3 reasons most content writing fails.

1. Lack of a key phrase strategy – Content merely for the sake of filling up a blog is a waste of someone’s time and your company’s money. You must start with a key phrase strategy that marries what you offer with the way your prospects search. Then you have to map it out across your entire offering, choosing which product or services you want to push and when.

2. Consistent, fresh content writing that executes the key phrase strategy – Search engines are rewarding freshness of content. They are also rewarding careful, contextual use of key phrases. This takes a kind of disciplined creativity and persistence that very few companies have in-house. Does your company really have the bandwidth to create 12 to 15 postings every week which have 400 words of content, carefully written to weave in the precise wording of your key phrase strategy? Almost no companies have this in place.

3. Bad writing – Let’s face it, not everyone is a good writer. There simply aren’t any shortcuts to good content writing. But that doesn’t stop many companies from using off-shore writers for $4 per post. Some companies we speak to seem to think the only audience for their content is search engines. But many of your prospects really do read what you put on your website, more in some categories than others. Your brand matters to them. It certainly should matter to you. But the quality of your writing affects more than your readership. Having lots of other websites linking to your site is a key component to any search engine optimization plan. But who wants to link to a poorly written website?

As the Google algorithm gets smarter and smarter (it was changed 400 times between 2008 and 2009), it’s figuring out how to punish those websites who are attempting to trick consumers with weak content. Will it eventually be able to tell if you’re “content spamming” by hiring cheap overseas writers who really aren’t creating useful content. Put it this way – if I have to pick the winner between tricky SEO companies and Google, my bet is with Google. The real winners will be the consumers who want to find good content on your website.

Considering that more and more consumers are looking online before a purchase, Ion Leap encourages you to think of your website as the point of your “brand spear.”  It’s often the first exposure to your brand that any prospect gets. Content writing from Ion Leap is written here, on shore.  It’s “white hat,” meaning we never attempt to trick the search engines.

Content = Brand. What you put out there really matters. Ion Leap is a content writing and content creation company (video, interviews, press releases, etc) that takes your content and your prospective customers very seriously. Click a few more of our blog postings and you’ll get a sense of just how highly we regard brand building via content writing. We think you’ll agree your brand is worth great content building.