Writing for the web in Google Analytics. Search Console. Feedback from colleagues in contact with the client. SEO, semantic, or web marketing tools. Data contained in the CRM. Monitoring tools…
Today, we have a wealth of information at our disposal to help us produce more relevant and effective content.
Writing for the web in 2018 no Writing for the web in longer means
Sitting alone in front of a blank job function email database sheet of paper, waiting for inspiration or creativity to do the work: the data is there, just a click away, and you have to use it. Especially since your competitors aren’t shy about it.
This means adopting new reflexes, depending on the situations and projects: whether it’s adjusting the texts of a landing page or writing blog articles.
Without trying to name them all, let’s look at some of these new web writing habits :
1. Identify competitors to avoid Writing for the web in producing content without added value
The risk when you tackle writing new. Content is that one of your competitors has. Already published the exact same piece before you.
This happens a lot with “informational” topics . You’ve identified a recurring question among. Your potential customers, and you. Have a great idea for an. Article or guide that could provide them. With all the answers.
But here’s the thing: after a bit of
Googling, you realize that one of your competitors has already published the exact same article as the one you’re meta imagines virtual homes considering. Same topic, same information, same conclusion, and same offer at the end of the text (downloadable white paper, link to their products, newsletter signup box, etc.).
There are several useful tools that can help you break down a keyword to analyze the search intentions it may cover:
SEMrush of course Answer the public
- Ubbersuggest
But if you have some time to spend on research before you start writing, the ideal is to browse real discussions between Internet users , for example on forums, on the subject you plan to cover. Not only will you find typical phrases that you can fax marketing reuse directly in the content, but you will also gain excellent insights into the problems and concerns of your audience.
And to find such discussions, sometimes all it takes is a simple Google search like this.