Want to spice up the content on your site? Here's a secret you probably already knew: The best copy comes from you, the organization posting the site. It's just not that hard to generate great copy. In fact, with a little imagination, you can have a site chock full of "sticky, great reads" without shelling out to a hit-or-miss content provider.
Where is the great web content? That's the question I asked in last week's column after sifting through the sorry array of stories from the content provider my organization pays to churn out supposedly enticing copy. All too often it seems we settle for bland, generic information or rehashed newswire copy.
Want to spice up the content on your site? Here's a secret you probably already knew: The best copy comes from you, the organization posting the site. It's just not that hard to generate great copy. In fact, with a little imagination, you can have a site chock full of "sticky, great reads" without shelling out to a hit-or-miss content provider. Here are some ideas to get you started.
Don't think you have the time, inclination, or talent to generate original content yourself? In upcoming pieces, I'll discuss how to hire and work with a freelance writer or, better yet, how to hire inhouse marketing people who can actually write decent copy.
In the twenty-plus years that I've been hiring marketing people, I've insisted that great marketers online or offline must possess outstanding writing abilities. These skills are also often overlooked when we hire our web site staff. Pity. Without decent writers you run the risk of a dry-as-the-Mojave web site or shelling out a lot of money for run-of-the-mill, prepackaged content. Believe me, these aren't the sites that hear the clicks of return visitors.
P.S. Thanks, everyone, for all the useful comments in response to last week's column. I love the fresh ideas. Clearly, great content is being spun by many ClickZ readers.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Sept 5 to take advantage of Super Saver Rates!
Susan Solomon is the executive director of marketing and public relations for Memorial Health Services, a five-hospital health system in Southern California. In this capacity, she manages promotional activities for both traditional and new media. Susan is also a marketing communications instructor at the University of California, Irvine; California State University, Fullerton; and the University of California, Los Angeles.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT