I know that headline sounds a bit defensive. But take a random stroll through the content writing on corporate websites these days and you’ll see why I might be feeling this way. Judging from what’s going on out there, content clearly isn’t king.
So, should content be king?
Google and Bing think content writing on your website is very important. But they thank you very much for ignoring this. The more you ignore your content, the more money the search companies make. Without great, key phrase rich content writing, the only way you can show up on the first two pages is by paid advertising programs.
Consumers also think content is important. This somewhat depends on the category your business occupies. If you’re in a fast-paced, low-cost, low involvement retail category then folks won’t need to read up too much on your product or service. If you’re a plumber, they’re likely to find you via word of mouth or in the Yellow Pages. But if you’re selling something about which consumers are very passionate or concerned, then you’d better have tons of well-written and key phrase rich content on your site.
Content writing should be guided by marketing strategy
Before anyone sits down to do content writing for your website, they should be steeped in your brand ethos, fully understand your target customers and have lots of marketing experience.
Why can’t they just write anything? First, because you’ll be paying them for something that won’t work very well. Second, because your website matters and is one more great opportunity to define your brand. And, finally, because after all the SEO gimmicks out there, ideas and solutions still matter to consumers and you must offer them. If your website is to be a truly effective part of your overall marketing plan, your content writing should mesh with everything you’re saying in the market – print, direct mail, outbound email, etc.
Why Ion Leap should be doing your content writing
- We’re led by marketing experts with over 25 years experience
- We come up with clever marketing tactics
- We write extremely well
- We dig into your brand to understand it fully
- We have the discipline to write the volume required to get you to page 1
- Our content writing creates lasting value for your brand online
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