Content Marketing Blog

Get Rid of the ROT! – Part 2

Sheetal Pinto - Thursday, November 30, 2017

Updating Your Content and Expanding Your Reach
In the first installment of this topic, we discussed the importance of updating content that is   redundant, out-of-date, and trivial (ROT). Effective copywriting addresses the needs of your audience and may be used on a variety of platforms. This is an aspect of SEO that content marketers sometimes forget, and forgetting it could be detrimental to your bottom line.   

The first part of this series outlined a few highly effective ways to transform ROT material into quality, scalable information that will resonate with your customers. These methods include using analytics to assess your audience, providing versatile copy that can be adapted across various channels, and ensuring that your content marketing team remains organized and efficient.   

Read on to explore a few other ways that you might eliminate the ROT and produce material that has a real impact on your customers.

Transforming ROT into Useful Content 

Once you have implemented the strategies discussed in Part 1 of this series, you may wish to refine the process even further. By analysing your content, developing customer personas, and creating a unique architecture to deliver your message, you can continue to refresh and reenergize your content and reach your target demographics.   

Employ these strategies to replace the ROT with value-driven copy:

  • Content Analytics: Previously, we addressed how helpful analytics can be in determining your target audience. You should also make use of analytics to evaluate the performance of your content. By taking a look at details such as page views and title clicks, you may learn which titles and posts draw the most traffic. On social media, pay attention to the number of “likes” (or equivalent feedback on other platforms) to explore what kind of posts your users respond to.
  • Marketing Personas: Once you begin exploring your customer base and prospective users, you can start building customer personas. By taking the data from analytics and creating fictional customer profiles with as much detail as possible, you may anticipate the needs of your actual customers. Then, you can adapt your content to fit the marketing personas you have created.
  • Message Architecture: The message you are sending via your copy and other content can have a significant effect on your marketing success. Consider your message hierarchy when devising its architecture. If you own a clothing store in Mississauga for example, your primary message might be your commitment to selling only quality merchandise. However, you may also wish to convey a few secondary messages. These might be that that your prices are competitive, your store offers promotions that reflect customer feedback, and your business has a strong presence in the community.   

Although the thought of revamping your content might feel daunting, you are wasting your resources if you allow ROT information to remain on your website, blog, and social media pages. Do not attempt to take on this project without assistance. We offer a team of content writers who know how to inject life and relevance into your copy. 

MintCopy is the place to go for expert copywriting services in the Toronto area. Call us at 1-888-646-8003 for help with your content writing, or email us for more information. Also, do not hesitate to fill out our online contact form. 

 

 


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