There's no point in just searching Google for another website that has the same article you want to write and then copying their article and passing it off as your own. Continue reading (RT @masterstips: Write copy.
Steven Mallach's insight:
If you've been keeping youself informed about Google Panda and Penguin then you'll know that original, creative and engaging copywriting is the way to improve the reach of your content.
Don't stick to outmoded SEO rules. Yes, use SEO wisely, but more importantly take the time to ensure that you're providing your audience with quality, value adding articles.
The short answer is yes. The considered answer is that SEO and Content Marketing are very different. The guide should be what Google recognises as 'adding value to the user experience of the Internet'.
My advice to clients - listen to what Matt Cutts from Google has to say about content and don't be fooled into believing that SEO is a magic bullet.
From Mr Cutts' blog:
"Here’s my rule of thumb: if someone sends you an email with an SEO offer out of the blue, be skeptical."
SEO has its place, and that place is about 3% of the copy that is associated with really engaging content, or in the structure of a website, the days of copy jam packed with SEO terms (even the long tail type) are coming to an end.
That said, if you can find a really good SEO writer who can develop clever, engaging copy, then have a chat with them.
Did you know that 90% of all organizations use content in their marketing efforts?
Although the phrase "content marketing" is something of a buzzword amongst today's promotional teams, the reality is that this inbound marketing practice is both remarkably widespread and effective. To learn more about what content marketing is, how it can benefit your organization and how to get started using this technique to promote your company, check out the following infographic from Demand Metric "A Guide to Marketing Genius: Content Marketing".
This is one of the most powerful infographics that I have seen that makes the case for content. Scroll down to find out more about the power of well written articles.
This is an open secret that quality online and even print publications have known for many years - that classical advertising only works up to a point. Most consumers have reached a mental staturation level when it comes to print advertising.
Articles and well crafted, key message rich (not just SEO) content is capable of engaging the reader and building interest and brand loyalty, as well as promoting a call to action where appropriate.
They say a picture is worth a thousand words. Perhaps, but combine an interesting infographic or other type of image with captivating copy and you have a powerful instrument of engagement (and the distinct possibility of sharing across the social media landscape).
Trend watching is not only fun, it's one of the areas that every copywriter should keep an eye on.
Trends are ideal topics to give your content some snap. Topical issues and interest areas are also shared more often (obvioulsy).
So if you create content either for yourself, or for a client make sure that you have weekly recommendations for inclusion in their owned channel (blog / website) and their shared channels (social media).
There are plenty of great trend tracking software applications on the web, many of them free. Make use of them.
Keep an eye out for trends which are directly and indirectly related to client services and products and leverage this knowledge. Remember the sign of a great copywriter is to be able to apply knowledge laterally. The topic may not be directly related to everyday client activities, but will the audience find the trend interesting?
Remember to keep your copy light, humor never hurt either.