Content optimisation
Content optimisation builds trust and engagement
Effective communication
My goal is to create effective communication, not just a well-written text. To do this, I focus on transforming information into optimised content.
Optimised content:
- is trustworthy, authoritative, relevant and useful
- has impact: it engages people, informs and educates
- has calls to action
- builds and cements relationships
- helps businesses achieve their goals.
For all channels and media
Content optimisation is a term generally used in relation to digital content, referring to techniques such as search engine optimisation, using keywords and metadata to drive traffic to your content.
But that is only a small – technical – part of it. The best way to optimise content, regardless of whether it’s in ‘new media’ or ‘old media’, is to create quality content that builds trust.
Trust develops when information is:
- aligned with what the audience wants or needs
- honest and transparent
- useful and actionable.
How I optimise your content/communication
Optimising content requires a combination of techniques. Whether the content is online, in print, audio or video. Here are the 9 key techniques I use when optimising content:
- identifying the strategic goals of the business
- understanding your target audiences
- aligning the information with the audiences’ needs
- choosing the right channels and media
- using the right terminology and tone of voice for your audience and for your brand
- using language that is authoritative but easily understandable, not corporate-speak
- ensuring that information is well written, accurate, consistent, focused, clear and readable
- advising you on appropriate design
- including calls to action to help your audience use the information.
Creating content in this way means that your communication will have impact. So you don’t waste your money and your audiences don’t waste their time.