Content Management

Content management refers to the quality, voice and type of content you have online. The various types of content creation and management you need to be conscious of are:
• Content for your website
• SEO Content for your website
• Content for articles
• Content for blogs
• Content for social media marketing
• Content for email marketing
• Content for press releases
• Other content: Ghost written work, technical writing, reviews

Before we get into each of these four areas, we need to discuss the importance of keyword density and conversion rates.

Keyword Density
Keyword density is calculated by dividing the number of times your keyword or words are in 100 words of content. If they appear three times, the keyword density is 3%, which turns out to be what your target should probably be. The reason you need to keep your keyword around that level is to make it easier for the search engines to correctly index your site.

The thing about making sure that your content has a rich-enough density of keywords is that you cannot just stuff the words in there anywhere. Remember, that at some point you are hoping that real human eyes will be reading your site’s content. Therefore, you want your content to read naturally.

Conversion Rates
Your conversion rate is a measure of the number of potential customers that go on to buy, which is directly related to the quality of your content. This means that you need to create content that is helpful, informative, interesting and contains the appropriate calls to action. Basically, you must have content that lets visitors to your site know why they should chose your products and/or services, and then a simple way to do so.

Website Content
All of the SEO tools and techniques in the world will not bring you the success you want if the quality of your content is not up to par. It is your website’s content that will have visitors to your site sticking around.

High quality website content will:
• Show visitors that your business is credible and professional
• Quickly and effectively tell first-time visitors to your site what you are all about
• Clearly and concisely show customers and clients what they will gain by selecting your products and services
• Make it easy for your customers to purchase your products and services
• Be easy to navigate
• Be readable to search engine’s crawlers and spiders

Despite its importance to your online success, website content writing is much less formal than many other forms of business writing with which you may be familiar. To a certain extent, you need to approach website content as you would a conversation you may have with a visitor to your store, which means that it needs to be friendlier, easier to read and more inviting than the staid business correspondence of old. Remember, you have got millions upon millions of other sites out there fighting for viewers and visitors, so you need to write in a way that engages them quickly and keeps them engaged until they become customers or clients.

There is caveat to all of this though. Isn’t there always? Just because your content needs to be friendly and less-formal than what you are used to, it does not mean that everything goes. Many visitors will be turned off if, for example, you bring the abbreviations of texting to your website.

SEO Copywriting
SEO copywriting is the writing done for the search engines and their crawlers and spiders. This is where keyword density comes into play. Effective SEO copywriting is done with a complete understanding of how search engines operate and will have the search engines finding your website, indexing it, and highly ranking it. Not having effective SEO copywriting will keep your site undiscovered, unseen and unsuccessful. You may need to consider outsourcing this work until you have a good handle on how it is done.

Article Writing
Article writing is a magnificent way for you to market your website. You can post these articles on your website or on an Ezine type website. As long as you follow the particular submission guidelines, it is not too difficult to get your articles published on these websites.

Doing this will provide you many benefits. As your library of articles builds, people will come to see you as an expert in your field. Also, your website will be backlinked in each of these articles, which will of course make your website more relevant in the eyes of the search engines. And, finally, new articles will give you something to announce through your social media profiles, which in turn will build links and strengthen your reputation of being an expert in your field.

Blog Writing
There are two ways you can use blogging to market and increase backlinks to your site. First of all, you can blog on your own site, and, secondly, you can post comments to other people’s or business’s blogs. Effective blog writing can boost a website’s popularity and success more than most people understand. Today, many blogs and the people writing them such as Engadget, Perez Hilton andTMZ make very nice livings through their blogging and have even become near household names. One example of a successful blog is the Huffington Post that was sold for $315 million earlier this year.

Considering all of this, it is clear to see why online business owners need to get the power and popularity of blogging behind their websites. And similar to article writing, blogging can establish you as an expert in your field.

Content for your Social Media Profiles
If you believe that social media sites such as Facebook, Twitter and Linkedin are just for fun, you are incorrect and stand the risk of missing out on a very powerful way to market and build backlinks for your website.

The writing style for social media is, generally speaking, even less formal than that of other forms of online writing. Twitter, is especially informal since its posts, called mircoblog posts or tweets, are limited to 140 characters. However, you still want to demonstrate in all that you do online just how professional you and your website are, so you will need to ensure that your content is not too informal.

Keeping your social media profiles fresh with new content is not as time consuming or difficult as writing articles is. It only needs to be done two or three times a week and can even simply be a link to newly-published article or an announcement for a sale or new service or product you are offering.

Email Marketing
When you’ve got a website to promote, you really need use email marketing. It can be something as simple as having the contacts to and mission of your business in your email’s signature or a full-blown email marketing campaign. Email marketing can help you:
• Earn a higher ROI
• Strengthen connections with your prospective, current and past clients and customers
• Connect with people on their cell phones
• Measure the effectiveness of your campaign

Press Releases
Just as your website needs to make it as easy as possible for potential clients and customers to find it and make purchases, your press releases need to make it easy as possible for reporters and other media gatekeepers to use them. In fact, a great press release is one that can be published “as is,” requiring no additional work of the journalist. You can do this by creating press releases that are top heavy, that is, the important information is in the title, lead and topic sentences. These days, reporters and nearly everyone else is just too busy to hunt through loads of copy to find your message.

Being easy for reporters to publish, your press releases will:
• Drive more visitors to your website
• Build your business’s credibility
• Gain you publicity
• Strengthen your brand
• Increase your ROI

Other Web Content Writing Needs
Other web content writing needs that you may need to explore and possibly do in-house or through outsourcing are ghost writing, technical writing and product and service reviews.