Background Research

Content writing (e.g. blogs) as well as copywriting go hand in hand with search engine optimization (SEO). In order for new customers to get to know a brand, they need to get their name out there. One way to do this is to find ways to increase organic exposure of a company’s site through the use of keywords. The first step to this strategy is to know the right keywords to use, which depends on customers and “what their intention is when they search” (Zahay 46). Hence, it is essential to keep in mind what people are searching for when marketers make content such as blogs. There are several online tools available for finding keyword trends or popular searches. Many marketers use tools like “the, the Moz Keyword Explorer, and the Keyword Planner in Google Ads” to help see “common search trends and understand the customer’s search intention” (46). After searching for common search words related to the product or service, using them throughout a blog post or landing page can help boost a website’s rank on a search engine results page, otherwise known as SERPs. Hence, it is important to decide an identity for the company, what topics are relevant, who the customers are, and a basic strategy in order to accurately search and use keywords (58).

Besides keywords, there are other formatting or technical features to keep in mind before diving into the core of content writing. Many of these tips relate back to SEO and ensuring a more desirable rank on a SERP. Longer blog posts over 1000 words typically perform better than shorter posts (McGruer 118). This makes sense as there is more opportunity to use relevant keywords or phrases a browser may be looking for throughout a longer piece than a shorter, 500 word one. It may also have more information for a user to read over, making them stay longer on a page. Alongside longer pages, content writers should also ensure that there are CTAs throughout the blog or landing page using both links and buttons (117). Telling the audience what to do with a clear message (follow this advice for a better lifestyle, buy now, subscribe, etc.) ensures that marketers get the information they need to further encourage a future purchase or conversion. Other formatting features that benefit a SEO strategy include descriptive URLS, meaningful title tags, and alt text on images (Zahay 55). Each is an opportunity to use more keywords or build branding.

Using the right keywords and checking off the technical boxes is only half the battle. Above all, knowing how to interest leads with content that is relevant to them is the most important. This relevancy can help improve rankings and convey a brand’s story. However, whether it be through blog posts, social media posts, or news articles, “the type of content should not be advertising in nature” (Zahay 55). Although some content may directly advertise the product or service, it is best to not just focus solely on purchases. Instead, content writers need to think about “what it does for the reader – the outcome or solution” (McGruer 120). When users go on search engines, they aren’t searching for how great a product is unless they already know about it or the brand. Since blogs are mostly used to get a brand name out there and increase presence on organic searches, it is essential to not just write about a product since many won’t search for a product they don’t know exists. Many users search online to find “types of content that teach [them] something,” with how-to tutorials being one of the popular topics to write about (McGruer 262). This type of content can bring browsers who know nothing about a brand, but know that they have some sort of problem, need, or general interest, to stumble upon the company website and become a lead.

Content marketers should publish blog content as consistently as possible in order to maintain an online presence. Blogs are ideal for capturing a new audience who may or may not know that they have a need for something (Batra and Keller 133). Often, users look through blog content when they are looking for advice, solutions, or stories related to a company’s product or service. For this marketing campaign, blog posts aim to get the attention of a reader in order to increase the chances of conversion. For example, one blog may be for those who struggle to keep their closet under control. It is likely that these people have trouble finding creating an outfit every day and want to clean out their closet to reduce their options, making them an ideal user for CO. Once they have these tips, they can consider downloading CO to help address the issue. Based on the assumption that CO already publishes regular posts, this marketing campaign will continue to maintain the schedule of 3-4 blogs a month. This portfolio gives one example of a blog post using the strategies mentioned above.