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U.S. Senate Votes to Let Internet Service Providers Share Customer Data

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How to Write Better Content for a Mobile Workforce

 

by Jayson DeMers

If you want your content marketing campaign to be successful, you need
to make sure it appeals to your target audience, both to achieve higher
relevance for strategies like SEO, and to better hold attention from
readers. If your target audience is made up of professionals, that means
catering to industry considerations, including offering instructions,
news, practical advice, and other materials that can improve their
performance in a given niche.

But professional audiences are
evolving, using new technologies, working in different environments, and
developing new demands. For example, according to Dialpad, only 19 percent of full-time workers
spend 40 hours or more behind a desk per week. Our workforce is
becoming increasingly mobile, working remotely and on the go, and our
content needs to change to reflect that shift.

How to Write Better Content for a Mobile Workforce

There are three major changes to consider when brainstorming new content:

  • Mobile devices are smaller and offer a different UI.
    As you’ve undoubtedly experienced in your own life, mobile devices tend
    to have smaller screens and more limited forms of interaction than
    laptops. This reduces the mobile experience and forces you to consider
    narrower, more precise forms of content engagement.
  • Mobile workers have less time.
    If a worker is constantly mobile, they’re probably traveling from
    meeting to meeting and trying to fit everything into a tight schedule.
    That means they have less time and are looking for content to meet their
    needs quickly. As Content Marketing Institute points out, some of the best performing mobile content is also the fastest and easiest to read.
  • Mobile workers research immediate needs.
    When you consult your mobile device, it’s probably for something you
    need immediately. Otherwise, it could wait until you were at a formal
    work station. That means your topics and your tone should be geared
    toward solving a problem as quickly as possible.

Tips for Improvement

So how can you take action to address these considerations?
 

  • Optimize for mobile devices. Your site should already be optimized for mobile devices; if you aren’t sure, you can always run a check using Google’s mobile-friendly tool.
    Your site should be responsive, meaning it adapts based on the size and
    shape of the device viewing it, and all your content should load
    quickly and easily. In addition, all your text should be clearly legible
    without having to scroll or zoom. This is a basic prerequisite if you
    want your content to be engaging.
  • Choose helpful topics.
    Your mobile workforce isn’t as interested in reading high-level
    concepts; they want fast, practical tips. The more useful your content
    is, the better, so spend some time coming up with topics that are
    helpful for your audience. How-to guides, step-by-step troubleshooting,
    and tutorials are all good ideas here.
  • Write more concisely. According to the Purdue OWL, concise writing is a way to choose the most effective, efficient combination of words
    in your article. Writing more concisely doesn’t necessarily mean using
    fewer words; however, that’s often a side effect of the process. Go
    through your articles and eliminate any language that is redundant or
    unnecessary to achieve a complete understanding of your intended
    meaning. This will help your audience read through your content faster,
    getting to the point of your article rather than dwelling on the fluff.
  • Create more videos and visual content.
    Visual content is naturally more engaging, thanks to its appeal to our
    intuitive senses, rather than processed thought. According to Hubspot, the inclusion of a video can increase a page’s likelihood to convert by 80 percent or more,
    and videos are much faster and easier to engage with than a written
    article on mobile devices. That doesn’t mean you need to create videos
    instead of written articles, but you should consider including them more
    frequently–whether they’re standalone content submissions or embedded
    enhancements in your core written material.
  • Make your text stand out.
    When you do write articles, you should structure them in a way that
    naturally appeals to fast readers using small screens. Break up your
    text into smaller paragraphs and shorter, separated sentences. Use bold
    and italics to make certain phrases stand out more than others, and use
    bulleted and numbered lists to make your listed items more obvious.

Once
you implement these tips, you’ll see several benefits for your overall
campaign. For starters, your readers are going to be more engaged, and
they’ll get more out of your material. That means higher customer
loyalty, more conversions, and of course, more comments and social shares, which will increase your audience further.

Beyond
that, optimizing for mobile devices and attracting more links will
increase your search rankings in Google–which is never a bad bonus to
reap.

Be sure and visit our small business news site.

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How to Write Better Content for a Mobile Workforce

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by Jayson DeMers

If you’re thinking about launching an SEO campaign, one of your biggest concerns is going to be whether it will yield a positive ROI … and how fast you can make it happen.

If you’re planning a campaign for a client, you’ll also want to be able to estimate your effectiveness as a selling point. But is it possible to estimate or predict SEO results with any accuracy?

Why SEO Results are So Hard to Predict

As you’re well aware, the SEO industry is extremely variable. Not only can Google push activity in an entirely new direction with little more than a simple algorithm update, but trying to figure out what the search engines want often seems like trying to shoot a moving target.

There are plenty of signs that suggest how you might proceed, but you aren’t likely to stumble upon the perfect solution.

Herein lies the problem. As an SEO specialist, you have a fairly advanced grasp of what does and doesn’t work, but many factors remain outside of your control.

You can make all the right moves, but at some point, you have to let events happen on their own and trust that the process will unfold according to your plan. In addition, you have to assume there won’t be any significant changes between the moment you execute and the period when the results start to pour in.

“SEO is highly technical and creative at the same time. You can’t just follow a formula and expect to get the same results every single time,” explains Kyle Sanders of CWR SEO. “As any experienced professional in this industry knows, every campaign deals with a unique set of factors. It would be foolish and irresponsible to make wide, overarching projections when there’s so much variance.”

It’s not just the search engines that shift over time, though. You also have to consider the butterfly effect of content popularity.

One small, uncontrollable alteration in the marketplace can have an outsized impact on the type of content that will be most effective thereafter. Thus, while you might be able to design a stellar SEO campaign around a promising set of keywords and topics, only a small shift could suddenly transform your best predictions into anyone’s guess.

Obviously, there will be factors outside of your control, but that doesn’t mean you can’t make any predictions. Clients have a right to request an estimate and hold you to it. After all, they’re paying for a service and expect value. Your mission is to tap into your experience and don’t make promises you can’t keep.

SEO thought leader Stephan Spencer likens SEO to a fitness routine. It’s possible to create a plan, but everyone’s body responds differently.

You can tell someone that he or she will lose weight by burning more calories than the person consumes, but specific steps will still have to be executed and results may vary depending on such details as metabolism, body type, and age.

Furthermore, in order for the desirable results to be achieved, you have to stick to the routine and take it slow.

Four Tips for Estimating Results as Best You Can

Refusing to offer predictions probably isn’t an option. When a client asks you to project future results, you should be prepared to provide an informed answer. The essential strategy is to proceed with caution and avoid making promises you can’t possibly keep.

Here are a few tips that many in the SEO industry have found helpful over the years:

1. Focus on Achievable Goals

“As with your own personal fitness, often it is best to focus on small, achievable goals that are right in front of you. Doing so allows progress to happen, less inhibited by the constant worry of where you are in comparison to the mountain of work ahead of you,” Spencer says.

“Instead of trying to succeed at SEO with a single herculean effort, you can create something great, measure its performance, and then create another starting point from which to continue improving.” In other words, don’t bite off more than you can chew.

When you break the SEO campaign down into digestible bits for your client, you can make more accurate predictions and enjoy plenty of small “wins” along the way.

2. Compare Apples to Apples

If you’re going to go out on a limb to make a prediction for a particular SEO campaign, make sure you compare apples to apples. Just because you achieved a specific result last month with another client, this doesn’t mean you can replicate it utterly today.

Take all of the vital factors into account and only make cross-campaign comparisons when the proper details line up accordingly.

3. Look for Actionable Changes (Not Win-Loss Results)

It’s crucial that you set up clients for positive changes that you can control, especially in the early stages of a campaign. Identify items you are fairly certain you can fix immediately, such as correcting 404 errors, improving site speed, and fixing NAP information on major directories. This will enable you to make concrete projections on the front end and looser estimates on the back end.

4. Project With Past Experiences and Results in Mind

We’ve all had those moments when we read a new article written by a respected expert in the SEO industry, and become excited about applying a new technique or concept. Sometimes these new techniques work and other times they don’t.

The point is you can’t possibly know until you try them out. Avoid making predictions about an SEO concept you’ve never personally employed. It’s best to project with past experiences and results to back you up.

Transparency is the Best Policy

It’s always preferable to under-promise and over-deliver. Clients may try to pressure you into providing quantifiable projections, but do your best to avoid placing yourself in a position you’re liable to regret later.

It’s impossible to predict SEO results to perfection, but you should be able to make fairly accurate projections by leveraging the right resources and sticking to the techniques outlined above.

At the end of the day, transparency is the best policy. Explain to clients why it’s difficult to make accurate predictions, then supply them with the most realistic projections you can.

That’s how to convey value without getting yourself in trouble down the road.

Be sure and visit our small business news site.

Excerpt from:
How Accurately Can You Predict the Results of an SEO Campaign?

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