Video is the hottest new communication tool for websites. It's easily shared, helps spread word of mouth faster, and is highly preferred by customers overall. In fact, an email with a video is 30% more likely to be opened. This statistic cannot be ignored, and marketers expect to see more websites converting to videos in the year 2014 than in any other year.
This does not mean, however, that content is out. Many times, a video will be accompanied by paragraphs of content. This might not make sense to those who click the video and gather the same information as is presented in the content, but there is a very real reason for including content with an online video. Readability and Clarification Logically, an article needs to be readable, even when there is a video included. The content attached to a video creates a readable element to the video, where a viewer can further clarify the video's message. While the video may explain the message clearly, the content reiterates that message and gives the reader a second method of receiving the message. Luckily, any users who opt for video only may do so, as the content is typically listed after the video. Different Types of Absorption As with academic learners, Internet surfers have different types of comprehension. Each person absorbs information in a different manner. Some people prefer their information in an audible form while others desire a visual aid. The video combined with the content covers both areas. When a video stands alone, it can easily be ignored by the visual learners, who desire words on a screen over an audible piece. Adding content to video adds a level of reach that might be missed with video alone. Sneaking Content Into The Day Many people admit to sneaking in a few articles during their work or school day, when work is slow or when they are waiting for the next project to begin. Matching content to video pulls these people in; perhaps there is no opportunity for audio or they cannot turn on a video for fear of disturbing others around them. Reading an article is the only option for these people, so skipping content on videos will only increase the bounce rate. Overall, including content with a video only increases the reach of the video. More people will be inclined to click on the link to either read or watch the information. It is always a good idea to hire a freelance writer who can convert the video into website content.
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Everyone asks me why they need content. Some people pass me up even after realizing their Google rank is extremely low and listening to me tell them content will help! I'm always unnerved by this, but I'm never surprised. It's tough to understand why a content writer is necessary, especially when the marketing budget strings are tight. However, every website should have content without question.
1. Google Likes It Google is looking for organic content. Search engines are scouring the Internet for key words that aren't overdone. Google favors readability in a website, which means content must be plentiful. Key words are still important, however, they must flow naturally into the content to be ranked on search engines. Key word stuffing is the first step toward getting a website ignored. 2. Customers Love It If you really want to know how much customers love content, go to your Facebook feed. People share things they find interesting with their friends, so why wouldn't you put interesting content on your site? Customers love how-to's, instructional content, content that informs and content that makes them laugh. Add these things to your website to get more attention and to get more eyes on you. 3. Exposure Increases This goes without saying, if you read the last paragraph. Give your customers something to share and you can pretty much skip the word of mouth. Your customers will do it for you by sharing your content, and your website. You can point people to your website content when they have questions, and you can encourage them to search your content when they want knowledge about your brand. Your brand exposure increases exponentially with content. 4. Productivity Goes Up If you reach beyond the FAQ page to add content to your website, your company's productivity increases because you spend less time answering questions for customers. If you can simply point them to a part of the website that has more answers or information than a simple FAQ page, you can get back to making money sooner. Many businesses have done this in the past, and we are quickly becoming a society that searches for readable answers before insisting on talking to a live person. Overall company productivity is increased with website content. If you are finally convinced you need content, contact me today. I will help you get started on the road to a content-filled, highly visible website. Content is going to remain king of Google's algorithms this year. The opinion in the fourth quarter of last year was that it would take a back seat to videos, but this thought has taken a turn as people still hold on to reading and Google is requiring at least two links if a site wants to hold onto its first page ranking. Content will continue to rule the page, so you'll need to write content that gets not only Google's attention but the attention of your target audience.
1. Skip the Keywords Google is still picking up on keywords, but it's smart enough to recognize keyword stuffing. Keywords are for real readers and not for computers. You'll want them in your articles, but only two or three times - they need to be included so real people will find your article when they type your keywords into search engines. 2. Find Your Topic Your topic needs to be relevant to your brand or blog, and it needs to talk to your audience naturally. For example, if you're writing to executives about SEO, you won't use the same tone that you would when writing for a mom about tasty after school cupcakes. Keep the tone, topic and overall feel of the blog relevant to the audience. 3. Keep the Content High Quality Write quality content at a decent length. Longer articles look better on Google, because Google feels the article carries more information if it's longer. Don't use too much fluff, however; remember that you're writing for real people. You want the content to stay relevant and help your readers learn something new. If you want your customers to trust you in your industry, give them something to learn about your brand. 4. Reel Them In with the Title You want the title to be eye catching. Often, this is the first thing people see when they search Google. Consider your own reading habits: do you tend to gravitate toward boring titles or interesting ones? Of course you want to read those that sound like they have some value to you. You'll have to do the same for your readers if you want them to gravitate to your blog. 5. Write What You Know This is an age old piece of advice, but it still holds true. Nothing turns off readers more than someone who doesn't know what they're talking about. If you don't understand the topic and can't research it adequately, don't write about it. As a professional blogger, I use Google News often to research my articles. I get the latest news on my topic from accredited websites and I find out what I have to research to make the content as informative as possible. 6. Mention Yourself, Don't Spotlight Yourself Be careful when talking about your business or your product. You can mention yourself, but overkill will turn off your customers and make your blog look spammy. Suggest products throughout your blog, slipping them in naturally. For example, if you sell feathers, a blog sentence may look like this: When you're creating an authentic feather duster, softer feathers work best, such as our XYZ feathers. They tend to pick up dust... 7. Break Up the Blog Let your readers scan the blog for the most pertinent information by breaking it up into sections. Use topics, such as this blog, so the writing isn't one big chunk. The headings will also help in Google rankings because it provides more keywords for the rankings to recognize. 8. Don't Forget English Class Remember learning how to write a composition? You answered the five "W"'s: Who, What, When, Where and Why. After you've written your blog, read your blog to make sure you've answered all these questions. You'll have a complete blog that will serve your customers well every time. Furthermore, you'll have a blog that will grab Google's attention because it will be long and complete. |
AuthorRebecca has been blogging for ten years. She'd love to help you fill your blog! Archives
August 2019
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