Producing content marketing content in the past
Now you have all bound to of heard of the common saying that “Content Is King”. But times are changing and it is not necessarily king any more but there is always a way to improve your chances when creating and publishing your content.
There has been many content marketing strategies deployed in the past, a marketer would be producing content in a mass scale and had sprinkles of the chosen keyword to rank for, some would take an old blog or post and just put it through a re-write and release it.
This could be done on such a massive scale and it was easy to rank. The tactic was rehash a blog release and collect ad revenue from the traffic.
Is content still king?
Well we have some news for you. Google as we all know is continuously looking at updating its algorithms, they are trying to make Google smarter and produce only search results that is highly relevant content to the end users. Each update is designed to be improve on the last, obvious i know, but this sometimes can have strange effects sometimes for the better other times for the worse.
BUT, what this actually means is ranking has become harder for most. What Google actual does now rather than basically putting up random content stuffed with keywords which it did in the past.
Today, though Google is so much smarter and to be honest i think it is for the better, the algorithm has now levelled the playing field especially for smaller businesses.
What Google is looking for, is an understanding of search intent, So when a user is typing in for example “Quick recipes” in the past Google would have brought up all recipes not matter how long they took, today though you are likely to get 5 minute recipes. This is exactly what you are looking for, smarter and more relevant results means happier users and less time searching.
In other words, Google changed its focus when deciding how to rank content. Googles #1 priority is no longer content stuffed with keywords, it is actually the user’s experience and the how the results relate to what the user is searching for.
This is not a bad thing, Google helps us to understand what exactly what Google wants and how to rank high in search engine results.
How to SUPERCHARGE your content to gain results
How do you produce content around user experience?
When creating content there should be a few steps that you should take every time, step one is to identify what problem are you going to resolve for an end user? Basically you want to know what is the users “END GOAL”, so best practice at this stage is to think backwards, start at what they are looking to achieve and produce relevant content around that goal.
So, what do I mean?
Well for example and insurance company is not selling “insurance”, what they are actually doing is providing you with protection for your belongings, so they will be writing something like “Don’t Worry!! Blake’s coverage protects your belonging at home, work everywhere, we have got you covered”
What they are actually selling to you is “peace of mind” They convey the feeling to you, that everything will be alright if this situation happens.
There is no keyword stuffing here, first they are reaching out to your emotions with “Don’t worry”, automatically being human most people get a feeling of worry, they take notice of whats coming next then its their product and then comes the benefit and selling of not insurance, but of “peace of mind”
The content they are going to create will be around emotion’s of a terrible situation so you can relate, they will then show benefits of how they will solve this problem. Some companies are so good at doing this, that you will buy a product or service that, you will likely never even use and before the advert/content you never even wanted.
How many of you have actually done this? They have told you a story and highly likely used great visuals and images which brings us on to point two
How to improve content using great images to tell a story
The saying goes “a picture can tell a thousand words” and quite simply this is true, so when telling a story use high quality images or video. Studies have found, results with high ranking content contain great images and/or videos.
So, you know the problem you are going to solve and you are looking for images to compliment it.
For example you run an eCommerce store selling trainer’s, and you are producing content around the new trainers that are coming out. A picture or a video of the trainers will not sell by themselves in most case’s, yes you will get a few impulse buyers but the masses will likely to just look and not purchase.
What they do to turn this around is convey a story of broken trainers, blistered feet, sweaty and smelly trainers and how you feel pain when wearing them.
We have all felt this and with suitable accompanying images to match, you are now connected on an emotional level with these trainers, you are shown embarrassing, tattered and broken trainers visually and let’s face it we all have that one pair of trainers that was ready for the bin years ago but we love them.
The scene goes :-
You are in the local park with your children, they are playing having fun and calling you to come play with them, scene goes to broken trainers, you rubbing your feet and saying you can’t due to being in pain. The image changes from happy children playing, to sadness on their faces and an overwhelming feeling of failure.
Next comes the product with cushioned soles, breathable air pockets and cool colours etc.
We all know what comes next, the scene has changed you are running, jumping playing games and full of enjoyment in your new super cool trainers. So they sold you trainers right?
No what they actually sold you on, was spending quality time with your children, it wasn’t the trainers.
Keep with your topic
The idea of good copy writing is to make your user want to read the next line, so stay on topic. They started to view the content for a reason.
If you had a headline of “10 simple ways to improve your house painting techniques” then write all ten ways around painting techniques, don’t start talking about plastering during the topic unless it is relevant to the message and solution you are conveying.
Keeping your topic laser focused, will greatly improve your chances of attracting only users who have an interest in painting techniques and they are more likely to read the whole article.
Think about adding a FREE downloadable pdf of the article something they can print and keep as a go to guide on this subject. If someone has reached a certain point in the content, if they are still with you they are clearly intrigued then they are more inclined to click on your download link, call to action (CTA) or buy button.
As with all content you should look at optimising it to get results, what are your end goal is important but stuff the content with keywords is not the way to go any more!! Keep the content to providing a solution (Step1), Connect with your user on an emotional level and use images and video (Step2), Stay on topic
But just as importantly, there’s been a shift in what it means to be relevant. It’s no longer about being relevant to keyword phrases. It’s increasingly more about being relevant to what users are trying to accomplish and then addressing that in the content.
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