Ritu Maheshwari

Hi. My name is Ritu Maheshwari. I come with over 15 plus of years of experience in finance, a start up, and about 1 plus year of experience in content writing. I've been writing content for a finance company, and on and off, I've written articles in the field of travel, uh, products like handmade soaps and, uh, other small articles, but I specialize in writing SEO optimized content in the form of group blogs, articles, website pages, and more newsletters, emails, etcetera. I am a hard worker. I can do multitasking, and I'm looking forward to getting assignments that are challenging, that that, uh, make me research, that give me the opportunity to research and write in different fields and industry. And, uh, hopefully, I'll get uh

User persona is very important while creating content because that is your target audience. So it is very important to understand what are the demographics of the audience, what is their age, where they reside, what are the, uh, what are their other conditions like their income, their married status, do would they have children, what is their, uh, what is their finance situation like. So it is very important to consider all these What are they looking for? What is it that they usually do? Uh, let's say, while browsing through the Internet, what are the channels they access? It is very important to understand, uh, what what is it that your user persona actually reading? What is the what what are the problems that they are facing? What is the sit what are the solutions that they are seeking? Uh, once you know all of these answers, it is very it's it's easier to form form a content that appeals to them. You can use keywords that they're looking for, that they're searching for, that, uh, solves their problems, and you can include them in your content, and you would basically mark market it to the right persona. It's not important to market your content to everyone, uh, because that might that you might might not lead to success, but it's important to write you to target it to the right persona. So as a brand, also, you get results with your content.

So I usually write articles on my own after researching a lot, after reading about the given topic and, uh, um, and researching, reading various articles and understanding, uh, what the topic needs, what is it that you can do new. And I do use certain tools. Um, for AI, I do use Chat GPT just to sometimes format my content a little better. I don't copy paste as it is. I do use Grammarly to check the grammar. Uh, I use to check plagiarism. I, uh, um, I do use yeah. And those are the things. I I do use Microsoft Excel Excel and Microsoft, uh, Docs, Google Docs a lot to create charts, to to create tables, to demonstrate the data effectively. I use Canva sometimes to create infographics, to create light visuals that go with the content and don't overpower the content itself. But, uh, visuals are sometimes necessary because they give a better picture of a more graspable picture of what you're trying to tell. So mostly, I try to write the content myself after doing a lot of research, but I do use these tools to uh

I think measuring the success of your content in terms of SEO and user engagement is looking at some of the metrics. For example, if it is for social media, how many likes, comments, how many people have actually taken the call to action by, let's um, um, taking a 3 month subscription, 6 month subscription, or have they actually ended up buying your product? Uh, and user engagement is mostly when people people are talking about your brand. They're mentioning your brand. They're, uh, they are mentioning your bank brand in social media channels like YouTube, Instagram, Facebook. They tag you and they share your stories. They share your content. Uh, that is user engagement when when they try to interact with the brand through your content. Uh, I I would think that that's where, uh, looking at those metrics is where you will know if the content has succeeded or not. In terms of SEO, um, you can search on different search engines using the keywords that you're trying to incorporate that your target audience is looking for and then see where your content is actually coming. Is it on the 1st page? Is it on the 1st 5 search links, or is it coming to the 2nd page? So if it's not on your 1st page, if it's on your 2nd page, then there is definitely improvement needed in the terms of, uh, how you are, uh, maybe the flow of the content, maybe the number of times you are including the keywords. Too many times if you include it, that's also not good for SEO. So, yeah, I would think these measures would really help measuring, uh, SEO and user engagement and how it can be improved on an ongoing basis. Thank you.

A high converting landing page. I think the 1st prerequisite to it is that you deliver what you promised. A lot of times and it happens with me also when I click on a link expecting that I'm going to see this particular T shirt on the website, but what I actually see is some 200 options, and I wasn't really looking for it. So as a brand, if you are marketing something, then your landing page has to show the customer that relevant content only. It is very disappointing for, uh, for your client or your customer to see something else. If they they consider is at a as a waste of their time and they might not even get back to your content or your website later. So, uh, the characteristic, it has to be very relevant. It has to have the landing page has to have a call to action button or um, to ensure that after landing on that page and, uh, the customer is actually looking forward to taking the next action. So they either buy your product, they subscribe to your newsletter, or they, um, they basically take a subscription. They do something like that. And to do that, your landing page has to be has to have a flow which is very logical, which is relevant, which addresses the needs of the customer. So it has to have a short introduction, which is powerful. It has to then it straight needs to jump into what the customer is looking for. So the use let's say it's a product. So what does the product do? How does it solve your problem? And then it can follow on to, say, a few more things like alternate uses of the product or, uh, maintenance of the product or something like that, but not including too much of information which is not necessary. And the conclusion could be very simple saying that these are the these are the the products on offer, and this is how they help you. And maybe some facts or some data, uh, which the brand has could also be mentioned because data always builds trust. Knowing that so many people have used their products and benefited from it sort of already builds that trust link between the client and the brand or the customer and the brand, and they sort of want to give it a chance. So, yeah, I would think those would be the characteristics of a high converting landing page, and these characteristics would not be the same for every product or every service. They will change. Sometimes you just want to share information and not really market your product also. It's just to build that kind of relationship with your client where they look forward to getting something that is useful for them, is informative, helps them in their day to day life. Yeah.

I think complex topics so finance topics are usually complex because finance is complex. Um, but, uh, what I like to do is instead of making it a text text content because text is difficult to read, difficult to understand. Sometimes it can be too long trying to explain what you're talking about, and the customer the your client or your reader might just lose interest by the time they get to the end of it. What I try to do is put things in perspective in the form of a table or a graph or a chart wherein let's say we are trying to explain the importance of a credit score. So first, uh, lot of people don't really understand what a credit score is, how it impacts their, uh, loan taking capability, what are the factors that affect it, and how can it be improved, What are the different organizations in India that actually give you the credit score? What is a good credit score, uh, and what does it mean for your finances? So the way I I put across the article is putting in bullet points the important, uh, characteristics of a good credit score, what does it even mean, then putting it in a table wherein every the the 4 companies that in India that do give credit score, uh, giving brief information about them, when were they founded, what are the products on offer, and what are what are their, uh, then the numbers that they consider as a good credit score, then a general overview of how what a good credit score is, what is that good number, and where do you fall, and is it moderately good? How what is your loan taking capability with that kind of credit score? And then, again, putting in a point format, how can you improve that score? So giving them real solutions instead of just talking about you should work towards it and instead of that, giving them real solutions as to how they can actually do it, hacks about how they can actually do it, I think that works and makes a complex topic also easier.

Um, to be very very honest, I don't understand the term programmatic marketing. Uh, so I am not sure how I'm going to approach content writing for it. Given a chance, I will research about it and I will figure how what should be the approach in terms of content writing. But I think in any form of content writing, it's very important to do research first. Read about the brand itself first. What is their brand image? What is their brand voice? How do they communicate with their customers? Is it a very interactive, uh, voice, or is it a very informative voice? Are they very experimental, or are they very, very conservative with with how they, uh, interact with their readers? Also, just a lot of research and putting together relevant information, something that gives insights is very useful, and something that is well drafted has a logical flow. I think those are the foundations of a good, uh, of good content creation.

Yes. So, uh, while I was working with this company and doing the finance writing for them, we did test an article wherein I tried to write it in a more, uh, conversation style. And there was another style where we just provided facts, and it was basically informative. And, uh, we did realize that, uh, the the conversation style worked better. The customers actually wrote back to us, um, citing examples from from this particular content and wanting to know more about the products, wanting to know more about how we could help them with the problems they are facing, and wanting to basically speak about it. While the one that had just facts and information was useful, customers found it useful, but, uh, it did not convert into any actions. So yeah. So that style became more relevant, I guess, because it, uh, gathered more attention and it gathered more traction from the readers also. Thank you.

I think the start to audit any kind of content is first to go through the content piece itself to understand how the content piece has been written. And while going through it, you will get some idea about where the flaws are. But, also, while you're doing that, also read other articles which have the same kind of information and how they're written and, uh, what kind of articles are actually getting more attention from the readers and what is it that your article is missing? Is it missing missing? Is the metal meta title correct? Does it include the descriptions? Is it, um, not very long enough? Is it short enough for a meta title? Uh, is the meta description correct? Does it, uh, accurately depict what you are saying in the article? Does it include your keywords? Also, is it too long? Is it too short? Um, then then the title of the content that is the title of the content appropriate for what you are trying to tell? Does it truly depict what the article is about? So that audit is very important. Then the flow of the content itself, so the flow of your content, does it make sense? Does is it, uh, what the and what your reader would expect? Each section, does it connect to the previous section? Is it a natural follow-up to the previous section? Is that happening in your content? Is your content too repetitive? Is it too too general? Is it something that's commonly found that content might not do well? Uh, does it include keywords at the right place so that it include so that it comes up in the top search results? Does it do that? And, uh, yeah, basically, doing that, we will audit that. And is it is it, uh, grammarily grammatically color correct? Is it free of plagiarism? Um, uh, is it written in a way that it's not too long and understandable? So for that, also, you could use tools to understand that your your, uh, the formatting of your sentences is not overly long or overly short without properly describing the, um, describing what you're trying to say. So there are various ways to audit your existing SEO, uh, existing content and to improve SEO and user engagement. Thank you.

I think in today's times, a brand's image goes along with the image of the founders also. So a lot of times you will see, um, it is very important for founders nowadays to engage with the audience. So you will see a lot of writing happening on LinkedIn, lot of blogs happening, lot of interviews happening, lot of publish they're publishing, uh, articles in with various media channels. So your customers want to trust the founder of the company. They want to know who is the founder of the company, what is their background, why did they even get into manufacturing these goods or maybe providing services, What is their intent? Are they actually trying to help? What is the experience that they come with? Do they have the adequate experience and intent to make a product which will actually benefit their target audience? So storytelling in the form of including the founder in the story and weaving it into something that builds trust because the founder is so dedicated, so involved in, uh, in the brand. I think that's a very good way to enhance storytelling, uh, within your brand engagement. People trust people. So they have to trust the founder to be able to take that first step to um, to to be able to try give it a try, actually, your product or your service. The other way of incorporating storytelling later, uh, later when you are in the growth stage is to actually have your actual customers speak for you. So testimonials, videos where they talk about how was their interaction, uh, with your brand, how easy was it to go through the whole selling process, and how did they benefit with your product. Uh, people don't talk about it if they are happy with your product, and it's a kind of storytelling because these are real people talking things. And, uh, as I said, people believe people. So if there are and I'm not talking about influencers big influencers who do take money, but these are real people whose stories we want to believe because they are very much like us. So that's also another way of great storytelling. Then there could be some advertisements or graphics that you can make, which sort of tell the story like a story. They'll weave a story about how your product can make your life easier, uh, the customer's life easier, how is it, what are the benefits of using it? And, uh, you know? So that kind of a thing which provides a solution which has a little bit of a personal touch, I think that's a great way and great organic way to incorporate storytelling in your marketing content. And over a period of time, it will generate results. Thank

I think So my strategy here would be to if the client has not given that keyword already, then my strategy would be to find that keyword, the keyword that's ranking high in the search results, and, uh, that you can search in Google AdWords and Google Analytics and see what is the higher ranking keyword for for that particular business. And you can build a strategy around bidding more on that keyword. You would know what is the highest bid. Looking at Google Analytics, you will know what is the highest bid for that particular keyword. And, uh, you can bid more than that and, uh, get the desired results. But what I would actually wanna do is suggest the clients to not bid insanely high amount on one particular keyword. I would suggest that, yes, you bid on this keyword because this is a a highly ranked keyword, but there are other keywords which also work well, and you don't have to pay so much for those keywords. So having a basket of keywords which will work for that particular business is always good because you are then spreading your risk. You are not putting all your eggs in 1 basket. While you will still get results from that competitive keyword, it's not wise to put all your money into one particular keyword only because, again, this is a competitive world. If you put all your money in 1 keyword and your competitor decides to put more money because they have a better marketing budget, so even though you are doing the right thing, it might not give you the right results. So instead of just focusing on 1 competitive keyword, I would suggest that you do you you you give a very decently, um, high, uh, bidding, uh, bid bid for that competitive keyword, but all you also focus on other things. You also focus on organic marketing. You focus on other keywords. You focus on innovative concepts that catch the customer's attention. Thank you so much.