As we wind down on 2012, it’s a perfect time to ask, and answer that question. In a digital world, quality content on a regular basis is a necessary thing. In most fiction and non-fiction, entertainment is the chief goal of quality writing.
As business owners, our standards need to be set higher. It’s not enough to only entertain or inform. There’s something else that needs to happen before the process can be complete.
Business owners need to incite their readers to action. Does your writing foster community, build relationships, and result in sales?
Your marketing content should help your business in some way. It needs to serve a purpose, or it needs to go.
It’s Time To Conduct A Content Audit
Here are a few criteria to evaluate your content:
- Is it written with your personality (and your business’s personality) in mind? No matter how engaging and informative the content, without some good personality, it’s difficult to keep your readers invested from start to finish.
- Do your readers know what you want them to do? Whether it’s web content, blog posts, or sales letters, they all require a call to action. Whatever it is your after, you need to remind your readers. It can be a sale, or it can be something as asking for a comment.
- Is it of utmost importance? Assuming that you know what your keywords are, it’s time to use them. If you want your customers to find you with a specific phrase, using it in your headlines and web content helps. Sparingly is all it takes, however. You’re trying to please Google, not game them.
- Is the copy clean? It’s time to rid your copy of any grammar or spelling mistakes. No matter how knowledgable and interesting your content is, if it’s riddled with mistakes, readers won’t finish it.
- What problem does it solve? Remember, your customer has a problem, and you offer the solution. Your web content should outline the solutions that you offer.
If your website content does not meet these standards, it may be time to consider a rewrite. Remember, your website should be an active member of your sales force. If you’re not receiving a healthy amount of leads through your website, then why not?
Remember, if writing copy is not your thing, or you need to spend more time actually running your business, that’s OK. Not everyone is a writer, just like not everyone is a designer, or an accountant. Hiring a copywriter is probably more affordable than you think, and can be a wise investment.
Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now.
