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Linguakey Ask Me Anything: Catch The Headlines from Our First Live Event

Our Managing Director, Jeremy Rodgers, recently sat down to talk all things content marketing. Discover what he had to say as well as learn how you can become a better copywriter and run more effective marketing campaigns.

 

The following is an abridged transcript from Linguakey’s AMA. You can watch the event in full here.

JR: Good morning, everyone. Welcome to Linguakey’s AMA (Ask Me Anything), today we’re going to discuss all your content needs and how to help make you a better copywriter. Firstly, a quick word about us. At Linguakey, we specialise in content marketing and copywriting for B2B and tech brands. As this is our first live event, I want to share some insight that might prove valuable to marketing managers, copywriters, or anyone with an interest in the industry. We’ve lots to get through, so let’s get started

 

How can you adapt your content to your visitors?

Whether a website, blog, or social media page, the answer is to always think about your users. To help you do that, firstly, create customer personas to correctly identify the right customers. This includes assessing interests, pain points and challenges, as well as how you can address client needs. Once identified, you’re on your way to being able to adapt your content to better suit.

 

How to engage users with content?

Engagement is more than just clicks. It’s about generating interest, excitement and curiosity around your business. To do that, keep in mind the following: know, like and trust. Customers need to know your brand. By demonstrating key values and attractive services, users can align themselves with your business and learn to trust what you have to offer. Case studies and user guides are a great way of building trust as they demonstrate your services in action and provide customer success stories.

 

How to build trust using content marketing?

I think trust falls into two areas. Trust in your brand and trust in your products. With targeted content, you can start to connect with your customers, figure out what they need, and build that relationship.

 

How to optimise your content to attract targeted traffic?

This question sounds very SEO-orientated, so I’ll answer in that manner. To optimise content, perhaps for a website, SEO can’t be an afterthought. It needs to be strategy driven, based on mid to long term campaigns. SEO can really help to inform user behaviour and build content. Articles can be developed around keyword clusters, which can rank on a regional and even international level. I can’t stress this enough, though – don’t ever over-optimise your content. Google puts people first and viewing search engines as a method of connecting with audiences, rather than trying to beat the system, is essential. Always put your users first.

 

What are SEO best practices?

Quite simply, plan. Always build your content around a focused strategy and not shoehorn things in. Also, combine Google Trends with your favourite SEO tool (Semrush, for example) for best results. Have a look at certain keywords and see how they’re trending in your industry. From this, you can develop clusters and targeted content. Just last week, Linguakey analysed overseas keyword trends and adapted the content strategy for a client in an industry that’s up-and-coming in the UK. In time, that strategy will start to bear fruit as the market crystallises and keywords start to hit home.

 

How can I better understand user behaviour?

This can be broken down into top, middle, and bottom of the marketing funnel (the user journey). The trick is to find the clogs. Google Analytics is a great way to see what your users are doing and when. For top-of-funnel, user behaviour can tell you whether or not users are finding what they need. For example, how many customers land on your website and immediately leave? That’s known as bounce rate. The likelihood, in this scenario, is that the customer found what they wanted via search engine, but, actually, your website, product or services just wasn’t for them. They didn’t find what they needed and left. Middle-funnel users are likely to spend longer on your site and visit several pages.

 

Your call to action (CTA), sign-ups and lead magnets are critical to understanding bottom-of-funnel behaviour. You can use these metrics to see where and when engagement fails, and then begin to polish the user experience based on data.

 

How to get more leads from my website?

You can boost your leads with a regular newsletter or lead magnet tools, such as an ebook. Well-placed and frequent content is really useful to drive engagement and can be used to explain exactly who you are and what you do. It’s also really important, similarly to the last question, to evaluate the user journey and spot where things can be improved.

 

What do you think is the most challenging aspect of content marketing?

Patience. Our long-term strategies deliver results over a sustained period of time as opposed to quick fixes that aren’t built to last. Patience pays off.

 

How to become a good content writer?

Always put your readers first. Write in the simplest, clearest, and most truthful way you can. Additionally, once you understand your audience, you’ll be able to write with a much stronger purpose.

 

What is the quality of a good content writer?

Someone who knows their audience and is able to express their ideas in a direct way. That’s the hallmark of a good content writer.

 

Any tips and suggestions for a writer starting out?

Practice is vital. The hardest part of writing is actually just sitting down and doing it. Don’t be afraid of research. Looking at an empty page probably means you’re doing something wrong. Writing should be quick and lucid, and that comes from knowing what you’re going to write and why.

 

How do you measure content marketing impact and success?

This comes back to the top, middle, and bottom of the funnel that I mentioned earlier. For the top, it’s all about traffic and using Google Analytics to identify bounce rates, session duration and performance. Mid funnel? This is where I’d assess customer mapping, and returning visitors and look for an increased period of time spent on specific pages, such as a blog or price list. For the bottom, it’s all about converting clicks into customers. Now, industry conversion rates are approximately between 2-5 percent. That sounds really low, but in actual fact, it isn’t. When you consider the total number of visitors to your site, that figure has huge potential.

 

What are your tips for businesses to get the most from their content and copywriting?

My golden advice is not to overdo it. Patience, consistency and a long-term commitment to regular content will always provide more benefit to you and your customers.

 

What’s your top piece of advice?

That’s a big one. For content marketing, make sure you’re taking a step back and running purposeful campaigns that provide tangible results. Whether three months, six months or even a year, plan, strategise and run targeted campaigns.

 

What three things can improve my writing?

Don’t be afraid to let other people read your work and be open to new ideas and feedback. A second pair of eyes is always helpful. Grammar-checking software, such as Grammarly or Hemingway Editor, can pinpoint any writing errors. Use it selectively and as more of a guide. Finally, look at content performance and try to reverse engineer what worked well and vice versa. There’s always scope for improvement.

 

JR: Unfortunately, we’ve just about run out of time. Please do get in touch if you have any more questions and to hear about future events. 

 

Before I go, the winner of our best question competition goes to Nasirudden Shaikh! Congratulations! I look forward to speaking with you about your content.

 

Thank you all for joining me this morning.

 

Stay tuned for future events and content insights

Want to know more? Check out our blog for all things Linguakey. From crypto to copywriting, our content spans industries and platforms.

 

If it’s knowledge and expertise you’re after, be sure to visit our services page and unlock your content today.

 

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