When Googling any question you get hundreds, if not thousands of links that potentially answer your question, so how do you make your content stand out from the crowd?

Win your reader’s attention

Nobody wants to read a continuous regurgitation of emotionless facts, instead an expert’s point of view and/or advice is what people are usually looking for.

• Use published research to back up your point of view;
• Share some interesting facts that demonstrate your expertise;
• Offer some free advice, after all we all like to feel we are getting something for nothing!

Looking at our own Google Analytics results, our ‘how to’ posts are the most visited articles. One particular blog comes to mind on tips for using Sage accounting software, this always features highly on the most visited pages and it is a few years old now!

Who’s reading it?

Demonstrating your knowledge is the straightforward part, making it is easy to read can be more of a challenge. I can’t stress enough how important it is to make sure you get the balance right explaining technicalities, whilst using plain English. Your marketing team can be your ‘Litmus paper’. Our team will write technically excellent content, demonstrating their expertise, but I am bamboozled by their ‘tech-speak’ and am none the wiser at the end. However, with a combination of marketing’s panache for creative writing and our expert’s technical knowledge, we get there in the end!

Tags: UK200

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