Bad Grammar and Spelling Mistakes Could Be Hurting Your Content

To write, or not to right, that is the question:

Whether it is nobler in the mind to suffer the consequences of poorly edited content, or whether to take up arms against bad grammar and oppose spelling mistakes, should not be a complicated matter. The power of the written word is affirmed by the belief that content is king.

Since evergreen content still gets a resounding green light from all technology, online and social media companies the world over, content generation will be a never-ending quest. This is where the copywriter comes into play. They are the ones who will write what you want to say, and they will write it the right way, so that Google and other search engines will be able to find it easier.

So, there will always be a need to write, but why the pedantic focus on doing it right?

The Ultimate User Experience

While Google and other search engines have admitted to not having an exact algorithm to assess bad grammar and incorrect spelling, they certainly have algorithms that can detect a bad user experience. Unfortunately, having a sleek and sexy website with great visual content does not even get you halfway there. Your visitors should be actively engaged with your website, whether that means reading the latest blog, watching a video or partaking in a user poll.

The overall user experience (UX) of your website has become a far more valuable digital commodity than ever before. While Google still fights a furious battle to sniff out black hat techniques and tactics like keyword stuffing or cloaking, their focus has shifted to a more encompassing way of differentiating good sites from bad sites.

The ideal scenario is to create a unique, or at the very least, pleasant user experience that makes them enjoy some of your content. This has led to many advertising and marketing agencies believing that UX is the new SEO.

Realise your limitations

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In digital marketing, as in life, we have to know what we are able to do and what is outside of our capabilities. If you simply do not possess the creative flair to word a marketing campaign while incorporating SEO implementation, then you should let someone else do it. If you are preparing a blog post in a language that is not your native language, then have someone with a firmer grasp of the language give the piece a once-over.

Sometimes it is difficult to let go. Especially if it’s your own business and you are passionate about your products or services, it is absolutely vital that you distance yourself from the things you are not good at. That little bit of distance might mean outsourcing your content writing or marketing efforts.

However, have no fear, in sending it off to someone else, you will be able to have a clear head when the content arrives at your desk for approval.

Avoid confusion

Try to avoid confusing your visitor at all costs. Besides the aesthetic appearance of the site, be clear and concise throughout your site as best as you can. The last thing you want is for the reader to feel like a mouse stuck in a maze. If they don’t know where to go or where to click, Google will pick up on it. And how will they know?

If your visitor dislikes the confusion, or finds the site unclear, then they will probably bounce somewhere else. Meaning, they will click a bit here, click a bit there, but they will not engage with any call to action on your site. At the same time, if your landing page is filled with errors and your visitor leaves without going to any other pages, this will spike up your bounce rate. And Google pounces on a high bounce rate like a hungry chicken on a juicy grub. This, again, will decrease your SEO ranking.

If you have finished composing your next post or your new product launch, you have to sit down in a quiet space and read it aloud to yourself. If it doesn’t make sense or is just mildly confusing, the reader will be lost. Either rewrite it or fix it, or get it to someone else who can.

What Are Your Options?

Those naughty mistakes and grammar gremlins usually sneak in because you did not read or check your own work, which is just inexcusable. More often than not, bad grammar and other oopsies appear because you are simply unaware it is an oopsie. If editors need degrees and content specialists only improve with experience, it is unfair to expect an entrepreneur to specialize in anything other than his current trade. He does not need to have superior understanding of SEO implementation, layout and design, the creation of great marketing content, or a comprehensive insight into grammatical correctness.

How can an entrepreneur fix something if he doesn’t even know that it is broken?

We have established that there will always be a need for informative and engaging content. We have further clarified that bad grammar and spelling mistakes can direct traffic away from your site, which will cause your site and all your amazing products and services to shift back to the results on page 12.

It is important to find for your spot in the sun. As bad grammar and spelling errors can be avoided, dedicate yourself to finding a solution. More often than not, the solution will be having to outsource the editing or rewriting of your content, or just to outsource the entire content generation component altogether. You will still have the final say whether to use it or not.

The four main purposes of good content are to entertain, to inspire, to educate and to convince. If your website spelling and grammar errors are hindering the reader from obtaining any of these four gratifying experiences, then you urgently need to relook the writing processes you currently have in place.

You Need a Content Strategy that Works

Here’s a throwback for you:

Close your eyes. Take a deep breath. Let your mind wander back in time to a world where a blog was nothing more than an electronic journal for the chronically narcissistic, consistently bored teenager or desperate housewife.

Aren’t you glad you don’t exist in that particular space any more?

Flash forward a decade or so, and you’ll see that what started out as nothing more than a mere collection of diary entries has become an integral part of every business’ online marketing strategy. Ain’t technology grand?

At least 90% of B2B buyers have stated that online content has an effect on their purchasing behaviour. The fact of the matter is this: if you’re not on the content marketing bandwagon, you’re rapidly falling behind.

A few years ago, content marketing involved nothing more than churning out bulk collections of mediocre text. It didn’t really matter what you were saying, as long as you were actively posting something, your business was in the clear. With the growth of the Internet, however, that particular landscape has changed. Now, more than ever, the competition is intense. In order to take your business to the next level, you have to create content that is educational, insightful, and engaging.

In short, you need a goal. And in order to achieve that goal, you need a content strategy that works.

Set Your Goals and Start Planning

You can’t possibly begin a content marketing campaign without defining what your goals are. How will you know that you’ve been successful if you don’t have an idea of what you’re hoping to achieve?

Quite obviously, each goal will require a different approach. Your desired outcome will greatly influence the way you tackle each stage of the planning process.

Consider the following questions:

  • Do you want to build brand awareness?

  • Are you looking to instill trust?

  • Do you want to increase traffic to a particular website or landing page?

  • Are you aiming to attract new prospects?

  • Is your major goal to convert leads into sales?

  • Do you want to increase customer retention?

Once you’ve figured out precisely what your goals are, you’ll need to establish your KPIs. You need something solid to aim for in order to keep your efforts on the right track:

  • Increase website traffic to 100k visitors by a specific date.

  • Generate a certain number of new leads per month.

  • Convert a specific percentage of leads into sales by a particular date.

By creating KPIs, you’ll keep yourself (and your team) accountable. The idea here is to work backwards to develop strategies that help you achieve your goals.

Develop A Detailed Strategy

When developing your content strategy, you need to focus on a few key factors. Take the time to lay down some groundwork before diving straight in. This will prevent you from doubling back and trying to figure out what went wrong when you’re too far down the rabbit hole.

First and foremost, you need to figure out who you’re targeting. Invest some time in creating customer personas. You need to be able to successfully connect with your readers in order to generate the kind of results you want.

Keywords are another all-important aspect of any content marketing strategy. You need to choose keywords that are highly searched for in your specific industry. Take the time to figure out which topics are in high demand, and build your content around that. Give your potential audience the information they so desperately seek. Try to find a way to spin these keywords into something original and exciting; often a simple change in tone is all you really need.

You’ll also need to pay attention to where your prospects are in the buying cycle. If, for example, you’re communicating with potential customers who have no idea who you are or what you offer, you’ll need to create content that is focused on education rather than sales. On the other hand, if you’re trying to connect with someone who is already familiar with your brand, you need to deliver valuable content (case studies are a good bet) that will help you close a sale.

Finally, you need to consider which channels are important for dispersing your content. Take some time to figure out the platforms that are most likely to be useful to you, and what your goals are for each of them.

Produce High-Quality Content

As soon as you’ve ironed out your objectives and strategies, you need to start curating your content. You have two options here:

1. Work with your in-house team.

2. Hire professional content writers to help you get the job done.

Quite obviously, the path you choose will depend entirely on your in-house team’s expertise and the availability of time. If your team members are too swamped with their own regular tasks, it’s not a good idea to drown them in additional work that isn’t necessarily in their wheelhouse. Remember, you need quality content, not something slapdash you’ve cobbled together at the last minute.

If you choose to outsource your content development, invest in writers who truly understand the principles of content marketing. Make sure they’ll be able to embody your brand message. A trial task never hurt anybody, so perhaps consider asking them to write a short sample related to a topic of your choice and see if they’re a good fit.

Market, Promote, and Measure

You can create amazing content until you’re blue in the face but it won’t help you if no one sees it. Make sure to promote each and every piece of writing on all of your platforms and leverage them as much as possible. If you have to add in a small advertising budget to boost those posts, do it. A small investment can make a huge difference.

While you’re churning out content, it’s too easy to forget that you actually need to measure the performance of your posts. Circle back at least once a month to see how your content is performing. Check if you’re meeting your KPIs. If you don’t see any progress, make some adjustments. If you do see progress, keep on doing what you’re doing.

In the end, it’s all about trying new things and seeing what works for your business. Be inventive, be innovative, and above all, keep measuring your progress.

you need a content strategy that works