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How do I improve the ROI of content marketing?

How do I improve the ROI of content marketing?

Do you want to improve the return on investment (ROI) of your content marketing efforts? Of course, you do! Your content took blood, sweat, and tears to create, so you want to see something in return. Ideally in the shape of higher traffic, more engagement from your target audience, and revenue growth. That’s why webtexttool is gladly offering you this blog series full of tips and tricks to maximize your ROI.

Cater to voice search

Make sure you stay up to date on the latest developments in regards to search. Text search isn’t the only factor to take into consideration nowadays. Voice search is a quickly growing trend that will only gain more importance over time. Especially the younger generation enjoys asking Siri and other voice assistants questions like “where can I find a local painter?” or more trivial questions like “how much milk does a cow produce?”.

In the past few years, the number of spoken search queries has increased by 20%, and that number is projected to double in the coming years. Typing out a query takes more time and effort than simply asking Siri or any other voice assistant a simple question. That means your content needs to cater to that behavior. One way to do that is by using long-tail keywords. A text search usually contains fewer words than a voice search.

Casual language in your SEO

Don’t be afraid to integrate casual language into your SEO. The way we speak is generally less polished than the way we type. Of course, any written content for voice search should still prioritize relevance and readability, just like standard web copy would. Ultimately, you’re not writing content for search engines, but for your readers.

A clearly organized FAQ page on your website can also contribute to a high ranking in voice search. That’s where you quite literally include questions and answers that align with the grammatical structure of a voice search. For example, the question might be “what is webtexttool”, and the answer is “webtexttool is an online tool that helps you create easy-to-find content with great conversion rates”.

Mobile-friendly content

Keep in mind that your content should be mobile-friendly. Or rather the website that your content is presented on. Nowadays we are much more likely to use our smartphone for a search query than we would take the time to run to a computer. Data from Google shows that over 60% of all searches are done on a mobile phone! So make sure your website is prepared! The basis is a website with a quick loading speed. You could try installing Google Accelerated Mobile Pages to help with that. And create content that is easy to scan by using eye-catching subheaders and bullet points for clarity.

Evergreen content

Evergreen content is the kind of content that will always be relevant to your readers, without having to update it frequently. Green and sustainable! Additionally, this “green content” will be the source of traffic for years, without the added workload. That’s why evergreen content is such an important element in your content marketing strategy.

If you want to improve the ROI of your efforts in content marketing, the key is to create evergreen content for your website. We’ve outlined a few examples below that you can apply to your own business with a little creativity:

  • How-to manuals. Those are always up to date, and people are always looking for easy instructions. For example, think about a tutorial for a Christmas centerpiece or tips on how to remove those awful wasps from your back yard.
  • FAQ. A list of frequently asked questions plus answers.
  • Product reviews. Ratings and reviews stay up to date unless products get replaced by alternatives or newer versions.
  • A list of jargon and technical terms with an explanation of each one.

Evergreen content becomes even more powerful when you combine it with Search Engine Optimization (SEO). When you incorporate the right keywords in your content, it becomes more relevant and, as such, easier to discover in search engines. A wonderful result is more traffic to your website and a greater chance that your content will be shared for months (or even years)! In an earlier  blog post, we delve even deeper into evergreen content.

Get started on a higher ROI

The trends we listed above are step two in the improved ROI of your content marketing. Trends and tools in the field of content are always developing and improving. If you don’t integrate those into your website and use them for your content marketing, you’ll always be one step behind. So make sure you stay up to date.

Taking care of your own content marketing? Webtexttool will gladly share our knowledge and skills with you. Put our Content Creation Engine and the Webtexttool Content Ranking to good use. These tools make it a whole lot easier to write great, discoverable, and Google-friendly blog content.

 

Webtexttool launches Microsoft Outlook add-in

Webtexttool launches Microsoft Outlook add-in

With our new Outlook add-in our content quality suggestions are now directly integrated in Outlook. It will enable you to write better emails that actually match your target audience in terms of readability (“B1 level”), tone of voice, sentiment, company communication style guides etc.

ABOUT WEBTEXTTOOL

Webtexttool is the content creation and content performance monitoring platform that enables you to create content specifically for your target audience. The aim of Webtexttool is to make sure your content is found better and converts better. With Webtexttool you can make sure your content is SEO friendly and matches your target audience in terms of readability (B1 level), tone of voice, sentiment and several other important aspects. Resulting in more traffic and higher conversion on your site.

WEBTEXTTOOL INTEGRATIONS

Webtexttool has several other plugins available for popular CMS’s like ao. WordPress, Drupal, Joomla, Sitecore, Craft, Umbraco and also for Microsoft Word and Outlook. More information can be found on the webtexttool plugins page.

 

 

Webtexttool launches the Umbraco CMS plugin

Webtexttool launches the Umbraco CMS plugin

We are excited to announce that the Webtexttool plugin for Umbraco CMS is now available for download!

The plugin enables Umbraco CMS users to use the Webtexttool content analysis and optimization services directly in their Umbraco CMS. There is no need to go from one platform to another. Just download and add the plugin in Umbraco CMS.
The plugin will give you optimization suggestions to improve the quality of your content and make sure it’s SEO friendly as well.

About Webtexttool

Webtexttool is the content creation and content performance monitoring platform that enables you to create content specifically for your target audience. The aim of Webtexttool is to make sure your content is found better and converts better. With Webtexttool you can make sure your content is SEO friendly and matches your target audience in terms of readability (B1 level), tone of voice, sentiment and several other important aspects. Resulting in more traffic and higher conversion on your site.

Webtexttool integrations

Webtexttool has several other plugins available for popular CMS’s like ao. WordPress, Drupal, Joomla, Sitecore, Craft, Umbraco and also for Microsoft Word and Outlook. More information can be found on the webtexttool plugins page.

How do I maximize the ROI of content marketing?

How do I maximize the ROI of content marketing?

Content is King. We’re all very aware of that, especially if it’s our goal to become more discoverable in search engine queries. So what do you do if you’re creating lots of content, but not seeing many results in return? Your website traffic isn’t increasing, social media engagement is minimal, and your conversion rate isn’t improving. If this is the situation you’re in, don’t skip over this blog series. We’ll give you the practical tools to maximize the ROI of your content marketing.

Know your target audience

Great content starts with insight into your target audience. Who are you writing for? Get to know your audience, understand what intrigues and influences them. If you know who you’re dealing with, they’ll be much easier to reach. This might sound like a lot of research, but precisely by mapping out the details of your target audience, you’ll get a whole lot closer to your goal of maximizing your content marketing’s ROI.

The easiest way is to write out a persona. After looking into your audience, you’ll know their average age, where to find them, and where they’re from. You’ll also be able to understand how they think and what their needs are. That’s how you really get to know your target audience and how you’ll be able to write content geared towards them specifically. The more specific, the better, and the higher your ROI will be.

Use of SEO

Once you’ve taken the first step of mapping out your audience, it’s time to take things a step further. It’s a smart move to apply SEO (Search Engine Optimization) to your written content. Because you know your audience, you’ll be able to research which keywords they’re searching for in their queries to find comparable products or services. You can do that type of keyword research with the free Keyword Planner in Google Ads or through our Webtexttool Content Ranking Index.

By using the right SEO, your content will be easier to discover in search engines like Google. Be aware that your keywords need to be relevant. The content should directly relate to the keywords, otherwise, you’ll see the opposite effect. If you’ve written great content that is valuable to the reader, your search engine ranking will improve even more. So make sure both the SEO and the content are relevant!

Evergreen content

Evergreen content can also create added value in terms of search engine discoverability. This is the type of content that is frequently searched, for example ‘pregnancy and nutrition’, ‘how do I bake a pie’, or ‘how do I build a closet’. Every sector or line of business has this kind of evergreen content, so use it to your advantage. Once you combine this with the right SEO, your website traffic should quickly increase! Read our blog ‘Evergreen content & SEO: what’s the smart approach?‘. 

Attractive atmosphere

It’s quite logical, really: a user-friendly website creates an attractive atmosphere. A visitor who reaches your website through a search engine query will stick around longer if they find your site attractive. A website with lots of distractions or an illogical menu structure will likely scare readers away. So be kind to your visitors and provide them with a great environment in which they’ll read your blog posts. That’s not just good for the reader, but beneficial to you too. Your visitors will be more inclined to read multiple blog posts and become even more engaged in your website.

Gaining insight into your audience, researching the right keywords, and providing an attractive setting — together these form the first phase of action towards maximizing the ROI of your content marketing. Once you’ve applied those, it’s time to take things to the next level. How? You’ll find out soon in our next blog about this subject.

7 storytelling tips for your SEO

7 storytelling tips for your SEO

Sometimes spending lots of attention to technical optimization and keywords makes it easy to forget that – even in online marketing – it’s important to tell a good story. All the techniques that help you better tell your story can be sorted under the ‘storytelling’ umbrella. In this article, you’ll find 7 storytelling tips to help you keep clients engaged for longer. And it’s about to get fun! Stay tuned for examples from ‘The Matrix’ and Dutch children’s book ‘Abeltje’…

#1 Start with a user story

IT’S NOT ABOUT YOU.

Our apologies if this comes across harshly, but all too often, companies will start by telling their own story. The odds aren’t great to keep your customers interested for long. It’s much smarter to think from the perspective of user stories:

As (who) I want to (what) so that (why)

You can read more about that strategy in our articles about content design.

#2 Suspense makes your story

‘He needed to push the button for the fourth floor.’

‘But that little green glass button all the way at the top…’

‘What if he pushed that one instead?’

You may or may not be familiar with this scene from the children’s book ‘Abeltje’ by Dutch author Annie M.G. Schmidt, in which a young elevator operator from a sleepy little town travels around the world in a flying elevator.

This short fragment is from the beginning of the book. The suspense is palpable. Even though nothing has happened yet. This is the exact technique you can use on your own blog. Hint at what’s to come without giving too much away…

#3 Turning point in the story

Your story shouldn’t just hint at suspense, the tension should actually be present. A shift needs to happen. What is the turning point?

To use one of the most famous examples from film history: what if Neo had chosen the blue pill instead?

‘The Matrix’ would have been a very short and uneventful film.

#4 Message that fits your brand

You can write a suspenseful story with a clear turning point and still get the whole thing wrong. Your story’s underlying message should suit your brand. Always keep that in mind when writing an article (or when having one written) and avoid getting lost in the story itself.

Wix.com did an excellent job of that in their 2017 Super Bowl commercial. With lots of action and humor (and a few major celebrities), the brand showcases exactly how easy it is to update your Wix website with minimal effort, in a rush, and even on the go.

#5 Show, don’t tell

A classic challenge for fiction writers: show, don’t tell.

But even in a blog post for a B2B company, you can still apply that technique. What are the examples and descriptions that allow you to make your point implicitly?

A great ‘show, don’t tell’ practice is this one:

Try to write a story in which you describe what you (the main character) see, hear, feel, smell, or think without actually using the words see, hear, feel, smell, or think.

#6 Just get started, then let things simmer overnight

It’s impossible to write the perfect story all in one go. The main stumbling block is to spend too much time writing the first sentence or paragraph.

Do you have a good idea? Then start writing. Once you have the whole story on paper, it’s time to stop.

After that, it’s a solid plan to let your story marinate. That could be one night or even a week. Don’t let it linger for too long (a month or longer) or you might lose your initial enthusiasm. Now that you’re looking at your story with fresh eyes, it will be much easier to finalize.

#7 Don’t worry (at first) about SEO

Now how does this all relate to search engine optimization (SEO)? How does this make it easier to find you in Google searches?

At first glance, it seems unrelated. Perhaps your story’s subtitles aren’t very search engine-friendly, in which case your site will take longer to index. Even so, writing this way can feel very refreshing. By telling a great story based on a user story, your potential customers will spend a lot more time on your page when they click through from the search results. That’s a very positive signal to Google and should result in a rankings boost!

Does that mean you no longer need to consider keywords and other SEO factors? No.

Dropping those factors altogether isn’t the greatest strategy. Using a tool that serves you automated SEO tips, lets you make smart changes to your content. That way you’ll not only create a great story but also land higher in Google results!