Content Writers & Content Strategy
Content writers are different from copywriters in several ways, but good writers (whichever kind) are always thinking about strategy. Copywriters are, to over-simplify, writing the static pages structured for SEO and focus on keywords per page to help a website gain rankings and visibility in relationship to those targeted keywords. Content writers, on the other hand, are producing fresh, relevant writing on a more frequent basis that engages readers and helps keep a site’s relevance and rankings up.
I happen to do both of these things and enjoyed both tasks so immensely, I expanded into social media content creation. I love the aspect of content strategy so much, it was fun to take on a new platform that nicely paired with my blog and website experience.
Content strategy goes beyond any specific form of writing or even platform, and has more to do with shaping the way a business or brand puts out the digital stuff their audience consumes. Content strategy is partly marketing and branding, but it is absolutely more powerful when executed by someone with knowledge of SEO, content and copy writing.
Social Media Posts: Clicks vs. Conversion
I want to focus on creating social media posts that consider Clicks vs. Conversion. Content aims to get clicks, but clicks can be the boring kind (a random, disengaged Like) or the best kind (the conversion kind that goes all the way to your website or slides into your DMs with legitimate inquiry). Create authentic content your ideal client would be happy to find out more about and earn those clicks that turn into conversions.
Social media is a shiny vehicle for your business, but garnering likes doesn’t equal customer conversion. Strategic posting using relevant hashtags, compelling images, and descriptions that consider the real end goal (which would be click-conversion to paying customers, not the ephemeral currency of likes) will be most valuable. In the long run, you want your small business to have a big customer-base–not just a fan-base (though a solid fan base is pretty cool, too).
Social media depends on a little more than just compelling content and on-point curation, which is where organic SEO becomes super important. A competent content writer is going to be well-armed with some solid SEO strategy. Organic SEO is not a paid ad that may give a false boost to your sales. Instead, organic SEO takes time to build as your SEO social media and blog posts work to improve your rankings and visibility. It will take months, honestly, so please be patient.
If you follow a few simple rules for creating decent blog content, though, I guarantee you will start to see increased traffic, gains in your clicks, and positive conversion rates. It’s a matter of diligence and blind forging ahead, really–because if you stop posting, your SEO will stop growing. If your site isn’t posting regularly, I can guarantee it will not increase in Google rankings. Organic SEO works with what you have, not with what you’re paying.
What Makes a Good IG Post?
So if you’re looking to make a good–no, awesome–IG post, then, what should you or should you not do?
- Use bold, pleasing, or eye-catching images. It’s the quintessential quest of the VSCO girl, amirite? But whether you’re a battle-hardened millennial searching for your identity, or one of the new VSCO babes hoping to score influencer status, you’ve got to be ready for the pursuit of superior images.
- Know how to #hashtag wisely. Appeal to brands and follower that fit with your own aesthetic and visual. It is really amazing how the visual narrative of a brand can be narrowed down and conveyed with such precision just by condensing the use of certain hastags and related groups.
- Tell a Story and Have a Schedule. My personal IG game is a little weak, tbh. I need to take my own advice on this one! Tell your brand’s story and create a content schedule. When you’re winging it, your post will start to look less like a personal-professional hybrid and more like a moody snapshot of your life, cat, and meals to and snacks you’ve eaten in the past forty-eight hours.
- Don’t use underwhelming photos that have more personal meaning than they have public appeal. Make these photos your best shots of whatever you’re selling, whatever you’re about. Make it fresh, authentic, and relatable–but don’t make it underwhelming with blurry, unfocused images that take a minute to figure out what the subject is.
- Don’t tag people, promote, or hashtag posts without reason. Don’t attempt to blow up your feed in too many directions to garner a few likes and views. The fact is, this might work in the very short-term, but a ton of likes means absolutely nothing if no one clicks through your IG links to check out who you are and what you do.
- Don’t be afraid to post. Post often and be mindful about what you’re sharing. Let your content be relevant and authentic to your brand, and the results will eventually follow. If you need some help crafting that image and creating the content, please contact us and we would love to help!
Until next time!