Content creation is a critical key to drive brand awareness, increase demand, and gain more revenue. This is why publishers, marketers, and other people in the same industry are always looking for the best strategies to produce high-quality content that will help boost their rank in search engines.
In this topic, we will share our top tips to help you create content that can generate web traffic and, eventually, lead to more conversions. Let’s get started.
1. Be the expert
Google is expected to head towards rewarding websites with a depth of expertise above other ranking factors. Google’s algorithm is getting smarter with semantics which could cause the other factors for ranking in search results to decrease over time. Therefore, it is best to build a website that offers in-depth research content that will establish your expertise and authority on the topics.
In the SEO landscape, backlinking is the primary factor in ranking better in search engine results. But expertise will ultimately play an equal or a bigger part in search engine rankings in the future, which means link relevancies would be reduced.
Besides studying and doing research on your own, you can also collaborate with other experts on your chosen topic. These SMEs or subject matter experts can provide better insights and useful information to your topic, which will help make your content. Besides contributing insights and relevant information, they can also provide you with ideas on how you can repurpose your content and use them as marketing posts on other platforms.
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2. Leverage on Pillar pages
Pillar pages or also known as power pages or content pillars, are web pages that are related to the topic. When combined, these pages provide in-depth information about the topic and other contents related to it. They can be compiled to create an eBook, white paper, product catalogues, and other materials for your marketing purposes.
There are three commonly used pillar pages types:
- Resource pillar page – It is a reference page with valuable links that point to comprehensive, relevant pages linked to external websites.
- Product or service pillar page – This is very useful for business owners with multiple products or services. Usually, this page contains important information about the products or services offered by the business. It is also best for CTA placements.
- 10x Content pillar pages – Usually, these are downloadable resources such as eBooks or guides.
Pillar pages can be blog posts or website pages, depending on the structure of your website. You can also use both or combinations of these pages on your website.
3. Be data-driven
Google is a logical thinker, so it is important to be data-driven when you are creating content. If you have already published a handful of contents, check which ones have more search traffic or more shares. Then using a website analytic tool, check on the websites that rank better than yours. See what you are missing and what content components you can improve on. Go back to your content and update it. Add more information that is beneficial to your audience.
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This does not necessarily mean that you need to add more words. What you want to do is enrich your content for your audience to find it more valuable than the others.
4. Always provide valuable content
The internet bombards users with tons of content every day that making yours valuable get their attention becomes more challenging. In creating valuable content, it is always important to first understand the needs of your customers and their intention behind interacting with your brand to begin with.
Instead of showcasing what your products or services can do, showcase how they can provide solutions to their problems. Also, it is important to note that gated content will possibly be outdated as more audience wants immediate content right away. You would want your audience to dive into reading and find your content’s value immediately.
5. Do more original research
Doing more original research can help you stand out among the sea of content that is the kind of internet nowadays. It is saturated with incredibly talented influencers and thought leaders, which is why it is important to gain an edge by creating original research.
Research starts with a hypothesis, its purpose or why it is important to study, and the research methods used to conduct it, including its details. You can test a hypothesis or uncover what customers think about a problem or an issue.
Surveys, quizzes, interviews, social experiments, or expert collaborations are some of the best methods of doing original research. Use the data collected to gain thorough insights about the issue or the problem, which will be your basis in determining solutions to address it. Best of all, you can repurpose your research in many ways. You can use the graphs, data, or quotes can be used as social posts or in short video format, and so on.
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6. Long-form content isn’t always good
There is no guarantee that long-form content will always be good enough to rank better in search engines. Writing content with 5,000 words or more could be too long for your audience and could eventually bore them.
This could also mean throwing money out the window, especially when you have invested money in creating that content like purchasing stock images, hiring a graphic artist, and so on. Try to focus on writing valuable content around 2,000 words long. It is short enough to captivate your readers and comprehensive enough to provide a huge value to them.
7. Get more Engagement with Interactive Content
Creating interactive content is effective and can be a fun way of getting a higher engagement rate from your audience. You can use clickable icons or images, surveys, and polls, quizzes, infographics, assessments, calculators, or short-form videos. There are free and paid tools online that you can use to easily create interactive content that your audience will love to try and engage with.
This creates a shared experience between you and your audience. This will make your audience feel that they are part of the content’s story. It makes them want to anticipate the outcome and be excited to read the published content. These positive experiences help builds trust from your audience and contribute to brand loyalty as well.
8. Increase the adoption of Useful AI and ML tools
There are many AI and ML or machine learning tools that are adopted in content creation. These tools are handy for content optimization, analysis, A/B testing, and more. There are tools to help you create better content easier and more audience targeted. An example is the Jaaxy Keyword Search Tool. It is an AI-powered keyword search and optimization tool to help you create the best comprehensive and targeted content. It provides you with the related searched keywords, average search volume per month, traffic, keyword quality, SEO rank, and more.
9. Use content templates
Content templates enable better search intent that helps drive more organic traffic to your website, increasing conversions. Create templates for your products or services that show your audience what they are, how they can use them, their benefits, what problems they can solve, and so on. And when you have enough, you can even build a library of your product templates which will be very useful for marketing and content repurposing. Aside from creating product or services templates, you can also create one for your brand or your business that provides an overview of the company, departments, teams, and so on.
10. Reimagine and repurpose content
Your old content can be reimagined and repurposed to something relevant today and presented in a new way. Break down a long content into several chunks that include the most important part of the topic. You can also take the contents of an eBook or white paper and separate them to create topics for a blog post or into an email course. As we move forward, content production will more critical than ever. Taking one piece of content and breaking it down into smaller digestible information will allow you to gain more out of it.
11. Optimize for overall user experience
Aside from optimizing keywords, Google will be focusing on the overall user experience. How we deliver the content to users will be most critical in creating a more delightful web. This means that in-depth content could be overtaken by other in-depth content but contains a greater presentation for the audience.
High-quality content is a priority but other factors should also be considered such as image positioning, page loading speed, or mobile responsiveness. Think about how you can communicate with your audience one on one instead of doing mass media marketing.
Practices and strategies for content creation will continue to have changed as people look for better content online. It is a constant battle for content improvement and a race to put an original creation out there. We hope that our tips will guide you in revamping your existing content or creating a new original one.
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