Excerpted from article:
In the world of inbound marketing, your content is your business and your calling card. Your effectiveness as an inbound marketer relies on the quality of your content, and your content is what helps you get found online, build trust with your readers, educate and inform them, build a pathway to conversions, and sustain ongoing and profitable relationships with loyal customers for years to come.
But for content to truly be successful, marketers must think like SEO professionals to ensure that content gets found online by the proper audience.
To help ensure you’re ranking for the right words -- not just any and all words -- it's important to ensure that your content is consistent.
Here are some critical SEO considerations to include so your marketing copywriting is both compelling and search engine-friendly!
1) Well-Defined Target Audience and Tone:
In SEO -- and all of inbound marketing for that matter -- content is king. However, your attempt to optimize that content for search engines will be worth nothing if your content serves no purpose. Don't just create content for the sake of creating content. Start by defining your target audience and the appropriate tone for your different types of content.
2) Keyword Research:
Clearly identify which specific topics and keywords your writers should focus on. Conduct keyword research to confirm your intuition about their topics of interest. To help you conduct this research, you can use tools like Google's Keyword Tool or even HubSpot's Keyword tool.
3) Proper Spelling and Grammar:
Make sure to always use proper spelling and grammar. A proper written style guide should outline common keyword variations in addition to which version your company has decided to use.
4) Branding Nuances:
You should always be striving to maintain a well-defined and consistent brand -- and your SEO efforts should reflect that. Establish how to approach words specific to your particular brand such as your company name, names of product lines, services, and individual products.
5) Content Formatting:
Spelling out best practices for content formatting is a smart idea.
Make sure you provide your copywriters with all the resources they need to succeed with SEO. It’s absolutely worth taking the time to spell all this out.
6) Copy Editors
Every marketing team should designate a copy editor (or a few) to review the content the team creates.
7) Content Calendar
The one thing that is arguably more important than how frequently you publish is how consistently you publish. You already know that consistency of language is important; the same holds true for the timing of when you publish. Studies show that early morning publishing times, Monday through Thursday, work best.
If you plan on increasing your ROI through your content creation and SEO efforts, then you’ll need to create some calls-to-action (CTAs).
CTAs lead your traffic to highly optimized landing pages which offer them something in exchange for their contact information
4 Don'ts of SEO Copywriting
- Creating Content for the Sake of SEO...
- Don’t Obsess About Keyword Density...
- Don’t Optimize Content for Misspelled Words...
- Don’t Create a New Page for Every Single Possible Keyword Variation..."
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