Many agencies are still relying on outdated views regarding how to create the 'right' content for their clients. In this blog, we will look at why a one size fits all approach does not work and the importance of varying your web copy for different audiences.

How many times have you heard the phrase ‘Content is King’? If you’re a business owner who has been pitched by an agency, or anyone who has attended an SEO talk over the last 10 years, chances are you’ve heard it more than once. The importance of great content cannot be understated, so why are so many SEO services built around a templated approach to writing it?

In 2020 content is still the cornerstone of SEO, whether it’s web copy, blogs, content marketing pieces, editorials, social posts or emails. The Covid-19 crisis has highlighted even more the need for brands to step outside of their schedules and templates, creating meaningful resources for their audience to maintain their engagement when face to face communication isn’t an option. As SEO teams and agencies start to resume their usual services, now is the time to reassess whether working to rigid templates and word counts is right for the myriad of audiences they are writing for.

The content landscape has changed

10 years ago, a templated approach to SEO was the norm. It’s hard to find someone who has been in the industry for over 5 years who hasn’t encountered a spun article or been asked to create 100 product descriptions by varying only a keyword. Thankfully, Google got smart and the need for great content created by real experts now reigns supreme.

As the head of a content team, my ethos has always been the same - if you hire great writers the results will come naturally. Once a writer starts to think about the SEO elements of a piece of content BEFORE they start writing it, you lose the very thing that Google loves the most - engaging, unique content that offers real value to the reader. That’s not to say that we forget about SEO completely; keywords, internal links and formatting are still key to what we’re trying to achieve, but it can’t be a writer’s primary focus.

Step away from the word count

Writing great content comes from expertise, passion and a genuine need to connect with an audience. Whether it’s writing about tyre sizes or high fashion, your aim is to connect with the reader and convince them that you don’t just want to sell them your product, you want to tell them why.

Yes, you could stretch a piece of content about a specific tyre size into an essay, but what are you gaining from it? A short, succinct description that tells the reader everything they need to know while naturally including keywords and relevant links to other products or categories could work even better.

At the other end of the spectrum, you may identify a page that has the potential for expansion, perhaps it’s a page looking at a new tool brand or clothing range. With this, you can look to incorporate relevant queries, explain more about the pros and cons of the collection, or even ask the experts for their tips for using it. Each page on a website is different and once you start looking at your content this way, you will soon start to realise that templated tasks and rigid structures are already redundant.

Content Top Tips

1.  Utilise your content stakeholders

As a business owner, eCommerce manager or assistant, chances are you know more about the product than most people, utilise this knowledge and give your readers what they actually NEED to know.

2.  Don’t dumb down your audience

If you find yourself trying to ‘fluff’ out your content with jargon or redundant phrases, you’ve missed the mark. The average web user will switch off the moment they realise that what they’re reading has no purpose.

3.  Consider the overall user experience

User experience (UX) and content writing go hand in hand, it all boils down to whether something is right for that specific place on the website. Look at where your content will sit on the page, is it pushing down the actual products, does it detract from the main purpose of the page? If it is taking away from your primary aim, you need to rethink.

4.  Experiment with formats

One of my favourite parts of content writing is seeing what works and what doesn’t. Experiment with your words and see what works best for your readers on your website. If you’ve put together a blog that doesn’t get any traction, try reviewing the formatting or adding imagery or videos to spice it up. 

5.  Update and upgrade what you already have

Look at your current website and see if you have any opportunities to revamp existing content. So many websites fall short when it comes to keeping their content updated and you may find some quick fixes just by reviewing your current content ‘stock’.

About the author

Kat Foster has been working in the SEO industry for 11 years, starting her career as a copywriter and now Head of Content at Acquiro Digital.