At CAYK, helping our clients to generate great online marketing content is one of the most important and impactful things we can do. Great writing is a key ingredient to almost every profitable website, blog, or social media marketing campaign, but what makes it great in the first place?
To help understand the difference between good web copy and great online marketing content, and know why it's worth the investment in a fantastic creative team, here are the four traits you need to look out for:
Great web content is interesting. Canadian online marketing companies sometimes talk about web content as if it's something scientific, rather than artistic. That's usually because they're thinking about search engines (see the next point), but it takes away from the important issue that your online marketing content really needs to speak to buyers first. In other words, if what you have on your site isn't interesting, then it's never going to be effective.
Internet copywriting should be search friendly. Having made the point about interesting content, it is crucial that it's easily searchable by Google and the other major Internet portals. That means using the right keywords and phrases, as well as making sure they are highlighted in the correct places like page titles and headings.
Every page or article should have a strong call to action. Ultimately, all the pieces of your business website – and your overall online marketing plan – have some bottom-line purpose. By including a strong call to action with each one, you make it easier for people to understand what you want them to do, and more likely that they'll actually do it.
Your web content should be unique. Because even the best Internet writing isn't worth that much if it doesn't reflect your company's unique strengths, products, and viewpoint. That's why it has to be completely unique; not only in the sense that it can't be copied (because it shouldn't be), but also that it isn't too generic to be effective for marketing purposes.
Do you need help coming up with great web content for your online marketing campaign? The creative team at CAYK is here to help, and we have the past results to prove it.