To enter new markets and reach new audiences in the digital space, you need a professional content translation. However, for the internationalisation strategy to produce results in the form of conversion and sales, it is necessary to pay attention to the translation of the international SEO optimisation strategy in order not to harm the positioning of the entire site. 

SEO Translation or Localisation: Which of them do you really need?

Very often, the concepts of translation and localisation are used interchangeably. However, this isn’t precisely correct: Website localisation is the process of its transformation in such a way that the target audience perceives it as native. This means that it is necessary to take into account linguistic and cultural differences, further benefiting the users. Thus, localisation and translation for search engine optimisation are only related to a limited extent.

Why you should not only translate but also localise SEO

SEO optimisation provides a constant flow of visitors to your website and translation will assist this flow of web traffic. Let’s look at a few reasons how translation will benefit you:

  • Loyalty. Besides the fact that the translation of your site will help to expand your audience, it could also lead to a regular readership. These regular users may appreciate the convenience of working with localised content. But how do they find out about you in the first place? With the help of correctly translated SEO.
  • This is a chance to beat the competition. Translating site and its semantic core into several languages will also help to take high positions in search engines.
  • Duplicate content. The same content translated into different languages is not considered plagiarism. This could lead to a higher search engine ranking.
  • Evaluation and feedback. You may received feedback from visitors regarding content and product. Needless to say that you should listen to the opinions of your target audience in order to continue improving.

Let’s suppose you coped with the task of translating SEO. However, conversions for some reason do not grow, behavioural factors worsen, and bounce rate gives unthinkable indicators. One of the reasons why this may occur is becase the translation isn’t up to scratch. Your translation must be localised. But how do we do this?

Localisation of SEO should be the first task in the localisation of the entire site

Most freelancers would firstly localise their website and then begin to think: ‘how will our new target audience look for us on the net?’

You may find it is beneficial to first plan the optimisation for search engines, if you want the localisation process to be more efficient.

SEO optimisation is a one-time action with instant results. Well, it could end with no results at all. In fact, users are looking at you differently. But if you did everything right, SEO optimisation does all the work while you are busy with other tasks. 

You will receive initial results from SEO in as early as three months, when all the pages are indexed. While you localise content, insert subtitles in the video or create them anew. Organise your social network profiles. You will find that properly translated and localized SEO will already work for you.

You need to consider linguistic differences

For example, a certain keyword may be suitable in an English search engine, while it’s translation may not end up with the same results. Moreover, different variations of the same keyword in the English language may likely be more accurately synonymous in the translated language.

Very often the choice of keywords used to search for one product differs in each country. Even the British and Americans, will search for sports shoes using different keywords – a Brit would search ‘trainers’ while an American would search ‘sneakers’. 

That is why it is necessary to carry out keyword analysis for each additional language and, thus, to improve the compliance of the search queries of potential customers.

Take into account the optimization algorithm of different search engines

No two search engines use the same algorithm to produce the same organic results. The Chinese Baidu search engine algorithm may be quite different from Google algorithm. Companies that want to reach their target audience need expertise in not only the language but also the technical side of search engines.

This is an important reason why enterprises should adopt an integrated approach (ISEO) that defines the correct wording and creates consistent, relevant messages in ads, landing pages, social publications, media and search marketing. Thus, the use of an international SEO strategy allows the brand to attract high-quality traffic to a high-quality website specially adapted to the characteristics of each market, which also contributes to strengthening the brand’s position in each of the markets.

Outsource SEO translation to specialists

Many websites and online stores rely on the machine translation of content and semantic core, which creates incoherent texts and spelling errors that automatically spoil the brand’s reputation. When it comes to SEO optimisation, keywords and phrases are certainly very important.

Make sure and use professional help, for example, from the Word Point. Professional translators will be able to define complex points in the translation of the semantic core and come up with the most suitable words with the help of which foreign users are looking for certain services. 

 Anna likes writing from her university years. When she graduated from the Interpreters Department, she realized that translation was not so interesting, as writing was. She trains her skills now working as a freelance writer on different topics. Always she does her best in the posts and articles.

Read on about SEO: 10 SEO Commandments for content writers and copywriters

About the Author:

Anna is a specialist in different types of writing. She graduated from the Interpreters Department, but creative writing became her favorite type of work. Now she improves her skills while working as a freelance writer and translator for TheWordPoint and has free time for another work, as well. That is the reason she has so many unpublished articles.

Ted is one of those guys who believe in going to bed early and that’s the reason why he wakes up to some interesting messages from his friends every morning. However, last Sunday morning was a bit unusual as he received the same meme from 5 of his friends.

Ted was a bit annoyed, not because he got the same message from multiple contacts but because he wasn’t the one to share such interesting content with the group.

That kind of meme is something that marketers prefer to call as viral content. However, it’s not just memes. Any piece of content that is circulated rapidly and widely from one internet user to another can be termed as viral content.

It could be a Facebook post, a YouTube video, a tweet, a meme or any social media content that gets shared over and over again.

As you may have guessed, the quick-spreading nature of the content has gotten it the name – “viral content”. And thanks to its immense reach, marketers have tried to leverage viral content to promote their brands over the years.

But unfortunately, there is no definite recipe for creating viral content. In fact, most pieces of content that go viral on the internet aren’t created with the intention to go viral. It is like finishing your assignment overnight and getting an A for it. But is it just dumb luck? I think not.

What compels internet users to share content online?

New York Times interviewed around 2500 people to understand why they shared a story online. According to the survey, the main reasons were:

  • Share valuable and entertaining content with each other.
  • Be more open to others (allowing people to understand the user better).
  • Grow and nourish relationships (by staying connected with others).

For self-fulfilment (to feel more involved in the society),

To get the word out on the issues, they are concerned about.

If you want to create viral content, you need to consider these aspects that compel users to share content over and over. Although it does not guarantee a 100% success, at least you know what the audiences are looking for.

However, in order to produce viral content on a regular basis, you need to prepare an effective strategy, keeping these aforementioned points in mind. I have a few suggestions on that context.

How to make your content go viral?

Again, no expert on the internet can tell you a sure-shot way of creating viral content. However, there are several tactics to prepare content that is more likely to go viral:

Be funny

Since we are talking about leveraging viral content for marketing, I’m assuming you have come across BuzzFeed. It is one of the leading brands on the internet that are pretty close to cracking the secret behind viral content. If you look at their content, you are going to find a humourous tone in each of their content pieces.

Whether it is a video, a meme, or a blog post, adding some fun elements in content gives the audience a reason to share the content with friends. Internet memes are popular these days because of the fun element it carries. The entertainment quotient of your content often determines how far your content would go.

Do proper research

Besides entertainment, information is something that often makes people share a particular piece of content online. Obviously, that information needs to either new or intriguing enough for the readers. And for that, you need to conduct in-depth research for the content you create.

Brown Smith , a professional Content Writer works at Allessaywriter.com and Tophomeworkhelper.com according to the Brown. If you follow 8fact’s social media accounts, you may have seen them posting some interesting facts that most of us don’t know. To produce such content consistently, they obviously have a team of experts digging for a new, intriguing or weird piece of information consistently. To boost your chances of going viral, you also need to produce well-researched content regularly.

Focus on blogs with lists

If we consider blogs as a form of viral content (since blogs are more effective in generating leads), lists are something that can boost your chances significantly. Again, take the example of BuzzFeed. A majority of their popular blogs are basically written in listicle format.

’11 Products Under $500 That Will Always Be Useful’ or ’12 of the Best-Rated Sunglasses on Amazon That Are Actually Cheap AF’ are some of the examples of blogs with lists. Since these topics are relevant and offer multiple options of the same – they get the reader’s attention fast. If you check out the views of each of these blogs on BuzzFeed, you’ll find the count in millions.

Keep it short

Even a couple of years ago, people used to believe that long and detailed content is more acceptable to the readers. But ask yourself – would you read a forwarded blog that is 2000-words long? None of us would.

Shorter and concise piece of content are not only reader-friendly but also perfect for sharing online. And since people these days have the attention span similar to a goldfish’s, shorter content is your best bet at going viral. Since blogs are generally 800-1200 words long, infographics, images, video clips and memes are more likely to go viral due to their shorter length.

Make the content more relatable

Audience interaction may be a crucial part of a content marketing strategy, but when it comes to creating viral content, the content itself needs to be interactive. A majority of the blogs or opinion pieces that go viral are usually more relatable to the readers.

If a majority of the readers can relate to your content, they are more likely to share it on their social media accounts and start the domino effect that eventually makes the post go viral. Obviously, you need to conduct an audience survey to see who the target audiences are and how you can engage them with your content.

Wrapping it up

You need to try a number of things to hit the right chords with the audience. Since there is no definite roadmap for success in the domain of viral content, you have no other option but to try all the possibilities that are available to you. If the stars are in your favour, you may get to see your content getting thousands of shares in less than 24 hours. Until then, exercise the suggestions that you just received to boost your chances.

Continue reading to discover how to drive more traffic to your website:

5 Digital marketing trends for freelancers

Author bio

Nionica Starc is a senior content marketer at a reputed e-commerce website in Australia. He is also a part of the leading assignment help provider – MyAssignmenthelp.com, where he offers quality Kellogg’s supply chain  SWOT analysis to students on marketing topics.

Most people find it very tricky to build traffic to their site. They frantically look for different processes and experiment with many but seldom reach the desired result. This is because they are not able to decode the risk involved in this, often following the beaten track with no significant result.

Building social media traffic is indeed quite tricky but it all needs a proper approach and a strategic plan to make things more manageable. With a proper planner and a precise posting schedule, things will become much easier to gain more traffic from different social media channels.

Social media traffic is certainly the most significant aspect that will determine the quantum of success of your business marketing approach and efforts. However, if you have a limited budget, you will fall even far behind in gaining more traffic through social media engagement. 

Added to that, if you are already attempting paid advertising you may get paid social that will surely help you to boost your web traffic but the question is: how will you get those people to initially visit your social channels?

Ways to increase social media traffic

As you may know, social media has a tremendous power to be a major source to gain more traffic to your site. However, for this you will need to:

  • Gain a larger online presence and build on your social media following.
  • Engage more with your followers.
  • Add more content to each social network.

It is only then you will be able to have steadier, more consistent social media traffic to your site. Through social engagement, your followers begin to rely on you, which leads to brand loyalty and ultimately sales. In short, this will help you to nurture these potential sources for traffic to your site. This will also enable you to guide them through the purchasing process.

Rules to follow

SEO experts and professional marketers such as Stormlikes suggest that you will gain a lot of traffic if you follow a few simple rules to get the most out of social media networks. All social networks are indeed fundamentally different, but these rules can be applied to most leading channels. This will help lead to an immediate boost in your social traffic.

  • The most significant rule to follow is to focus more on your content, creating a more transparent brand image. Make sure that your blog posts, infographics and case studies go above and beyond – easy to read, informative and on-brand. If the content is worth sharing, then users will share.
  • Inspire your audience with attractive and more meaningful visuals. This will create a great first impression, which is essential when trying to grab the attention of social followers and make them stay with you. 
  • Last but not least, master Instagram. This is currently the most popular social channel and it’s essential to promote your business on it.

Find out more on how you can use social media to improve your online presence:

Social media and the Freelancer

Author bio

Walter Moore is a notable management consultant and digital marketing expert. He is an experienced digital marketer and has helped e-commerce businesses in all niches gain with his effective marketing strategies and guidance.

Content writing/copywriting and SEO are like peanut butter and jam. They are great taken separately but together they make a perfect symbiosis that helps your website’s visibility on search engines and achieve success.

Copywriting gives your brand an image just as much as the design does. Your content creates and builds up the context in which your business exists. Copywriting will catch your audience’s attention but the content will really show off your expertise. However, all of this, no matter the quality, will not be discoverable without the proper SEO. As the competition gets fiercer, your SEO efforts must get stronger, too. To put it simply, SEO is that little van that brings your fresh produce to the market. No van – no way to sell your fruits and vegetables, no matter how good they are.

Now, even though you will often see job ads searching for SEO Copywriters, your copywriter and content writer does not necessarily have to be search engine optimization pro. It would, however, be useful if they had some basic SEO knowledge. In that way, they could streamline your marketing process and make the job easier for your actual SEO expert, if you have one. Alternatively, will it make sure that at least some optimization is done in case you can’t afford an in-house SEO
specialist.

Your copywriters and content writers don’t have to learn how to code, their writing skills are usually useful enough. But in case they do want to dip their toes in the search engine optimization, here are 10 SEO commandments for content writers and copywriters to follow:

1. NEVER DUPLICATE YOUR OWN CONTENT.

Duplicating your own content for the sake of quantity is a lazy solution that can only backfire when it comes to SEO. Of course, no good copywriter or content writer would ever allow themselves such lack of creativity but it is important to make that clear. Every article or sentence that you choose to duplicate will affect your SEO in a negative way.

Sure, sometimes content writers get the infamous “writer’s block”, they get stuck in the loop of identical topics and use up all of their ideas, but a quick brainstorming with a colleague or a fellow content writer can help. Freelancers working alone can get inspiration from other articles or look for gaps in their content by using tools like Answer The Public. Small companies may try hiring a junior content writer who will bring new ideas, while bigger companies could switch between topics inside their teams.

Something else that may cause you to unintentionally have duplicate content is site migration and various other technical bugs, malware, and hacks. So make sure you always check your content structure, old and new sitemap, learn to recognize alarming data from Google Analytics, etc.

2. NEVER BORROW OR STEAL SOMEONE ELSE’S CONTENT.

‘Borrowing’ or stealing someone else’s content just so that you can have a website filled with articles is very unethical, first of all. No respectable content or copywriter would ever take someone else’s work and Google will certainly make sure that your deed is punished.

However, not all content ‘borrowing’ is intentional. Some marketers do it out of sheer lack of knowledge (especially in SEO). They may think that copying someone else’s writing is a good idea because they can’t afford to hire a content writer or they are sole entrepreneurs trying to do everything by themselves.

Rest assured that the worst possible article you can write is better than a stolen article. Each and every one of us has a unique work experience that they can share with the world and show their own expertise. If, however, you have zero talent when it comes to writing, look for professional copywriting freelancers who can write fantastic articles for you.

3. DON’T USE TOO MANY KEYWORDS.

Some content writers familiar with the concept of keywords may think that putting as many of them as possible into the article will be beneficial to the SEO. This is simply not the case.

Your goal is to write a high-quality post and choose one (maybe two) keywords that you want that page to rank for. Mention them in your title, subtitle and maybe a few more times throughout the articles. If you do the job right, the use of keywords will come naturally, no matter what you happen to write about.

You can make sure that your keywords are among the most mentioned phrases in the article by using some of the free tools like browser extension SEOQuake, that can help you count the most prominent phrases.

4. DON’T FORGET TO USE KEYWORDS.

It may sound silly to an SEO connoisseur, but don’t get lost in your creativity and storytelling and forget to use the keywords that are important for your business. Mentioning your keyword only once will not make it any more relevant than any other word in your article when it comes to SEO.

Keywords will not only steer you in a direction which way to go when it comes to appealing to your audience and your industry but they can also help you choose the exact topic, especially those long-tail ones.

Say, for example, you are in the cake business. A quick research Google AdWords will stop you from shooting in the dark and tell you what are the types of cakes people usually search for and what you should focus on. Using a long-tail keyword like “ideas for the first birthday cake” can be a great inspiration for a blog or a landing page which will attract your future customers.

Use one of the above-mentioned tools to check the prominence of your keywords and ensure that the content of your page answers the questions of your audience searching for your services and products. Do your best to include the keywords in your title and subtitle, as well as a few times throughout the article, as we mentioned before, and your job is done.

5. MAKE SURE YOU ARE USING THE RIGHT KEYWORDS.

Not every keyword related to your business is the right one. Do proper research in Google Keyword Planner or any other tool that you prefer (like AhrefsMozUbersuggest) first. If you don’t have access to any of these tools, just following Google suggestions can sometimes be a good place to start.

The advantage of these tools is that they can help you see which keywords have high search volume, what is their competition when it comes to paid ads and are they too broad for your business.

The best you can do is avoid broad one-word keywords like ‘software’, ‘Mercedes’ or ‘food delivery’ and aim for the ones that are specific for your industry or your location like ‘e-commerce software for B2B companies’, ‘Mercedes car service’ or ‘Chinese food delivery in Manhattan’.

Sometimes going really niche with super long-tail keywords that perfectly guess users’ intent (like ‘no-bake cake ideas for a first birthday’) can be the best solution. However, you won’t know whether they work and which one is perfect for you until you test them.

6. MAKE SURE YOUR CONTENT IS UP-TO-DATE.

Having outdated content can have a negative effect on the user experience of your website because who needs an article explaining Facebook advertising in 2016? This is especially important if you are in the industry such as marketing that is evolving by the minute. You need to update your content regularly and make sure you are always a source of relevant information.

Sure, this may take too much of your time as you are eager to publish new articles but it is far better to update your old content and keep it useful than to publish a new one. Firstly, it will show that you are a constant source of relevant information. Secondly, the published page is already indexed by search engines and holds a certain value, no matter how small, which is better than a zero value of your new page.

The beauty of the updated page is that it is as good as new – it can be shared, promoted and read as a fresh post as long as there is something for your audience to learn (infographic, resources, etc).

7. AIM FOR HIGH-QUALITY CONTENT.

Don’t just write for the sake of having new content published. If you don’t think that having industry news is relevant to your audience or you simply don’t want that kind of articles on your website, dedicate the time to brainstorm and come up with an idea of really high-quality content. The more effort you put into creating your piece of writing – the more it will pay off.

Now more than ever people have plenty of resources to choose from and if your article doesn’t seem like something that brings value, they can easily find a new one that does. Follow your favourite industry blogs and try to fill the gaps and write about something that they didn’t mention yet. Even better, if you have more expertise in a certain field, write your own opinion and share it with the public. Use the abovementioned tools like Moz and Answer the Public to get new ideas and create an article that you will be proud of.

8. ALWAYS POST FRESH CONTENT ON YOUR WEBSITE.

Unfortunately, coming up with quality content does not mean you should post once in a blue moon. Don’t think that once you have explained all of your services and products your job is done. Frequent content updates give out the signal to the engines and your audience that your website is relevant, up to date and that someone is maintaining it regularly.

If you can’t constantly update your service and product pages, consider starting a blog on your website or a page displaying your Case Studies. Blogs are a great solution to have weekly updates and share your expertise, while Case Studies will portray the exact benefits of your services and products.

More often than not, these seemingly ‘irrelevant’ pages, can be the first stop for your future clients who will be drawn by your knowledge and results.

9. MAKE SURE YOU POST RELEVANT LINKS THROUGHOUT THE ARTICLE.

If you want the reader to learn something from your content, don’t forget to link to your sources and give tips for further reading. Sources give credibility to your statements and links save the time of the visitor who then won’t have to search for the tool you suggested, for example. Your relevant information will keep the visitor on your page much longer and show to search engines that your post and your website has value.

Also, interlinking to your own website can improve the overall visit and consequentially ranking of your own pages. For example, if you are writing about SEO and you have a high-quality article on that topic, a service page or a tag, you should provide a link. Be careful and make sure you link the right (key)words for that topic.

10. ALWAYS WRITE WITH YOUR AUDIENCE IN MIND

In the end, algorithms are made to satisfy the visitors’ search intent and they are improved often (much too often if SEO experts are concerned) in order to minimise the effort of the one who searches. As long as you write with your audience in mind and follow a few simple SEO rules you can’t go wrong.

We hope our 10 SEO commandments for content writers and copywriters helped you improve your website’s rankings, but if you have any more questions regarding digital marketing, you can always contact Mirror Solutions.

AUTHOR’S BIO

Ana Eraković has a long term experience in journalism, PR and content management. She currently works as a Content Manager and SEO Consultant at digital marketing agency Mirror Solutions which specializes in luxury services, real estate, and startup advertising.

A picture is worth a thousand words, or so they say. But what happens if you take that picture and support it with a well researched, keyword and SEO friendly piece of copy for the product? The answer: a successful e-commerce site with potential for growth.

So, how do we go about gaining this online success? Why, hiring the right kind of people, of course.

Start off with a copywriter specialising in product description.

How do the product copywriters do their job? With the few keywords written in their client’s brief, they put together a short, catchy and interesting, well detailed, easy-to-read description of a product. Apply the correct keywords and last but by no means least the SEO. Voilà! You have yourself a product description fit for your quality product. (trust me, it’s not as easy as you may think. Leave it to the professionals).

 

Now it’s time to search for a product photographer.

A good product photographer will ensure they produce a compelling selection of images that abides by a client’s brief and is fully aware of the brand. They ultimately end up with a collection of images that clearly depicts the product. Ideally, a potential customer can view the product online as if they are looking at it in a shop. The copy will then support those images, filling in details that could not be shown in an image. (again, not as easy as you think.)

 

What if you take a product photographer and a product copywriter and put them together?

Then you’re killing two birds with one stone, so-to-speak. Hiring a professional who’s not only a product copywriter but also a product photographer, they could work closely with the client on a project. Taking part in the full process of the e-commerce project, a client can ensure consistency in the outcome.

A professional who is fully immersed in each part of the process, is able to not only become familiar with the product and the brand, but takes time to understand what the client wants. That make for a successful e-commerce site with potential for growth.

 

About the author:

Beginning her writing career as an editorial intern at a local Barcelona magazine, Heather continues to write copy and product descriptions. Heather is currently based in London, continuing as a copywriter and product photographer.

Customers today can interact with your business through more platforms than ever before. Needless to say, that should be enough of a reason for you to invest in a more holistic content marketing strategy. One that’s able to excel in a digitally transforming world.

Since its inception, the internet has made businesses more accessible to consumers. Now, with technological adaptability on the rise, more people are bound to interact with your brand or business. It is your duty to be prepared for this influx of prospects.

So, without further ado, here’s what to remember when building an omnichannel marketing strategy for 2019 and beyond.

 

Attention is Everything

Gone are the days when your prospect clientelle would have limited options to find products or services. Consumers in 2019 are more informed than ever, which means that they can – and will – leverage various mediums to find what they are looking for.

And you don’t want to miss out.

While certain online users may prefer browsing with mobile phones and tablets, others might use traditional desktop computers for their online shopping needs. Similarly, while you can expect younger audiences to be concentrated on Snapchat or Instagram, developing a Facebook strategy and keeping it consistent with your brand image is equally important to target the older generation.

At the end of the day, it is imperative for you to understand that while your target audience or prospects might be concentrated in certain locations – or on certain platforms – ignoring other areas should be out of the question. After all, when you’re promoting your business across the board, you are also building brand credibility. In turn, this will increase your chances of a rise in sales.

Create Content Consistently

You don’t need us to tell you that it’s your content that’s going to reel prospects into your sales funnel. And while that’s common knowledge, the approach that most businesses take towards content creation is questionable.

By hiring professional content writing services, you can relay just the right amount of information to your target audience to keep them hooked to your brand and keep them coming back for more.

The best part? With just some minor tweaking, you can reuse your content on multiple platforms to target a completely different segment!

 

Optimization is Crucial

A video that’s doing exceptionally well on YouTube might not get half that reception if posted on Facebook. That’s exactly where optimization comes into the picture.

Each platform has inherent characteristics that need to be factored in if you’re looking for great results every time. By optimizing your content for each platform, you can improve the customer experience remarkably. Helping you achieve your targets with immense ease.

 

Authors Bio

As a Sr. Editor at Content development Pros, Mathew and his team at Content Development Pros have helped small and large businesses get results through content. Look no further if you’re looking for a blog writing service specializing in digital marketing services including, but not limited to, SEO, web designing, social media marketing, business plan writing, bio writing, and much more.

 

 

 

 

Can’t get enough of Matthew’s articles? Why not read another one:

Headlines That Bait For Clicks: Good from Far, Far from Good!

Cleverly written, but often misleading – they are all over the internet. Clickbait headlines are making an impact, but do they providing results?

What was initially considered an annoying practice deployed by shady websites to drive traffic has now become a norm. Many big companies have also joined the race of maximizing number of clicks through imaginative and interesting titles. While this may work for Buzzfeed and websites of the sort, most businesses don’t get anything from clickbait titles apart from unqualified web traffic.

Why?
There’s disparity between titles and the content.

Titles That Don’t Match the Content.

When you search for best affiliate programs to make money with on Google, this is the top organic result you get:

The title is great! It answers the query and makes you want to click. Who wouldn’t want a side hustle that earns them $6,000 a month?

After reading the title, most people that click on it would expect to see a list of programs that will help them earn good money.

What they get instead is a long blog post that discusses a whole bunch of hoo-ha. When it finally gets to the affiliate programs, it doesn’t even discuss them. This type of content is extremely frustrating for readers.

Clickbait Headlines – Are They Really Good For Your Business?

There is no denying the fact that clickbait headlines can help attract the attention of your target audience. It makes them want to check out your content and visit your website.

That can be great for your business… but you’re not going to get what you want unless you optimize the content for results.

Every piece of content is created to serve a purpose. It may be to create brand awareness, improve visibility, gain audience’s trust, or to increase sales. The title needs to define and match that purpose.

Here are some of the problems with clickbait titles:

  • They are deceptive –  the content does not provide what the title claims
  • The information provided isn’t valuable
  • Visitors begin to distrust your audience
  • Even though it helps increase website traffic, it is not qualified. You’ll notice this through increase in bounce rates.
  • With Google increasingly making algorithm changes to reward quality and accuracy of content, this type of content will eventually begin being penalized.
  • Clickbait headlines increase the bounce rate.

Like many other content marketing experts, Jonah Berger, an author and a professor at the Wharton School and Cornell Tech, recommends steering clear of clickbait headlines. In one of his articles published in The New York Times, he shared:

Clicks are great – but only if they get results. Focus on creating amazing content that adds value and do try to improve the quality of headline you use. Just make sure that the titles are relevant to your content. You can check out this great blog post on how to write amazing headlines for inspiration.

 

About the author:

There is no such thing as a one-size-fits-all solution for businesses that are looking for great content. Your marketing goal, target audience, the industry you operate in, the size of your organization, even the platform you plan to publish the content on makes a difference in your requirement.

As a Sr. Editor at a content writing service, Mathew and his team at Content Development Pros have helped small and large businesses get results through content. Look no further if you’re looking for copy that stands out, makes an impact, and converts. They’ll help you achieve your marketing goals through creative, well-researched content that follows the best SEO practices. Get in touch today!

 

 

Want to learn more about great headlines? Read more about it here:

DIY advertisers: why titles don’t work, and headlines do.

 

 

Are you fed up of slaving over a hot laptop (the battery’s on the blink) only to see your freshly baked content duplicated elsewhere? Yeah, well join the club.

Sharing might be caring as far as digital content is concerned, but only if you’re sharing in the right way. There’s a fine line between sharing and stealing, and when all you ask for is a quick link back to the original source, there’s really no excuse for having your content quoted, referenced or even duplicated elsewhere without a digital thank you.

Most hardened copywriters will be only too used to seeing their cracking content reappear in some dark, crummy little corner of the web. And when you’ve pored over every word, not getting any kudos is a bit of a kick in the teeth.

 

But copywriters rejoice because there is some good news:

  • There aren’t any penalties coming your way – Most copywriters will have heard their technically-minded SEO buddies talking about Google penalties for websites publishing duplicated content. However, the search engines will always recognise who published the content first. That means it’s the thieves that’ll receive the penalties and not you.
  • Your content is fly – If your content is being duplicated around the web then you’re obviously doing something right. That said, it’s similar to having your car stolen and seeing it as a compliment about your taste in hatchbacks.
  • You can stop the pilferers in their tracks – You do not have to be a victim. There are a number of steps you can take to keep your content away from those who wish it harm.

Here are a few things you can do to keep your cherished content safe…

  • Show them the big ©

A simple way to make light-fingered browsers think twice about copying and pasting your content is to become familiar with the ALT + 0169 shortcut. Most websites will have the copyrighted sign in the footer of their websites, but you can also use it on your content. Displaying this sign prominently will make it clear that your content is not to be used without attribution.

  • Give them a helping hand

Thieves might have the intention of making a quick grab and dash, but there are ways you can make it really easy to use your content in the right way. A plugin like WordPress’s ‘Add Link to Copied Text’ allows you to add a message and link to any copy that is lifted from your site. The copy snafflers will then have to actively delete the link, which may make them think twice.

Alternatively, you could create a generic ‘here’s how to use my content page’, which tells interested parties how they can use your copy legitimately. If that results in a few backlinks then it’s well worth the 15 minutes it’ll take to create.

  • Wave goodbye to copy and paste

One tool that’s becoming increasingly popular around the web is the WP-CopyProtect plugin. That renders your content uncopy-and-pasteable, which will drive copy thieves to distraction. Rather than reproducing your copy from memory, they’re more likely to look for easier pickings elsewhere.

Share and share alike

Of course, if you take an overly militant approach to deter copy thieves then there is a risk you’ll scare the well-meaning sharers of the web away too. Creating a digital presence that appears higher than position 14,003 in the search engine rankings requires a level of shareability, so take that into account when choosing which measures to put in place.

About the author

Nathan Jeans has been providing SEO copywriting services at To Your Hearts Content for more than five years. When he’s not angry about people stealing his content, he’s busy being angry about any number of other things.

 

Did you enjoy this article? Then you may be interested in some of our other guest pieces.

No time for blogging? Four easy steps forward.

 

There may be no useful advice for a writer who lacks confidence because it is impossible to write without it. Writing without confidence is like pushing a wagon without wheels. Yet, even if you brim with brio about your talent and skills, it is important to set realistic expectations about where they will take you. If your confidence is predicated on unrealistic expectations, it will be shaken.

 “Life is short, art is long,” is a useful proverb to keep in mind.

It suggests that art grants immortality, but also takes time, so you should not put unreasonable deadlines on your work, or think less of your talents because you are unable to meet the provisional ones you set. When we start a project, we always tell ourselves it will take less time than we have any reason to expect it will. A sanguine timeline is a trick we play on ourselves so that we will not be demoralized by the magnitude of our undertaking. It is a provisional psychological aid, like training wheels on a bike. Once we become immersed in a project, the deadlines become vestigial. Only our results are important.

Commercial success is another saboteur of confidence. The fact that wealthy writers exist and that there is money to be made in publishing can undermine any writer’s confidence, if he or she is struggling even for a shred of success. One must always keep in mind that art and money rarely mix, and few writers “make it.” There are many writers, and few readers, and a dwindling number of opportunities to display one’s work. If you seek financial security, writing is not a vocation I recommend.

A writer is often beleaguered by two emotions fatal to creativity—narcissism and self-doubt. You give yourself a candid look in the mirror, you like what you see, until you notice a wrinkle, perhaps a weariness in the eyes. You’re unsure. By the same token, you have a great idea, but you think you may have seen it before, or it’s too weird and no one will understand it.

This is the paradox of Samson. The two pillars to which he was chained were absolute narcissism (the hair) and crippling self-doubt (blindness).

The two pillars support the same structure—ego. Ego is a drug. It seems to make you strong, but if you overindulge in it, it can weaken you with self-doubt and fear. If you write in order to justify your existence or to prove how smart or important you are, you may be digging for precious ore, only to find that the hole you’re left with is your own grave. It is far better to write because you have something to say that you have never read before, wish to speak in a voice that has gone unheard, or tell your side of the big story of life. If you write in this spirit—to inform and inspire others—confidence should never be your concern.

 

About the author: ERIC JAY SONNENSCHEIN

Eric Jay Sonnenschein is a novelist, essayist, poet, journalist and blogger living in New York City. He has had two novels, Ad Nomad (2012) and Mad Nomad (2015), three volumes of essays, Making Up For Lost Time (2011), All Over the Place: Essays from A to Z (2013) and Sartre in the Subway (2017), and a collection of poetry, The Lost Poem and Others Like it (2011) published. He has also written more than 50 articles on a variety of topics, including politics and culture for Newsday, The Village Voice, and Art News, as well as more than 100 essays for LinkedIn Pulse. He is currently at work on a political saga set in the future.

This article was first published by Eric Jay Sonnenschein

Most larger companies have some kind of style guide to help them manage and protect their brand. It’s now widely recognised that this is a crucial part of the marketing toolkit. This document is sent out as part of a brief for any creative work, and is also used heavily internally in a lot of organisations.

House Style Guides usually concentrate heavily on visuals: logo, font, colours, image treatments etc. Their use makes successful brands really recognisable at a glance. They can also invoke the emotions that the brand wants to convey – and ultimately help to tell its story and sell its products and services.

But what about copy?

House Style Guides often don’t talk about copy at all – or have just a ‘one-liner’ telling users the brand tagline or what language the company writes in (for example UK English vs US English – don’t get me started on that one!).

But what’s needed to write really good copy that fits the brand and the communications brief properly is something that goes deeper. How are the brand values conjured up in writing, for example? How personal can the writing be? What is the correct way to refer to a certain product or features (see my ‘Are your brand texts escaping from you?’ article for more on this).

Then there are the decisions that need to be made and recorded, for effective and consistent copy. How do you deal with dates? What’s your view on the use of lists? How do you refer to any trademarked names – for example when do you use the ® symbol, and when the ™? For communications like brochures and reports, how do you use heading levels? Of course, this also refers back to the visual guidelines – in fact, it’s important to remember that a Writing Style Guide can only exist as a subset of the overarching brand guidelines.

You may not want or need to go into great detail. After all, this is not meant to be the famous Economist Style Guide, unless copy is your main product. But writing is very subjective, everyone has an opinion. If you can brief with proper guidance, and point to that ‘pre-agreed’ guidance when seeking approvals, you are much more likely to get what is best for your brand.

The Brand Guidelines are an excellent place to start, but it’s worth going the extra mile to drill down into the supporting guidelines to really make the most out of your brand.

How much is there in your brand’s guidelines on copy? I’d love to hear from you.

 

About the author: Waynne Meek

Waynne Meek

Waynne is passionate about all things content, especially how copy merges with other elements to make compelling communication. A recognised career of 20 years spanning various media has given him a useful insight into the way copy works across brands. Armed with this experience, he has delivered and managed effective copy solutions, from award-winning internal magazines to compelling brand and product messaging. Find out more about him on LinkedIn – https://www.linkedin.com/in/waynnemeek/, or on www.brandcopylab.com.

This article was first published by Waynne Meek