Writing web site content might look easy, but let me tell you – it’s harder then you think.  Most people can write.  Our high school degrees require it.  The challenge is – most people can’t write well. 

In many instances, companies don’t spend money on professional copywriters / marketing writers (especially in start-up technology companies - where the content is highly technical and budgets are tight), so it’s usually up to a random marketing person to pony up. If you live in that reality, below are some quick tips that can assist in making content generation a bit easier.

How important are keywords?

Yes. Keywords are absolutely important.  With that said, don’t overload your web site content to such a degree that readers can’t understand what you’re trying to say.  For example:

MarketingLAUNCH marketing services are the most effective marketing services in the industry.  Marketing services is what we do, and our proven marketing techniques assist small business in marketing their services.

TIP: Before you start writing, research and decide upon a handful of keywords (for a specific page) you want to include and keep that list in front of you when you’re writing.  Then integrate those word/word groupings if and when you can — avoiding the saturation point.  Strike a balance, informative content with keyword descriptors only as it makes sense.

Don’t waste people’s time!

When writing for the Web, get to the point – and fast!  Remember that reading on the Web (short content blocks are best) is entirely different than print (mostly long elaborations).  You have to keep it short to maintain interest (think Cliff Notes version).  Not too much, not too little – again, the key is finding the right balance per quality and quantity of content.

Focus on your key strengths

Instead of writing about “ALL” the benefits your product/service offers and being all things to all people, find a “FEW” of your key differentiators and focus on those.  If you try to present too many competitive advantages, people won’t remember any of them.  Stick to a top few and hammer them home and you should be on your way to effective online messaging.

Create a functional layout - critical for readability

There are some key elements you should always include when writing for the Web. 

1.  Make sure to include a header and/or title.  Something at the top of the page to tell me (and search engines) exactly what I’m going to be reading about.  Make it specific.  Use words I understand.  No cute phrases or fluff that has no relation to what I’m about to read. 

2.  Also include the main message within the first few sentences.   If I have to spend more then a few seconds on your content, I’m clicking <back>. (Bye-bye customer.)

3.  In turn, to ensure I do move forward as I read, make sure you include relevant links within the content I’m reading, that move me from one content block to another “related” content block.  Seamless messaging is key.

As you can imagine, there are many more techniques you can use.  Hopefully these will keep you focused on a top few that can make a difference - right now.  Have your own ideas, please share…

Wow, below is an interesting article.  Initially, I began blogging to collect my own content in one central location - much like a marketing reference guide.  Then I began writing for others who might gain value from my content, in turn trying to keep up with the Jones’s.  Now I’m back to focusing on my original strategy.  You’ll probably see only 3-5 posts on average per month (so sign up for my e-Updates).  The added stress is definitely not what I’m looking for, although I enjoy this medium (when I have time for it).  You read… you decide.

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In Web World of 24/7 Stress, Writers Blog Till They Drop

By MATT RICHTEL : April 6, 2008

Well, after using WordPress for over six months, I just ran across this cool reference tool (see link below).  Thought I would share the location of this resource.  It’s like a “Quick Guide to Blogging”.  Learn more about blogging terminology at: http://codex.wordpress.org/Introduction_to_Blogging

In a post at The Lonely Marketer, Patrick Schaber, talks about his criteria for choosing the blogs he reads. With so much engaging content available, he’s frequently tempted to expand his reading list. To help him stay focused and decide what to read, Schaber developed a list of blog must-haves.  Here’s some of his advice:

• Provide unique, actionable content. “To be honest,” writes Schaber, “I don’t care if you’ve been blogging for five years or five minutes, if I feel I’m going to leave a site having learned something new, count me in.” He gives extra points for highlighting recent content in a sidebar.
• Post frequently. This doesn’t mean that you have to blog every day—a few each week will do the trick—but if multiple weeks pass between each post, readers will stop checking in.
• Maintain focus. Nothing says you have to restrict yourself to a single topic, but you’ll confuse readers if you hop randomly from subject to subject without explaining why.
• Add visual interest. You’ll notice that many bloggers include an image with each post. Follow their lead. “So much of social media is visual perception!” says Schaber.

Summary: Good content is good content. Even the busiest people make time for their favorite blogs.

Source: The Lonely Marketer. Read the entire post here.

So common amongst bloggers, the word “Digg” comes up again and again.  What does Digg mean in the world of blogging?

As noted in Wikipedia.org (a free online encyclopedia managed by everyday users like you) – Digg is a community-based popularity website with an emphasis on technology and science articles, recently expanding to a broader range of categories such as politics and entertainment. It combines social bookmarking, blogging, and syndication with a form of non-hierarchical, democratic editorial control.

News stories and websites are submitted by users, and then promoted to the front page through a user-based ranking system. This differs from the hierarchical editorial system that many other news sites employ.  Learn more about the term Digg >>

Digg, Inc. | Social content website | Created by Kevin Rose | Launched December 5th 2004 | URL http://www.digg.com/ | Registration Free

Do you know what a Blog is?  If not, here’s an excellent 3 minute video tutorial that gives you a quick lesson on blogging -provided by CommonCraft.com.  Turn up your volume and check it out >> 

http://www.youtube.com/watch?v=NN2I1pWXjXI

WHAT IS A BLOG?

Blogs (web logs) are displacing message boards as the preferred technique for asynchronous discussion.  A blog is an online journaling tool that allows to you quickly and easily publish content to your web site as well as the ability to allow readers to comment on articles you post.  Unlike message boards (forums, etc…) blogs look like a web pages, complete with links, graphics, sound and video capabilities.  In addition to the community building function, a blog might take on characteristics of an online ezine or newsletter.  You can use yours as an opportunity to educate your prospects on different aspects of your business or product while soliciting questions and comments.

Business marketers use blogs for:

• Attract and retain traffic on a site
• Obtain positive and (keep in mind) negative feedback from customers
• Generate links to other pages on the web site
• Announce new products and test price points
• Build brand awareness
• Recruit beta testers
• Seed product promotions
• Identify opinion setters

Like other forms of community building, blogs take lots of time.  It helps if you like to write.  You need to post at least 2X per week to keep a blog lively and encourage feedback.  Depending on your goals, you might prefer hosting your blog on another site (i.e. www.wordpress.com), so the links to your site appear to be coming from another source.  Google, in particular, ranks inbound links from blogs highly.

FREE Blog >> http://www.bBlog.com or http://www.wordpress.com

WHAT IS A WIKIS?

Wikis are related to blogs, however, wiki software allows multiple users to add, delete and edit each other’s Web content quickly without much technical knowledge, making them especially suited for collaborative writing. (i.e.  www.wikipedia.org, a free online encyclopedia, is a great example of group content that reflects many views.)

Check out this QUICK 2 minute clip explaining Wikis.

List of WIKI Resources:

http://www.wetpaint.com/
http://www.centraldesktop.com
http://www.pbwiki.com

http://www.mediawiki.org (Free)

http://s9y.org

BLOGGING TIPS: RULES OF ENGAGEMENT (notes from Layered Technologies LTPACT 2007 panel “Marketing Power”)

• Generally 200-300 words
• Written professionally
• No questionable content or linking to questionable sites
• Don’t share confidential company information
• Don’t bash competitors
• Be smart - don’t be an a-hole
• Only lawyers can post legal stuff
• No approval process / open forum

Share your expertise, be an authority / Communicate directly with your customers / Share your personal views about your company and its values / Linking to other blogs-online resources improves Search Optimization / Find blogs you respect and link - back-link to them; if you comment on other blogs it links back to your blog / Blogging has risk - don’t censor - don’t control / Don’t control your writers; you have to want to let go / Negative materials has to be allowed to live on your blog / Be open to criticism & respond / Better love-hate - then don’t care / Better they write negative on your blog then someone else’s / It’s about open conversation / Wacky - make fun of yourself / Write about your passion; specifics of interest / Cult community / Are bloggers your ideal type of customers? / If yes, offer your best customer a blog on your site; say I trust you / Recruit people from your forum / Recognize vocal customer (LVP - VIP) / Rally your customer base -most customers are radical about your success / Entrepreneurs usually have a good story to tell

> What is blogging:  http://en.wikipedia.org/wiki/Blog 

> What is Technorati: In May 2007, blog search engine Technorati was tracking more than 71 million blogs http://en.wikipedia.org/wiki/Technorati

> What is Digg: http://en.wikipedia.org/wiki/Digg