You’ve probably already heard the content marketing mantra: create useful, unique, and engaging content. It sounds simple, but when it comes to writing jobs for financial institutions, creating content that thrives online is a little more complex. Here are some tips to improve your content.
For any business, it is important to have varied digital campaigns that leverages the strengths of the various online platforms available for marketing. However, every business has to support these marketing campaigns by creating high-quality content that is made specifically for the online medium.
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The various marketing campaigns will draw visitors to the website but it is the high-quality content that will make them stay there and also come back again (for example, high-quality content sites like Investopedia.com). It is the content that gets marketed – be it the content on the website/blog, or the content of the video, or the content that is used as posts on social media, in email marketing and even in the various online ads.
When it comes to the content of the website, the content needs to be written in a way that is suitable for the online medium and also takes into account Search Engine Optimization (SEO). While the world of internet may seem to be dominated by multimedia, getting traffic through SEO still requires the right use of words and phrases, especially the use of keywords and key phrases in the content. It’s important for businesses to write content that will not only appeal to the audience, but is also SEO friendly in order to attract organic traffic.
It is also equally important to design the website in such a way that visitors can easily find all the good content on the website. This requires using the right kind of content structure (menu structure) which is based on the relevant themes and sub-topics so that the content can cover all the targeted keywords. Similarly, the website also needs to make use of breadcrumbs so that the visitor knows how to go back to the home page and/or to the other categories of content.
Creating content for the web also requires a slightly different style and approach compared to what one reads on the print medium. Points to consider when writing for the web:
- Write to the point, concisely, and minus all the fluffy words, in order to retain attention of visitors.
- The content should be written in such a way that makes it easy to read, which means writing shorter paragraphs, leaving more whitespaces after few sentences, making use of headings and sub-headings to break down the content into smaller paragraphs, and to make more use of bullets points (lists).
- The content should also make use of the target keywords a few times within the content, and should also more use of bold and italics, especially for keywords and key-phrases.
- Provide Easy-to-Understand Information. For complex topics, writers should break down complex information.
- Write to a Specific Target Customer: Instead of writing to a broad audience, strong content focuses on a specific customer segment and includes words and phrases these individuals use regularly. Communicating your ideas in language your audience commonly uses helps them relate to your content.
- Engineer Content for Sharing: Everyone who publishes content online dreams about their blog posts or articles going viral and spreading across the Internet faster than the speed of light. So try to increase the share appeal of your posts by appealing to people’s emotions and making your content personal.
Also, the content for the website should follow an inverted pyramid method wherein the most important points and takeaways of the content should be displayed up on the page, whereas the more supporting kind of details should be listed towards the bottom. This allows the readers to get a gist of the content and the overall quality of the content, assuming the reader decides to move on to another page without reading the entire page.
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