Wednesday, April 10, 2013

Guest Blog: How Can Unique Website Content Help Your Local Business Succeed Online?

Creating unique website content is a crucial aspect of any local internet marketing campaign. Google and the other major search engines are geared toward custom web content that is well-written, compelling, informative, and addresses issues that your audience cares about. There are many ways to do this, and when you are writing in different online settings (such as blog vs. social media), you need to have the ability to modify your approach based on the medium you are writing for.

Let’s look at how to develop unique website content in each of the most common settings:

Blog: For years, writers have created blog content primarily for search engines rather than people. While proper keyword selection and careful placement within a post is essential, you really need to focus on providing a valuable resource for current or potential clients. A successful blog should not only educate the audience, but also entertain them. Think about what you would want to read! Providing the most up to date, relevant information with links to reliable sources in a concise way is the way to write online content today.

Press Release: Press Releases are a great way to get your content out there via online media publications. This writing must be headline-grabbing and newsworthy above all, and you must provide citations to established news sources.

Website: Your website is your online persona. It not only pushes your brand image, but it also gives potential and current clients the information they need to make a decision on your product and/or service. While you want to keep your website clean and streamlined it is important that you are creating content that addresses the following areas:
1. Education on a problem: What is the need?
2. Education on the solution: How can your product/service meet this need?
3. Education on your product and/or services: Let visitors in on your process and what they can expect once they buy from you.
4. Information about your company: What is your business all about? You want clients to feel a connection with your business, as it helps them make a decision about whether to go with your services.
5. Contact information: Make sure the potential or current client has easy access to your contact information (Company name, physical address, phone number, email contact).

Social Media: This is a concise but effective form of content writing. You want content that is not only drawing readers, but resonating with them to the point where they want to turn around and share your content within their networks. Use your language skills to engage readers with short bursts of content that will grab their attention. Asking a question is one of the best ways to get readers involved.

Create Custom Web Content Using Your Unique Perspective
The best tool at your disposal is your voice as a writer. Don’t try to write like someone else. You’ll end up fighting against your personal writing style, which makes your job that much more difficult. Above all, you need to dig deep and articulate what you feel is most compelling about the subject you are presenting. You don’t need to be interested in everything you write about, but you do need to be able to understand and convey the most important aspects of a given topic.

Developing these skills will help your writing and your ability to create unique web content for any local marketing campaign.

Ryan Paul Adams is the CEO of PME 360, a BBB Accredited Business since 2012. 

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