Why grammar and spelling matter in content marketing

With all the online materials vying for readers’ eyes, strict attention to syntax, usage and other details can be the difference between closing a deal or losing a would-be customer.

There’s a huge amount of pressure on marketers, not just to create content, but to create lots of it.

This pressure can lead some down a slippery slope where quality is forsaken for quantity. Spelling and grammar are a key signal of high-quality content and must not be neglected.

Here are a few ways these factors can enhance or undermine your content marketing efforts:

Brand/business credibility

Particularly when it comes to potential customers who are completely new to your brand and business, poor spelling and grammar can be a major turnoff.

No matter how big or small the products or services you’re selling, you could be planting a seed of doubt in your prospective customers’ minds.

They might start wondering how seemingly small errors translate to the rest of your business, which can affect everything from conversions to engagement metrics such as bounce rate.

Headlines and click-through rates

Anyone with experience in promoting content on social media knows that well-written headlines can boost click-through rates.

As you aim to craft a headline that is both an invitation to click and a concise description of the article itself, don’t overlook the tenets of proper English.

Making sure your headlines are spelled correctly and are grammatically flawless is the least you can do.

SEO performance

For marketers, one big draw of a content-focused strategy lies in increasing traffic from organic search.

Although Google has said spelling and grammar aren’t among their ranking signals, the search giant has noted a clear correlation between websites that use correct spelling and grammar and those deemed to be of high quality.

Even if it’s not a ranking signal now, that could change, so it’s a good idea to proof your content for potential algorithm changes-and to maintain your credibility.

Local language variations

Using local or regional variations of a language can help users to find the content more relevant, which boosts conversions.

Let’s take British English and American English, as examples.

If your website targets users in the United Kingdom, it wouldn’t be appropriate to see the American spelling of words (color vs. colour, for instance). That sort of misstep could be causing users to leave your site without making a purchase.

Know your audience, and target your content to it as much as possible.

Desired actions

Calls to action are inextricably linked with conversion rates.

Poor spelling here can be especially blatant to potential customers.

Grammar, usage and syntax are also hugely important; slight differences in the way something is worded can confuse users, resulting in a lost conversion.

To ensure this doesn’t happen to you, build a quality check into your existing workflow. Before you publish anything, make sure at least two sets of eyes have looked over the content.

A version of this article originally appeared on Spin Sucks.

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