Now that you have run your own internal audit about what content you should be writing, now we need to optimize it. These steps are not only helpful for blog posts, but also page content, social content, and email content.
Not sure what to write about? Be sure to start with this first: 6 Steps to Writing High-Quality Website Content
1. Think Holistically
When you are planning out adding this new content to your website, where does it make the most sense on your website? How does it fit in your sales cycle or funnel? Create a content strategy that works together with your other content to drive someone from discovery to purchase. Building this content roadmap upfront allows you to start with one piece and quickly knock out the remaining in a cohesive flow.
Looking for an example? Learn about funnel-focused design in this article.
2. Be Poignant
When people come to your website, they’re looking for answers without the fluff. Say what you need to say in a clear and concise way. Tell them what they are going to get so even the toughest critics are eager to continue on.
And don’t try to sound fancy or cool with the latest lingo. Nothing kills trends quicker than when everyone tries to jump on the bandwagon.
More info: check out this article for more about social media voice and tone.
3. Value & Keywords
It might be tempting to forgo quality in your writing in favor of what seems like best SEO practices, but don’t be fooled. Keyword stuffing and unrelated information is not only undesirable for your costumes, but also search engines.
Don’t be afraid to go in-depth and create long-form content. Do your research and provide something that is genuinely helpful for your readers and deliver what you promised. If you say you’re going to answer a certain question in your headline, you better answer it.
4. Skimmable
It’s no surprise that most users likely only read 15% of your article before they make the decision if the content is interesting enough to fully read. This is why you need to be able to create a layout that can be quickly scanned so they can find what is interesting to them.
Headings
They’re a great way to break up your information to let people scroll to the section they need. Your headings should be clear, informative, and engaging enough to stop a skimmer in their tracks.
Imagery & Infographics
People are visual so selectively choose images to break up long paragraphs and monotonous content. Avoid irrelevant stock imagery and keep it engaging, this might be your one shot.
Numbers and Bullets
Some topics require more in-depth descriptions to get your valuable information across but lists and bullets are more digestible for those skimming.
CTAs
Make the calls to action noticeable, obvious, and directive. Get straight to the point and jump points to go deeper. You now have them on the hook, pull them in the direction you want.
5. Optimized for SEO & Mobile
This goes without saying, but now that you have put in all this work, make sure it is properly optimized and indexed. It is the equivalent of opening a bakery in a building with no windows or signs, and hoping that users will find you from the smell of your bread alone. Make sure you are letting everyone know that your bread exists!
It is likely that over 50 percent of your web traffic is on mobile devices (and growing), so it is safe to say that your blog, website, eCommerce store, email, and other communication is being viewed on a mobile phone. Be sure to check in on mobile devices (or just shrinking your desktop browser to its narrowest aspect) to ensure this is how you want people ingesting your brand.
6. Focus on the Big Picture
If you want your content to be found, you need to do more than post it on your blog. Include references to your post in monthly newsletters. Build a touchpoint in your prospecting email marketing sequences. Add it to landing pages or retargeting campaigns to address concerns. Share long-form industry-relevant pieces on LinkedIn. Chances are, your potential customers won’t frequent your blog very often to see when you post.
Where else can you share your new valuable content to get in front of the right eyes?
Implementing your Content Strategy
Now, that you have a guide to follow, it is important to now get started on building new content for your audience. While many of our clients say that “my customers are not interested in reading a blog”, you can always disguise this into helpful Resource sections. New content is a valuable way to build credibility, engage with your customers, attract new customers, and build a strong SEO authority. Check out how we have built for Transform Wealth under their Resource navigation tab.
Even for small businesses, a strong content strategy is an essential part of a small business marketing budget and a crucial step in getting ahead. Want help implementing your on-going content and blog? BUHV has professional copywriters specialized in your industry and is here to help. Contact us now and make it part of your digital marketing efforts.
