Best Practice for Writing Digital Content

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7 Top Tips for Best Practice when Writing Digital Content

70% of a customer’s buying decision has already been made online before they have even contacted a company for the first time, meaning that what you post on social media and your website can be crucial for your business. Joanne Dolezal shared with us her top tips for best practice when writing digital content at the latest CIM event in Newcastle last week.

1. Create a Content Plan – Before posting any of your digital content, make sure that you know exactly what the purpose of your marketing activities is and who in particular you want to attract to your website or social media channels. This plan should also include what content your target audience would find most valuable and how often this content needs to be posted.

2. Longer Content can be Better – Give people who don’t want to read a lot of text the ability to just skim over the important parts, but also give those who want more information everything that they need. Having more content will also make customers feel more comfortable buying your products or doing business with your company, as well as suggesting to them that you must have something important to say.

3. Search Engine Optimisation – Digital content needs to be optimised for search engines, so before posting online research which keywords and hashtags are the best to use. BuzzSumo, Moz and Google Keyword Planner are all useful websites for discovering which content performs the best and how to improve your search rankings.

4. Increase the Size of your Mailing List – When creating your website, you should make sure that you have an option to subscribe to your newsletter on every page, not just on your homepage. This is especially important for when a visitor comes straight from a search engine or from a direct link to a different section of your website, other than the homepage.

5. Personalise your Emails – Adding your customers’ name to the emails that you send out increases the likelihood of them being opened, read and any links contained within them being clicked on. Generic emails are much more likely to be ignored or deleted.

6. Answer Customer Questions – Reply to your followers and connections on social media platforms, as well as through a live-chat function on your website, as this can often be more convenient for many prospective customers than sending an email. This will also generate more sales for your business since selling involves answering people’s objections.

7. Testimonials and Ratings – Have a section on your website for testimonials and reviews, where previous customers can leave feedback. Make these ratings accessible and easy to find from your homepage, so that as many visitors as possible can read them.

Joanne is one of nesma’s tutors working on the delivery of the DMI Professional Diploma in Digital Marketing – Level 5 and a number of specialist courses to help advance your digital marketing.

Upcoming courses include:

Email Marketing and MailChimp – Newcastle – 14 June

Introduction to Social Media Marketing – Newcastle – 21 June

Written by Rebecca Hutchinson

PR & Marketing Intern with nesma on the Santander University SME internship programme.

Whether it’s working on your current skill set or exploring a new area of expertise, nesma has all your marketing and communication know-how covered.