day”. They are written only to be indexed by Google and for anyone who might stumble across it. I’ve seen sites that hide their blog entirely, story the don’t even add their posts to the menu, recipe assuming nobody wants to read their opinions or learn from their expertise.
The internet is vast, and making sure your content writing time and investment is well spent is challenging enough. Purposely concealing your writing from your customers and only putting it out in front of clients selectively, to me, seems like a waste of your efforts or financial investment.
All quality content has value and merit, whether it might be:
- The customer care or support section of your website
- Your blog posts
- Product and/or service pages
- Success stories
- Campaign-specific landing pages
- Press Releases and/or news stories about your company
- Stories about your employees being actively engaged in your community
- Investor pages, annual reports, and/or other regulatory content which you make available to current and potential investors
If you have content on your site, work to ensure it is accessible from your home page in two clicks. Work to create blog posts and pages which logistically link to each other, to make search bots happy, and to lead your visitors to find out more about what you have to offer in a logical way.
On the flip side of content being written but not showcased, is content which is written just for the sake of content. Writing page after page of “stuff” because you feel obligated to, not inspired to, doesn’t help anyone. Content for content’s sake just buries your best insights under a torrent of … well … crap you might have hired a hack writer to do on the cheap.
About a year ago, I was challenged by an internet troll on Twitter who hid behind an avatar of a South Park like character. He was taking the President of the Canadian Federation of Independent Business to task over some policy or another, but used an alias. Here’s another tragedy of the internet. Content which is written without ownership or authorship , just for the sake of Google bait can really hurt your company’s reputation. If you aren’t willing to tell your grandmother something, your boss or friends for that matter, you really shouldn’t post it on social media, your blog or your website. I’ll be honest, I have learned this the hard way on occasion.
Here are five quick tips on how to make your content stand out from a lot of the dreck on the internet:
- Be yourself when you write. Use words, phrases and vocabulary which you would in real life
- Share what you write on your social media channels. Not just once, a few times. Find a popular Twitter hashtag or two which will stream your post into those who care about it.
- Encourage people to give you feedback with comments on your blog. Even if they don’t agree. Have a respectful debate online. Just be sure you have conviction when you write about a topic, and have an opinion. Don’t just post something you are sitting on the fence about. Take opportunities to challenge public opinion.
- Admit you were wrong on occasion, and talk about situations where you learned a new perspective on something.
- Credit someone you respect for their insights on a topic, don’t just get on a soap box and try to take all the credit for your insights. For example, I read this LinkedIn post about how to make your e-commerce site stand out. I think Eric Enge and I agree on many points here.
Given the choice to write content just for content’s sake, and writing nothing at all, take the time off. When you are feeling particularly inspired, or passionate about a topic which relates to your business, then you can write a post which will convert, educate, and hopefully entertain your target market. Just make sure you focus on quality as well as passion or else you will lose your reader before they get the message you were looking to convey.