Marketers and writers should work together closely to create compelling content that drives traffic, engagement, and results for an organization.
It isn’t valuable to create outstanding content that no one sees, nor to drive a lot of traffic to low-quality content that no one reads.
According to recent research from Chartbeat, 55 percent of people who click on a link spend less than 15 seconds on the page. This happens frequently with all kinds of website content, because the content often doesn’t match the reader’s expectations, the content isn’t actually valuable, or the content wasn’t easy to digest.
The blame lies with everyone involved, both the writer and the marketer, because it is each member’s responsibility to sync website content production efforts.
Follow the tips below to ensure your content is readable once someone discovers it through email, social media, and elsewhere.
Focus on word choice with marketing messaging
Pay attention to how you are framing a piece of content in your marketing messaging, whether it is the copy on a landing page, an email marketing message, a Facebook post, etc.