreaders

Proofreading is the big final check and polish before the text is sent to the client. Proofreaders look for typos, incorrect punctuation, other discrepancies in the grammar, and major inconsistencies. Generally, they do not change any of the content, especially after the text was reviewed by an expert.

All of these people play an indispensable part in creating content:

Without a smart and attentive writer, there would not be high-value text.
Without an editor, the client would have to meticulously check whether the writer followed the points of the technical task, included the keywords, and explored the topic to a meaningful extent all on their own.
Without an expert, it would be difficult to fact-check information that the editor-in-chief might not be sufficiently versed in.
Without a proofreader, there might be grammar and stylistic mistakes, especially the ones overlooked by grammar checker services.

The struggle of organizing and managing processes in a remote website copywriting agency is a whole other story, which you can learn all about in our Medium post.

From First Encounter to Finished Text: How a Copywriting Agency Works

It all starts with the client. They are the launch point of this complex mechanism of interactions, technical specifications, and the back-and-forth exchanges with the chief editor. Let’s pull the wraps off using an example.

A hypothetical client ABC wants to promote their company online. They need a competent article to publish on a large cryptocurrency portal. A semantic specialist collects keywords for ABC, an SEO specialist drafts requirements for plagiarism checks, text length, and other parameters.

Then ABC Reaches Out to a Digital Copywriting Agency

They share the technical assignment with the chief editor, who reviews the required volume of the text and estimates the approximate price bracket. Together with ABC, the manager discusses all the important details, for example, the target audience for the text – British, American, Australian, Canadian, or some other segment. This will affect the editor-in-chief’s choice of authors and editors. ABC makes the prepayment and goes on about their usual business while the agency works on the task.

Let’s Talk More About the Team Selection Process

We’ve already talked about our ground rule – to choose writers based on their specialization (even more, this point is often covered in our client case studies).

Now, for this example, the manager chooses writer(s) skilled in fintech and cryptocurrency topics. At the same time, they talk with an expert and let them know about the project and upcoming texts. Then, they select an editor and discuss optimal times to submit (if you read our Medium post, you already know about the intricacies of working in different time zones).

If needed, the manager also adds notes to the technical task for the writer. It may be something that the client talked about during a call or some personal insights).

Here Is What Happens When the Text Is Ready

The editor checks the text – whether it complies with the technical specification – and forwards it to the expert for fact-checking. There is no strict protocol for the expert, so the subsequent actions may vary. Sometimes, the expert adds a couple of examples from their own experience to liven up the text. Sometimes, they adjust or update factual statements.

Now, it’s the proofreader’s turn – they carefully check the text for errors to ensure correct grammar, clear syntax, and stylistic consistency. The chief editor looks over the final version, sends it to the client ABC, and after approval, the article can be published!

ABC then posts the article on the target page, let’s say the company’s blog, thus creating a new highway for incoming traffic and new leads.

“Every product has a unique personality and it is your job to find it.”

Joe Sugarman

sold 20 million BluBlocker sunglasses through both direct mail and infomercials

People that are personally involved in creating a product – those inside the company – can often forget how potential buyers view it. Copywriters bring in the outsider’s perspective that may have been lost during all iterations of product development. Copywriters are also very familiar with marketing concepts – like target audiences and buying personas – so they will match the tone of the text to what readers will positively respond to.

Challenges That People Don’t Talk About

The sequence of events leading up to a polished text holds a few considerations that often stay behind the scenes. Yet they are no less important than all the obvious steps. Edits, financial matters, and comments from the client are commonplace in the everyday life of an SEO copywriting agency.

Edits

This word brings up bad memories for some people. But edits don’t always sting. Usually, clients make comments that align with the pre-approved technical task, so no edits out of the left field. The editor-in-chief receives the comments, forwards them to the performers, and supervises revision.

Direct communication with the manager is easier for the client. They don’t need to think about who to address – an author, an expert, or a proofreader. The editor-in-chief will understand whose area of expertise the edits are meant for and make sure they get the note.

Estimated vs. Final Volumes

The technical task includes an approximate number of words for the future text. These numbers can be based on similar texts by competitors. This establishes the framework for the text.

Authors always follow the text requirements, but the finished text doesn’t always precisely correspond to them. The final volume, after edits, revisions, etc., can be higher or lower than expected. Therefore, after a client approves the text, the editor-in-chief will match the volume of the final article against the estimates.

This information is included in the reports (often in spreadsheets) so that all charges are transparent for the client. The total volume may be covered by the prepayment or not. And this must be taken into account from the client’s side: the prepayment amount is not the final cost of the task, so be prepared for adjustments.

Underpayments and Overpayments

Additional payments after the final approval are a regular thing, which isn’t a surprise to either party. Typically, they are not substantial: a miscalculation of 100 words is considered standard for smaller texts. It’s a different matter when the initial calculation of the volume turned out to be vastly incorrect. The editor-in-chief always discusses such situations with the client: if the text doesn’t fit the supposed budget, some parts may need to be removed from the text.

But! Good authors never resort to filler text. So, simply cutting up the text – removing several sentences from different paragraphs – will not work. In most cases, the client agrees that the extra volume adds value to the text and pays the difference.

The opposite can also be true. The prepayment may be higher than the final cost of the task. Then the editor-in-chief offers two options: set aside the amount for future tasks and avoid back-and-forth payments, or return it to the client. The first option is more common.

Is Hiring a Freelance Copywriter Worth It?

Let’s say you already agree that content creation – no matter if it’s for a blog, landing page, or third-arty publications – needs to be delegated. A business owner writing blog articles is, of course, commendable but also excessive. Now, the question is who to delegate it to.

Should you give the task to a freelancer or contact a copywriting studio? All clients have their preferences, but we tried to gather unbiased pros and cons of working with both. To start off, we’ll look at freelance copywriters and their contributions to business operations.

You can find copywriters on platforms like Upwork, social media like LinkedIn, personal connections. There are versatile authors, but we’re mostly interested in those with niche expertise. But in either case, the key elements of cooperation stay the same.

Pros

More affordable. At least, in most cases. You pay the person right away and pay for only one service – writing. No editing, proofreading, fact-checking. That said, an experienced copywriter can be expensive, with the starting rate of $75+ per 1000 words going into hundreds.

Fast results. You can often bypass the contract stage and simply agree on the terms of cooperation. The writer receives the advance payment and starts writing. Assuming that you find a competent author quick enough.

Flexible adaptation to your requirements. You will introduce a new member to your project so that they produce precisely the kind of content you need. Over time, you may be able to achieve efficiency and closeness. Many believe that this will minimize factual mistakes (whether you agree with this statement is up to you).

Cons

It’s hard to find a good writer. Yes, there are numerous services with thousands of copywriters. The one we mentioned, Upwork, features 55 thousand writers. A good writer who: a) understands your field, b) follows deadlines, c) is a good communicator, d) submits genuinely good articles, these workers are rare. There are few professionals, and since they know their worth, they charge a lot. That is, the main advantage of working with freelancers – the low rates – becomes a disadvantage.

Unreliable quality of articles without an editor. Even talented writers need an editor and proofreader. This becomes especially important as you scale up your content production. Bear in mind that the cooperation of authors and editors can extend your content budget.

Flexible adaptation to your requirements. You will introduce a new member to your project so that they produce precisely the kind of content you need. Over time, you may be able to achieve efficiency and closeness. Many believe that this will minimize factual mistakes (whether you agree with this statement is up to you).

A lot of effort. You need to spend your time looking for the right author and communicating with them. And, most likely, that time can be spent otherwise – improving your product/service, expanding business operations, etc.
Clients also note the following inconveniences: freelancers are notorious for disregarding technical tasks – they simply ignore some requirements. This increases the number of iterations and edits and the time it takes to create one text.

Are Agencies Better Than Freelancers and In-House Writers?

Let’s talk about a freelance copywriting agency, shall we? Not to be confused with individual freelancers covered in the previous section. There are also a few things to be said about agency vs. hiring a full-time writer. However, freelancers and writers on staff are similar, so we’ll mainly focus on agencies.

As we talk about a copywriting agency (company, studio, etc.), we are referring to a team of writers, editors, experts, and an editor-in-chief. Here is why many clients prefer when the chief editor from an agency forms a team specifically for the project in hand.

5 Factors Pushing Companies to Work With an Agency

Delegated selection process (among everything else). The editor-in-chief will do it for you – assemble the team (of Avengers, if needed) that perfectly matches your product offer, topic, format. As you can guess, subsequent content creation stages are also covered.
Consistent quality. Each text is created by a whole expert team. Before making its way to the client, it goes through several checks by an editor, proofreader, and expert. By the end, you have an excellent product in terms of content and SEO requirements.
Ease of communication. Clients and writers don’t speak the same language. Not always literally – they sometimes don’t understand each other. Clients may not know the specific terms to explain what they need, while writers may not be able to solve crises and respond to complaints. A manager can handle both sides.
No need to explain technical requirements. An agency is a well-oiled machine where members learn how to understand each other on the fly. All you need is to find your groove with the chief editor – that’s easier than training multiple people on staff.
There are guarantees. Studios always strive to develop long-term relationships with clients and value their reputation. Should any disputed situations arise, they will be resolved peacefully. Plus, there is a contract.

One additional note about edits: freelancers don’t view edits as a priority. They are much happier to work on another text (possibly, from a different client). It sometimes takes a lot to convince them to revise. With an agency, on the other hand, an editor-in-chief will ensure that you receive the text with all the corrections at the agreed time.

“Good writing is about telling the truth.”

Anne Lamott

progressive political activist, public speaker, and writing teacher

Competent writers don’t need to embellish or overstretch facts. They are skilled enough to look at a product or service and figure out exactly what features to highlight. They will be kind and gracious, but it won’t involve misleading readers into buying. Quite the contrary – it will involve presenting the truth in a way that will persuade you to buy your own product.

The Point of Congestion

Price. Yes, the best copywriting agencies usually have higher rates than individual copywriters. But there is a good reason for that – you’re paying for an entire up and running editorial team. Should we remind you that you get a well-written text by a competent author, checked by an editor for SEO requirements, fact-checked by an expert, and proofread for grammar?

The price you pay for streamlined processes is worth it, not only in theory but also according to our clients. See for yourself – just send us an email or a message to the chatbot, and our editorial team will quickly get the process started.

Hottest Copywriting Niches in 2022

Simply put, the ratio of demand to supply makes a niche hot and fresh. Though the same niche can have variability – depending on clients to clients and projects – some fields are notoriously competitive. That is, there are many companies fighting for consumers’ attention and not many qualified copywriters to make attention-worthy content.

Let’s talk about two prime examples – fintech and IT.

Financial Copywriting Agency

The fintech market can be segmented into API, AI, blockchain, distributed computing big data, process automation, etc. And in each category, there is a need for sharp, relevant content. This search calls for a dedicated remote crew, the one assembled based on the project’s requirements to write:

White papers
Case studies
Press releases
Interviews
Presentations for investors
Price predictions
News
Educational materials

If you operate in this business segment, rest assured knowing that we speak your language. But most importantly, we also speak the language of your audience, be it retail clients or large corporations.

IT Copywriting Agency

Experts have never been as optimistic about digital market prosperity as in 2022. Gartner analyzed the sales by thousands of vendors across the entire range of IT products and services and forecasted a 5.1% growth in spending this year. So, if you haven’t already invested in IT content, it’s not too late.

There are overlapping types of content between fintech and IT, so let’s only name the ones we haven’t already mentioned:

Product use cases
Landing pages
Expert blog articles
Ebooks
Pitch decks
Guest posts
Push notifications

Сopywriting Services for Small Businesses

It’s possible that these past two years have made a long-term dent – many are still dealing with supply chain disruptions and even closures by policy mandate, downward demand shifts, and health concerns. Small businesses can’t rely on the brand carrying them through these tough economic times. We found that making strategic efforts to grow online is always worth a try.

As you remember from our discussion on freelance and in-house writers, they can be more pain than gain. And even if you convince your employee to write something for you, it may not render the results you want.

The latest reports show that over the past 12 months, the number of internet users has grown by about 8%. So, whether you’re looking to attract local customers or anywhere else on the globe, your audience is online. This is where you should channel your message and expertise – online.

As a small business with a small team (at least, for now), you’re probably used to outsourcing talent. And since content production is not like a building contractor or network provider, you don’t need a ‘copywriting agency near me’ – we can work with you wherever on Earth you are.

“Copy is a direct conversation with the consumer.”

Shirley Polykoff

one of America’s best-known copywriters

Copywriting drives a lot of knowledge from customer service. World-class customer service is about treating humans like humans, and so is copywriting. For example, еhe goal of both is to answer the customer’s need and make them feel heard.

What Makes Great Copies: Top Copywriters in the World and Our Approach

Eugene Schwartz, who famously worked only three hours a day (a dream come true), once said: “I write with my ears.” He wasn’t talking about the rhythm or musicality of text. Schwartz was talking about listening. To a client – what makes the product unique, who it’s for, etc., and to customers – what they need. Then the copy writes itself. That has been Contenteam’s method from day one – closely working with clients (messages, calls, interviews) and being the reader’s friend.

Victor Schwab was one of the first copywriters to talk about calls to action. Without making it too intense, we sprinkle in CTAs as advice. After all, you shouldn’t expect readers to pick up barely noticeable suggestions – if you want them to click a link in an email to read your latest blog post – you have to put yourself out there.

Lastly, David Ogilvy has a blunt yet truthful quote: “The consumer isn’t a moron”. Users want respect. That means giving them the right information to make up their minds, ditching the condescending tone (even if you know more than them), and not resorting to trickery. Basically, the attitude you show to the audience is what you’ll receive in response.

Final Takeaway

Here is a brief overview of what you should know about a web copywriting agency:

Tasks coordination happens between a manager from an agency and a representative from your company. This is a much better way to communicate than with all contributors separately.
Once an agency sets up a team specifically for your project, they will get up to speed with your brand or business.
There are (usually) many skilled individuals on hand. Their minds are fresh and always moving, and their exposure to a wide variety of businesses and industries provides them with a unique perspective.
There is a negotiable price in place that depends on the task specifics.
Writers and experts are responsible for research and fact-checking, while editors and proofreaders are responsible for errors and SEO requirements.
Their minds are fresh and always moving, given that they are exposed to a wide variety of businesses and industries.
An agency handles (and pays) for its own tools and training, relieving the need for additional expenses from the client’s side.
By partnering long-term, relieving the need becomes an extension of your company. Down the line, knowing the nuances defining your field and business speeds up content creation.

Need high-quality content on a consistent basis? Then let us become that invaluable extension of your brand and show you that content is indeed king. All the benefits discussed in this article were pulled from our experience. So, it’s not just a baseless list – it’s something that Contenteam is happy to provide for your business.

FAQ

What are copywriting services?

It refers to a company that produces informational and/or persuasive marketing and promotional materials. A third-party copywriting agency allows businesses to delegate the task of content creation, including writing/editing blog articles, ad copies, landing and sales pages, newsletters, product descriptions, etc. Just like other types of outsourced work, these agencies draw on the niche skills of experts in certain fields, not necessarily present in the client’s core team.

How does a copywriting agency work?

From the client’s perspective, the process is straightforward. They approach a copywriting agency and start communicating with the project’s manager (editor-in-chief). They discuss the specifics of the task, deadlines, and rates, and the bulk of the work commences after the prepayment. Once the text is finished, they review it, discuss edits with the manager (if necessary), and approve the work.

Internally, there are many more processes going on. The chief editor assembles the team specifically for each project and not only communicates all important information from the client but also coordinates the work of everyone involved. This includes writers, editors, experts, and proofreaders).

How to get copywriting work?

Freelance copywriters can sign up on online platforms like Upwork and update their LinkedIn profiles. Alternatively, you can join our editorial team. Send us your CV and cover letter, and let’s talk!

How to pitch copywriting services?

Whether you’re the one doing the pitching or the one receiving the pitch, we can all agree that sending out mass email pitches will never work. Here is a recipe for copywriting success: take the time to do the research, convey the value you can contribute, show your differentiator, and don’t be entitled.

How much does it cost to hire a copywriter?

The cost can be anywhere from $25 to $25,000 per page. Of course, you don’t have to fall on either extreme. But if you consider hiring a freelance copywriter at the lower rate range, keep in mind that there won’t be editors/proofreaders/experts included in the price. All-in-one website copywriting services usually offer a better value for money.

What are technical copywriting services?

Technical copywriting services can create readable content on highly technical subjects, such as IT. These tasks require in-depth research and often – practical experience (which is what experts are for). And no matter how complex the topic is, a technical writer’s goal is to package it into approachable content – after all, most types of content are meant for casual readers and not industry experts.

Сообщение Everything You Should Know About a Copywriting Agency появились сначала на Contenteam - Multilingual Copywriting Service.

The Hidden Mystery Behind Expert Content Creation: Editorial Teams

Victoria Michael — Wed, 12 Jan 2022 13:55:47 +0000

It’s no secret that populating your website with high-quality, expertly-written content has huge SEO benefits. You’ll increase your website’s authority, bring in organic traffic with evergreen content, and create oh-so-shareable texts. But, what exactly constitutes expert content — and even more importantly, how can you start publishing these kinds of texts?

Interestingly enough, the actual process of writing isn’t that big of a factor when it comes to expert content creation. I mean, yes, it helps to have skilled fintech and IT copywriters, but the real importance lies in the legwork: doing keyword research, choosing a format, setting up an editorial workflow, bringing in subject matter experts, and so on.

You can have beautifully-written text created by a master of prose, but it won’t do anything for your website if it isn’t powered by an excellent strategy and an optimized team. I’ve already covered content strategies in detail in previous posts, so today, I’d like to focus on creating an editorial team.

Why You Should Form an Editorial Team

Before your business can start publishing expert content, you need to have people that can write, edit, proofread, and fact-check it. This is particularly important for specialized niches like fintech or industry. Here are 3 scenarios that could occur, depending on how you set up your content production flow:

Scenario A: You run a small business, and you don’t think you have the budget to set up an editorial team. So, you try to write all of your website’s content yourself, on top of your regular business responsibilities. There are two likely outcomes: you either publish lots of content, most of which is of poor quality, OR you infrequently publish content, but it’s of average-to-good quality.

Scenario B: You decide to work with freelance content experts for your various content needs. But this ends up being time-consuming and frustrating — a single piece of content might require multiple revisions, and you will either have to pay the copywriter more or keep the rate the same and risk them quitting. Having one person responsible for one piece of content is not really realistic, as there’s quite a lot that goes into expert content: not just writing but also keywords, style guide adherence, fact-checking, proofreading, and much more.

Scenario С: You set up an editorial team or hire an external one. You tell them what kind of content you need, and it moves through the team’s pipeline. You are able to get the content quickly, and revisions are minimal.

To Contenteam, Scenario С seems the best by far! To illustrate this, let’s look at our own editorial teams. There are several, but I work with two in particular: IT and fintech. These are two very specialized areas that can be difficult to write about — and the scope of what our clients need often falls outside of the realm of what an average copywriter can do. This is actually why a lot of clients choose to work with us: they tried and failed to find suitable copywriters, so working with a full-fledged editorial team actually saved them time and money.

So, each of our editorial teams looks like this:

1 project manager: They are the point-of-contact for our clients. They gather requirements for projects, assign copywriters and editors, make sure deadlines are adhered to, etc.
3+ specialized copywriters: Our team is full of copywriters with expert content knowledge in various niches. We add them to the relevant editorial teams, so it’s easy to select writers who are suitable for each content expert request.
1 fact-checker: After the copywriter has produced content, it goes straight to the fact-checker. Why? Well, if an editor and proofreader check it first, and then the fact-checker needs to make corrections, the text would then need to be re-edited and re-proofread. Our way cuts out those extra steps. We use fact-checkers who are experts in their fields; the background knowledge really helps with the checking process — and if they don’t know something off the top of their head, they know which industry resources will likely have the answer.
1+ editor: After the text has been fact-checked and any necessary changes have been made, the content goes to the editor. They are in charge of making sure the content aligns with the client’s vision. They handle structure, keyword placement, tone of voice, and anything that’s related to style.
1+ proofreader: Now that the editor has verified that the text aligns with the client’s requirements, the proofreader looks for (and fixes) any grammatical and spelling errors. They are putting the final polish on the content.

How To Create a Team: Going Beyond Expert Content Writers

Hopefully, I’ve sold you on why content teams are so important — so now, it’s time to address the logical follow-up question: how do you put a team together? Where are you finding the members?

The most common method, by far, is to slap up a posting on a freelance platform like Upwork. But here’s the man problem with that: the best expert content providers and editors are likely too booked to find you. If you put up job postings, you’re going to be contacted by people who are actively seeking work — meaning they are more likely to be amateurs.

One strategy is to reach out directly to expert content creators that you’d like to work with. However, this means that you’d better be prepared with a great offer; otherwise, it will take way too long to fill your editorial team with skilled members. But if you have the time and resources for this method of action, it can really pay off in the long run!

Another strategy is to partner with an external editorial team, like the ones that we offer at Contenteam. You don’t have to worry about doing any hiring: all you have to do is select an agency and share your requests. The agency is in charge of all training, assignments of work, quality checking, and so on. This is the best option if you want to get your content pipeline up-and-running as quickly as possible.

Structuring the Team

If you’ve chosen to go with an external editorial team, you don’t have to worry about this step. But if you’re hiring your own in-house staff, you’ll need to decide which structure to put in place. Contenteam’s editorial structure is just one example; there are plenty of alternate routes to follow.

For instance, Darina Lynkova of Reach Marketing LP prefers to have 10 people on her content teams: five writers, one senior editor, an SEO specialist, a proofreader, a junior developer, and a content manager.

If you’re only planning on producing a few pieces of content per month, having five writers on your team might be overkill. But if you start off by only hiring a couple of staff, scaling up can be time-consuming. That’s another reason why external editorial teams are getting so popular: you can scale up and down as needed without worrying about hiring on more people or laying anyone off.

If you’ve weighed the options and have determined that creating your own team is the best path, I recommend including these roles in your crew, at the very least:

Expert SEO Content Writer: They use SEO best practices to create high-ranking texts on topics relevant to your business.

Bigger budget? Hire an external content writer; they specialize in creating content for third-party websites, which greatly helps with your linkbuilding strategy.

Editor: They edit the texts so they match the brand, style, and SEO guidelines.

Bigger budget? Hire a proofreader. This ensures that no grammatical or spelling mistakes slip through the cracks.

Fact-Checker: You could skip this for some niches, but they are a crucial member of the fintech and IT editorial teams. With so much information being released daily, it’s important to stay on top of current products, statistics, and regulations.

Bigger budget? Hire a Public Relations expert. They can ensure that content will help position you as a leader in your industry.

Some other roles to consider, if your budget allows for it, are: Head of SEO, Designer, Editorial Director, and Content Marketing Manager.

Make a Style Guide

This is the best way to avoid micromanaging — whether you’re working with an in-house team or an external one, write down all of your stylistic rules. Doing so will align your brand’s look and tone across all channels and cut down the time needed to train new members. Whenever somebody has a question about something related to stylistics, you can just direct them to the document — and if there isn’t an entry on that particular topic, you can create one, and it will hold true for similar future inquiries.

These are the main elements to include in your editorial style guide:

Grammar: Should writers use the Oxford comma? Do you prefer semi-colons or em-dashes? Do you hate the passive voice with a passion? This is where to note all of these preferences.
Spelling: Spell-check can take care of most spelling mistakes. So, instead, this section is where you note your preference with words that can be spelled in two or more ways. Most commonly, this section specifies whether American English or British English spelling should be used (like center vs. centre).
Voice and Tone: The tone may vary depending on what channel content is published one, but the brand voice should be consistent. How do you want your brand to come across? Expressive and witty? Professional and formal?
Sentence and Paragraph Length: On academic websites, it’s typical for content to have longer sentences and paragraphs. But with casual blogs, shorter paragraphs and sentences are preferred. Here, you’ll note which lengths are appropriate for your niche and audience.
Links: Discuss how links should be formatted, as well as how many external and internal links to use in various forms of content.
Images: Specify image size requirements, dimensions, and placement within the content.

Develop an Editorial Workflow

Remember the Contenteam workflow I walked you through earlier? We’ve found that works best for us, but you might want to do something different for your team. The whole point of an editorial workflow is to simplify the content creation process while allowing members to focus on their own responsibilities: the end result should be a happy, productive team that produces high-quality content.

If you’re working with an external editorial team like Contenteam, you’ll also want to determine which steps you are responsible for and which steps the agency should handle. For instance, some of our clients do keyword research, while others request that we do it. Similarly, some clients publish materials on third-party websites on their own, while others delegate that task to us.

Step 1: Identify Tasks

To get started with workflow planning, you’ll need to list every single task that’s involved in producing content, no matter how small. It might help if you group them into categories, like so:

Strategy: editorial calendar planning, selecting a CTA, keyword research
Content Creation: Outlining, writing, design, editing, proofreading, fact-checking
Content Promotion: Optimization, publishing, distribution

Note: identify the tasks that your team is already doing — not every content-related task under the sun. You should aim to organize your existing process before scaling up.

Step 2: Divvy Out Responsibilities

Next, you’ll assign ownership for each step. A lot of it will be fairly straightforward; for example, it makes sense that a content strategist would finalize topics and conduct SEO keyword research. It also makes sense that the content writer creates the first draft and carries out revisions.

But who writes promotional copy for Facebook ads? The social media manager or the writer? Who uploads the content into your CMS? You, the writer or the strategist? Make sure to tackle all these grey-area scenarios.

Step 3: Create a Timeline

You’ve covered the “what” and the “who”; now it’s time to consider the “when.” Map out how long content creation takes — which, by the way, should vary depending on the actual form of content. Promotional copy for social media should not take as long as a fintech White Paper.

When mapping out the timeline, make sure to address these:

The length of each step
The order that tasks must be completed in
Dependencies (for example, should the designer start working on graphics right away or wait until they have a full draft of the content?)

You aren’t coming up with due dates in this step; that’s what an editorial calendar is for. Instead, you’re figuring out the approximate amount of time needed to create various forms of content from start to finish. You might determine that it takes a writer 3 days to produce a rough draft, 1 day for the fact-checker to look at it, and 2 more days for it to move through the revisions/editing/proofreading pipeline.

Summary

Creating an editorial team can take a lot of up-front work. Sourcing top talent, assigning responsibilities, producing a timeline, and much more — it can be labor- and time-intensive. But the SEO benefits that high-quality IT and fintech content bring are well worth it.

I hope that this guide has given you a launching point for creating an editorial team of your own! And if you don’t have the time or resources to create your own team from scratch, don’t sweat it. At Contenteam, our editorial teams can integrate seamlessly into your own in-house staff — or even replace an in-house crew entirely. Just send us a message, and one of our content expert consultants will discuss with you how we can fulfill your content needs.

FAQ

What is the definition of a content expert?

A content expert is also referred to as a subject matter expert. They are highly familiar with certain skills and niches, and they typically have a Bachelor’s degree in the industry, along with several years of experience. For example, when searching for a writer for a Machine Learning White Paper, you might select a copywriter that has 7 years of experience as a Machine Learning developer.

What are the content expert’s responsibilities?

A content expert is responsible for creating drafts and revisions of high-quality content in niche industries. They may also use SEO best practices to ensure higher-ranking content.

Where can you hire an expert for content?

You can place job postings on various freelance platforms, such as Upwork. Alternatively, you can work with a fully-fledged external editorial team; agencies like Contenteam have subject matter experts on hand.

Сообщение The Hidden Mystery Behind Expert Content Creation: Editorial Teams появились сначала на Contenteam - Multilingual Copywriting Service.

7 Ways To Create a More Appealing Marketing Strategy for an IT Company

Nazira Konysbayeva — Mon, 20 Dec 2021 15:20:53 +0000

“Becoming a developer” is the new “becoming a banker”. The profession is fairly new, in-demand, and well-paying. Businesses are lining up for talented developers, and as of 2021, the global talent shortage of qualified IT workers is 40 million.

The companies are ready to offer work flexibility and decent pay. It would seem that with such great terms, high demand, and respect around the profession, IT services don’t need further promotion. However, supply increases along with demand. The industry is known for tough competition, as well as numerous newcomers. Everyone hoping to fit in needs to stand out – especially if you are promoting a remote developing team or agency, you need to articulate the advantages clearly.

This guide will explain how to do it the right way, what channels to use, and what trends to focus on. Also, check out examples from strong players for inspiration!

Market Research: Development and IT

Before implementing any marketing activity, you need to research the market and competitors. This will help you understand what niche is more profitable and what advantages you should emphasize the most.

Start by analyzing your closest competitors: teams that work for your target audience, stand on about the same level of popularity as you, promote their services in the same area, and, of course, offer similar services.

Analyze each team based on the SWOT model:

Strengths
Weaknesses
Opportunities
Threats

Apply this model to your company as well. Thus, you will make an objective comparison between yourself and other businesses and create a unique selling proposition. Some of the important questions to answer are: “What makes us better than our competitors? Why would people choose us specifically? “

Itransition, for example, emphasizes its impressive track record in international projects.

Kandasoft focuses on digital business transformation.

Kodius promises seasoned veterans that will solve customer problems.

In terms of positioning, it’s also important to keep track of the industry as a whole:

There are almost 27 million software developers worldwide, and there will be 27.7 million by 2023 and 28.7 million by 2024.

61% of HR professionals say that their biggest challenge is finding qualified developers.
Global IT spending is projected to exceed $4.5 trillion in 2022, up 5.5% from 2021.
Over the next ten years, the number of developers is expected to increase by 75%.
Tech startups raised $100 billion in investment just in Q3 2021.
46% of companies charge less than $20,000 for a basic development project. For general utility tasks, 61% of firms ask $20,000-$40,000.
53% of developers consider adapting to changing client requirements their biggest challenge. 17% of respondents mentioned continuous performance and load testing management. And 13% mentioned finding and hiring the right developers.
As for the types of projects, developers work on enterprise applications (84%), solutions for business process automation (53%), e-commerce products (38%), Big Data tools (30%), CRM (15%), and training programs (7%).
The leading industry trends are artificial intelligence (69%), blockchain (56%), Internet of Things (47%), Big Data (31%), cloud solutions (28%), augmented and virtual reality (26%), and cybersecurity (24%).

Strategies for Promoting Remote Development Teams and Agencies

Generally speaking, online promotion is the only viable strategy for developers. Offline channels can only be somewhat effective if you’re focusing on local businesses. This includes advertising in print media, on TV, outdoors, industry events to get contacts of potential customers.

The main advantage of development services is that they are not tied to one location. The only limitation is the language of client communication, nothing else. And if the team can communicate in different languages, the scope of potential clients expands further. Although communicating in English is the default for both developers and businesses. Fortunately, now there are many services providing legal and accounting solutions for international cooperation. So, the coverage only depends on the company’s goals and an effective marketing strategy.

It’s safe to assume that any IT company would want to work with interesting projects, loyal clients, and profitable solutions. Let’s take a look at tried and tested strategies for promoting IT services and finding these clients and projects.

Contextual Advertising

It’s practically impossible to look at a business and determine that it needs software development services. A clear demand is easier to work with.

Contextualadvertising in search engines allows you to display ads for relevant queries. For example, “app development” or “developer for business”.

Pros	Cons
The link to the landing page is guaranteed to be at the top of SERPs	Ad placements can be expensive because of high competition
No need to work on search engine optimization	Requires professional help to set up campaigns
You can narrow down audience targeting to the relevant services	Risk of click fraud by malicious bots
You already have potential customers that might be interested in the offer, you just need to convince them to take action

Website Promotion

Building and promoting your website is a must. It’s where you drive advertising traffic and collect leads. A website ultimately helps to improve your position in the search results for the long term. Maintaining an expert blog will help you get there. Fill the website with valuable, high-quality content, optimize for keywords you are interested in, regularly add new content. If you need a pro team for content creation, get in touch – we will be happy to help

Good material will build organic traffic gradually. One tactic to speed up the process is smart link building, which we will talk about later.

Pros	Cons
Relatively inexpensive	Organic promotion takes time and requires continuous effort
High-quality content will establish trust with the audience and increase conversion	Only top-quality content has a chance at the top, and you need a lot of resources to produce it
Your website belongs to you, so you don’t have to worry about it being blocked or deleted

Social Media and Targeted Advertising

Social media brings you closer to potential customers. This is where you can establish strong relationships: talk about behind-the-scenes of the company, employees, challenges, and wins. Experiment with different formats and reach new audiences. Ads will strengthen your organic presence and help you build a substantial subscriber base faster.

Pros

Cons

Freedom of expression and creativity

You are dependent on algorithms and updates

Collects hot leads and warms up the audience

Slow organic growth

Builds loyalty

Requires constant effort and experimenting

You can rely on customer support for certain issues

Guest Posting

Useful content isn’t only limited to a blog format. Your options include guest posting, expert commentary for industry media, and in-depth material with restricted access to collect leads.

The strategy attracts potential customers, builds loyalty, and brings quality links. Links incidentally affect the position in the search results (in a positive way).

Pros	Cons
Builds trust and expert status	You need to negotiate with each site separately and adapt to their requirements
Covers a potentially interested audience	It often takes a long time to get approved – up to several months
Material posted on high-traffic sites is more likely to reach the top of search results	Media websites usually close external links from indexing or refuse to add them at all
	Content can be removed or altered without notice Many resources charge a publication fee, which sometimes is unreasonably high

Catalogs and Business Review Websites

Before purchasing or hiring, customers often turn to rating aggregators. This way, they can assess the quality of services without bias based on independent reviews and specialist recommendations. That is why it is beneficial to register your business in catalogs, take part in rankings, fill out cards on relevant resources and review aggregators (Clutch, GoodFirms, Provenexpert, Youteam, Upfirms). While doing so, remember to monitor user feedback. This strategy is also useful for link building.

Pros	Cons
Expands your online presence	Keeping track of reviews on dozens of sites can be difficult
Build customer trust	You often have to pay to get included in rankings
Can be a source of high-quality external links	You need to purchase extended packages from these aggregators to generate fair attention
You only fill out cards once, and they work for you indefinitely

Email Marketing

There are several approaches to this method. The first is to collect user emails, warm them up with useful content, and convert them into buyers. The second is to send offers to the base of cold contacts.

This tactic can only work if you have strong, well-written texts and embed emails into the sales funnel correctly.

Pros	Cons
The strategy has the highest return on investment	You may end up in spam
It is convenient for segmenting the audience and addressing each group with a personalized message	It’s difficult to catch the attention of recipients
Many services offer testing tools and automated statistics collection, making it easier to optimize your strategy	Email services become an additional expense
You only fill out cards once, and they work for you indefinitely	Email is becoming less popular with the rise of instant messengers

Crowd Marketing

This is the last strategy for promoting an IT company – it is meticulous but can bring surprising results. Crowd marketing involves mentioning and placing links on relevant online resources: forums, Q&A services, social media, groups and communities, blog comments, etc.

Pros	Cons
It is free in most cases	It is hard to find relevant, suitable discussions
Native advertising works well	Some websites don’t allow adding clickable links
High-quality link building	The author’s rating is often very important and takes time to build up
There is a wide variety of websites and formats to choose from

These strategies work great together. Experiment with them and choose the ones that suit your budget and align with your goals (specifically, how quickly you want to achieve it.

Marketing Trends for IT in 2022

The target audience for IT companies is businesses. Your potential customers don’t need complex terms and descriptions of advanced technologies. Their interests lie in solving specific problems: optimizing processes, increasing revenue, and scaling up. You should speak the same language as your clients and consider the context of communication. In 2022 will, it will be important to simplify, personalize, and experiment more.

We want to highlight the following trends:

The growing popularity of video content, especially short-form. TikTok continues to change the Internet culture, and by now, light-hearted, funny videos have taken over social media. Users are getting used to an informal presentation of information, and B2B is no exception. IT agencies and developers become more involved in experimenting with the format, not only expanding reach but also collecting leads.
Personalization. Research potential customers, divide them into categories based on their requests, behavior, interests, line of work, etc. Build a sales funnel for each group and create personalized content. Businesses will appreciate relevant offers much more.
Simplified communication. It can be a struggle for some developers – to move away from dull tech content full of niche terms. This format should be left for communicating with colleagues or employees. But when talking with potential clients, you need to demonstrate the value and the result, not the subtleties of the process. Simplification is the future.
Visualization. Users become less and less interested in reading because it takes longer to process text. Charts, tables, infographics, and videos will help you to hold the attention.
Building relationships. Faceless organizations are not fit for 2022. Human connection has become more valuable, which is why companies tend to show their specialists and clients, collaborate with bloggers. It is easier to build a relationship when there is a person on the other end.

Examples of Successful Development Teams: What They Did Right

Goji Labs is the highest-ranked development studio. Here is what helped the company achieve these impressive results: a simple and compelling website, a helpful blog, and high rankings on field-specific platforms.

Goji’s closest competitor, Miquido, also boasts a well-made website with social proof, such as reviews, past projects, partner logos, as well as interesting content – both on the website and in the media. The brand also has a blog on Medium.

Sidebench relies on guest posting in major business publications: Forbes, Entrepreneur, Inc., and others. They also update their own blog, where they share expert knowledge and talk about their team.

Jelvix runs a great YouTube channel – Tech In 5 Minutes. The channel talks about technologies, the development market, and their own experience. These guys also have a professional-looking website and a corporate blog.

Summary: Marketing Plan For an IT Company

The demand for IT services is growing faster than the supply. However, if you want to create a constant flow of customers, you need to present your services competently and do proper promotion.

Remote development teams and agencies can use the following strategies:

Contextual advertising in search engines
SEO website promotion
Social media posts and ads
Content marketing
Catalogs, business review websites, ratings
Email marketing
Crowd marketing

If you’re a remote software development team, then you can probably guess the advantages of a remote content agency. Just like your clients hire you for your expert solutions, our clients hire us for our expert content. Our writers have the experience to create the type of content your company needs - from blog articles and press releases to case studies and white papers. Based on original research and purposeful cooperation, we will communicate the value and importance of your products or services. Ready for the top search positions? Leave us a request, and we’ll start strategizing!

Contenteam

Сообщение 7 Ways To Create a More Appealing Marketing Strategy for an IT Company появились сначала на Contenteam - Multilingual Copywriting Service.

A Guide to Creating Evergreen Content: Tips From Professional Content Marketers

Victoria Michael — Fri, 10 Dec 2021 16:30:11 +0000

I’m going to spitball a few goals that I know you have for your website: backlinks from authority sites, a high ranking for important keywords, and loads of organic traffic. Did I guess right?

I thought so! This is pretty much what everybody wants for their website — so why are some sites successfully achieving these goals while others have to fight tooth and nail to bring in visitors?

The answer is simple: they have an evergreen content strategy.

Evergreen Content Meaning: SEO content that remains relevant to readers, no matter the season or year.

This kind of content gets its name from the evergreen tree: its leaves remain green and fresh, even in the winter! And so should your content; if your blog posts revolve around current events and seasons, you’re missing out on loads of traffic!

This isn’t to say that you can’t publish holiday gift guides and the like, but I want to illustrate how evergreen digital content can reap longer-lasting rewards. So, read on to learn why you should be making these materials, as well as to get some of our top evergreen content creation tips!

Seasonal Content vs. Evergreen

Seasonal content is only useful during a certain time of the year — and because it’s time-sensitive, there is less competition. It’s a great idea if you want to create an immediate buzz and cultivate the impression that your brand is on top of the trends. Some examples of seasonal content include:

Breaking news
Limited-time events and promotion
Holiday topics
Seasonal events, like summer vacation or the NFL playoffs

On the other hand, evergreen content generates a steady flow of traffic to your website; what’s more, because the information isn’t constantly changing, it’s easier to write about. There are tons of sources that you can research, and there’s no pressing deadline for publishing. On the minus side, because it isn’t time-sensitive, there is plenty of evergreen content about nearly every topic under the sun — meaning there is more competition.

Some types of evergreen content include:

Whitepapers and case studies
How-to guides
Listicles
Infographics
Product reviews
Glossaries
“History of XYZ” articles

Keep in mind that evergreen content examples are only applicable if they’re about topics that never go out of date. For instance, a product review of a limited-edition pair of sneakers wouldn’t be evergreen — but a review of a sneaker brand that’s been in business for 30 years will be just fine.

You need to find the right balance of seasonal and evergreen content, and there’s no one-size-fits-all formula. To find the right one for you, start with a 50/50 ratio, assess the results, and make adjustments as needed.

A Closer Look at the Benefits of Evergreen Content

Want to get the rest of your content marketing team on board with a shift towards an evergreen content blog? Just show them these benefits:

It generates more and more traffic over time. Evergreen content draws in new users long after it’s published — months and even years down the road. And if it’s an especially useful piece of content, readers might bookmark it and reread it in the future.
It goes hand in hand with social media engagement. Social media users often share content because they think it’s relevant and valuable for their followers — and because evergreen content isn’t time-sensitive, it fits the bill nicely.
It’s easy to maintain. To increase its relevance, you can come back once in a while and add updates, but it’s far more maintainable than seasonal content.
It generates plenty of natural, organic backlinks. Seasonal content could take a while to be noticed by bloggers and webmasters, at which point it could be outdated. Evergreen content remains relevant, so bloggers can share it whenever they find it, even if it’s months or years after you published the material.
It can be repurposed for other marketing activities. For instance, you could use an evergreen blog post to create an infographic or even a video! There are also endless syndication opportunities: besides publishing the content on your website, you can upload it to Medium, Reddit, Quora, and so on.
It improves your site’s overall SEO. Your evergreen material signals two things to Google: that your website has high-quality content and that you’re getting organic backlinks. This is a great way to increase your Domain Authority.

Delving Into Evergreen Content Formats

Earlier, I mentioned a few evergreen content ideas, and now it’s time to take a closer look. The great thing about this kind of content is that it’s applicable to soooo many formats.

Cornerstone Content

This is the main content on your website and might take the form of a single page, an article, or several blog posts. It consists of the most important and highest quality articles on your website: the ones that are most relevant to visitors and that you want to rank highest on Google.

Typically, these are informative, fairly lengthy articles that break down a specific topic and pull in info from reliable sources. And the end goal is to welcome readers to your sales funnel.

List of Useful Services/Tools

This is especially great evergreen content for tech companies; you can compile a list of great tools and technologies that will help your readers in their personal or professional lives. For instance, you could share your top 10 picks for online form builders. Just be sure to review the content once in a while and remove services that are outdated (later on in this guide, I’ll explain more about updating your content).

Infographics

32% of marketers use visual images as an integral part of their content strategy. And it makes sense; after all, infographics are visually appealing and a more efficient way of conveying key statistics, facts, and examples. What’s more, you can base them on articles you’ve already published, so there’s no need to do the same work twice.

How-To Guides

When most people want to learn how to do something new, they head over to Google. This can apply to anything: from something as simple as “how to fry an egg” to complex tech topics like “how to use AI in web development.”

Figure out what kinds of questions your target audience is asking, and then create a step-by-step guide showing them how to solve the problem.

Whitepapers

White papers are typically published by B2B companies, especially within the IT space. Some goals of a whitepaper might be to educate potential customers, gather leads, educate channel partners, build credibility, and publish your own studies. Because white papers are almost entirely data-driven, they require more maintenance than other forms of evergreen content, as data is constantly evolving. But it’s well worth the work: 71% of B2B buyers use white papers to help them make purchasing decisions.

“History Of” Articles

This type of evergreen content is pretty easy to maintain — after all, the history of a topic remains constant. All you have to do is add updates on occasion when there are new developments in the field. And you can easily write a “History Of” article on pretty much anything under the sun; because it’s research-based rather than insight-based, you can even assign the text to a regular copywriter rather than a specialized IT writer.

Step-by-Step Guide to Creating Evergreen Content

Creating evergreen content mainly involves finding topics that have consistent search traffic potential rather than ones that are trendy. Here’s what to do:

Step 1: Conduct Keyword Research

Evergreen content is valuable — but only if it’s acquiring and maintaining a traffic flow. And to acquire that traffic, you need the page to rank high on Google. And, as SEO 101 tells us, keywords are what make our pages visible to search engines.

You likely know all about keywords already, but the question is: how do you pick ones for evergreen content? There are four things you’ll need to do.

First, brainstorm seed keywords. In this step, you’re coming up with evergreen topics that are interesting and relevant to your audience. If you’re a tech company, your audience isn’t just looking for IT industry news. They might also want to learn terms related to software development, view guides on how to choose a dev company, or compare programming languages. So, let the ideas flow — write down whatever comes to mind, and make sure the ideas are diverse. You can always save topics for later.

Next, you’ll need to get inspiration for seed keywords. Check out competitor sites, read forums to see how people are phrasing their questions and use tools like Semrush and Ahrefs.

After that, it’s time to analyze the seed keyword relevance. It’s not worth your time to write about topics that aren’t steadily relevant; after all, that’s the antithesis of evergreen content. Instead, run the keywords through Google Trends and verify that the interest remains stable.

Here’s an example of what a stable keyword will look like on Google Trends:

And here’s an unstable one:

Both of those keywords are measured across a 5-year time period; one has huge peaks and valleys, while the other has a much flatter line.

Lastly, when choosing the keywords, you’ll need to gauge their potential. Is it worth the effort? Perform a keyword audit on a tool like Ahrefs, and check the search volume, clicks, and return rate (RR). Ahrefs even has a handy tool that estimates how many backlinks you’ll need to rank in the top 10 results on search engines!

Step 2: Create the Article Structure

Now that you’ve selected your keywords, it’s time to pick an article structure that’s best able to answer the searcher’s intent. I mentioned a few evergreen article formats earlier, but you aren’t limited to those; just make sure that the format makes sense.

Here are some examples of matching intent with structure:

Keyword	Intent	Relevant Structure
Get custom fintech software online	Transactional	List of services
How to make software in Python	Informational	Step-by-step guide/Infographic
AI in healthcare	Informational	Whitepaper/ “History Of”/Case Study

Step 3: Write the Article

I don’t really have any special tips for you in this section that are specifically tailored to evergreen writing — but if you need a crash course on writing for a tech audience, I recommend checking out some of our guides:

By the way… all of those articles are examples of evergreen content!

Step 4: Publish the Article

You’ve reached the finish line! Hit the publish button, monitor your rankings, promote your content, and make updates if needed. More on that next!

Evergreen Content Advice From a Pro: How to Highlight It for Maximum Effectiveness

After publishing your brand’s evergreen content, don’t let it get buried amid other articles on your website. If you want to get good results, you need to promote the content so that it’s immediately visible to your site visitors. Here are a few ways to do this:

Make a “Start Here” page for your website; such pages contain useful tutorials for visitors, and it’s a great place to list your best evergreen posts.
Create a homepage banner or sidebar section that highlights your evergreen content.
Integrate your evergreen content into your social media campaign.
Update your evergreen posts once in a while, so they make it back to the top of your blog page.

Now, I want to take a closer look at that last point: everybody should be updating their evergreen content on a regular basis. This doesn’t require a crazy amount of work; rather, you can add a couple of links to new, relevant studies, summarize this year’s current findings, and so on.

For instance, if you’re a tech company, certain pieces of technology might become obsolete — so if outdated tech is mentioned in an article, add an italicized note to the beginning of the article. In the note, you could explain that the tech is no longer current and mention its replacement. Make sure to include the publishing/update dates.

Example: Let’s say you’re a tech website that published an article on the best Windows antivirus apps. But one of your picks has gone out of business… You would need to remove the app from the list, possibly replacing it with a different one, and then make a note that looks like this:
Update: Our former pick, ABC, is no longer available. So, we’ve decided to update our list and add XYZ instead. This article was originally published September 2018. Updated December 2021.

Updating your content in this manner has great SEO benefits, and it’s constantly being pushed into search results. So, if you notice that your content has dropped in search ranking over time, it might be due for an update.

The last thing I want to leave you with is a quick checklist for updating your articles:

Review the title and update it if needed.
Remove outdated information and add updated information.
Include a note about the update on the top or bottom of the article (I prefer placing it at the top).
Double-check that the new section matches the tone of voice of the rest of the article.
Fix any broken links and replace outdated images.
Update internal links.
Update the CTA, if needed.

And there you have it! That’s really all you need to know about creating and maintaining the best evergreen content. Remember: seasonal content can definitely be useful and generate buzz, but evergreen is a more solid backbone for generating long-lasting traffic.

If you want to get SEO-optimized evergreen content for your blog, reach out to Contenteam! We are a full-fledged editorial team: simply tell us your goals, and we’ll conduct keyword research, choose a structure, write the article, proofread/edit it, and send it to you. All you have to do is wait for the traffic to come in and reap the benefits.

Interested in getting content for your IT or Fintech company? Just fill out the contact form below.

FAQs

What is evergreen content?

Evergreen Content is SEO content that remains relevant to readers, no matter the season or year.

What makes content evergreen?

Evergreen content is filled with information that remains stable in relevancy. This generates a steady flow of traffic to your website; what’s more, because the information isn’t constantly changing, it’s easier to write about. There are tons of sources that you can research, and there’s no pressing deadline for publishing.

Why is evergreen content effective?

There are lots of ways it’s effective: it generates more and more traffic over time, it’s highly shareable, it generates lots of organic backlinks, it’s easily repurposable, and it improves your site’s overall SEO.

Сообщение A Guide to Creating Evergreen Content: Tips From Professional Content Marketers появились сначала на Contenteam - Multilingual Copywriting Service.

Cracking The STORYTELLING Code in Content

Victoria Michael — Wed, 01 Dec 2021 12:55:53 +0000

Сообщение Cracking The STORYTELLING Code in Content появились сначала на Contenteam - Multilingual Copywriting Service.

8 Diverse Types of Content to Drive Traffic to Your Website

Nazira Konysbayeva — Mon, 22 Nov 2021 21:05:23 +0000

The first step in content marketing is starting a blog. If you post informative, engaging articles, visitors will naturally gravitate to the website. Ultimately, content creation can be one of your key tactics to improve positions in search rankings.

But you need a solid strategy to promote it. Writing about the first thing that comes to mind and publishing it in your blog is a bad idea. After all, you’re trying to appeal to both the algorithms and users.

If your goal is to drive more traffic to your website, choose content formats that will help you achieve it. Today, our editors at Contenteam will share eight content options that will benefit companies from different industries. Here is why they work:

these formats are shareable, which attracts organic traffic and external links;
they usually rank better than regular articles;
the content can be repurposed for social media to expand reach.

If any of these options grab your interest, let us know – we’ll be happy to help you write them!

1. Infographics

Infographics are a visual presentation of data to communicate information quickly and clearly. It can be an image with one graph or a large detailed multi-page compilation with multiple pages.

Users enjoy sharing infographics. In fact, social media posts with infographics get three times as many likes and shares as other types of content.

How to Create

Gather relevant data (or do your own research) and reach out to a graphic designer. Alternatively, you can try creating your own infographics yourself in simple editors like Canva or Piktochart.

How to Drive Traffic with This Content

Post on Pinterest, add title + description with keywords, provide your sources.
Post a snippet of the infographics on social media and encourage users to visit your website to see it in full.
Use image search to see if others reposted your visuals, contact them and ask for a link.
Add the word “infographics” to the title of the article – this will attract more clicks in the SERPs.

Example

Help Net Security creates great infographics that found their way to social media and reached the top of image search results.

2. Memes and Gags

This is another format that social media users love. Just make sure to adapt the current Internet joke for your niche so that it doesn’t come off as random or distract users.

How to Create

Meme Generator and Quick Meme are your go-to websites. If you want to bring a unique idea to life and create an original comic, contact an artist.

How to Drive Traffic with This Content

Your meme iteration should bring up a problem or topic that is relevant to your audience. Then, you can offer a solution or discussion in a blog article.
Add silly images beside the links to your site – this will make users click to learn more.

Example

Memes are very popular in the crypto space. People at Binance are avid meme collectors, regularly sharing their own or user-generated images. Many of them are about bringing positive sentiment to crypto holders and joking about sceptics.

3. Video

Video is more engaging and convincing to the audience compared to text. Right now, the format is at its peak popularity. According to Renderforest, 78% of webmasters have increased their website traffic through videos.

How to Create

Videos can be very different: from short clips made with a front-facing camera all the way to professional quality shows. You won’t need any special equipment to shoot a simple video – just your smartphone. But if you want to go all out, you can use lights, a microphone, and a studio. Decide based on your tasks, posting platforms, and budget.

How to Drive Traffic with This Content

Make YouTube videos: Google often puts them above article links.
Attach a video to the article so that reader will stay on the page for longer and get to the article through its accompanying video.
Try out short videos, for example, TikTok, and offer users to go to your website as a lead magnet or to get detailed information.

Example

Accenture accompanies blog articles with videos on the same topic. This helps increase time on page and attract more visitors from search results.

4. Detailed Guides and Tutorials

Search engines love in-depth articles with full and accurate answers to the user’s query. According to Hubspot, 2,100-2,400 words is the text length that attracts the most organic traffic. This is why with guides and tutorials, you have a better chance of hitting the top rankings. Since the first positions attract up to 33% of clicks, expect targeted traffic to flow to your website.

How to Create

The best option is to have an expert write your guide. However, an expert with good writing skills is very rare.

You can work with a copywriter and collect references for them (or have them work with an expert directly). This will ensure the final product is factually correct and relevant. Services like ResponseSource can be useful for these tasks – just leave a request and pick suitable responses.

Consider adding infographics, tables, videos, and podcasts to the guides to keep visitors’ attention and make their reading experience more diverse.

How to Drive Traffic with This Content

Look through search results for your relevant queries and write something better than your competitors at the top.
Make shorter-format posts based on the guide, post them on social media, and invite users onto the website to see the whole thing and find out the details.
Share the link on relevant forums and discussion panels to increase page authority.

Example

Adobe occasionally posts detailed tutorials and case studies, solidifying their positions at the opt of search results.

5. Reviews and Unboxing

93% of consumers read reviews before making a purchase. Search engines process millions of requests that have something to do with “review” every day. So, there is demand, you just need to create supply.

How to Create

Pick a relevant product or service and make a detailed and unbiased review. You can test highly advertised features or compare the product to similar ones by competitors. The format is up to you: article, video, social media post, or something else. Most importantly, make sure to add a link directly to the product in the online store.

How to Drive Traffic with This Content

Research keywords for this topic and add different variations of the product name to cover as many queries as possible.
Be as thorough as possible to get to the top of the search results.
Submit your review to the popular review aggregator sites (Amazon, TechRadar) and suggest going to your website for similar reviews.
Take things a step further and create a section dedicated to this format.

Example

Exodus does not specialize in reviews but still takes advantage of this content format. This strengthens the service’s position as an expert voice in the crypto space.

6. Selections and Compilations

“Top 10 software for business collaboration”, “10 free essential tools for cybersecurity”, “Top 5 books for beginning traders” – search engines rank these articles well because they help users make better choices.

How to Create

Start by collecting keywords for your niche. See which queries are the most popular and list your options for relevant selections. Consult an expert or make your own compilation to create truly valuable content.

How to Drive Traffic with This Content

See how many tools and items your competitor include and review more.
Optimize your text for good search engine rankings.
Complement the material with independent reviews.
Share each item on social media in small batches and encourage people to view the full review.

Example

Changelly has a regular section with the best cryptocurrencies for the near future. Not only is it a popular topic on its own, but they also support the article with social media posts.

7. Checklists

Users appreciate quick instructions that they can easily follow, which is why lists often become featured snippets. Search engines take them from articles and add a link to the source for a detailed article.

How to Create

Include step-by-step lists in your texts where appropriate. Be sure to put them in an easy-to-understand format like a list or subheadings, otherwise, bots will not register them as checklists. Additionally, you can put a checklist into a visual format to make it more shareable for social media.

How to Drive Traffic with This Content

Describe each step as briefly as possible.
Add keywords to the accompanying text and the checklist itself.
Share an image version of the list on social platforms and mention that users can see the detailed guide on the website.

Example

Mural uses the checklist format, neatly integrating its own collaboration tool into the mix. Plus, heading can be easily turned into steps for Google snippets.

8. Research

The numbers are important to both businesses and consumers. They draw the most attention in presentations and reports, trend analyses, comparisons (e.g., company success vs. market average). Do your own research to get links from other reputable sources and social media reposts.

How to Create

Conduct a survey among your customers. For example, you can add a pop-up window to the website, send out a newsletter, or post about it on a social network. You can go further and seek help from specialized services (SurveyMonkey, TypeForm). If you collect anonymous customer data, assess changes and trends.

How to Drive Traffic with This Content

Spice up dry numbers with graphs, tables, and other visual materials.
Share your research with niche publications, offer to publish a press release.
Make announcements on social media.
If you don’t have the resources to do your own research, try collecting data from different sources.

Example

Atlassian does a great job with original research on their blog service, having a separate department for Research & Insights.

In Short

Publish high-quality content, and traffic will follow. Consider these formats to promote your blog:

Infographics
Memes and gags
Video
Detailed guides and tutorials
Reviews and unboxing
Selections and compilations
Checklists
Research

If you’re looking for a content marketing agency to develop and manage targeted strategies, let’s work together!

FAQs

What is content creation in marketing?

Content creation is the process of generating topic ideas and executing them in different content formats for brand promotion. It can be roughly divided into written and visual content, both of which are meant to attract and retain a defined audience. These days, it’s an essential part of any marketing strategy.

Why is content creation important?

It provides your website visitor with something of value. From the customer’s perspective, it makes you appear professional, trustworthy, and relevant. From the search engine’s perspective, it informs algorithms that your website offers useful content that is worth showing to more users.

What is content creation all about?

It’s all about generating traffic, followers, and leads. There are many other direct and indirect positive outcomes like building rapport with the audience, positioning your brand as a thought leader, upselling, exploring prospect pains, developing new ideas, and many more.

Сообщение 8 Diverse Types of Content to Drive Traffic to Your Website появились сначала на Contenteam - Multilingual Copywriting Service.

How to Craft Killer Website Copy and Win Customers: The 2023 Guide

Victoria Michael — Wed, 17 Nov 2021 13:46:33 +0000

If you’ve been keeping an eye on our blog, you might have read our guides to writing white papers, crypto content, case studies, and more. But today, I’m going to focus on something even more important: quality copywriting for the web.

Well, perhaps “more important” isn’t quite right. But it is certainly more high-stakes. Think of it this way: if your writers churn out 3 blog posts per week & you have dozens for readers to browse through, one dud isn’t that big of a deal. But the copy on your site pages remains constant: a crappy “About Us” page or a poorly formatted “Services” page is going to turn off prospective clients.

If you only work with professional copywriters for one type of content, it should be your website pages; this is NOT an area to skimp on! (This is where I plug our website copywriting agency — just hear me out before moving on to the good stuff )

While Contenteam is known for creating industry-leading IT white papers and case studies, we also have specialists solely focused on copywriting website content. We know how to create content that gets results while simultaneously incorporating SEO in a natural way. So, your website will appeal to potential customers and search engines alike.

If you’re interested in revamping your website’s copy, go ahead and shoot me a quick message! Don’t worry; this article will be here when you get back…

All right, are you ready for a crash course in killer website copywriting? Let’s get started!

First Things First: What Is Website Copy?

You have to crawl before you can walk — so before explaining my top tips for website copywriting, let’s look at what web copy is and what qualities it needs to have.

Some people define web copy writing as any form of copy that shows up on a website, whether it’s page content, a blog post, a case study, and so on. But I don’t think you want to read a 20,000-word guide, so I’m focusing on the text included on the actual webpages — product pages, service pages, the About Us page, the Contact Us page, and so on.

These pages aim to keep your visitors engaged and move them through the sales process. But to do so, the writing needs to have several qualities:

It needs to catch their attention. Cookie-cutter web copywriting isn’t going to cut it (pun intended). We’re living in a digital era, so let’s face it: no matter how specialized your niche is, you’re up against a ton of competition. Your page copy needs to be interesting and unique to give you the best chance of standing out.
It needs to have a strong emotional appeal. Storytelling is your best friend here! Choose the right words, pull in the right examples, and you’ll reel in clients, hook, line, and sinker.
It needs to be “you-focused.” Copywriters are writing for the masses, but if they’re skilled, their writing will seem like it’s talking directly to the reader. Use words like “you” and “your” liberally. And then add even more. Go ahead and count how many times I’ve addressed you in this article (hint: it’s a lot)!
It should sincerely describe the benefits of your service and apply them to pain points. Visitors don’t want to hear, “our service is the best because it’s received 5-star feedback and is used by millions of people worldwide.” Don’t get me wrong; that is great for establishing your authority, but you first need to make a connection between the product’s benefits and the reader’s needs. What are their pain points? How do you remedy that?
It should provide your unique selling proposition. You’re the best in your niche, right? Now’s the time to prove it. Statistics and testimonials are your best friend. Your USP should position yourself as an industry leader and an authority in your field.
It should close the deal and guide the reader to their next action. Craft a direct CTA and include an incentive for why the reader should become a customer. Is there a bonus gift? Do you typically have a waitlist, but you’re taking clients? Mention it here! And don’t forget to tell the reader how to take the next step! Do they need to fill out a form? Call you? Send an email? Tell them what they need to do.

Which Copywriters Do You Need for Website Writing?

As evidenced above, writing copy for websites isn’t for the faint of heart, and you can’t hire just any run-of-the-mill writer. Just like you won’t hire a roofer to fix your pipes, you wouldn’t hire a technical writer to craft your landing page content.

A lot of copywriters advertise themselves as jacks-of-all-trades, but we all have our own strengths and weaknesses. Working with a content agency like Contenteam makes it simpler because we work with dozens of writers with their own specializations. But if you’re planning on hiring an in-house copywriter, you need to verify that they have the chops to create converting webpages. So, here’s a checklist you can work through:

They are a native speaker of whichever language your target audience speaks.
They understand the difference between a product’s features and benefits.
They understand the fundamentals of SEO and can naturally incorporate keywords.
They are specialized in your business segment — more on this soon.
They are familiar with the style guide you prefer (AP, Chicago, etc.), so stylistics are consistent.

When searching for a copywriter, you’ll want to look for somebody who markets themselves as a “landing page copywriter” or a “marketing copywriter,” as their skillset will be relevant to creating webpages.

Writing for Your Business Segment

In the previous section’s checklist, I mentioned that your website content copywriter should be specialized in your business segment. But what does this entail? How does B2B writing differ from B2C? Let’s quickly clear that up:

A B2B website copywriter creates business-to-business writing, while a B2C one focuses on business-to-consumer copy. You probably already knew that, but did you know that the copywriting style for each segment can be wildly different? These are the key areas that differ:

Depth of Content

B2B	B2C
The purchasing decision can take a long time for a B2B audience, so the content needs to be really detailed and info-heavy.	A lighter tone works best here, and shorter content is best. A B2C audience makes decisions pretty quickly, so you don’t want to bombard them with huge pages. You’re marketing directly to humans, so address their needs, goals, and values as an individual.

Number of Buyers

B2B	B2C
Most likely, there will be several people in the decision-making chain, so make sure to emphasize how your service benefits the organization as a whole.	There might be hundreds or thousands of people reading your product page, but you’re marketing to each one on an individual level, so get personal with it.

Emotion vs. Logic

B2B	B2C
While emotion and storytelling should be used in most forms of copy, your copywriters should use plenty of logic and straightforward evidence on the webpages.	This audience loves emotional appeal! The copywriter should strive to engage the audience through entertaining content.

So, you might wonder — if Contenteam is a B2B website, why the heck do I have such an informal writing style? Well, this is an example of how writers in a content agency have their own strengths. Our web pages are written by somebody else, and they are very straightforward, logical, and address a business audience.

But when I write blog posts, I’m trying to demonstrate how we craft B2C copy! If I tried to create our website’s landing pages, it wouldn’t be as effective because that isn’t my writing specialization.

This goes to show why working with just one or two website copywriters can get really tricky; it’s best to work with an editorial team with diverse expertise.

How to Streamline Website Copy Creation

It’s best to follow a set process for website copy creation; this way, your pages will be consistent, and it will be easier to train new copywriters. By creating a website copy template with relevant information, all of your freelance web copywriters will be able to create high-quality pages that align with your business goals and integrate well with the rest of your site. So, here’s what you should do on your end:

Step 1: Choose your commercial pages. These pages are connected to revenue — for instance, your Homepage, Features page, Pricing page, and Plan Comparison page.
Step 2: Determine the elements that need to be on each page — headlines, sub-headlines, CTAs, benefits, features, title tags, meta descriptions, etc.
Step 3: Ensure that the copywriter thoroughly understands the service you provide and what your business goals are. It will help to provide information about your target audience, your style guide, tone preferences, and so on.
Step 4: Collect any materials that the copywriter will need. For instance, you could include your company’s mission statement and links to competitors.
Step 5: Work with the website copywriter to create a basic outline or approve their outline.
Step 6: Review the copywriter’s first draft of the webpage content and provide any revision requests.
Step 7: Check the final draft; ensure that it is free of grammar and spelling errors and that it is SEO-optimized.

Copywriting Considerations for 2022: How to Write Website Copy During a Pandemic

We’re still in the throes of a global pandemic, as vaccination rates are lower than desired. Covid-19 has impacted virtually every industry, including, you guessed it, copywriting! During events that affect a significant amount of the population, it’s important to alter your writing’s tone. When writing copy for a website, it should show that your company is relevant and active, even during a worldwide shift of such magnitude. So, how should your website copywriters adjust accordingly?

Reconsider bold statements. Up till now, it’s been really popular to write things like “This is the best time to,” “It’s the perfect opportunity to,” and so on. But during this pandemic, such overly aggressive and positive statements can come across as insensitive. Instead, consider showing vulnerability when writing web copy— explain how your niche has been impacted by the pandemic (like I’m doing here), and empathize with the reader.
Rethink sales pressure. Similarly, urgent action words have been a mainstay of advertising, but they are no longer appropriate — during a pandemic, we don’t recommend titling something “URGENT: 24 HOUR SALE.” And during a time of widespread forest fires, perhaps don’t say, “These discounts are on fire.”
Stay consistent. If you’re toning down the statements on your webpages, it’ll look weird if you’re still using that style of writing in email marketing, social media posts, and so on. Make sure your adjusted tone remains consistent across all channels.
Be current. If your company has switched from physical locations to a mostly digital presence because of Covid, ensure that your advertising reflects the change. If there’s a change to your store’s physical location, updating your website accordingly needs to be done immediately! It would be great to include a section on your site that lists all recent changes.

A Quick Guide to SEO Web Copywriting

I’ve mentioned a couple of times in this article why SEO is important for webpage copy — so it would be remiss of me not to give more details! Here are my top tips for SEO website copywriting that’ll get you ranked higher on search engines:

Tip 1: Always start with keyword research. Rather than starting with writing, you need to let popular keywords determine what you’re writing about. To research keywords, you’ll need to make a mission statement, determine the search terms you want your website to be found for, and look at search intent. The four kinds of search intent are: informational, navigational, commercial, and transactional — and your webpages might have one or a combination of these intentions. The copywriter’s job is to create awesome pages for the keywords you want to be found for and to have them match searchers’ intentions.

Tip 2: Prepare the text. Before the web copy writer starts writing, they should ask themselves several questions, namely, what is the purpose of the article? What key question is being answered? Who is the audience, and what are they looking for? How will the article be structured?

Tip 3: Optimize the Meta Title, Meta Description, and Header. The meta title should be 60 characters at max, and it should contain your target keyword. The description should be 160 characters max, include a CTA and target keywords, and accurately describe your webpage. The Header (H1 tag) should fit within a 600-pixel width and include actionable words.

Tip 4: Include external and internal links. By doing the former, you’ll build trust; linking to authoritative sources will support your points. And by doing the latter, you can guide site visitors through their customer journey and direct them towards converting pages.

Copy Alone Isn’t Enough!

Your website’s copywriting could be incredible, but it won’t convert non-existent visitors! That’s why it’s important to have a great web design with copywriting, well-written PPC ads, expert SEO, and a solid social media presence.

That’s where Contenteam comes in! Yes, we have a dedicated team of writers, but we also have PPC specialists, marketing and SEO experts, content managers, illustrators, and content designers. We’ll go beyond providing web copywriting services — we’ll help boost traffic, so you actually get eyes on the writing.

You simply can’t beat the benefits that come from getting professional website copywriting services from a full-fledged agency. From working with native-speaking writers from all over the world to getting proofreading and editing services and even receiving social media and email marketing posts, you’ll enjoy first-class support.

Ready to get the ball rolling and get end-to-end copywriting services online? Just shoot us a message, and we’ll walk you through our editorial process!

FAQs

What is website copywriting?

Website copywriting is all copywriting that shows up on your website. In this guide, however, I focused on webpage copywriting: the content on your About Us page, Homepage, Service page, and so on.

How important is copywriting for website sales?

Good web content copywriting is non-negotiable; it influences the customer’s perception of your brand, persuades them to buy your product, and encourages loyalty. What’s more, it cements your position as a niche expert and draws in lots of new traffic.

How much does website copywriting cost?

It depends on whether you’re working with an outsourced agency or an in-house copywriter for your website. If you hire an in-house copywriter, you need to consider the costs of recruitment and training; plus, you’ll need to work with an editor, fact-checker, and so on. Costs can rise quickly. By working with an agency like Contenteam, you’ll benefit from working with a full team that already knows how to create website copy, including Homepage copywriting and Contact pages. You can expect to pay approximately $80 – $100 per 1,000 words with our web copywriting agency.

What is SEO web copy?

This kind of writing uses search engine optimization strategies to boost your website’s ranking on Google and other search engines. It factors in keyword density, reader intent, meta-information, and much more.

Сообщение How to Craft Killer Website Copy and Win Customers: The 2023 Guide появились сначала на Contenteam - Multilingual Copywriting Service.

7 Astonishing Formats to Cover in a Blog for an IT Company

Nazira Konysbayeva — Thu, 11 Nov 2021 09:49:10 +0000

In the context of ever-increasing competition in the IT market, companies go to great lengths to attract leads and, more importantly, convert them into customers. Many choose the long-term strategy, focusing on content marketing. However, some don’t know how to get the most out of it.

A corporate website is the storefront of the company and a powerful tool for a variety of purposes, allowing you to inform readers about your services and products.

These days, it’s important to offer your own corporate media directly on the site – an expert blog led by the company’s specialists. According to TechJury, it can increase website traffic by 434%. Moreover, a blog helps establish targeted lead generation, which brings you closer to the target audience and optimizes the marketing budget.

What Should You Blog About?

To start a corporate blog, you only need a few hours’ worth of a web developer’s work. Filling your blog with high-quality, useful content that highlights all the benefits of your business is much more difficult.

How do you figure out what topics to cover and what types of content to include in your blog content strategy? What kinds of articles do well in IT?

Below are seven best blog content ideas that you should definitely explore.

1. Case Studies

The main premise is: prospects are looking for a partner with a proven track record. If they are blind firing, i.e., googling IT companies, having no explicit recommendations from friends, it makes sense that they want to have proof of the company’s competence.

Case studies give you a perfect opportunity to showcase your expertise in real-life scenarios. Talk about how you solved a difficult problem, overcame all obstacles and fully met the client’s needs. This way, you’ll transform the blog into selling content.

Three principles for success:

As many details as possible (within reason)
Only true information about the project (recommendation: don’t be afraid to talk about failures during the project, turn them into stories about dealing with defeat, and make the case study truly valuable for the reader)
Real client testimonials (preferably, in video format).

2. Success Stories

Authenticity and mutual understanding are more relevant than ever. These terms used to describe only B2C companies, but today, many B2B projects are based on the same principles: customers avoid working with companies that don’t share their values.

That is why a few articles about the history and growth of the company will come in handy. You can even publish them as guest posts first on popular sites and get more eyes on your story. Additionally, it’s worth going beyond the Meet the Team page and use the blog content service in other ways – e.g., in the interview format with the founders and key team members.

Three principles for success:

Focusing on what makes the brand unique
Personal stories
Sharing values and mission

3. Niche Articles With a Clear Agenda

A tech blog that only covers general topics won’t make it easy to reach the top of the SERPs (Search Engine Results Pages = organic search results). On the other hand, narrow topics that focus on specific pain points of potential customers can actually bring leads to your site.

How do you implement this? Single out several most promising niches that your team can provide deep expertise on, identify the needs of potential customers and hit the target. For example, you can publish a series of articles about, let’s say, “Application of artificial intelligence in oil and gas industry,” and then adapt the ads for these articles to your target audience on social media.

Three principles for success:

The narrower the niche, the more effective the content
Emphasis on solving a specific problem for a potential customer
Segmenting content for target audiences that are most cost-efficient

4. Industry News

If you have already grown the blog and attracted an impressive audience, you can turn it into a media outlet and present industry news. First, it will help you generate extra site traffic (a lot of it!). Secondly, you will cover your audience’s need to get information about the latest events from third-party resources. This ultimately increases loyalty.

You can add the opinions of the company’s experts to make the blog content more diverse. But writing long articles isn’t worth it: key events with concise but illuminating comments work much better.

Three principles for success:

Writing and publishing content fast
Including only verified facts from reliable sources
No filler text

5. Press Releases

Continuing the topic of news and personal stories, sharing your own achievements is always a good idea for writing blog content. Press releases – short news excerpts – are typically published on third-party platforms like PRNewsWire. This helps a business reach a much wider audience.

After publication, you can also post a note on the company blog. This way, your customers and potential customers will understand that they are dealing with a successful partner.

Three principles for success:

Informational value;
Focus on customer benefit;
Time efficiency.

6. Dynamic Presentations

Interactivity has become the go-to practice for increasing user engagement. Therefore, it is used whenever the content fails to grab attention, anywhere from marketing to online education. Brands often include dynamic presentations in informational blog material to highlight the company’s achievements or educate the audience on a new product.

This approach works best for B2C companies with in-house development that targets the mainstream user. A presentation can be a better solution than a long article if you want to quickly and clearly communicate your team’s innovative solutions to B2B clients.

Three principles for success:

Key facts and figures
Animation that doesn’t distract from the content
Adequate number of slides

7. White Papers

White papers, a popular content format, are in-depth reports or guides about a product and service and relevant issues. The goal is to cover a certain topic without promotion and show potential clients how a certain solution can be useful to them. It’s not structured as a regular article but as a full-on PDF book – this format won’t fit into a blog.

You can take inspiration from Gartner or Deloitte – provide a short extract from the report and add a form to download the file next to it. Of course, you don’t need to ask for anything in return. But it is better to exchange the guide for an e-mail or phone, thus adding users that are interested to your sales funnel.

Three principles for success:

Captivating announcement
Succinct summary
A form for contact info (e-mail or phone number)

In Conclusion

Does an IT company need a blog? Definitely! How to create blog content, and what should you write about? Anything that highlights your expertise – from personal success stories and achievements to professional advice and reviews. The main thing is to present the information in a way that focuses on potential customers’ pains and problems that your team can solve. This approach will help you optimize and simplify the process of converting readers to leads and leads to customers!

Are you looking for an editorial team to provide blog content services? You’ve come to the right place – contact us here, and our project manager will reach back within 15 minutes. From that point on, our team of writers, editors, and experts will quickly start working on your project!

FAQ

How to write a good blog for business?

Use the language and communication techniques that your target audience understands. To make the content as suitable for different readers as possible, divide your audience into several segments. For example, if your product is a mobile game app, write one article with beginners in mind, another one – for gamers with experience, and the third one – for those who never play any games. The list can go on.

Our next piece of advice is to provide useful content for free and in good faith without going too far with brand advertising. Also, try to involve more clients in the content your write and share reviews on your product or service with a link to the person’s profile, they will appreciate it.

How how to make blog content useful?

Keep track of everything going on in your business niche and relevant areas (including new research and solutions). Avoid covering the same topics from the same perspective as everyone else. If you work with the best blog content writers and experts, you can share exclusive takes and think pieces that no one else has. This is what we practice at Contenteam.

Enrich your text with verified data and statistics that you pulled from your project, show your company’s case studies, and explain how your product/service can help customers. Overall, share everything your target customers will find interesting and always look at key metrics for content you already posted – this will help you monitor growth.

How to establish a blog content plan?

Start by defining key areas: who you’re writing for, what problems you’re going to solve, and what aspects of your product/ service you want to highlight. Then, conduct market and keyword research and brainstorm ideas. Of course, there are many steps involved in creating the writing, editing, and publishing plan – this is just a general outline.

Where to post blog content?

Your own website isn’t the only outlet available to you. You can amplify your blog as well as your brand by posting on Medium, Reddit, LinkedIn, personal page on Facebook and a company Facebook page, Quora, and Flipboard. Figure out what websites your target audience visits the most and reach out to the owners.

What is evergreen blog content?

Everegreen content stays relevant and brings value to readers over a long period of time. If you buy blog content, you definitely want some of it to have an indefinite expiration date. For example:

How-to guides (how to create an effective employee cybersecurity training program)
Beginner’s guides (introduction to insider attacks and how to prevent them)
Definitions (what is a data breach?)
Lists & checklists (10 questions to ask your IT security provider)
Best practices (why your business needs remote monitoring and management)

Сообщение 7 Astonishing Formats to Cover in a Blog for an IT Company появились сначала на Contenteam - Multilingual Copywriting Service.

NOTES - Contenteam - Multilingual Copywriting Service

Complete SEO Copywriting Guide for Guaranteed Top Google SERP Results

Table of Contents

Why SEO Optimization Is Important

Search Engine Optimization for Google

SEO Content Tips for Google High Ranking in 2022

1. Expertise, Authority, and Credibility

2. Core Web Vitals

3. The Importance of Search Intent

4. The Use of a Favicon

5. Optimization for CTR

How To Optimize SEO Texts for a Website in 2022

1. Pay Attention to Long-Tail Keywords

How Do You Effectively Integrate Long-Tail Keywords Into Your SEO Writing?

2. Use Alt Meta Tags for Images

3. Use Keywords in Headlines, Title Tag, and Meta Description

4. Add Internal Links

5. Focus on the Most Popular Targeted Keywords

SEO Analysis Services That Won’t Ruin Expert Text in English

Headline Analyzer

Copywritely

Airstory

Grammarly

eTXT Antiplagiarism (Desktop Version)

What SEO-Checking Services Should Be Avoided

Content Proofreading: Checklist for Proofreading the Written Text by a Native Editor

What Does a Native-Speaking Editor Always Check?

SEO-Optimization of Websites in English

Who Needs Search Engine Optimization in English and Why?

SEO Features for Projects in English

1. You Will Have To Work With People, Not Marketplaces

2. You Will Have To Spend More Money

3. Content Has To Be Adapted to the Local Mentality

Stages of SEO in English

1. Niche Audit and Analysis

2. Gathering Semantics

3. Writing High-Quality Content

4. Link Building SEO Techniques

English-Language SEO Trends of 2022

Mobile SEO

Local SEO Web Page

Customer-Focused Content

Video Content

Show More and Tell Less

Surfer SEO To Write Content for More Organic Traffic

Why Contenteam Uses Surfer SEO

Get in Touch and Be Rewarded With Content That Ranks!

If you're interested in using our services and finding your perfect SEO copywriter, please don't hesitate to contact us.

Ask your question here

FAQs

Addressing the B2B Digital Challenges: Work Ethics and Rules Established in Contenteam

Table of Contents

Defining Customer-Centric Businesses in 2022

Roadblocks to B2B Digital Experiences and Our Solutions

1. Collaborating Across Time Zones

Solutions

2. Communicating Over Different Medium

Solutions

3. Ensuring Brand Cohesion and Quality Control

Solutions

4. Delivering to Multiple Decision-Makers

Solutions

Working With the Modern B2B Buyer

Everything You Should Know About a Copywriting Agency

Table of Contents

Importance of Copywriting in Digital Marketing

Boosts Your SEO

Makes Your Brand Recognizable

Makes You Money and Saves Your Money

The Anatomy of a B2B Copywriting Agency

Managers (Editors-in-Chief)

Writers

Editors

Experts

Proofreaders

From First Encounter to Finished Text: How a Copywriting Agency Works

Then ABC Reaches Out to a Digital Copywriting Agency

Let’s Talk More About the Team Selection Process

Here Is What Happens When the Text Is Ready

Challenges That People Don’t Talk About