SMEs are subject to a constant preoccupation with growth and it is therefore commonplace, when you’re at the head of a small company, to adapt your strategy to improve it.
When a website is redesigned, a blog created, or a new social media strategy implemented, a question arises: how can you put an effective editorial strategy in place? In other words, what are the tips to follow when you are an SME that writes web content?
My Little Big Web accompanies you today in the development of your content marketing strategy and offers you its editorial advice. Ready, set, to your keyboards!
Writing good web content for your SME
There is often a tendency to neglect it, but it’s arguably the most important part: good content marketing begins as soon as the SME website is designed.
Nothing should be done without a clear structure and properly optimized titles. However, once these have been taken care of, the main challenge arrives: content writing. When writing their web content, SMEs must keep three main goals in mind: information, optimization and simplification.
The first point of this threefold objective is to inform the client correctly, with the goal of getting a conversion from them. The services must therefore be described in detail, while anticipating the potential questions of your readers. We also advise you to put an FAQ (Frequently Asked Questions) page in place to give skeptics more detailed information.
The second goal, and this is the most complex one, is that of optimization. In the ideal (and highly recommended) situation where each service is assigned its own page, it is important to search for keywords related to the service described. In this way, the keyword and words related to it can be integrated into the description. It is essential to optimize every page of your website. Also keep in mind the following: a page with too few words will not be valued by search engines! We recommend a minimum of 300 words. The last point here is to ensure the quality of your internal linking: do not neglect your links! The internal links to your site are excellent for your SEO strategy and allow you to create unification between your different service pages.
The third objective discussed here is that of simplicity. Indeed, to reach a wider audience, it is important to simplify your language. Explain the technical terms, justify your remarks, in short: make yourself credible!
Writing good blog articles for your SME
Many SMEs write web blogs related to their industry. Indeed, this practice is very beneficial for SEO. However, it is important to make proper use of this source of content!
Business blogs are excellent SEO tools: they are a perfect way to regularly publish content, a practice much appreciated by search engine robots. In order to use them wisely, it is essential to have a good content strategy. To do this, you will have to write on topical subjects related to your sector of activity. Warning: here too, keyword research is very important! Good keywords will increase your credibility in your professional field.
The principle of internal linking, also known as link juice or “link juice”
Additionally, use your blog to optimize your internal linking. Your articles are a great way to create gateways to your service pages! Here, external linking is also a must: do not hesitate to slip in some links to trusted sites in your sector of activity: your website will then gain credibility with Google.
Writing good social network posts for your SME
We now come to the last stage of our editorial strategy: how to approach the writing of social posts for SMEs? Many companies wrongly ignore this aspect of their editorial strategy: it is true that a 140-character text on your Twitter business profile will seem lighter than the writing of a service page. However, is this really a reason to neglect its impact?
The tone to use on social networks is not the same as your blog or website. Here, it is a question of proximity with the consumer, of ease of sharing, and of playfulness! We recommend short texts, the use of “hashtags”, as well as the prioritization of visual support: images, videos, infographics, GIFs … There are many simple but effective publications in our time!
MLBW social posts: sharing, short texts and videos are all there!
The challenge for social networks is two-fold: each platform has its own rules, its respective techniques, as well as its schedules conducive to publication. It is therefore necessary to do the research necessary to maximize your content marketing.
For those who have not grown up with social networks and are unfamiliar with them, it is advisable to be helped by a professional. Indeed, the ease of sharing this new type of media is such that the slightest misstep can have dramatic consequences for your company image.
Writing good web content for your SME means maintaining a professional, coherent and rigorous strategy. Through effective keyword research and well thought out planning, you’ll be able to deliver relevant content to your customers, and conversions will improve!
If you would like the help of an expert to develop your web marketing strategy, do not hesitate to contact us: we will be happy to answer your requests as soon as possible!