2013 is all about content. Content, content, content. By the time you have read this article, you will probably be sick to death of the word BUT it is crucial that you take on board what I am saying, because it is the biggest digital trend of the year.
Whatever business your sector lies in, be it food, entertainment or transport, 2013 is all about creating, optimising and marketing content. It should be at heart of your marketing strategy. However, we don’t just mean any old content.
Content needs to of high quality, be relevant to your business and, most importantly, be shareable. You can do this in various ways; in an offline magazine article, with a video tutorial on YouTube, or with an infographic published on the web.
All types of content, in any shape or form, matter this year; which is why we have put together this killer post on creating amazing content. If you don’t currently employ anyone to carry out your content marketing, now is the time to seek expert help in order to create fantastic content that will spread like wild fire.
1. Would you read it?
One of the most important aspects of content is that it is interesting and relevant. Ask yourself, would you read it? If the answer is no, then you need to take a new approach. What issues concern your consumer? What do they care about?
Some topics are quite mundane but that is where creativity comes in. Be quirky, thought-provoking and write about what you are interested in. If you are enthusiastic about something, it will help your writing to be more passionate.
Whatever you do, don’t just write for the sake of it. The reader will be able to tell that you were bored whilst writing it.
2. What does it look like?
How does your content appear to the naked eye? Is it striking and engaging, or ‘blocky’ and bland?
You could write the most out of this world text copy, but if it doesn’t look great, no-one will read it. Simples. The key is to structure it properly. If it is an article, does it use bullet points, subheadings and pictures to break the text up and make it more reader-friendly?
Start with the data and consider which format allows the information to be presented in the best light. Information can be relayed in a wide variety of formats, so you have a wealth of types to choose from including;
- White paper
- PDF download
- Text copy
- Interactive/HTML5 infographics
- Blog posts
- Case studies
- Research papers
3. What is the concept?
What is at the core of what you are writing about? There needs to be a purpose. Take this article for example; my aim is to give you six helpful tips to improve your content marketing. Why? Well because information is best when shared, and because I’m a nice person.
Why are you writing? If you cannot find a reason, consider the six W’s (plus one H). These stand for who, what, when, where, why, which and how. You can use these concepts as a fundamental starting block, and you will probably find that a lot of the questions that you come up with, your consumers will want to know the answer to.
Example: care fees
- Who is responsible for managing care home complaints?
- What is the average cost of a care home?
- When is the deadline to claim back wrongly paid care fees?
- Where are the country’s best care homes?
- Why do I have to pay my own care home fees?
- How do I choose a care home?
Voila! Just by using the six W’s (plus one H), you have automatically created seven article concepts which are relevant and interesting.
4. What is your goal?
Every business is different and has distinct goals. Some brands want to appear on page 1 of Google; others want to boost their sales; another might want to increase their brand awareness; whereas someone else might want to educate/entertain their consumers.
Define what the goal is before you create the content. For example; if you want to inform your reader and establish yourself as an authoritative industry source, how-to guides, video tutorials and opinion pieces are ideal.
5. Is it conversion friendly?
Given Google’s latest algorithm changes, there has been a big push towards writing and publishing content that is not over optimised. The search engine giant has penalised many businesses for churning out lots of useless content that has just been written purely for SEO. This is bad.
Just take Interflora for instance. Google has penalised the flower company amid accusations that the company has been manipulating links to improve its search rankings. Now it has somewhat disappeared off the face of the internet and all their rankings have dropped. That’s the consequence of not doing things by the book.
However, it is possible to write informative, engaging content that is relevant, as well as content that is conversion friendly. The answer is balance. How? Don’t try and stuff it with lots of keywords or anchor text links; instead write naturally and on-topic.
Don’t try to shoe-horn in a keyword about PPC if you are writing about web design. This will only deem you evil in the eyes of Google (perhaps evil is a strong word, but it is naughty.) Put SEO keywords in where possible but make sure it flows logically and naturally.
Remember- if your article appears on page 6 of Google’s search results, most likely no-one will read it, so search is crucial.
6. Have you Facebooked/Twittered/Google+d it?
How socially-savvy are you? One of the biggest tips I can give you, and listen
closely because I’ll only say this once, is that you need to promote the hell out of your content.
And why shouldn’t you? If you have written a really noteworthy article and you are proud of what you have created, shout about it on all social media platforms. Share it on Facebook, Twitter and Google+, and target communities that want to read your work.
Really consider where your content will be posted to reach the biggest audience possible. Can you publish it on your site or your blog? Can you publish it on a third party’s blog? If you don’t have access to an existing community, can you find one through outreach?
So there you have six tips to help you on your way to create out of this world content. There are no two ways about it; content really is the bees knees in 2013 and it’s not a question of ‘should’ I implement these techniques, but ‘how quickly can we get the show on the road.’
Got any more tips on content marketing? Is there anything you do differently? Comment below! credit-n.ru
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