Using the same product descriptions that other eCommerce websites use is a big mistake, and can see you penalised by the search engines. However, this is not the only disadvantage to be had from marketing your products in this way. Using the same descriptions as everyone else certainly isn’t going to help you to stand out from the crowd and it definitely won’t show potential customers that you are truly engaged and interested in the products that you sell.
Brands are going to become full content publishers in 2013, and ‘content marketing’ is going to be the much needed anchor in the noise of social media, which will serve a double purpose and support SEO effectively. Publishing will mean different things to different brands, and it is clear that those who lack a coherent strategy, or the ability to deliver, will fall behind those who know understand the value of effective engagement.
Here are our five content marketing predictions for 2013 (compiled by the Content Marketing Institute from interviews of over 100 experts):
A great-looking website is always attractive, but if the written words that appear on it are not up to scratch the overall effect can be spoiled somewhat. Whilst the search engines pick up on several factors when it comes to ranking websites, great content is one of them and can also influence other factors such as how often your material is shared and how knowledgeable the public deem you to be on your chosen subject.
Content is no longer an afterthought. Content is king. A blog post fired off at the end of the long working week, between client phone calls, and a dozen meetings, doesn’t constitute a content marketing strategy. It won’t make you a thought leader.
No matter what your area of business, there will always be times when you need to write content, whether it is for a press release or a new web page. Unfortunately for many businesses, writing high quality pieces as well finding the time to do so is often easier said than done.
There are many good reasons why it is important that the text copy for your company, whether that copy be on your company’s website pages, in blog posts, in press releases or, indeed, any of many other appropriate places, is completely free of mistakes. Sloppy text copy can, for example, not only give the people you hope to convert into customers an unflattering perception of your business, but also lead them to misunderstand exactly what your company offers and stands for.
Any journalist, editor, copywriter, author or publisher will tell you that a great headline is one of the most important factors in sales. Of course great content can lead to a “word of mouth effect”, shared links, Tweets etc. but it only works if people want to read it in the first place.
Mistakes: we have all made them. Indeed, anyone who says they haven’t should probably be checked for a pulse to make sure that they are, you know, human. However, you should really go to considerable lengths to avoid spelling and grammatical errors in your company’s written copy, as they could otherwise give your business an unprofessional image in the minds of potential customers.
The truth is that we’re very proud of our copywriting examples and our growing reputation as the finest web copywriting specialists in the UK.
Many of our new customers have never used professional Copywriting Services before so they’re understandably unsure of what we can offer and what they can expect in terms of results.