Theerada starts working on an Industry Page for one of our B2B clients at The Munro Agency. This is where two weeks of training and learning turn into action.
What Have I Learned So Far?
Previously on A Week in My Life, I was first introduced to Marketing Automation as I began my onboarding journey here at The Munro Agency. Then, I focused on completing Ahrefs’ blogging for business course and Surfer SEO’s SEO writing master class in my second week.
This week, I really got to put my knowledge and skills to the test as I was tasked with writing an Industry Page for our client’s website. The biggest challenge for me was the topic, which was entirely new to me. This, more than ever, made me realise how crucial researching is to writing good and valuable content. Especially for thought leadership content, we strive to be a go-to, authoritative source for our target audience.
When we visualise what a “copywriting” job is, we tend to highlight the writing part of it. However, our job requires us to research, read, research again, and read again until we’re confident we have what it takes to write. It’s true that AI (like ChatGPT) can actually help us write, but only to and at a certain level. Copywriters are, and will still be, around for many reasons, one of which is to create something authentic, something unique that is not just another piece of content among gazillions on the internet.
A Business Website: What Is an Industry Page?
At The Munro Agency, we design and develop websites for B2B companies. One of our and our clients’ main goals is for the target audience to book a demo (we do work with many SaaS companies). That said, Industry Pages are an absolute must because these pages speak directly to the target markets you specialise in.
Picture this with me: At the individual level, let’s say when you look to buy a laptop, you already have a rough idea of what you’d be using it for, e.g. studying, gaming, designing, editing videos, etc. That said, your search would more or less be “laptops for students,” “gaming laptops,” or “laptops for video editing.”
And when a company, or the person in charge of the job, to be exact, is looking for a SaaS, it’s almost no different. They search for “BCMS solutions for public sector,” “mentoring platform for healthcare,” or “intranet software for enterprise.” You get the picture.
This is why we need industry pages to provide the target market with the details that matter to them the most—not just generic, one-size-fits-all information that is less likely to be of their interest. Put yourself in their shoes; you don’t want to read about real estate when you work in healthcare, do you?
With this goal in mind, you want your industry pages to be their end game where they don’t have to go anywhere else to find answers to their questions. For SaaS, it may include benefits and features that are most relevant to their industry, as well as a call to action (CTAs) and FAQs, among other things. And, of course, writing copy for industry pages (that actually generate leads) does come down to keyword research, which is, in essence, the process of researching search terms (hence the name) that people type into search engines for specific reasons.
The goal is usually to strategically plug the terms of a target keyword into the content so that when people search for such terms, they visit our site and hopefully book a demo, purchase a service, start a free trial—whatever your goal is!
By Doing Keyword Research, You Can…
When people search for something, they usually have a specific goal or “intention” in mind. For example, if you search for “gaming laptops,” you would want to see a list of recommended gaming laptops, deals, or reviews. And that’s the search intent.
When you understand what lies behind search terms, you can start working on optimising your site pages, writing new or editing existing content, or adding new pages (like an Industry Page) to gain topical authority over such terms.
2. Give people exactly what they want
As you do keyword research, you’ll come across specific phrases and questions people use when searching. This way, you can create content that addresses these particular queries—give them exactly what they’re looking for.
Let’s continue using “gaming laptops,” you’ll see below that one of the related searches is “best gaming laptop.” What you can do here is a listicle of best gaming laptops, and maybe refine it to “in 2023,” “under £1,000,” and so on.
This way, people are likely to stay on your site longer, engage with your content, and potentially convert into customers or clients.
3. Come up with new content ideas
As a copywriter, you might sometimes hit a hard wall of a creative block. Using social listening tools like Answer The Public as a part of your keyword research can help generate new ideas for content creation. And this goes back to the previous where you can give people exactly what they want!
No matter how brilliant, in-depth, or extensive your content is, people will not land there if it doesn’t contain what they’re looking for. And remember that most of us don’t even venture past the first page of Google results.
Read Well vs Rank High: Do Copywriters Have to Choose?
Well, the dilemma is you want to write an aesthetically pleasing article that ranks high as well. You want to go wild on your writing skills and techniques, but you need to include keywords, repeatedly. You don’t want to lose your writer self climbing Google’s first page. So, can “Read Well” and “Rank High” meet in the middle?
Personally, I would say yes. This, again, echoes everything I’ve written in this article. Copywriters are here for a reason; we utilise our writing expertise and complement it with SEO techniques. Both readability and ranking are equally important. And if your content isn’t good enough, it won’t show up on the first page anyway. Striking the right balance is arguably the key here.
What’s Next on A Week in My Life?
This week was nothing short of busy! I learned a lot, and there’re still many more things to learn. The best part was to—gradually—put things into practice and see for myself how SEO tools work in action.
Next week will be my last blog on my onboarding journey at The Munro Agency. (To my fans: don’t worry, I’ll still be around.) I plan to share with you how I use ChatGPT to enhance my writing, along with some other tools I can’t live without as a copywriter. Thank you for reading. I’ll see you next week!