Have you ever watched a sports team dominate a game? Star players are important but it’s the collective effort of the individuals working fluidly together towards a common goal that delivers the win. Content operates the same way. Strong writing is the star player but the win won’t happen without the contributions of good design. And both writing and design must work together to achieve readability.
Today I’m going to focus on the readability of a specific type of content; blog posts. Blog posts get the spotlight because of the explosion of their popularity in the past few years. Moreover, with an increasing number of businesses and individuals realizing the power of content through blogging for professional and personal gain the ability to create winning posts is more important and competitive than ever.
When you’re online, well before money enters the scene, there is another kind of exchange rate: time and attention for content.
Recent surveys reveal that 90 percent of B2B buyers prefer to do their research online. There is certainly no shortage of material for them to peruse. Businesses provide content in exchange for a prospect’s time and willingness to consider them a supplier source.
This exchange is a powerful form of marketing. But how much is this content worth? As a writer, many people call me with vastly different perceptions of a content budget, expectations, and needs. As someone tries to solidify an action plan and budget I recommend they factor in the answer to this one question: how much value will you get from your content?
Telephones. Automobiles. Television. Personal computers. Cell phones. At one point each one of these inventions was seen as an excessive luxury embraced only by a fringe population. Today it’s difficult to imagine our lives without them. It’s time to add blogs to that list.
Blogs have redefined the way we gather information and share opinions. A recent MarketingSherpa article states that many B2B marketers report that it’s their team’s blog, not the company homepage that is now the most popular entry point for visitors. When it comes to total views, Continue reading Blogs: Opportunity or Waste of Time?
So you have a website. Ten years ago, even five years ago, it was perfectly acceptable to have a static website that sat there and did nothing but occupy space.
Times have changed. Websites are filled with content, they’re interactive–they engage readers, build communities, introduce your company, educate prospects, engage prospects, establish credibility…need I go on? Today, businesses have a myriad of tactics and tools available to allow them to turn their website into their marketing and relationship building hub. All of it hinges on quality content. Continue reading 10 Article Ideas for Your Blog or Website