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What I’ve Learned as a Content Writer at a Digital Marketing Agency

author image Written by: Content Team           Categories - Digital Marketing

Valuable Lessons From Within Our Web Marketing Company

computer In January of 1996, Bill Gates wrote, in an article appropriately titled Content is King: “Content is where I expect much of the real money will be made on the Internet.” We’ve certainly entered an era where this seems to be true, as most products and brands have blogs, and organizations everywhere are increasing their content marketing efforts. But working at a web marketing company, I sometimes suspect that content marketing is still an abstract concept for some; heck, I’m certainly still learning about this world! So in the spirit of sharing, I thought that I would write about some of the things that I’ve learned in my time working as a content writer at a digital marketing agency.

Being a Content Writer is About More than Just Writing

It can sometimes be difficult to explain to friends and family exactly what it is that I do. Yes, I write; I write blogs, website content, social media posts, product descriptions, video scripts–and sometimes all of the above in the same day–but writing content at a web marketing company is about so much more. For an organization or business, content is about branding–it’s about finding a voice for your company that speaks directly to your target audience and keeps them engaged. Well written content will educate the consumer not only about a product or service, but about how that product or service can make their life easier or better; content should answer a consumer’s questions before they have a chance to ask them. Perhaps most significantly, content should drive conversions and sales. As a content writer at a digital marketing agency, I’m consistently trying to write in a way that inspires consumer action: writing strong calls to action and value propositions, building customer confidence, avoiding excess links or text that distract from the primary goal, and even properly naming buttons (yes, a lot of thought goes into our buttons over here).

Not Just Anyone Can Write Content

I didn’t slip this one in here just to brag, but if good content is to achieve all of the digital marketing goals mentioned above, then it bears mentioning that it shouldn’t be left to just anyone to produce. We’ve established that consumers, and even clients, may not totally grasp all that content is and does, but they know bad content when they see it. Have you ever visited a website where the information is hard to find, or leaves you with more questions than answers? That’s what you want to avoid at all costs, and what our web marketing company spends a lot of time fixing (which reminds me, I’ve also learned that I can’t live without coffee).

Content is Sometimes Misunderstood

Why can’t we reuse the website content that was written 4 years ago? Why does the title of this page really matter? Why do we have to spend hours editing content that was written by the client? These are questions–albeit fair questions–that people have about content every day. For some, it’s understandably harder to quantify the value that content adds to digital marketing–it’s just words, after all! With web design, for example, it’s easier to understand exactly what part the design will play in the website, and to pinpoint exactly how users will experience different aspects. When it comes to content, it’s not so cut and dry; it’s part of our job as content writers to demonstrate the value that content brings to the table, and how important it is to prioritize.

Making Friends with the SEO Team is Important

SEO strategies and content strategies go hand-in-hand; like peanut butter and jelly, if you will. Either of them would have a very hard time succeeding without the other. I could write the greatest content the world has ever seen, but without solid SEO, it will never get found (and what a shame that would be). At our digital marketing company, the Content and SEO teams are constantly working together. It’s important for me, as a content writer, to understand what my target audience is searching for. Once I know, I can produce the quality content needed, and the SEO team can take it from there, ensuring that what I’ve written appears when it’s searched for. So–it sure doesn’t hurt to keep on the SEO Team’s good side.

There’s Nowhere to go But up (Hopefully)

I sometimes cringe reading things that I wrote just a year ago, and sometimes I read over a blog post that was written just a few weeks or months back and think that I would probably write it differently today, but that’s OK. The world of digital marketing is constantly evolving, and content is consistently being held to a higher standard than it was a year or even a month ago. Along with each of these changes comes a learning experience, and a chance to recognize past weaknesses and improve upon them. Last but not least, I’ve learned that I love creating content that speaks to consumers and helps shape organizations. If your business could use some help developing a content marketing strategy, contact our web marketing company today.

Content Team

Twitter Testing New Options For Attaching Content

04/29/2022

Even though the younger generation doesn’t want us to use GIFs anymore (yeah, I’m confused too), Twitter is testing an option that would let us attach not only oh-so-convenient-and-dear GIFs but other media as well. Seems like Twitter is working on increasing engagement and encouraging more creativity among its users.

 

This option could make way for more creative opportunities, expand its expressive tools and help businesses connect with their audience better. However, no one knows when this option will see the light of day.

Read More: Should You Start Creating Video Content? 

Social Media Today reached out to Twitter and asked for a comment, but they got no specific response, which doesn’t come as a surprise since Twitter itself doesn’t know what the platform will be like in the coming period, with Elon Musk buying the platform.

Read More:  How And Why Did Elon Musk Buy Twitter?

Another great thing about this option is the possibility to better showcase your product. With a single tweet, you could offer a photo of your product and a how-to-use video. That way, you can highlight everything there is about your product in a single place, making this option also opens a possibility to make ads more effective.

Read More: Do You Need A Video Content Strategy?

On the other hand, you can also consider using GIFs for communicating with your audience, or use them as promo content – you can let your creativity decide – the possibilities are endless.

Since we don’t know when exactly this option will be available, it wouldn’t hurt to put some ideas on paper and consider customizing your Twitter strategy.

 

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Instagram Updating Its Ranking Algorithm 

04/21/2022

Instagram chief Adam Mosseri announced that Instagram is adding a few changes in order to put more focus on creators and the credit they get. One of the mentioned changes is updating its ranking algorithm with the goal to put more focus on original work. Judging by the number of copy-paste posts we’ve seen so far, this update should have been made a long time ago.

 

Read More: Instagram’s Main Feed Going Full Screen

Making Sure The Credit Goes To Those Who Deserve It

Instagram announced the following changes:

  • Product Tags – it will now be available to everyone. So, no matter who you are, you will be able to tag products and drive traffic and attention to a business, creator or a company that they like.
  • Enhanced People Tags – now, you can add a category for yourself (into profile, edit profile) which will show up when you are tagged in a photo or a video. This makes sure you have your identity be what you want it to be, and credited according to your wishes.
  • Ranking – people that actually created something from scratch should be more credited for that, so the algorithm will focus more on that kind of content.

“We are going to do more to try and value original content more, particularly compared to reposted content. So, more to come there as well.” – said Mosseri in the announcement.

But, what does it exactly mean? As mentioned in SocialMediaToday, the changes in ranking are not that well explained and it’s not clear if any penalization will happen.

What Will Affect The Ranking?

The Twitter community did have some questions regarding the originality of content and asked about editing outside of the app. If you remember, Instagram started down-ranking content that was re-shared from other apps. So, if you will be re-posting your TikTok with a watermark on it, your content will still be penalized. However, if you only edited it off the Instagram app, that shouldn’t be a problem and won’t affect your rank.

Still, Mosseri admits that Instagram can’t know for sure if a content piece is an original or not. They only build classifiers that will show how likely something is to be an original, but they can never know for sure. It’s still a work in progress.

Posting History Is Also A Factor

Content aggregators are the focus of this update, and Instagram will be able to determine this with the account’s posting history. Instagram is more likely to detect that an account is an aggregator if it re-posts a lot of content from other accounts.” So if you’re re-posting a lot of content from other accounts, you’ll likely see a drop in reach.

The main goal of the whole update is, as we mentioned, to give more credit to original creators, but the system is not yet perfect. However, Mosseri said that Instagram will continue to improve its detection features over time to better distinguish where the content comes from and who posts original content, to promote the real creators and reduce the influence of big farm accounts.

It looks like it’s time to say goodbye to reposting trending memes in order to boost engagement.

 

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