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How do we diversify our content?

How do we diversify our content?

Using similar language and a strong consistent voice in your web content is great for branding. But talking about the same thing in the same way over and over can be a bore. And it can hurt your credibility, stickiness, and search results. So what do you do?

write better web content

Five Ways to Refresh Your Web Content

Here are a few suggestions for your writers and editors to refresh your content (existing and new content) — for websites, blogs, email and newsletters — and make it more interesting, more valuable, and automatically SEO-friendly (without the damaging keyword stuffing):

  • Try on new perspectives. Use the point of view of a customer, vendor, or client to explore a topic.
  • Show off before/after scenarios or case studies of specific situations. This shows off your talents while appealing to people’s curiosities.
  • Be warm and fuzzy. Think about activities around your product or service. Who is involved and affected? Could this turn into a human interest story?
  • Go granular. Select a detail about your product or service and provide information about how it works, how it was made, or how to benefit from it.
  • Location is everything. Is your product or service used differently in different regions? Focus on one of the regions and differences.
  • Go way back. The company that contacted me had a rich history with a pop culture following. Showcase how your product or service has been used over the years by different groups.

Need more ideas to punch up your ongoing content to attract and retain your customers? Consider a Pybop Accelerator.

Content Strategy Question Source

“We need to write lots of content, but it’s starting to sound all the same. How do we be different when our product doesn’t change and we need to keep using our SEO keywords?”

I got this question from a leading construction company in the U.S. They provide a niche landscaping service, and they told me that they feel like they’re starting to sound redundant. They’re using the same language and the same words over and over again, they told me, because they feel like it’s good  SEO. But they’re really boring their audience and hurting their SEO. Diversifying the content will actually help contextual search efforts.

Author Shelly Bowen

Shelly Bowen, Pybop's chief content strategist, has led teams of writers and creatives to develop websites and interactive content for more than 15 years. Read more about Shelly.

Contact Shelly

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