Half the art to getting found on the web involves putting out great content. Your marketing writer needs to know this and produce accordingly.
Linking to other content on the web reinforces the relationships — both human and digital — that make the web go round. To quote Google’s Matt Cutts:
I would recommend the first-order things to pay attention to are making great content that will attract links in the first place…
A good marketing writer doesn’t just keep up with everyone else.
Your digital marketing teams and sales organizations rely on your marketing writers for persuasive technical content. So your writer’s job is to create valuable content that will attract eyeballs, shares, links and prospects.
Here are three things that will help her succeed in that:
- Your keywords. If you’ve done the research and know the keywords you’re chasing, use them with appropriate density. Enhance your web pages with them. Then have your content marketing writer use them in press releases, white papers, case studies, blog posts and industry articles.
- Your messaging. “Great content” is the right message in front of the right reader, eliciting the right response. If your messaging emphasizes how safe your products are, you don’t want your writer wasting words on how economical they are; that’s off-message. As a marketing manager, you should know your messaging and be able to articulate it to outside writers.
- Your competitors’ copy. While your competitors zig, you should zag. Whatever they’re doing in their copy, do something else. A good writer can use competing copy like a bumper on a billiard table. When your content bounces into a different direction, you position yourself differently.
Once you have the great content, you can take it to the web and social media teams and have them hang it in all the right places.
photo credit: WolfgangRieger
