What mistakes should be avoided when creating articles for sites of commercial subjects
How to create web content that is interesting to the target audience? - the damned question of the Runet sample of the tenths.
First of all - eliminate standard errors that lead to misuse of your funds. Content marketing is a strategy for promoting your brand on the Internet through conversion texts, and the effectiveness of working in this direction, as in any other, essentially depends on only one factor - the professionalism of the team involved in the project.
We will not assure you that creating the "right" texts for the web is a difficult task. This is a daunting task, even if you (especially if you have!) Have a clear idea of what web copywriting is. The deeper the level of professional immersion, the more obvious the seriousness of the problems you face.
Minimizing the risks in content marketing begins with a simple one — avoid the wrong approach when creating texts for the web. We will talk about errors that are made in most cases.
Error one. Many offers, beautiful and different
Sometimes, though, and not very beautiful, but this is a particular, which are corrected in the school during the lessons of the Russian language.
And the main thing is the information content and compliance of the content of the web page with the subject and objectives of the site. We will explain. You have an online store selling baby cosmetics. Discard sheets from the infinite number of letters in the description of the goods. Texts on your site should be concise and as informative as possible. Visitors do not come to you in order to read the scientific treatise on the benefits of a baby cream of such a model. They need information about the product, price and terms of delivery. All that is above is not about your site and only hurts the promotion, blurring the relevance of the pages and forcing the target audience to return to the search bar. Do not turn the site into a text farm.
There is no "water", no texts written just for the fact that there is at least something on the page. Only informative content, interesting to people. Ask yourself the question - why does the page need the information that you are writing at the moment? This is one of the most important recipes for creating useful texts for your target audience.
Error two. Forgot to enter the keys ...
Never, under any circumstances, enter the keys in the already prepared text. If it doesn’t work out well, beat this idea to your copywriters in any other way (we, for example, conduct weekly seminars among our copywriters, where we make debriefing and identify common mistakes). Before you start creating content for a page, consider: traffic on which requests you want to get from this page? Thought? Then everything is simple - when writing a text, these requests should be kept in my head.
As our practice shows: it is impossible to organically enter key phrases into the ready-made material. That is, it is possible - but not always, which means - this is not a systematic approach. The inscribed keys will “stick out” like hare ears, and for everyone it will be obvious: aha, but in this place the copywriter solved his seo-problems. Good texts are not written under the keys. Good texts are written for people. And the keys - if the material really corresponds in terms of content to the page under which it is “sharpened” - the keys will fall into place on their own.
Error three. To think that someone needs footcloths
Not needed. Everyone uses socks. But no kidding. Is it convenient for you to read from the monitor text that is not structurally divided into blocks with subtitles, without paragraphs, separated from each other by double line spacing? How much time do you need to understand that you do not need it? We think a minute and a half in the event that the text is very interesting. And somewhere 7-8 seconds, if the text is so-so.
The material on the page should be formed by the specified parameters: title (in the tag
), semantic blocks with subtitles, the blocks are separated from each other by double line spacing. It is important! The "red line" was invented for books, for the web you only need to use double line spacing, because when scrolling the page it is hard to find a place that you read, if you use the "red line", and not double spacing. These are elementary rules of courtesy towards the reader. If all this is not there, the text becomes even not like a sheet - like a footcloth, which you don’t want to study (quite a natural desire). Do not kill the reader's interest by writing out the texts incorrectly.
Error four. Suppose that search engines know nothing about synonyms
One of the most common mistakes is to create separate pages for synonymous key queries. PVC windows and PVC windows are one and the same. These two queries - and all similar synonymous key phrases - should be correctly worked out in one text, on one web page. Search technologies are improving every day. Even today, the search understands what are synonyms, he learned to identify them. At the same time, the base of synonyms, which the same Yandex uses, according to our data, is growing simply exponentially.
Fifth error. Write articles not for your target audience
It is important to clearly define the range of your audience. There should be no “blurring” in this question. The more clearly you understand how your goods and services will be searched for, the better. You sell women's clothes online. But to designate your target audience with the broad definition of “just a woman” is wrong from the point of view of content marketing. It requires an understanding of what age and social status women are interested in the clothes you sell - and it is for these women to create content.
In words, everything is simple: yes, the texts for the target audience - it works, who argues. In fact, everything is much more complicated. It is necessary to isolate what is important for your target audience at the stage of thinking out the landing keys. Do not create pages for unnecessary requests for which you will receive a non-target audience. A simple example. Site of the company engaged in the rental of excavators. One of the villages is promoted at the request of "digging trenches". At this request, the site is displayed in the top, there are transitions. And calls and orders - zero. Obviously: something is wrong with the request itself. He is "sharpened" under the mistakenly chosen audience. This rather frequency query is entered into the search bar by the owners of villas and households. And they are not looking for an excavator, but a migrant worker with a shovel. But the real target audience (construction companies) will look differently - on request "trench development". The request is less frequent, but the professionals are looking only for this (we saw it for ourselves!). And there are a lot of such examples.
The effect of the promotion on the Internet will be only if you create content for requests for which your target audience is really looking for information. What is important is not the particular request, not the number of transitions from the search - conversion is important. And the conversion will give you only a competent analysis of the behavior of your target audience on the Internet and the correct content.
Working with untargeted audiences is a vicious circle. At first, your traffic may grow: people who are not ready to order your services or products come to you from "wrong" requests. Then - the natural growth of "failures" (returning the user back to the search engine and entering the same query into the search bar is a very sad indicator in terms of promotion) and, as a result, lowering the position in the issue.
Error sixth. Non-Conversion Texts
For business on the Internet there is nothing more important than conversion. What are the signs of selling texts? In fact, only one - customer calls.
Conversion is the result of your interest in your target audience. Be interested in your potential clients: who they are, where they study or work, what their level of wealth is, what they need from life. Study your audience and write texts only for your potential clients, communicate with them in the same language, let's exactly the information that they want to receive from you - and everything you have with them, will come, as they say, a complete conversion.
As a conclusion. Content marketing should be built on one value - the value of the information you want to convey to your audience. On the Web, with an ever-increasing share of entropy, the value of information is becoming increasingly important. And the assessment of the importance and usefulness of the text is already the main path of development of search technologies. But there is an inevitable conflict. The user wants to see objective information about your products or services, and you need to sell these goods. It often happens that the “corridor” between truth and falsehood on the one hand and objectivity-biasedness on the other is quite narrow. Maneuvering along this corridor is not an easy task. To pass on it with dignity, without knocking down furniture and utensils on your way, you need a deep immersion in the subject of business. That is why the copywriters involved in the project, with all their ability to “put the letters in the best order,” often produce texts that are completely lost to the tongue-tied and indigestible texts written by experts. People come to your site not for beautiful words, but for expert judgment. Modern web copywriting should take this into account. Either you are immersed in the subject and business of the client today, or tomorrow you will become nobody in the market.