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3 tips for DIY small business SEO content writing

September 2, 2010 • posted by Heather

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I’ve said it before – small businesses can write killer SEO content. When their passion for the written word is translated to the page (or, in this case, to the site,) the end result is entertaining, persuasive and powerful.  I’ve profiled two small businesses, Portland Adventure Bootcamp and Studio Blue Pilates who have both gone the DIY route and seen some spectacular results.

However, many site owners – even folks who are fairly SEO savvy – make some common copywriting 101 mistakes. Here are three most common ones:

  • Embrace your size – don’t hide it! Why is it that we’re all size queens when we’re talking about our company? Even if we’re a company of one, we say “we” when we talk to prospects (As in, “We’d be happy to discuss your marketing strategy,) count pets as “team members” and make ourselves sound as big as the big boys. People, small (business) is beautiful. Really. Small businesses provide many advantages that big firms just can’t offer: Flexibility, customization, customer service – sometimes even pricing. Making your company sound bigger than it is can actually lose sales – if people get a whiff that you’re not being completely honest with them, they’ll scoot to your competitor.
  • Let your passion shine through. There’s something about the writing process that makes people feel that they’re back in high school English class. The purpose of your site is to connect with your customers, and you can’t do that if you start your home page with, “Welcome to our website. You’re visitor number [insert counter here.]” To break through your block, sit down and think of what you’d tell a prospect during a phone conversation. Now, write that down. See the difference? One version is formula and personality-free, while the other version lets your passion shine through.
  • Tell people how you can help. It’s easy to think, “Well, I’m a Pilates studio, so the benefits are pretty self-explanatory.” Yes they are  – to you. Your prospects aren’t as familiar with your product or service. They don’t have the history. They aren’t thinking, “Pilates will help me sleep better and have more energy throughout the day.” In fact, your prospects are often thinking negative information like, “Last time I tried an exercise program, I didn’t lose an ounce. Can these guys help me, or is it more of the same B.S.?” Showcasing your benefits isn’t “bragging” or “talking about yourself.” It’s merely helping your prospects understand how your product or service meets their needs.

Why aren’t I mentioning keyphrase placement?  Of course DIY small business owners should go through the necessary keyphrase research and SEO content writing steps  – that’s just smart marketing. At the same time, focusing on these three foundational copywriting steps in addition to your keyphrase placement will help convert curious prospects into committed clients. It’s really that easy.

Have a SEO copywriting tip for small businesses? Tell us about it!

Filed under Small business,Tips and techniques

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SEO content marketing roundup, week ending September 1st

September 1, 2010 • posted by Laura

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Greetings and welcome to this week’s SEO copywriting and content marketing roundup!  The latest news and links tend to cluster around these topics: the multi-faceted and changing face of search engine ranking, outsourcing vs. in-house content marketing, off-site SEO, and yes, the SEO and content marketing fallout from Google’s recent activity at the patent office!

So, who would’ve thunk that it’d be a bad thing to be #1 on Google? Actually, this article’s (seemingly) iconoclastic take on the dangers of ranking No. 1 on Google offers an astute and reasoned view of SERP ranking as an unworthy measurement of SEO mojo:  iMedia Connection.

A thorough case study, Are all Results on Search Engines Equal? examines the relative performance of traditional search engine results versus those up-and-coming, potential threats to the (now two) behemoths, Google and Bing, with implications for SEO, SEM, and social media marketing.

Now how about the mobile SERP scenario?  This SEOmoz post explores the usability of mobile search engine results, in great detail, while raising the question:  will Google eventually combine both mobile and traditional SERP’s into one index?

Onto content marketing:  To in-house or outsource it?  Strong cases for outsourcing are presented by both Junta 42 (Joe Pulizzi) and “expert advice” via Hubspot.  (For one thing:  do you really have the time to do your own content marketing, and keep on it, as well?  Now, be honest….)

There was a positive plethora of pieces to do with offsite SEO (link-building), so a completely subjective sampling follows: Testing the Water with Link Bait, and How to use your Bounce Rate for Link-Building Purposes.

Finally, here are the links to the latest news and fallout analyses of Google’s newest patents for valuing links and ranking blogs, as well as its move towards filtering blog searches.  What does it mean for us?

Filed under SEO Content marketing,Tips and techniques

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Select your killer keyphrases easily with this simple method

August 30, 2010 • posted by Laura

Welcome back!  In this post of our ongoing Monday SEO how-to series, we’re going to get into how to filter our keyphrase list to capture our most powerful keyphrases with a simple tool: Excel.  How cool is that?  Let’s get to it, then!

As you (hopefully!) recall, last week we built our keyphrase “seed” list in our ongoing development of a smart keyphrase strategy geared towards optimizing conversions.  If you need to take a step back and get a grip on the market research preceding this nuts-and-bolts post, please do!  (There are several listed in the blog archive!).  It’s always a good idea to familiarize yourself with the why’s and wherefore’s before you tackle the exact how-to’s!  We’ll be right here when you return, and we’ll see you soon!

Moving on, then:  how do we go about organizing our keyphrase “seed” list so that the keyphrase variations produced through Google’s keyphrase research tool can be prioritized and filtered?   A great way to start is to open an Excel spreadsheet document:

  • First, create a tab labeled “Keyphrase Seed List.”  Review your initial Google keyphrase research results and list those keyphrases that are applicable to your business.  (And eliminate those keyphrases that are not, altogether.)
  • Insert the average search volume in the cell next to each applicable keyphrase.
  • Now, in the next cell, rank how important each keyphrase is on a scale from 1 to 5, with “1” being the most important.
  • TA DA & Congrats!  You’ve now generated your initial keyphrase seed list!

Okay!  Now we’re organized and have our initial, killer keyphrases prioritized, 1 thru 5.

Next comes the process of keyphrase filtering, which may best be described as “What to do when….”

1.  …Two keywords accurately describe a product or service, such as “laptop” and “notebook,” or “automobile” versus “car?”  It is possible to use both variations of a search term on alternate pages, such as “laptop” on some pages and “notebook” on others, especially if you find that people are searching for both terms in equal numbers.  However, if the average search volume for one of the two alternate terms in very low, go with the more trafficked term.

2.  …People don’t search for our branded service/product name?  This is a big problem with e-commerce retailers.  They may have a product that’s a “plastic osmosis liquid miracle,” when what the product really is — and what most people would be searching for – is a “water bottle.”

If your branded product names aren’t searched upon, then try to associate them with keyphrases that people are actually more likely to use to describe your product.  In our water bottle example, let’s simply splice the brand name with the winning keyphrase to create: “plastic osmosis miracle water bottle.”  That allows you to keep your branded term, while combining it with a term that people are far more apt to search upon.

3.  …You want to use a product make/model as a keyphrase?  Great!  Once people get to the tail end of the buy cycle, they will indeed be searching highly specific terms.  Use those specific make/model keyphrase on your products page!

4. …You’re a B2B company with a keyword that is highly specific to your industry.  Is it OK to use it?  By all means, yes!  This is one of the times that a keyword is so tuned in to an industry that the search results should be most relevant and capture targeted traffic.   Just to make sure, though, it’s a good idea to run the keyword search on a couple of different search engines; if the results match your offerings, then definitely include the keyword/phrase on your list!

Stay tuned, as next week we’ll dig even deeper, using fun and free tools to grow our selection of  killer keyphrases to use throughout our site!

Filed under SEO Content marketing,Tips and techniques

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No one engine should have all that power

August 26, 2010 • posted by Heather

OK, I have a question for y’all…

Why do we let Google have so much power over how we produce Web content?

I was reading a Search Engine Watch article where Kevin Gibbons was stressing how Google is never the “only customer.” Still, at every conference (most recently, Search Engine Strategies, San Francisco,) I hear people saying that they’re looking for a writer who can “write for Google.” They don’t care about how the article sounds to their customer – heck, that doesn’t even cross their minds. They’re just focused on 1,000 word articles with a magical keyphrase density.  If they only had that, the rest of their SEO campaign would be smooth sailing.

People, let’s get with the program.  “Writing for Google” without thinking of your customers is like praying to some sort of angry, vengeful god, hoping to appease it with odd rituals and violent sacrifices. Instead of killing people, businesses place their content on the sacrificial block and pull out it’s still-beating heart. Stripped away is writing to inform, entertain, or tempt people into taking the next conversion step. Instead, it’s all about what the Google Gods “want.”

Mind you, Matt Cutts has never said, “Stuff your content with keyphrases.” In fact, he’s stressed quality content – as has Seth Godin and a string of other smart marketers. When conferences do have content sessions, speakers stress customer personas, writing for your audience and yummy, engaging content.

So why do we let one engine have all that power? Why do we sacrifice our conversions and our branding for what we think Google wants? ‘Cause Google has never said, “Go forth and write 1,000 word articles with a 6 percent keyphrase density.”

Here are some of my ideas – and I’d love your thoughts:

  • The SEO industry gives clients a mixed message around content. We get on stage and stress how it’s important, and then some SEO companies outsource the content to India, pay their copywriters $20 a page, or don’t offer content services at all.
  • The search engines purchase “content mill” companies (I’m looking at you, Yahoo,) where writers are paid bottom-dollar…and the quality is questionable at best.
  • SEO conferences don’t have a lot of “how-to” SEO copywriting training sessions. AWAI does…but their market is freelancers, not businesses. Mind you, I’m blessed to be speaking on those SEO copywriting panels…don’t get me wrong. But when a good 70% of all panels stress “good content,” I wish there was more of an emphasis of what good SEO content even *is.* Ten minutes of SEO copywriting talk-time is not enough.
  • Many online SEO copywriting resources are sub par at best. They report “tactics” that are incorrect and/or outdated. This makes it hard for the average business owner to know what’s right – and what’s been written by a clueless individual who touts their “expert” status after working online for two years or less (ahem.)

So what say you? SEO copywriting is the foundation of so much SEO and social media “stuff” – including Tweets, sales pages, white papers and blog posts. What do we have to do as an industry to get folks moving in the right direction…as opposed to the “keyphrase stuffed, it’s all about Google” direction?

‘Cause at the end of the day, Google doesn’t pay your bills. Prospects that convert into customers DO pay them. Why aren’t we focusing on the customer experience instead?

Filed under Freelance SEO copywriting,In-house Content Marketing,SEO Content marketing

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SEO content marketing roundup, week ending August 25th

August 25, 2010 • posted by Laura

After last week’s super-social SES San Francisco summit, it’s no surprise that the latest and greatest SEO copywriting news and links have turned a bit inward and introspective in their content.  But before we get into the emotion and psychology behind SEO and content marketing, let’s pause and celebrate the success of this blog, noted by Hubspot as one of the top awesome SEO blogs that everyone should read!!

Psychology and emotion are huge elements of SEO content marketing and copywriting, yes?  The Psychology of SEO, posted in Search Engine Journal, breaks it down nicely so you can better wrap your head around it, from finding your focus to understanding your own self-limiting mental constructs.

Speaking of self-limiting psyche-outs, check out this post: Is Your Freelancing Psychology Broken? An honest look at what we think we believe vs. what we actually do is a bit, well, unnerving and good reading!

So, having conquered our own inner demons, how do we go about ridding ourselves of those without?  When do you to say goodbye to an SEO client?  This post offers a helpful outline to employ when defining your own fine line between “should I stay or should you go?”

Balanced and fair, now:  what should you look for in an SEO copywriter? And who better to answer this question than Success Works’ CEO Heather Lloyd-Martin?  A succinct and most insightful guide addresses the ten questions the business owner should ask their prospective SEO copywriter.

Finally, a melancholy goodbye to Yahoo as the force behind its organic search results in the U.S. and Canada, as it officially hands over the reins to MSN’s Bing:  So Sad, Yahoo Finally and Officially Gave Up On Search.

But let’s wrap this up on a high note, shall we?  Belying the title, SEOmoz’s Answering Hard SEO Questions adds some welcome levity to the subject!

Filed under SEO Content marketing,Tips and techniques

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Develop a Smart Keyphrase Strategy to Optimize Conversions

August 22, 2010 • posted by Laura

As promised, today we’re going to delve into the nitty-gritty of generating keyphrases to optimize content that targets all phases of our prospects’ buying cycle:  awareness, research, and purchase.  To capture our prospects “clicks” in each phase of the buying cycle, we’ll want to devise a keyphrase strategy that places our brand front and center, throughout.  So without further ado, let’s get into how to develop an effective keyphrase strategy for conversions optimization!

Building your core keyphrase “seed”  list

Every SEO copywriting and content marketing campaign works with a core (“seed”) list of researched keyphrases that reflects the entire buying cycle,…and yes, that can translate into one monster of a list!  If you have a ten-page site, your seed keyphrase list will most likely contain fewer then 100 keyphrases.  At the other end of the spectrum, if you’ve a large e-commerce site, you’re probably looking at thousands of keyphrases across product categories, brands, and sub-categories.

Regardless of the relative depth and complexity of your site, the same SEO strategy/conversions goal applies:  Get found, then convert!

Let’s begin at the beginning.  Your first task, while seemingly daunting, is actually very simple:  brainstorm your keyphrases.  Put yourself in the customers’ shoes and try to figure out the terms they would most likely use to find you.  Don’t forget keyphrases that reflect customer preferences, such as:

  • Your location (essential if you want local traffic)
  • Product brand names
  • Product makes/models
  • Individual/Unique (U.S.P.)

If you’re working on a large site with multiple sections, and feeling overwhelmed, simply choose one section of your site and do SEO research just for that:  “Eat the elephant, one bite at a time!” (The same advice applies to smaller sites.)  The ultimate goal is to conduct keyphrase research across all site sectors/buying cycle phases, incorporating your brand terms, products/services, and general, overarching keyphrases.

Brainstorming brilliant keyphrases

Let’s start with this example:  Your client is in the business of selling bracelets both locally and nationally, through their website.  And let’s assume that you want to focus your efforts on “leather bracelets” versus other possibilities for that section of their e-commerce site.

Some possible “seed” keyphrases to begin your research could be:

  • Leather bracelet
  • Leather bracelets
  • Braided leather bracelet
  • Women’s leather bracelet
  • Men’s leather bracelet
  • Women’s jewelry
  • Men’s jewelry
  • Silver bracelets (for contrasting results/negative research)

Now, let’s do some keyword research using Google’s free tool.  Here are the initial results for the search term “leather bracelet”:

What do these initial results mean?

“Advertiser competition” refers to how competitive the search term is if you were to run an AdWords (PPC) account.  But don’t let a highly competitive phrase discourage you!  Depending on who/what your competitor’s are, the size of your site, and other SEO factors, it could be very possible to rank in the top ten of search engine results.  This presents a great opportunity for you to assert your unique selling proposition!

“Approximate average  search volume” or “global” results gives you a rough idea of how heavily searched the keyword phrase is over a 12-month period, while “approximate search volume”or “local,”  shows the monthly/seasonal search trend statistics.

In considering the yearly-averaged, approximate search volume, understand that even poorly trafficked terms can be important to your campaign, depending upon what you’re selling.  This is especially true of B2B marketing:  there may be only three searches/month for a particular piece of industry-specific equipment, but capturing just one of these web surfers could result in a huge, six- figure sale!

For your content message, you’ll want to look hard at the “approximate/local search volume” results of keyphrase research.  People tend to search more for different products/services at different times and seasons of the year.  Referring to our “bracelets” example, it’s clear that searches for “silver leather bracelet” spiked in April.  It follows that you’d want to generate a lot of solid content around “silver leather bracelet” for a spring SEO campaign focus.

So try this:  run your most general keyphrases through Google’s keyword tool, and see what happens.  Now, you have your SEO “seed” list.  Then run those keyphrases from your seed list though the keyword research tool, and see what happens…A more refined list!  That’s how you can “drill down” and distill the most effective, high-octane keyphrases, from the most general over-arching terms down to the most specific, to use throughout your content to capture your prospects’ clicks!

Stay tuned, as next week we will discuss the process of “keyphrase filtering”!

Filed under SEO Content marketing,Tips and techniques

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SEO content marketing roundup, week ending August 18th

August 18, 2010 • posted by Laura

Is it search? Is it social?  Is it mobile?  Is it video?  Is it SEO?  Or could content marketing in all its possible forms and avenues be morphing into one multifaceted, connected marketing creature?  The word for today’s SEO content marketing news roundup:  the profession is evolving rapidly in sync with emerging technologies, and we need to evolve with it to remain viable and successful!

The latest news from the Search Engine Strategies (SES) San Francisco Conference-Expo (part of ClickZ’s Connected Marketing Week), as reported via live blog at SEO Roundtable yesterday and summarized today at Top Rank, addresses the changing SEO content marketing landscape, while noting the one thing that does not change:  Content!

Highlights from SES San Francisco include:

So where is search going? Search marketing professionals representing IProspect, Acquisio, and Yahoo each presented their respective take on the subject.  Among the more notable predications for the next five years:  1) People will no longer use search engines; like the computer, search will evolve; and 2) Search results will become increasingly real-time and connected (eventually, the platforms of choice will be twitter, blogging, and social network influences).

But don’t despair!  Content will rule the day! Lee Odden, CEO of TopRank Online Marketing, spoke on Content Marketing Optimization, delivering a comprehensive presentation on the 10 essential steps for your organization to achieve success.  The upshot: the core of any search or social media marketing program focuses on content.  The question presented:  what exactly is content marketing?  Great stuff!

Other notable presentations recapped by Top Rank include: Conversion Optimization Secrets and the keynote address by a “celebrity” CMO.

An insightful summarization and perspective of the big idea behind the Connected Marketing Week/SES San Francisco is Garry Przyklenk’s What the Heck is Connected Marketing?

And a special shout-out to Heather Lloyd-Martin, CEO of SuccessWorks, and SEO Copywriting/Content Marketing Expert, for her SES presentation on Creating Great Content! Whoot!!

Finally, check out this not-to-miss compilation of 10 Essential SEO Interviews with the best and brightest of SEO copywriting experts, including our Heather Lloyd-Martin!

Filed under Conferences,SEO Content marketing

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Capturing clicks with powerful keyphrases: targeting the buying cycle

August 16, 2010 • posted by Laura

Today, we’re setting aside market research and turning our attention towards discovering powerful keyphrases to capture our prospects’ “clicks.”   As you well know, simply building the site does not mean that they will come, anymore than hanging an “open” sign in your storefront window will generate business!

As with an actual store, you need to consider your:  competition, marketing, strategic position (strengths, weaknesses, opportunities, and threats),  perfect customer profile, and finally, your U.S.P. (unique selling proposition).

And, as with actual stores, you also need to strive for:  Location, location, location! By location, I’m referring not only to your search engine results page (SERP) ranking, but where on your website you place your critical keyphrases.  How do you beat out the competition with a superior keyphrase strategy?

Keyphrase research and strategy are, well, key to your success in SEO copywriting and content marketing, period.  To neglect this step is risky at best.  More likely, it will kill the best of your copywriting and marketing efforts.  So read on, and see how to target your prospects’ buying cycle to develop a successful, conversions-driving keyphrase strategy!

A solid first step is to develop a keyphrase list that addresses your prospect wherever they’re at in the buying cycle:  are they merely browsing?  are they actively researching?  are they ready to purchase?   Then you can optimize your web pages throughout your site accordingly…and you will be rewarded, both by search engines and by conversions!

The Buying Cycle


Let’s start with the assumption that your prospect is merely aware of your product (in this example, digital cameras), and is “browsing” around the web:  this can be described as the “awareness” phase of the buying cycle.  This is represented by the bottom part of the triangle.  The prospect knows they want to buy a digital camera, but s/he doesn’t know what kind of camera, or the desired features.

At this point, the prospect is typing in general search terms (such as “digital camera”) to help spark some ideas.  To capture clicks from your prospects in this “window shopping” phase, you will want to use general, overarching keyphrases in your content. The most opportune places?  Your home and subcategory pages.

The middle section of the buy cycle represents the “research” phase of the buy cycle. The prospect has done some initial searches which have sparked some choices.  Now, s/he’s looking for specific information, reviewing options, and narrowing down the choices.  Chances are, s/he’s typing in search phrases like “digital camera reviews,” or “compare digital cameras.”

To hone in on this stage of the buy cycle, you’ll want to have review pages and articles, such as “how to select a digital camera,” and “comparing SLR digital cameras.” The SEO tip here:  whether you sell products or services, consider writing articles and/or blog posts.  Content is a great way to reach your prospects when they’re looking for information, and once they find your site, they can surf around and see what else you have to offer!

Finally, we come to the top part of the triangle, representing the “purchase” phase of the buy cycle.  This means your prospect is ready to buy or contact you for more information.  Keyphrases reflecting more specific and focused search terms, such as the camera make or model, should be incorporated in your site and where?  Yes, your product pages, where you would optimize for products-related keyphrases (such as “Snaptix 10.1 megapixel zoom prices”).

Ideally, your site should have keyphrases representing the entire buy cycle.  To recap, your home and subcategory pages would contain general keyphrases, you’d have review pages and articles to capture folks at the “research” phase, while your products page would expertly focus on keyphrases specifc to your products/services.

By developing a site-wide keyphrase strategy, your brand is front and center during all phases of the buy cycle:  location, location, location!

Stay tuned, as next Monday we’ll delve into the nitty-gritty of building your keyphrase list!

Filed under SEO Content marketing,Tips and techniques

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Boost conversions with benefit statements

August 9, 2010 • posted by Laura

We’ve arrived!   We’ve come to the fifth and final stage of our SEO content marketing research:  mastering our messaging.  We may not be a big brand name, but we do have our inherent strengths – our Unique Selling Proposition (USP) – to convert the mere browser into the client, subscriber, or customer, or even an evangelist, if we play our proverbial cards right!  And we do have the cards in hand!

If you’ve been following our Mondays’ “how-to” series of posts, then you’re already familiar with the first four essential steps to smart SEO copywriting and content marketing, all of which involve research:

  1. Checking Out Your Competition
  2. Researching Market Trends
  3. Taking a Fearless SWOT Inventory
  4. Profiling Your Perfect Customer

Now here’s where it all comes together.

Welcome to Step 5: Defining Your Unique Selling Proposition: What Makes You So Good?

You’ve most likely run across the acronym, USP, and perhaps know it well from direct response copywriting.  Unique Selling Proposition, or USP, means just that:  you’ve something of value – unique, exclusive, and distinct to you – to offer:  You’ve a unique selling proposition.

So, the question becomes:  what makes you so good?  Based upon your competitive research, your SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis, and your perfect customer profile – what makes you the perfect source for your clients?  Try to list ten things that make you special.  If you find yourself stuck, imagine answering this question:  “So, give me ten reasons I should work with (or buy from you)?”

Now the trick is to take these statements, massage them into what’s important to the customer, and turn them into marketing gold!

Putting It All Together:  Transforming Mere Features into Dazzling Benefits

Here’s when all your research pays off.  Here’s why:

Most websites out there – even the big brand, big money sites – make a very costly mistake.

They list features about their product or services – but they don’t list the benefits.  They don’t tell their prospects WIIFM (what’s in it for me.)  The sloppy writing on their part translates into a huge opportunity for you.

So, how do you go about transforming your features into benefits?  Divide a piece of paper into two columns.  On the top of one column, write “features,” and on the top of the other, write “benefits”:  this is your Features/Benefits Matrix.

Now, take of peek at the items in the “What makes you so good” list.  If they are features (facts about your company, and nothing else), put them in the “features” column.  If they are benefits (addressing what’s in it for the customer), put it in the “benefits” column.

Defining your Unique Sales Proposition

At the end of this exercise, you should have a good idea of your company’s unique features, and more importantly, how to transform these features into benefit statements.  And chances are one of those benefits statements stands out above the rest.

Maybe it’s that you offer the cheapest products online, or that your firm has helped their average client increase profits by 25 percent.  Or maybe you offer a unique twist that your competitors can’t match.

That’s precisely your USP – your unique sales proposition.  Your USP is what sets you apart and immediately distinguishes you from your competitors.  A variation of your USP should be on every webpage you write (as well as every other piece of marketing material you distribute).

Stay tuned, as next Monday we will be getting down and dirty with keyword generation:  capturing clicks with powerful keyphrases!

Filed under SEO Content marketing,Tips and techniques

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Did video kill the copywriting star?

August 5, 2010 • posted by Heather

I received an email from someone asking:

“Since videos do so well in search results, why not just produce videos. Why do you even need words on the page?”

Interesting question, and one that gave me pause. Because the thing is, video marketing (when it’s done right) can be incredibly powerful. Plus, videos are easy to produce. What may have taken a company back in the day many hours and thousands of dollars can now be done with a Flip camera and good editing software. It’s not perfect, but it’s “good enough for Google.”

But here’s the thing: Video marketing can drive rankings, traffic and conversions. But I wouldn’t chuck your SEO content campaign out the window just yet. Here’s why…

  • Studies show that text still has power.  In an multimedia versus text eyetracking study by the Poytner Institute, people recalled slightly more facts when the information was presented in text.
  • Steve Rubel in his blog Micro Persuasion points out that text is more scannable, easier to distribute and easier for mobile users and cubicle-dwellers to view (He believes that “Watching videos [even work related vids] screams ‘slacker.’”)
  • Jakob Nielsen in a 2005 post asserts that “talking-head video is boring,” indicating that attention wanders when people are watching video online.

So does this mean that you should chuck video in favor of all text, all the time?

Heck no. But on the flip side, you shouldn’t rely 100% on video either.

I’m one of those folks who doesn’t like people “talking at me.” I can’t listen to talk radio, I have a hard time sitting still for two minutes. Watching online video drives me nuts. I want to know what I want to know NOW – and I don’t want to sit through a video, hoping my question is answered in the first 30 seconds. Will I watch videos? Yes – but not when I’m in information-gathering mode. I read too fast and I’m too impatient.

At the same time, video testimonials and mini-broadcasts are powerful, powerful stuff (and yes, I’ll have to bite the bullet and do this myself.) Video gives us “real person” insight – we can watch and listen and see the story unfold. In terms of the consumer psychology benefit, when we see a video testimonial, we can immediately connect with that person and think, “Hey, she’s just like me. And this company was able to help her. Wow, maybe they can help me too.”

The key is, you want to appeal to both folks. The people like me, who want their information now – and in text form. And the other folks who “connect” with a more visual medium.  So, for instance, if you’re planning a product page, you may consider offering both video and text and cover your bases. That’s what Brookstone does for their product pages – and it’s a powerful strategy.

The beauty of the interwebs is you can give your prospects the exact information they want, when they want it. For some folks, that means text. For others, it means video. Both are good.

Video didn’t kill the copywriting star. It just added a new dimension to how we collect and process information.

(P.S. If you’re interested in video marketing, Greg Jarboe’s book, You Tube and Video Marketing: An Hour A Day is a must-read. Buy it! Buy it now!)

SuccessWorks SEO Copywriting Certification Training

Filed under Freelance SEO copywriting,SEO Content marketing,Tips and techniques

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