Posts Tagged ‘digital’

Top tips for killer content

Whenever you spend time writing something – whether it’s a blog post, a newsletter or even a tweet – it’s an opportunity. An opportunity to get a message across, an opportunity to reach out to a dormant client or an opportunity to connect with someone new. Don’t let the opportunity be wasted!

  1. Before you start writing, ask yourself: What am I trying to achieve with this communication? Who am I trying to reach?
  2. When you know who you’re targeting, keep them in mind while you’re writing. You would speak differently to a business contact than you would to your friends and equally you should write differently for students than you would for lawyers, for example.
  3. Start well! We all have busy lives and won’t waste time reading something that doesn’t draw you in.
  4. Please, drop the jargon. It doesn’t make you sound clever – it just isolates the reader. Write clearly and simply.
  5. Make it interesting! If it’s a tweet, will it stand out from thousands of others sent at the same time? If it’s a newsletter article, could you tell your story through an individual to bring it to life?
  6. Keep it concise. Realistically, who is going to read a blog post that goes on for thousands of words?
  7. Break it up. A big chunk of text can be overwhelming and put readers off so use sub headings to make it more digestible.
  8. When you think you’ve finished, read back over it. Then read back over it again. If you send out a professional communication littered with errors, it could have the opposite effect to the one you want.

Social media and SEO tips from ionSearch

Social media and SEO tips at ionSearch

ionSearch at the Electric Press, Leeds

As soon as I heard about ionSearch – the search marketing and social media conference in Leeds – I wanted to go. The line up of speakers was fantastic and, as a copywriter, I knew the conference would present a valuable opportunity to learn more about SEO.

I was lucky enough to win a pair of tickets through a social media competition so I headed off to the Electric Press with my PR associate Nikki.

The conference was every bit as informative as I hoped it would be. For those who couldn’t make it, here are the most useful SEO and SM tips and stats that I picked up from each speaker:

Lee Odden of TopRank Online Marketing

  • Paths to purchase: One per cent through social media alone. 51 per cent through search alone. 48 per cent through a combination of search and social.
  • 16 per cent of queries on Google have never been searched for before.
  • Know your target audience: how they discover information, what they consume (eg video), how they consume it (eg tablet or mobile) and how they engage.
  • Use a blog or website as a hub with your social media activity as spokes all relating to it.
  • Develop an editorial plan for your blog content six months in advance and use a combination of fixed and dynamic content so you can react to current events.

Tim Grice of Branded3

  • Understand the people who are already finding your website and how they get there.
  • Think: why would people want to link back to this page?
  • Good content gets more social shares than it does links.
  • Different people like and share – try to get those who do both.
  • Google wants fresh, relevant, unique and up-to-date content.

Andy Atkins-Krüger of Webcertain Group

  • One third of activity on mobiles is search.
  • The third biggest growth activity on mobile is retail – people are buying things.
  • A tablet is best treated as if it was a desktop – don’t use Adobe Flash.
  • $25M is spent per day on Newsstand on iPad alone.
  • 25 per cent of all apps on Apple are free. 75 per cent of all apps on Android are free.
  • The most popular apps are entertainment, games, business, news and weather.
  • Two things drive traffic to apps – the amount of downloads and how much people use the app once they have downloaded it.
  • Apple bought out Chomp in February for $50M – they’re going to use it as a search engine for apps.

Danny Gray of Google (speaking about Google+)

  • 77 per cent of brand content is created by consumers.
  • Brands who are having success on Google+ are creating different circles for different target audiences.
  • Use Google+ ripples to see how your content has been shared.
  • The best way to use Google+ is to share valuable content and hold hangouts (video-chats).
  • Promote your page with badges and offline marketing.

Dave Snyder of Steelcast

  • We’re about to hit a renaissance in SEO, mixing science (more traditional SEO) and art (quality content).
  • The key is to create highly shareable content and media with depth, and finding it a home.
  • Learn what each social media platform has to offer and what content will work.
  • Facebook API tells you so much information about your target audience.

I really hope you find some of these useful – please get in touch at fiona@wordsbyfionakyle if you want to talk about any of them further.