In your online marketing strategy, are you wondering what the place of a web copywriter might be? Should we visit them on an ad-hoc basis or regularly? Does he have the skills to understand and master the various trends of current web marketing?
Their profession and their skills are evolving as much as the digital world. Many qualitative trainings are emerging and making web writing friendly and creative. What if we told you that some web editors are also professional bloggers, community managers, SEOs, web entrepreneurs and Youtubers! This says a lot about his incredible versatility.
webmarketing trends 2020
Content marketing that is constantly evolving, with almost monthly changes in social networks and changes in search (Google), it takes a lot of energy to optimize! Not to mention maintaining consistency due to fierce competition.
Implementing a web marketing strategy is difficult because what worked yesterday probably won’t work tomorrow!
Let’s also talk about the big changes in blogging, e-commerce and social advertising.
But you are not alone.
A versatile and responsive web editor is waiting for you somewhere. This can be at the heart of your strategy.
Here are some key points related to the ongoing changes in this “magnetic field of web marketing”:
- Reduced importance of strategies based on keywords without taking into account the semantic field (BERT Update, RankBrain);
- Shedding light on natural language: written and oral expression of human beings;
- Artificial Intelligence that captures the research intent hence the importance of writing in a natural way (UX or User Experience);
- Mutation of search engines into response engines (featured snippet or position 0);
- conversational questions, developing voice assistants: Siri, OK Google, Alexa;
- The explosion of mobile content that is used by 47% of the world’s population (source Danilo Duchesnes, Digital Marketing Trends in 2020);
- development of subtle content that is quick to consume (posts, carousels, quotes, infographics);
- Fast growing social media (Instagram, Pinterest, LinkedIn);
- increasingly impressive video formats;
- Search by image to take into account.
Everything moves, everything changes. The editor must keep in touch with and master all these new features.
The physical and real presence of a freelance web editor
What could be the work of a copywriter within a major development in web marketing?
Do you already work with a community manager? Do you delegate SEO to your webmaster? Do you delegate to an agency that is (very) expensive, without knowing the people working on your site? Do you use the copywriter’s platform on an ad-hoc basis?
The first advantage of working with a freelance web copywriter is dealing with a person who can listen to you, listen to your position, note your needs and offer you their solutions. It is available and readily available. A little real to compensate for the virtual.
Pillars of Natural Reference: Web Editor’s Area of Expertise +++
Even though evolution may not seem to favor the natural context, it may not disappear and depending on your subject, it is very important.
In fact, Zero Spaces serves smaller requirements and provides ad-hoc responses (often informational) but we can reasonably think that quality sites that provide real solutions should be appreciated not only as a featured snippet as required to be displayed. In fact the prospect will go on to click on a site that can help and guide him in his progress.
Thus, the natural context must be worked out, it remains an enduring value for a long time and is based on:
- Technique ;
- Supplies ;
- Popularity ;
- to follow
These are subdomains of SEO that quality SEO web copywriters master (when they have been specially trained in SEO and are therefore +++ copywriters).
Writer’s skill and his/her strength of proposal
Regardless of their lexical skills (mastery of language, spelling, rich vocabulary, writing tools, software and interfaces), a writer trained in natural context can help you:
- Define, clarify or strengthen your strategy, thanks to a detailed and qualitative study of your keywords;
- Customize your content using HTML markup, photo description, creating meta description and more.
- Create truly captivating articles, thanks to mastery of language, lexical quality, semantic field and stimulating power of powerful words;
- Avoid duplicate content.
Beyond the SEO side, copywriters, depending on their experience and training, can also be important collaborators for:
- Write your impressive sales page;
- Improve your sales funnel and your customer journey;
- Help you grow your list by writing an exciting eBook;
- Compose qualitative messages on your network;
- Develop your brand image through storytelling.
No more robotic articles filled with visible and repetitive keywords! The trend is towards quality and variety, to master the elements that provide a great user experience. It learns things, doesn’t hurt the eyes while reading (thanks to the airy texts) and stays on your pages for a long time. This positively affects your bounce rate and your visitor experience.
Lastly, SEO copywriter takes care of it when it comes to monitoring your performance and audience indicators. It guides you over time if you trust them, because as you know, SEO follows a very long orbit.
However, at the same time, they will know how to create content that can help you grow fast traffic: guest articles, lessons for your ads, training courses, infographics, newsletters, and more.
A detective with auditing eyes!
You’ve probably already ordered text from editors who sent you questions to clarify your expectations.
This may sound annoying, but overall it is quite normal.
The briefing asks you for a meta-reflection on your objectives and your position (a list of instructions to follow for building content).
This reflection is essential but time consuming if you want to optimize your editorial content, especially on your blog. Are you clear about your goals?
The SEO web editor, after auditing your editorial content, will know how to orient your publications and define your main lines of business.
He will be guided by his professional tools (Ranexplorer, SEMrush), but also by his knowledge of search engines and his diverse experience with his various clients. The strength of its proposal would allow for constructive exchange.
Expert on long articles?
It types at lightning speed and makes no spelling mistakes. It can produce a lot of content, which Google loves.
SEO writer is an expert in creating editorial content, whether it is short (product sheet, newsletter, optimized description of images) or long (blog article, e-book, guide).
It boosts your content marketing in quantity and quality.
One key asset: the transformation and reuse of your core content
A web editor can adapt your content to different channels and media and help you reuse it.
He or she can also create micro content from a basic block or “column material” to share publications on various communication mediums that you specialize in.
For example, a customized blog post, once written, can be optimized by:
- Original article on LinkedIn in several episodes;
- script (podcast) for audio recording;
- video script to be shot in front of the camera;
- a written description of your short video (one tip per story);
- Graphic or infographic with specific phrases;
The list could go on and on. All material requires words and writing. Search engines can’t even parse the audio!
Capture the prospect’s attention: Maximize entry points
Cutting columnar content seems to be important enough to attract prospects’ attention to as many entry points as possible (like a blog, Pinterest, YouTube, LinkedIn, Facebook, Tik Tok, etc.).
We’re talking about 7 to 15 entry points to hope to get enough of a future customer’s attention!
So a lot of work has to be done.
Regularity and adaptability are essential.
Obviously, doing everything alone seems complicated! And you are aware of this.
Recruiting a copywriter, an SEO consultant, a community manager, a webmaster who makes a lot of people into a team, while a competent web +++ writer can be at the heart of your strategy.
If you like, you can visit my site and have a look. I train these versatile writers (that’s where the name editor +++ comes from).
Digital marketing is no longer a passive creation of content while waiting for the fish to bite the hook.
It’s not about exchanging, sharing or even arguing, but it’s also about playing with your audience!
Who better than a writing professional to negotiate with uncertain possibilities but open to teaching!
It will be able to help you set up a quiz, a contest, survey on your blog or your ads on your network (news feed or stories).
Videos and podcasts need text!
Video is ubiquitous in today’s web marketing world. We are also seeing the growth of television channels on the network: IGTV, Facebook Live, Facebook Watch.
Let’s not forget the YouTube giant who needs optimized texts to better position you on its massive search engine (second in the world after Google!).
As for podcasts, this has become very interesting again for a while and will be enhanced with a written article (if it hasn’t already been created from an existing publication).
Voice SEO: Glory in the Long Tail
We are seeing a very significant evolution of voice assistants (Cortana from Microsoft, Alexa from Amazon, Siri from Apple, Google Assistant).
Indeed, more and more Internet users are doing their research by voice, so it’s important to keep short sentences in your content close to spoken language. But also for processing long-tail requests.
For example, if your topic market talks about gardening, an SEO consultant web writer would suggest:
- Benefits of organic market gardening;
- Market Gardening in Occitania;
- In winter, market gardening in summer…;
- summer organic market gardening in Occitania;
Noise overexposure versus targeted presence?
Thanks to his extensive skills in digital marketing, the web editor guides you towards “appropriate targeted exposure”.
It traces your lines of force and uses it to create an editorial calendar based on your blog’s content audit and allows you to develop and strengthen your areas of exposure!
Actually, as we mentioned, the challenge is to create value by staying at the threshold of saturation of a subject.
The more you deal with variations, queries, long-tail keywords, the more you will be valued by algorithms in view of current (and future) trends.
The more objectively you present on multiple platforms, the more prospects you will be exposed to and therefore the potential customers.
center of gravity. Digital Balance Act. Through the power of words, the copywriter attracts the creation of quality content.
SEO Web Copywriter will not make all your dreams come true but will gradually put you in a precise and fast internet visibility, thanks to his multi-skills, his adaptability, his SEO watch and the power of words.
He will be able to stick as much as possible to the values that are yours.
A new invisible influencer?