writing advice

Article Writing: 4 Article Ideas for Your Website

Content—the word is thrown around a lot, but what does it really mean? Content can refer to anything from sales pitches, to product information, to policies.

From a content marketing standpoint, articles are a great type of content that businesses can use to build a following for their website. By creating articles that customers can connect with, businesses can relate to their customers on a personal level and provide them with interesting information. Businesses will often employ a writer to specialize in creating this type of content. But what should you write?

Editorials

Editorials, or opinion pieces, are a great way for writers to connect with your audience. Writing opinion pieces about various issues can help you communicate your company’s values to your prospects. Indeed, if you have firm and clear views, this can create very strong feelings of connection and loyalty to your company. Just be sure that you’re prepared for a backlash should your opinions prove unpopular. Some ill-considered remarks by Guido Barilla to a radio interviewer resulted in a firestorm of bad publicity and calls by gay rights groups to boycott their pasta.

How-To

The great thing about the Internet is that it can teach you how to do anything. Why not incorporate this into your business? Articles that describe how to use your product, how to use products that relate to your business, and articles that help your customers achieve their business, work, or personal goals are always going to be popular.

Feature Articles

Feature articles are creative pieces that can focus on any aspect of your business. These long form pieces could focus on your company’s home city, or highlight the accomplishments of your top five customers. You could do a feature on a cause that your company supports or even discuss a fun aspect of your company’s culture. Feature articles are all about connecting on a human level with your customers.

Reviews

Another great way to gain a following is to post your thoughts about products, services, books, movies, or music as well as reviews on your own products and services. Reviews are a great way to connect to your audience and to show them that your business is open to comments and suggestions. Reviews are also a slightly safer alternative to editorials in that they’re a good way to generate a conversation, but less likely to incite a boycott. Again, though, make sure you know and understand your customers. It’s not a very good idea to post a bad review of the latest Justin Bieber single if your customers are all huge fans.

The article is a valuable tool that can help promote your business online. The more content you post to your business’s website, the more visible your site will be to potential customers. Since this is such an essential part of marketing online, it is important that content be posted regularly and to the highest standards.

Press Releases: The Astonishingly Easy Way to Boost Your Business

Press releases are dead, right?

Yes . . . and no.

If you’re a solopreneur or even a small-to-medium sized business, writing a press release is not an effective way to get the attention of major media outlets. There are just too many press releases and not enough journalists, so only the very important releases from really big companies ever get read.

Press release writing can sometimes be effective for communicating with your local, small market media outlets, especially if your release has a local news angle. But there’s an even better way to use press releases, and that’s to talk directly to your potential customers… online.

How can a press release help you talk to your customers?

Let us count the ways:

1. A history of widely-distributed press releases provides something for your customers to find

Let’s face it, you’re going to get “Googled” by your prospects. It’s natural for them to want to know more about you before doing business with you. So why not give them something to find?

Older press releases will demonstrate that your company has been around for a while, and reassure the customer that you’re not a fly-by-night outfit. And being written up on other websites, even when the customer can plainly see that it’s a press release, does still lend you a (tiny) bit of credibility.

2. It helps you to craft your image

Before you go firing off several press releases about how you updated your website from version 2.01 to version 2.02, have a good think about how this kind of thing will look to customers right now and many years into the future.

A press release is an opportunity to tell your story, or at least help frame how customers perceive you. A series of meaningless updates will be seen as just that. But stories that announce things like how you donated to a particular cause, or how you received an award for excellence in the service you provide will help you build your brand over time.

Pro tip: never, ever, ever fake this kind of thing, and never do something for the potential PR value you can get out of it.

3. It keeps your website fresh

One of the many factors search engines use in determining where to position your site in search engine results is how “fresh” or how frequently updated it is. By regularly updating the News section of your site (and you do have one of those, don’t you?) with a version of your releases, you’ll improve your search engine rank. This is critical if you want your customers to find you and your products or services.

4. The web works in mysterious ways

There is a crazy amount of value in just putting something “out there” and seeing what happens. For example, a story about how you and your staff adopted a highway might be seen by someone who works for the local roads department, who has a brother who needs exactly what you sell. And this could happen when you first put out the release, or, because it’s the Internet and things like this stay available almost permanently, a year later.

Press release . . . like a boss

Press release writing isn’t something everyone is familiar with, since it is a specialized skillset that isn’t taught universally in school. You can outsource it to professional writers if you don’t want to deal with it yourself. If you want to try your hand at press release writing until then, however, read on for a few tips to guide you along.

Spend time on the headline

Titles and headlines are what bring your reader in, and it’s no different for press release writing. For that reason, these need to be crafted to quickly grab your reader’s attention. Short, snappy headlines are best. Make sure it’s to the point and accurate, too. As soon as your audience sees the headline, they should know what the press release will be about.

On that note, if you do email it to various news sources, make sure the subject line of the email is as snappy and informative as your headline. This could be the most difficult part of press release writing, so don’t let it fall by the wayside.

Keep your reader engaged

In the same way that your reader doesn’t want to be bogged down by lengthy headlines, they don’t want to hunt through paragraphs to get to the point. In the digital age, when information is transmitted and internalized in a split second, you want to make sure your reader has the basic, important information in the first paragraph. Most of the time, readers will only skim the rest of the article, so you don’t want to let them skim over the good stuff. The first couple of sentences should contain the things you most want your audience to know.

Press release writing should be concise

Lose the flowery language! Keep it concise and grounded in facts. Don’t worry about getting creative with your writing because that isn’t the point. A press release conveys information, numbers, and evidence to support your assertions, and that’s all you need.

And since you’re avoiding the fluff, your press release should be one page. Two pages is the absolute longest a press release should ever be. The shorter, the better.

Don’t forget contact and relevant information

You’re sending out a press release to grab attention, so you need to include some contact information. There isn’t much use to a press release if the reader has no idea how to contact you once you’ve piqued their interest. The email, telephone number, and the name of the person who is the main contact for press release queries should be included.

Don’t forget to include the website for your company. This saves the journalist the hassle of searching Google when researching your company. This will immediately improve your connection with them, which is a positive consequence for the future. It shows that you’ve been thoughtful and comprehensive in your press release writing, and the journalist will appreciate that.

Don’t forget the little details

Good press release writing is in the details. This includes both content and style. Double check that your press release doesn’t have any grammatical mistakes. It’s also a good idea to have an outsider or a professional look over the press release before sending it out. This looks more professional.

Finally, a very important detail that is easy to forget is the human aspect. If you can, incorporate a quote from a customer or employee. This provides a bit of personality without subtracting from the concise, fact-based quality of your press release writing.

Web Content Development Tips

Eight tips that will bring your content to the next level

Help! I know nothing about web content development, but I need to design a website for my business! What do I do?

Do not panic. Plenty of people need to design websites, but very few know every technique for optimizing their site. The first thing you need to know about is developing high-quality web content. The content is what makes the website valuable for your customers. Without informative content, the website cannot serve your business’s goals.

So what do you include in your content to develop it? Here are a few simple tips to get you started with web content development.

1. Use headings

A great way to format your content is to divide it into points and use headers to describe them. This gives your customers a good idea of what information they will get from reading each point. Then, they can decide which ones they want to read and which ones they want to skip. If the text is simply one long document, the customer could get overwhelmed and decide your page is not worth reading.

2. Inverted-pyramid style

From their first look at your page, your customers will decide if they want to continue reading it. It is essential that most of the information that you think is important to your business be included in the first content section that appears on the home page. This way, the customers can get a good idea of your business and what you do, and they can make an informed decision about whether they should invest the time to read the website.

3. Call to action

This is where you direct your customers to what you want them to do. Make sure you explicitly tell the readers how to engage with your business. For example, if your website sells a product or service, write a statement that says something like “buy now” or “purchase today” so readers know how they can use the information on the site.

4. Bold keywords

It’s very rare that a customer will visit your website and read every single word on the page. Instead, you’ll get customers passing through for a glimpse or visiting to find particular information. Cater to this audience by bolding all the keywords and phrases in your content that are important to your business. This makes them jump out at the customer. In addition, search engines pick up on bolded words as keywords and phrases for search engine optimization, which will make your business’s website appear when customers search for those words.

5. Use lists

People like to read short content that flows nicely. A great way to format your web content and make it flow is to use a list. Short, bulleted lists present the reader with a clear layout that will help them retain the information because they do not have to pick it out from long, complex paragraphs.

6. Allow the content to stand on its own

Make each page of your website easy to navigate and understand. That way, if customers begin on a random page, they will not get lost in your web content. Every page should include essential information about your site (such as the business’s name), navigation, and an outline of the website. This will ensure your readers are never confused and always understand the message of the website.

7. Link to other pages

Instead of explaining every last detail to your customers in your web content, use links to direct them to explanations and more information. This keeps your web content short and concise, which is appealing to readers.

8. Pictures

Try to use pictures that complement your content. Visuals will engage readers in a dynamic way and might make them interested in learning more.