Write Online Content with Impact

When you commit to writing a blog or other online content, the first fear is probably coming up with enough topics to write about. These days, writing an interesting post isn’t even half the game.

Writing online content is only worthwhile if it helps your effort to be found online. Every blog post should advance your online visibility goals.

It is actually pretty easy to write a post that your audience finds interesting AND helps your online visibility.

Define the Message

What do you want to tell your readers? What is the key takeaway you want to offer?

Every post you write should have a purpose. Define that purpose before you start to write.

Keywords Come First

Every post should be written with keywords in mind. To be visible, you need to use the same words and phrases that your audience uses when searching online. Define a primary keyword or phrase. Also have a list of keywords related to the content. Use them all!

Structure Your Writing

Start with an introduction. Say what you are going to say. Tell the reader why they want to spend the time to read your post.

Write the text of the post in a series of short paragraphs. Each paragraph should consist of short sentences that use short words. This approach increases the chances your reader will understand what you are saying.

Group related paragraphs with subheads that keep the flow. The reader should be able to read the title and subheads alone and get the main point of your post.

End with a conclusion that revisits your main message. All of the elements – title, subheads, paragraph and conclusion should make use of keywords.

When you are done you have told the reader what you will say, provided the details, and then told them what you said. And, you have done all of that using the words and phrases that they use!

Write Enough to Count

Aim for 600 words minimum per post. Google likes articles of 600-1200 words. However, if your article is too long and not easy to read it won’t be read. So make every word worth reading!

Link Related Content

Be sure to use links to connect related content. Link to related website pages and other blog posts. Internal links – links within your website and/or blog – helps readers get the full breadth of your expertise.

Add New Content

Search engines like active websites. A major signal is new content. So, be sure to add new content often.

Make sure every addition adds to your business goal, highlights your expertise and speaks in the words (keywords!) that your audience uses. You will keep you audience interested and attract the attention of search engines, too!

Great Content Works

Every blog post is an opportunity to highlight your expertise and to talk to your audience in a way that makes sense to them. It is also an opportunity to get the attention of search engines. Make sure every post follows the basics of great online writing and you will advance your business goals.

Marketers Should Use Emoji With Care

Emojis are finding their way into marketing. Smart marketers can use emoji to increase the impact of messages, but caution is needed. It is important to understand the meaning of emoji – both intended and in practice.

Some can have racist or sexual connotations, others have been adopted as symbols for cultural movements. Marketers need to be aware of what these seemingly innocent images mean and how context fits into that understanding.

Emoji in Marketing

Emoji are increasingly being used in messaging and branding because they have impact. According to a study by WordStream, using an emoji in a Tweet can increase engagement by 25% compared to messages without emoji. Using an emoji in your Facebook posts can increase shares by 33% and interactions with your post by 57%. Similar effect has been documented when emoji are used in email marketing subject lines.

Emoji can help to make a brand relatable, add context to your messaging, and appeal to the emotions of your audience on a deeper level. That is, when the right emoji are used.

Emoji meanings vary, and marketers need to exercise caution with them.

How to Avoid Mistakes

If you use emoji in your marketing, take steps to ensure that you are not unintentionally conveying the wrong meaning.

First, verify the meaning of the emoji. Sites like emojipedia define each one so you can be sure that you are making a proper selection.

Next, do a search to make sure your desired emoji doesn’t have any unwanted meaning in the context you plan to use it. Prepare to be amazed!

Some examples:

  • The rose emoji is tied to anti-authoritarian labor movements going back to the 18th century
  • The frog emoji has been adopted by the alt right in the US
  • Various iterations of ape and monkey emoji have been used in racist contexts

Refresh Your Research Often

Just as language changes over time, so does the visual language of emoji. Meanings change over time and new emoji are added to reflect changes in culture as well.

Marketers need to be aware of these shifts in emoji use to use them effectively and to understand what is being said about their brand. Today, a credible brand voice includes a fluency in the language of emoji.

Clubhouse Is the Latest Online Platform

Should you be considering where Clubhouse might fit into your social media marketing efforts? The Clubhouse social platform was launched in April 2020. It has recently exited beta, taking away the invite-only restriction and making it available to all.

Clubhouse Opportunities for Marketers

Clubhouse is a social platform for real-time audio. It is too early to know if the platform will thrive once the novelty wears off, and as COVID restrictions lift and in-person conversations become viable again. However, it is interesting to consider where the app might be of value as a marketing and brand communication channel.

Clubhouse is an audio only social media app that allows users to create, host and join chatrooms and clubs (recurring rooms.) There are 2 million active users.

Opportunities for businesses include:

  • Connect with relevant people, chatrooms and clubs
  • Participate with valuable input and information
  • Share relevant stories and test ideas – make sure the conversations you are part of are interesting to everyone in the room

Clubhouse Tools

Several tools are available to support using Clubhouse for marketing. These third-party tools and apps can help you streamline and use Clubhouse for your business in ways not yet available on the app.

Below are just some of the apps available:

  • Find Clubhouse helps you find clubs to join and follow. If you have a club, you can submit it to be listed.
  • The Clubhouse Bio Builder is a rich text editor that allows you to create and write up your bio using formatted text.
  • CHpic and Border for Clubhouse: Clubring let you add a pop of color in the form of a ring around your profile photo.
  • ClubLink and Clubly are free link shorteners that allow you to generate and save links to your Clubhouse events.
  • Clubhouse DB gives you an at-a-glance view of yourself, other Clubhouse members, and a brief glimpse of the Clubs available.